With “Redefining Value” leading Innova Market Insights Top Ten Trends for 2023, consumers are becoming more cost aware. This creates an opportunity for brands to deliver products that can provide nutritional benefits and are cost-effective. Protein remains the favorite nutrient for consumers, creating opportunities for innovation in protein-rich products across different food and beverage categories. Other trends include listening to the generational voice, especially Gen Z, who are particularly interested in flavors and taking into account digital influences like screen usage and gaming.
As consumers seek more targeted solutions tailored to their needs, Innova Market Insights data indicate a 9% growth in bioavailability claims for global supplement launches from September 2020 to October 2025. New product launches are incorporating ingredients with high bioavailability. This trend aligns with increasing market emphasis on scientifically supported formulation approaches that improve nutrient absorption and performance.
Innova Market Insights data indicate a 19% annual growth in infant nutrition launches featuring HMO ingredients from October 2022 to September 2025. 2’-Fucosyllactose (2’-FL) is the most used ingredient among these launches, supporting gut health, blocking pathogens, and potentially boosting immunity. HMOs may also support brain development, allergy prevention, and bone health, underscoring their growing role in early nutrition.
Innova Market Insights data show that new product launches this year are focusing on limited-edition Christmas-inspired offerings. Festive flavors in sports nutrition, such as gingerbread, cinnamon, and spiced apple, add a seasonal touch to everyday workouts, making healthy routines more appealing.
According to a survey from Innova Market Insights, 28% of global consumers take supplements to maintain and improve physical appearance, highlighting the ongoing growth in supplement launches with skin health and beauty claims. Europe leads in global launches. Top ingredients include vitamins, hyaluronic acid, and collagen.
According to an Innova Market Insights survey in 2025, 27% of global consumers have made changes in diet/nutrition to manage a mental health problem or achieve a goal, indicating that mood and mental health remain one of the top concerns. Vitamins/Minerals are the top category in supplement launches for brain and mood health. B vitamins and magnesium were the top ingredients in mood health supplements, while magnesium bisglycinate and various mushrooms are gaining traction.
Innova Market Insights data shows an increase in supplement launches with a diabetes claim from July 2020 to June 2025. Of these launches, 31% were botanical or herbal supplements, and vitamins and minerals accounted for a 16% share of new product development. These supplements aim to help regulate blood sugar levels, prevent sugar crashes, and enhance insulin sensitivity. There is also a growing focus on plant-based and herbal solutions for this purpose.
