Globally, one in three consumers say they are looking for more health benefits for their gut & digestive system, focusing on functional food NPD with gut & digestion health claims. Product launches featuring these claims have grown 3% over the last two years (2020-2022) and 31% of global consumers say they believe that functional F&B products are very effective in improving their gut & digestive health. Immune health is the leading claim in the segment for functional F&B featuring in 20% of launches between 2018 and 2022 and a major opportunity lies in supplements that promote the gut-brain axis, which has seen a 105% average annual growth in launches over the last five years (2018-2022). This Nutrition Focus presentation is brought to you by Bionap.
Innova Market Insights data reveals that consumer interest in beauty supplements is rising. Thirty-seven percent of respondents report using supplements daily for beauty and skin care, with skin care cited as the leading reason by 63% of users. The market continues to thrive, with hair, skin, and nail supplement launches increasing by 12% between April 2020 and March 2025.
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.
