Almost half of European consumers use protein products, with a third choosing sports and functional nutrition as an afternoon snack. European sports nutrition product launches with whey protein peaked in 2020, reducing by 41% in the last two years (2020-2022). Sports powders lead whey sports nutrition launches, accounting for 65% of product launches in 2022. Consumers are interested in functional ingredients in sports nutrition, protein and reduced sugar claims. In addition to protein claims, the leading claim in whey protein sports products is vegetarian, featuring 37% of launches in 2020, up from 17% in 2018. The UK and Germany are the top European countries for whey protein launches (2022). This Nutrition Focus presentation is from Tirlán Ingredients.
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%.
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.
