Innova Market Insights data reveals that nearly two-thirds of consumers across Europe, North America, and APAC actively pursue weight loss. Additionally, cognitive health is a growing priority, with 44% of consumers in these regions taking probiotic supplements to support clear thinking. This focus has driven a 10% growth in probiotic supplement health claims from July 2020 to June 2025, with human-residential bifidobacteria playing a key part in this innovation.
Innova Market Insights data reveals that flavor strongly influences consumers’ choices in active nutrition. New taste discovery and texture also matter when consumers are active, whether through sports or exercise. The fastest growth is in protein drinks and sports bars, where brands are moving beyond classic flavors toward more indulgent options. Berries and summer fruit are the leading flavors, while salted flavor notes offer strong growth potential.
Innova Market Insights data indicates that consumers are increasingly taking protein to improve their physical health. Protein bars and snacks, as well as powders and shakes, are the most popular forms of nutrition. Overall, there was an 11% growth in sports nutrition launches featuring protein ingredients, especially bovine collagen peptide hydrolysate, which had a rapid increase in NPD.
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.
