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Holistic health drives cognitive supplement demand and ingredient innovations

Consumers’ interest in improving focus and brain health is driving cognitive supplement launches. Experts from MartinBauer Nutraceuticals, Kerry, Saanroo, and Balchem tell Nutrition Insight that the market is moving toward holistic health solutions as the industry recognizes the interconnectedness of cognition and gut, metabolic, and mental well-being. Innova Market Insights data indicates an annual growth of 4% in cognitive supplement launches between April 2021 and March 2026. In the last year, vitamins and minerals, as well as botanical supplements, were leading categories in these launches. 
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Fuel for active nutrition: AI and tech power personalized product innovations
Active nutrition is seeing an increased integration with AI and tech devices among consumers, such as wearable devices, to optimize health and nutrition. The increased access to consumer data brings opportunities for the industry to customize nutrition with personalized innovations. Nutrition Insight sits down with experts from ADM, Balchem, Lactalis Ingredients, Sirio, and BioViVo Sciences to discuss how technology and AI are reshaping the industry. We also discuss the most trending formats for active nutrition and how to overcome formulation hurdles.
Mother Saying No to Child putting sweets in shopping basket. Mom gesturing no as her kid tries adding sugary snacks
US states are restricting sugary drink and snack purchases under SNAP
Research has found that a growing number of US states have been amending the Supplemental Nutrition Assistance Program (SNAP) to restrict recipients from purchasing sugary beverages and snacks. The government has approved 18 out of 31 states’ requests to place such bans. The study reveals that 31 US states took 40 different measures to limit what people can purchase with food stamps since SNAP lacks nutrition standards. Such actions include proposed bills, passed laws, and governors’ orders — mainly aimed at removing sugary products and ultraprocessed foods from the program. 
Lynside Forte Se+ and Forte Zn supplement logos above the tagline “Beauty-from-Within: To Shine on the Outside.”
Beauty-from-Within: To Shine on the Outside
The beauty-from-within revolution is here. Four in five women now integrate nutritional supplements into their beauty routines, with skin, hair & nails leading +35% growth. Discover the power of nutritional yeast: Lynside® Forte Se+ and Lynside® Forte Zn, formulated to deliver bioavailable solutions that transform your beauty formulations. Download our brochure.

This Technical Paper is brought to you by Gnosis by Lesaffre.
Whey Collagen The Protein power couple
Whey & Collagen: The Protein Power Couple
A perfect match. Whey and collagen blends are stepping into the spotlight, driven by economic strains in the whey market but also by the undeniable, increasing awareness of collagen peptides and their benefits. Discover how the right blend can offer comprehensive joint support, promote holistic well-being—spanning beauty from within, gut comfort, and even improved sleep—or drive metabolic wellness through effective glucose spike management and natural GLP-1 production.
By adding value through price optimization, formulation advantages, and additional health benefits, blending whey protein with premium, science-based collagen peptides such as Peptan® or Nextida® GC holds the potential to be a game-changer. Whether you are developing sports nutrition beverages, functional foods, or holistic health supplements, this session will reveal how leveraging this dynamic mix can help your products stand out on the shelf.
Marina Crocker, Hilmar
Hilmar: Tight supply and growing demand boost US whey protein competitiveness in Europe

Marina Crocker, senior director of Product Category and Marketing at Hilmar, highlights how a tight global supply and rising demand have improved the competitiveness of US whey proteins in Europe. As a result, the company debuted as an exhibitor at Vitafoods Europe this year, showcasing protein coffee and functional drinks. Crocker links the growing demand to GLP-1-driven protein consumption and increasing interest in protein-fortified foods and beverages.

