Innova Market Insights data indicates a 7% average annual growth in healthy aging product launches from 2021 to 2023. North America attributed 46% to these food & beverage launches (including supplements) with healthy aging claims in 2023. Additionally, there is a 9% growth for launches tracked with healthy aging claims and dairy-based proteins.
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.
According to Innova Market Insights data, women increasingly view mobility as a key pillar of healthy aging and are taking a more proactive approach to bone and joint health. This is driving growth in mobility-focused supplements and Bone Health Triangle (calcium, vitamin D3, and vitamin K2) formulations, which had a 17% CAGR from April 2021 to March 2026. This report explores women’s bone health needs across life stages and highlights key innovation opportunities in Europe.
Data from Innova Market Insights shows a 10% year-over-year increase in early nutrition product launches featuring HMOs and biotic ingredients. Baby formula and milk were the dominant subcategory, accounting for 72% of launches. Meanwhile, baby fruit products recorded the strongest growth in innovation activity. Regionally, APAC led new product developments with a 44% share of total launches.
