With sports nutrition launches witnessing an average annual growth of 23 percent globally between 2015 and 2019, this space is no longer a self-contained, specialist segment aimed solely at dedicated athletes. Instead these products have seeped into the mass market. Mainstream brands will do well to keep a close eye on any newly emerging ingredients in this area to fuel their NPD efforts.
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.
