Innova Market Insights data highlights Europe as the frontrunner in baby & toddler innovations, claiming 43% of new product development (NPD) share from October 2022 to September 2023. While baby formula and milk dominated globally, baby drinks showed the most rapid growth and opportunities. Organic claims led the launches, but the fastest surge was seen in low-calorie claims.
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.
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 shows that consumers in the US and Asia are increasingly seeking protein in sports and functional beverages. From July 2019 to June 2024, casein protein ready-to-drink (RTD) launches saw a 22% growth. While iced coffee remains the top subcategory, casein use in sports drinks is expanding rapidly. Additionally, immune health claims for casein protein RTDs have surged by 46%.
