Innova Market Insights data indicates a significant 15% yearly increase in the introduction of early nutrition products featuring human-residential Bifidobacteria (HRB) between 2018 and 2022. The European and APAC regions together accounted for over 84% of global early nutrition product launches. Notably, Baby Formula and Milk emerged as the top category, with Baby Snacks experiencing the most rapid growth. When it comes to health positionings, digestive or gut health and immune health claims were the most frequently associated with early nutrition products containing HRB. This Nutrition Focus is brought to you by Morinaga.
Innova Market Insights data indicates that consumers are eager to use recovery products when going to the gym. Consumers are especially interested in using nutrition-fortified foods and drinks, as well as supplements, for performance and recovery. Globally, there is an average 22% growth in sports nutrition launches with recovery claims between 2021 to 2025. Sports powders account for the largest share of NPD.
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.
