Innova Market Insights data shows that consumers increasingly recognise gut health benefits beyond digestion, particularly its links to mental well-being, energy and sleep. Global food, drink and supplement launches featuring gut–brain health claims grew by 5% between September 2021 and October 2026, with claims equally prominent across North America, Europe and Asia. More than half of these launches were supplements.

Innova Market Insights data indicates growing momentum for gut health in healthy aging, with launches featuring gut health claims growing at a 16% CAGR from October 2021 to September 2026. Consumers are driving the shift: 59% globally say gut health is very important for their whole body. North America leads launch activity at 48%, and postbiotics are the fastest-growing biotic ingredient at a 30% CAGR.

 Innova Market Insights data indicates that cranberry is a familiar ingredient among female consumers in the US and Western Europe, with one in four consumers reporting cranberry consumption. This familiarity is translating into market growth, with cranberry supplements positioned for female health growing by 18% from July 2021 to June 2026. Cranberry remains a key ingredient in bladder health and UTI prevention, while its applications are also expanding into other health areas, including immunity, skin health and more. 

Innova Market Insights data shows a +4% CAGR in baby nutrition launches from July 2021 to June 2026. Europe led infant nutrition launches, with baby formula/milk as the leading subcategory and baby snacks showing the fastest growth. Clean label claims lead, while postbiotic claims grew strongly, up 111% over five years.

Innova Market Insights data indicates that consumers globally are prioritizing heart health. Global supplement and sports nutrition launches with heart health claims have increased at a 5% CAGR from July 2021 to June 2026. Europe and North America lead in heart health launches, with the biggest growth seen in RTD sports drinks that support heart health during exercise.

Innova Market Insights data indicates that 59% of consumers link gut health to overall well-being, especially immune resilience and emotional balance, driving innovation in postbiotics, the next generation of biotics. Launches with postbiotic ingredients carrying immune and mood claims grew at a 21% CAGR from July 2021 to June 2026, led by Asia. Immune health remains the top commercial opportunity, while mood support is emerging as the next frontier.  

Innova Market Insights data indicates that more than one-third of consumers take supplements daily, alongside continued growth in supplement launches and an expanding variety of delivery formats. While capsules are the leading format among supplement launches, gels showed the fastest growth in NPD, with a 23% CAGR from July 2021 to June 2026.

Innova Market Insights data indicates that consumers globally are increasingly incorporating collagen into their diets. As a result, supplement and sports nutrition launches featuring collagen ingredients grew at a +17% CAGR from July 2021 to June 2026. While one-third of launches were sports bars, protein-based RTDs emerged as a key area for collagen innovation.

Innova Market Insights data reveals that consumers are increasingly prioritizing skin health, with many already using supplements to support it. This growing interest is driving innovation in the beauty supplement category, which recorded 4% growth from April 2021 to March 2026. Vitamins remain the leading ingredients in new launches, while collagen peptides continue to emerge as a key area for future innovation.