Innova Market Insights data indicates a 6% average annual increase in food & beverage (including supplements) launches containing cognition health support claims from 2019 to 2023. Europe was the leader of these launches in 2023. Supplements take 65% of launches with cognitive health claims, but soft drinks show high innovation potential. Vitamin E used for cognition support supplements shows a fast 11% growth from 2019 to 2023.
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.
