Innova Market Insights data shows growing global interest in supplements targeting the gut-brain axis, with related health claims rising 11% between July 2020 and June 2025. Europe and North America are leading in new product launches, while the surge in natural-positioned claims is opening fresh opportunities for innovation.
Innova Market Insights’ data indicates a 2% compound annual growth in supplement launches with digestive health claims between October 2020 and September 2025. Europe and US/Canada lead these launches, and Botanical/Herbal supplements were the top subcategory. The use of various functional ingredients is gaining ground.
Innova Market Insights data show growth in active nutrition launches with a healthy aging claim from October 2020 to September 2023. Additionally, 75% of consumers worldwide consider healthy aging to be important. Most of these healthy aging launches were sports powders, but ready-to-drink launches are also increasing globally.
Innova Market Insights data indicate an 18% average annual growth in HMO (human milk oligosaccharide) ingredient use for all life stages nutrition, including infant nutrition and supplement launches. Asia was the leading region for these launches. Overall, there is a steep growth for HMO ingredient use for infant nutrition, children’s supplements, and an exceptionally high increase in adult supplement NPD.
According to data from Innova Market Insights, 60% of female consumers are including more omega-3 (including DHA) ingredients in their diets. Growing awareness of omega-3’s health benefits, combined with women’s increasing focus on preventive wellness, is driving growth in the launch of women’s health supplements and functional foods. Moreover, there is a rapid increase in DHA supplements for pregnancy health.
Innova Market Insights data indicates that 1 in 2 consumers globally are interested in collagen for anti-aging benefits, fueling consumers’ interest in specialized formulations. With type II collagen ingredients increasing by +25% year-over-year, there is an opportunity for collagen II matrix formulations in NPD, with a special focus not only on joint health, but also on beauty applications.
Innova Market Insights data shows that whey protein hydrosalate (WPH) is emerging as a leading ingredient for active nutrition, with 46% year-over-year growth from July 2023 to June 2025. Although WPH is most commonly found in sports powders (79%), its functional benefits indicate additional potential in sports bars and RTD products.
