Gut health & digestive supplement trends

Aug 2025

According to data from Innova Market Insights, half of consumers globally choose F&B for their digestive health needs. The market is coming up with more launches to boost the gut. Supplements had the largest share of launches with gut health claims, but soup launches for digestive health are increasing.

Bone strengtheners

Jul 2025

Innova Market Insights data indicate a 5% increase in supplement launches for bone health. Nearly half of these launches were from Europe. One in two NPDs for bone health also included an immune health claim. Vitamin D3 was the top ingredient in launches, while the use of zinc bisglycinate was gaining ground.  

Prebiotic proliferation

May 2025

Innova Market Insights data indicates a 10% compound annual growth in supplement launches featuring prebiotics from 2020 to 2024. Top health claims included digestive/liver health, immune health, and energy and stamina. GLP-1-friendly claims are on the rise, showing a remarkable 78% CAGR. Inulin emerged as the leading prebiotic ingredient used in these launches.

Climate-smart production

Apr 2025

Innova Market Insights data reveals a 3% increase in supplement launches featuring carbon labeling claims, aligning with the finding that 32% of global consumers are aware of climate change.