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.

Innova Market Insights data shows a 16% growth in human milk oligosaccharide (HMO) ingredients used in Baby & Toddler product launches from July 2019 to June 2024, with a significant share in baby formula. HMO use is now expanding into other subcategories, including supplement NPD.

Innova Market Insights data indicates that supplements with brain-mood health claims grew 16% on average annually from July 2019 to June 2024. The leading subcategory for these launches was Botanical/Herbal Supplements, with a 31% share in NPD from July 2023 to June 2024. The fastest-growing brain-mood health claims were in hair, skin and nail supplements, with 104% growth in five years.  

Innova Market Insights data indicates that there has been a significant increase in the launch of women’s specialty supplements containing probiotic and prebiotic ingredients, with a 23% growth from July 2019 to June 2024. Lactobacillus rhamnosus was the most used probiotic, appearing in 34% of these launches. However, the fastest-growing trend is using Lactobacillus plantarum in women’s health supplements.