Innova Market Insights data shows the rising influence of healthy aging solutions as consumers globally boost their protein intake to support longevity and well-being. This trend has driven innovation, with healthy-aging claims in sports nutrition growing by an average of 43% annually from 2021 to 2025. Over the past year, supplements have been the top choice for healthy aging, followed by nutrition-fortified foods and drinks.

Innova Market Insights data shows that over half of global consumers are paying attention to collagen in their diets. The majority of these consumers prefer collagen supplements in on-the-go or powder formats, which opens the door to further format innovation for busy consumers. Collagen ingredients in supplement launches are rising with +6% growth from 2021 to 2025.

Innova Market Insights’ data indicates a 2% compound annual growth in supplement launches with digestive health claims between October 2020 and September 2025. Europe and US/Canada lead these launches, and Botanical/Herbal supplements were the top subcategory. The use of various functional ingredients is gaining ground.

Innova Market Insights data show growth in active nutrition launches with a healthy aging claim from October 2020 to September 2023. Additionally, 75% of consumers worldwide consider healthy aging to be important. Most of these healthy aging launches were sports powders, but ready-to-drink launches are also increasing globally.

Innova Market Insights data indicate an 18% average annual growth in HMO (human milk oligosaccharide) ingredient use for all life stages nutrition, including infant nutrition and supplement launches. Asia was the leading region for these launches. Overall, there is a steep growth for HMO ingredient use for infant nutrition, children’s supplements, and an exceptionally high increase in adult supplement NPD.

According to data from Innova Market Insights, 60% of female consumers are including more omega-3 (including DHA) ingredients in their diets. Growing awareness of omega-3’s health benefits, combined with women’s increasing focus on preventive wellness, is driving growth in the launch of women’s health supplements and functional foods. Moreover, there is a rapid increase in DHA supplements for pregnancy health.

Innova Market Insights data indicates that 1 in 2 consumers globally are interested in collagen for anti-aging benefits, fueling consumers’ interest in specialized formulations. With type II collagen ingredients increasing by +25% year-over-year, there is an opportunity for collagen II matrix formulations in NPD, with a special focus not only on joint health, but also on beauty applications.

Innova Market Insights data shows that whey protein hydrosalate (WPH) is emerging as a leading ingredient for active nutrition, with 46% year-over-year growth from July 2023 to June 2025. Although WPH is most commonly found in sports powders (79%), its functional benefits indicate additional potential in sports bars and RTD products.

Innova Market Insights data shows that 48% of consumers prefer milk as their protein source. The market for dairy proteins increased 7% from July 2020 to June 2025. Sports nutrition was the leading subcategory, but there has been growth in hot drink launches with dairy proteins. Nearly half of these launches included milk protein.