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 indicates growing momentum for gut health in healthy aging, with launches featuring gut health claims growing at a 16% CAGR from October 2021 to September 2026. Consumers are driving the shift: 59% globally say gut health is very important for their whole body. North America leads launch activity at 48%, and postbiotics are the fastest-growing biotic ingredient at a 30% CAGR.
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.
