Innova Market Insights data shows that 48% of consumers prefer milk as their protein source. The market for dairy proteins increased 7% from July 2020 to June 2025. Sports nutrition was the leading subcategory, but there has been growth in hot drink launches with dairy proteins. Near half of these launches included milk protein.

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Innova Market Insights data reveals that nearly two-thirds of consumers across Europe, North America, and APAC actively pursue weight loss. Additionally, cognitive health is a growing priority, with 44% of consumers in these regions taking probiotic supplements to support clear thinking. This focus has driven a 10% growth in probiotic supplement health claims from July 2020 to June 2025, with human-residential bifidobacteria playing a key part in this innovation.

Innova Market Insights data indicates that 22% of consumers globally are including collagen in their diet for skin and joint health. The market for supplement launches with collagen ingredients grew 7% from July 2020 to June 2025. Europe was the leading region for these launches, and more than half were for hair, skin, and nail supplements.

Innova Market Insights data indicates that 37% of female consumers globally take vitamins/ mineral supplements to reduce the symptoms of menopause. This interest has sparked market growth, and supplements with menopause claims grew 14% from April 2020 to March 2025. Sixty-two percent of these launches were in Europe.