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 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.