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IFT First 2026: Samyang debuts Fibernova crystalline prebiotic fiber brand
Samyang Corporation at IFT First
Samyang Corporation has launched a new brand for its crystalline dietary fiber, Fibernova, at the ongoing IFT (Institute of Food Technologists) First 2026 trade show, in Chicago, US (Jul 13–15). The crystalline prebiotic fiber ingredient, also known as ketose, feeds healthy gut bacteria. The ingredient contains more than 99% fructooligosaccharides. Unlike conventional dietary fibers, it can be produced in crystalline form and offers approximately 30% of the sweetness of sugar.
David Beckham’s IM8 longevity supplement brand secures US$1B in funding
IM8 supplements
Prenetics Global, parent of David Beckham’s co-founded longevity supplement IM8, has closed US$1 billion in growth financing from General Catalyst’s Customer Value Fund (CVF). Since the label’s NASA research-backed powdered drinks launched in December 2024, it has expanded rapidly in direct-to-consumer supplements — scaling to over US$200 million in revenue. CVF will finance up to 70% of IM8’s marketing costs, with IM8 retaining full creative direction. General Catalyst will receive a capped share of income from customer cohorts financed by the deal.
Nestlé brand launches infant gut health guide to close parents’ information gap
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SMA Nutrition has launched The Infant Gut Health Journey, which addresses parents’ needs after finding that 82% of those with children under five often seek online information about babies’ gut health. 
Polyphenol-rich diets may reduce dementia risk, study suggests
Person eating blue berries
A study has linked following a diet rich in polyphenols to a lower risk for Alzheimer’s disease and other disorders characterized by a gradual loss of nerve cells. It suggests that the micronutrients’ antioxidant and anti-inflammatory properties may support nerve cell function and counteract brain aging’s harmful processes. Senior author of the study, Dr. Mónika Fekete, assistant professor at the Institute of Preventive Medicine and Public Health of Semmelweis University, Hungary, says: “Polyphenols are not miracle cures, but research suggests they may be promising tools for supporting healthy brain aging.”
Royal Canin launches fresh therapeutic dog food for gut health and sensitivities
Royal Canin Fresh Veterinary Diets
Royal Canin has launched Royal Canin Fresh Veterinary Diets — its first fully cooked therapeutic diet portfolio sold exclusively through veterinarians in the US. The line is formulated to support dogs with specific health conditions, including gastrointestinal needs, food sensitivities, and reduced appetite. With “therapeutic precision” that targets a dog’s clinical needs and pet owner feeding preferences, the Mars-owned brand designed Royal Canin Fresh Veterinary Diets to offer complete and balanced nutrition in a fresh format.
Protein boom keeps pressure on global whey market as supply struggles to catch...
Young woman exercising and drinking high-protein beverage.

Food Ingredients First

More than two years after global whey supplies first tightened, the market remains under sustained pressure as demand for high-protein F&B continues to outpace production. Despite significant investment in additional processing capacity, manufacturers are still navigating constrained supplies and rising competition for whey ingredients.
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Nutrition & Health News
Brain protein may be key link between obesity, aging &...
US researchers have received a US$410,000 grant from the National Institute on Aging to investigate whether obesity speeds up brain aging and its impact on memory loss and brain-related diseases, including Alzheimer’s. Nutrition Insight sits down with the study lead researcher, Timothy Jarome, professor at the College of Agriculture and Life Sciences’ School of Animal Sciences at Virginia Tech, to discuss what drove him to research this issue and its importance amid an increasingly obese population.
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Nutrition & Health News
Can creatine treat depression? Review reveals mixed findings
A scientific literature review has found mixed results in creatine monohydrate’s potential to treat major depressive disorder (MDD), suggesting it could serve as an adjunct treatment. However, the evidence is not settled. The researchers from the University of Ottawa in Canada analyzed five randomized controlled trials conducted across Brazil, India, Israel, South Korea, and the US. 
Nutrition Insight June in review 2026
Nutrition & Health News
June in review: GLP-1s drive demand, gut-brain axis & EU...
Metabolic health, mental well-being, EU vitamin limits, and protein differentiation were key topics driving product development in the nutrition industry in June. Meanwhile, policies aiming to drive healthier food choices and scientific research advances also shaped industry conversations. In our June review, Nutrition Insight explores some of the month’s biggest stories, such as weight loss needs driving the industry’s shift to support consumers on GLP-1s and when transitioning off them, alongside clinical research linking probiotics to reductions in geriatric depression. 

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Beauty-boosting nutritionJul2026

Innova Market Insights data reveals that consumers are increasingly prioritizing skin health, with many already using supplements to support it. This growing interest is driving innovation in the beau...

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GLP-1 support goes mainstream in supplements Jul 2026

As interest in GLP-1–related pathways continues to rise, supplement brands are introducing formulations that focus on supporting appetite regulation, glucose metabolism, gut health, and overall metabolic balance. Across the category, ingredients such as berberine, chromium, probiotics, citrus extracts, capsaicinoids, and bioactive peptides are commonly used to support satiety, energy balance, and healthy metabolic function.

Trend analysis

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Cognitive supplement trendsJul 2026

Innova Market Insights data indicates that cognitive supplement launches are on the rise, with 4% increase in growth from April 2021 to March 2026. This relates to consumers’ interest in improving focus, and especially brain health claims, which were gaining momentum in women’s supplement claims.

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Marina Crocker, Hilmar
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Hilmar: Tight supply and growing demand boost US whey protein competitiveness in Europe

Marina Crocker, senior director of Product Category and Marketing at Hilmar, highlights how a tight global supply and rising demand have improved the competitiveness of US whey proteins in Europe. As a result, the company debuted as an exhibitor at Vitafoods Europe this year, showcasing protein...

Dr. Torsten Grothe, Mibelle Biochemistry
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Mibelle Biochemistry: Water-soluble collagen booster expands skin health from within applications
Jordi Riera, Kaneka Probiotics
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Kanaka Probiotics: KABP-051 and the future of weight management and psychobiotics
Whey Collagen The Protein power couple
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Whey & Collagen: The Protein Power Couple
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