The use of electrolyte claims is rising in the sports RTD with electrolytes category, with cost and flavor revealed as the primary drivers in consumers’ purchasing preferences at 40% each. Health aspects and benefits took a close second at 38%. Moreover, the use of electrolyte claims in product launches grew by 11% from 2018 to 2022, with 32% of global consumers saying they desired electrolytes in their sports nutrition products. This Nutrition Focus is brought to you by Bartek.
Innova Market Insights data reveals a 21% compound annual growth in global pet food launches between 2020 and 2024, with Europe accounting for half of total launches. Digestive/gut health was the top positioning, followed by immune health claims. The use of prebiotic ingredients in pet nutrition is on the rise.
Innova Market Insights data indicates that sports nutrition launches globally increased by 4% on average from 2020 to 2024. One in two of these launches was in Europe. Sports powders were the leading subcategory, while sports drinks were the fastest growing. Additionally, there was a +11% average annual growth for athletic claims in sports nutrition launches.
Innova Market Insights data reveals that one in three consumers worldwide prioritize healthy aging as their primary concern related to physical health. Additionally, there has been a 9% average annual growth in healthy aging product launches globally from October 2019 to September 2024. Among these launches, 59% were supplements, with North America leading the market.
Innova Market Insights data indicates that baby and toddler product launches featuring human milk oligosaccharides (HMOs) grew by an average of 12% per year globally between October 2019 and September 2024. Europe led the global market, accounting for 42% of these launches. From October 2023 to September 2024, 64% of HMO-based products included claims related to immune health. Among the various HMO ingredients, 2’-Fucosyllactose was the most used in baby and toddler products.
Innova Market Insights data indicates that Baby Formula/Milk and Baby Fruit Products, Desserts and yogurts are the leading subcategories in infant nutrition, each claiming 20% of new product launches. Key trends include “No Additives/Preservatives,” organic claims and a focus on vitamin B1. Notably, the use of the algae Schizochytrium is experiencing rapid growth in this space.
According to Innova Market Insights data, consumers will seek beauty claims for their functional nutrition in 2025. Data shows an especially high rise for beauty-from-within supplements from October 2019 to September 2024, with 15% growth. Europe accounted for 39% of these launches and there was an increase in launches for concentrates. Biotin was the leading beauty ingredient for NPD; zinc bisglycinate showed the fastest growth.
