Innova Market Insights’  data indicates a 7% compound annual growth rate in sports nutrition launches between July 2020 and June 2025. Half of these launches were sports powders. Protein remains a key focus, with 45% of launches featuring a high/source of protein claim. Sucralose appears in nearly half (49%) of all launches.

Innova Market Insights data indicates +4% average annual growth for skin health claims in supplement launches from July 2020 to June 2025. Various ingredients for skin health benefits are gaining ground, including chaga mushroom, sodium selenate, and milk thistle.

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Innova Market Insights data shows a rising trend in sports nutrition product launches featuring protein ingredients. Whey protein isolate was featured in 35% of new products, with whey protein concentrate close behind at 31%. Milk protein and soy protein isolate also ranked among the top ingredients. Meanwhile, newer options like soy protein nuggets and fava bean protein isolate are starting to make their mark.

With women’s health emerging as a top nutrition trend this year, pregnancy supplements are evolving as consumers seek more targeted, science-backed support. There’s a growing demand for multifunctional formulations that deliver meaningful benefits to prenatal nutrition, with key trends including personalization, clean label ingredients, and gut health support for mother and baby.

Innova Market Insights data indicates a 4% average annual growth rate in supplement launches for joint health support between April 2020 and March 2025. The top three leading subcategories were hair, skin & nails, vitamins/minerals, and botanical/herbal supplements. More than half of joint health supplement launches had a skin health (57%) or bone health (51%) claim.

Innova Market Insights data shows that 34% of consumers globally use sports and functional nutrition after workouts, presenting a key opportunity for innovation in post-workout products. As demand for recovery aids grows, there’s significant potential to develop functional ingredients supporting muscle repair and overall well-being, helping athletes optimize performance and recovery in one solution.

Innova Market Insights data reveals a 7% average annual growth in natural ingredient claims for F&B (including Supplements) launches from 2020 to 2024. In 2024, most of these ingredients were launched in Supplements (10%). The fastest-growing categories for natural ingredients were Meat Substitutes and Desserts & Ice Cream.

Innova Market Insights data indicates a 3% CAGR in supplement launches with specific health claims between 2020 and 2024. Europe was the frontline of these launches. While vitamins/minerals remain the top category launched, concentrates are gaining ground. The top three health claims in launches were immune health (37%), brain-mood health (33%), and energy & stamina (33%).