Innova Market Insights data indicates a 3% CAGR in supplement launches with specific health claims between 2020 and 2024. Europe was the frontline of these launches. While vitamins/minerals remain the top category launched, concentrates are gaining ground. The top three health claims in launches were immune health (37%), brain-mood health (33%), and energy & stamina (33%).

Innova Market Insights data indicates a +3% average annual growth in supplements for eye health from 2020 to 2024, with ingredients like sunflower seed oil, zinc bis-glycinate, and alpha-tocopherol gaining popularity for their eye-supporting benefits.

Innova Market Insights data indicates a 7% average annual growth for heart and blood pressure claims in supplement launches from 2020 to 2024. This growing trend reflects increasing consumer awareness and demand for products that support cardiovascular health, with brands responding by highlighting heart health benefits in their formulations.

Innova Market Insights data indicates an 18% year-over-year growth in sports nutrition launches with fiber claims between September 2022 and October 2024. Europe was the frontline of these launches. Nearly two-thirds of launches were sports bars, and key fibers used were oligofructose, inulin and chicory root fiber.

Innova Market Insights highlights several health and nutrition trends for 2025, including a growing consumer focus on the positive impact of nutrition on overall health, particularly gut health. Other key trends include weight-loss-related health benefits, gender-specific nutrition and the appeal of natural health benefits.

Bioavailability is crucial in supplements as it determines how effectively nutrients are absorbed and utilized by the body, directly impacting their efficacy. According to data from Innova Market Insights, there has been a 12% increase in bioavailable claim mentions in global supplement launches between October 2019 and September 2024. Notably, 39% of these claims were found in vitamin and mineral product launches.

Innova Market Insights data indicates a fast increase in Christmas-themed Sports Nutrition launches globally, with an 87% average annual growth from October 2019 to September 2024. This manifests in exciting new launches with limited edition flavors.

Innova Market Insights data indicates a 12% average annual growth rate in food and beverage launches, including supplements with a pregnancy/breastfeeding claim, reflecting a rise in prenatal health products. Brands are increasingly innovating with bioavailable nutrients, eco-friendly sourcing and targeted formulations to support modern maternal health needs.

Sports nutrition is expanding beyond the needs of elite athletes and expands into a broader audience. Brands are launching products that are tailored for everyday life, which contain electrolytes, protein, vitamins and minerals. These products also have a format appropriate for everyday use.