According to an Innova Market Insights survey in 2025, 27% of global consumers have made changes in diet/nutrition to manage a mental health problem or achieve a goal, indicating that mood and mental health remain one of the top concerns. Vitamins/Minerals are the top category in supplement launches for brain and mood health. B vitamins and magnesium were the top ingredients in mood health supplements, while magnesium bisglycinate and various mushrooms are gaining traction.

Innova Market Insights data shows an increase in supplement launches with a diabetes claim from July 2020 to June 2025. Of these launches, 31% were botanical or herbal supplements, and vitamins and minerals accounted for a 16% share of new product development. These supplements aim to help regulate blood sugar levels, prevent sugar crashes, and enhance insulin sensitivity. There is also a growing focus on plant-based and herbal solutions for this purpose.

Innova Market Insights data indicates a 5% compound annual growth rate in global supplement launches with a digestive/liver health claim between July 2020 and June 2025. U.S./Canada accounted for 41% of these launches. Botanical/herbal supplements were the top category, while chaga mushroom was the fastest-growing ingredient used in supplement launches for gut health.

The infant nutrition market is turning to probiotics as a key ingredient with functional benefits. Innova Market Insights data shows that baby formula/milk was the leading subcategory with probiotic ingredients. Bifidobacterium animalis subsp. lactis BB-12 was one of the leading infant probiotics commonly used in infant nutrition. Additionally, B.s infantis M-63 emerged as the fastest-growing probiotic, shifting the focus to supporting infant gut health.

Innova Market Insights data indicates a 4% year-over-year growth in supplement launches with nutraceutical and functional ingredients between July 2023 and June 2025. Nearly one in four launches were vitamins/minerals. Supplements for energy and stamina accounted for almost one-third of launches, while eye health recorded the fastest growth. Magnesium stearate was the most widely used nutraceutical ingredient, and di-magnesium malate reported a 173% increase during the same period.

Innova Market Insights data indicates 11% average annual growth in vitamin/mineral launches from July 2020 to June 2025. Vitamin supplements were mainly targeted for energy and immunity claims. Insomnia and blood pressure claims for vitamin supplements grew fast over the past five years.

Innova Market Insights’  data indicates a 7% compound annual growth rate in sports nutrition launches between July 2020 and June 2025. Half of these launches were sports powders. Protein remains a key focus, with 45% of launches featuring a high/source of protein claim. Sucralose appears in nearly half (49%) of all launches.

Innova Market Insights data indicates +4% average annual growth for skin health claims in supplement launches from July 2020 to June 2025. Various ingredients for skin health benefits are gaining ground, including chaga mushroom, sodium selenate, and milk thistle.

Innova Market Insights data shows a rising trend in sports nutrition product launches featuring protein ingredients. Whey protein isolate was featured in 35% of new products, with whey protein concentrate close behind at 31%. Milk protein and soy protein isolate also ranked among the top ingredients. Meanwhile, newer options like soy protein nuggets and fava bean protein isolate are starting to make their mark.