Innova Market Insights data indicates that there is a 4% average annual growth for active nutrition launches from October 2019 to September 2024. Sports Powders was the leading subcategory with 56% share of launches, while Sports Drinks RTD is the fastest growing subcategory. Protein-rich claims are leading. There is a growth in female sports nutrition.

Innova Market Insights data reveals that 87% of consumers globally say they are interested in omega-3 (e.g., DHA, EPA) as an ingredient. Data indicates that from July 2023 to June 2024, 61% of omega-3 launches globally were in the Supplements category. The immune health claims had the fastest growth in omega-3 functional food innovations, while the rising demand for vegan claims in omega-3 supplements is paving the way for more sustainable solutions.

Innova Market Insights data indicates a 20% average annual growth rate in using the probiotic strain Bacillus subtilis DE111 in F&B, including supplement launches between July 2019 and June 2024. US/Canada was on the frontline, accounting for two-thirds of global launches. Between July 2023 and June 2024, more than half of launches with Bacillus subtilis DE111 were supplements. Meanwhile, the application of Bacillus subtilis DE111 was rapidly growing in various other categories, such as Sports Nutrition and Soft Drinks.

According to data from Innova Market Insights, global launches of sports nutrition products have been on the rise, showing an average annual growth of 18% between July 2021 and June 2024. While sports powders remained the most popular subcategory, sports drinks experienced the fastest growth. Additionally, 43% of sports nutrition launches worldwide featured a high-protein claim. The NPD market for female-targeted sports nutrition products is also seeing significant growth.

Innova Market Insights data indicates that F&B, including supplement launches for healthy aging were increasing, featuring a 6% average annual growth between July 2019 and June 2024. Notably, the use of probiotic ingredients, specifically the Human-Residential Bifidobacteria for aging well is surging in various countries across the globe. In addition, launches with both probiotics and postbiotics were growing at 87% CAGR during the same period. 

As consumers increasingly focus on healthy aging, ingredients that offer these benefits are gaining prominence. From April 2019 to March 2024, there was an 8% growth in global whey protein launches. During this period, 43% of these launches were sports powders. High protein claim was the most prominent for whey protein products, with more than half containing whey protein concentrate. Additionally, research highlights the benefits of MFGM for healthy aging, prompting brands to incorporate it into products for adult nutrition.