The use of electrolyte claims is rising in the sports RTD with electrolytes category, with cost and flavor revealed as the primary drivers in consumers’ purchasing preferences at 40% each. Health aspects and benefits took a close second at 38%. Moreover, the use of electrolyte claims in product launches grew by 11% from 2018 to 2022, with 32% of global consumers saying they desired electrolytes in their sports nutrition products. This Nutrition Focus is brought to you by Bartek.
Innova Market Insights data shows a 12% growth in women’s health supplement and sports nutrition launches from 2020 to 2024. This growth is driven by increasing consumer interest, with 36% of global female consumers reporting taking vitamins or minerals related to their hormonal cycle. Brain and mood health claims lead among the top product launches, but there is also a growing emphasis on supplements targeting blood pressure.
Innova Market Insights data shows that Europe and North America lead global botanical and herbal supplement NPD, accounting for 78% of launches. Of all NPD, 37% featured brain-mood health claims. Ashwagandha remains the most popular herb, though Chaga mushroom is growing rapidly. Additionally, there is a notable rise in botanical and herbal gummy supplements.
Innova Market Insights data reveals that healthy aging is gaining momentum, with 1 in 3 global consumers prioritizing it for their physical health. In 2024, Europe leads in product launches featuring brain health claims, which account for 39% of new releases. Energy and stamina are the top claims alongside brain health, while insomnia-related claims are also on the rise.
Innova Market Insights data indicates that functional ingredients are on the rise, with 21% of consumers globally seeking them for health benefits like immunity and gut support. Europe leads in functional ingredient launches, with supplements making up more than two-thirds of the market. Brain and mood health claims are at the forefront of innovation in this space.
Innova Market Insights data reveals a 21% compound annual growth in global pet food launches between 2020 and 2024, with Europe accounting for half of total launches. Digestive/gut health was the top positioning, followed by immune health claims. The use of prebiotic ingredients in pet nutrition is on the rise.
Innova Market Insights data indicates that sports nutrition launches globally increased by 4% on average from 2020 to 2024. One in two of these launches was in Europe. Sports powders were the leading subcategory, while sports drinks were the fastest growing. Additionally, there was a +11% average annual growth for athletic claims in sports nutrition launches.
