Almost half of European consumers use protein products, with a third choosing sports and functional nutrition as an afternoon snack. European sports nutrition product launches with whey protein peaked in 2020, reducing by 41% in the last two years (2020-2022). Sports powders lead whey sports nutrition launches, accounting for 65% of product launches in 2022. Consumers are interested in functional ingredients in sports nutrition, protein and reduced sugar claims. In addition to protein claims, the leading claim in whey protein sports products is vegetarian, featuring 37% of launches in 2020, up from 17% in 2018. The UK and Germany are the top European countries for whey protein launches (2022). This Nutrition Focus presentation is from Tirlán Ingredients.
Innova Market Insights data indicates that 1 in 2 consumers globally are interested in collagen for anti-aging benefits, fueling consumers’ interest in specialized formulations. With type II collagen ingredients increasing by +25% year-over-year, there is an opportunity for collagen II matrix formulations in NPD, with a special focus not only on joint health, but also on beauty applications.
Innova Market Insights data shows that whey protein hydrosalate (WPH) is emerging as a leading ingredient for active nutrition, with 46% year-over-year growth from July 2023 to June 2025. Although WPH is most commonly found in sports powders (79%), its functional benefits indicate additional potential in sports bars and RTD products.
Innova Market Insights data shows that 48% of consumers prefer milk as their protein source. The market for dairy proteins increased 7% from July 2020 to June 2025. Sports nutrition was the leading subcategory, but there has been growth in hot drink launches with dairy proteins. Nearly half of these launches included milk protein.
Innova Market Insights data shows growing global interest in supplements targeting the gut-brain axis, with related health claims rising 11% between July 2020 and June 2025. Europe and North America are leading in new product launches, while the surge in natural-positioned claims is opening fresh opportunities for innovation.
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 indicates that 22% of consumers globally are including collagen in their diet for skin and joint health. The market for supplement launches with collagen ingredients grew 7% from July 2020 to June 2025. Europe was the leading region for these launches, and more than half were for hair, skin, and nail supplements.
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Probiotic Innovation in Menopause: Expert Perspectives and Clinical Evidence
AB-BIOTICS Kaneka Probiotics
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Morinaga Milk Industry Co., Ltd.
Bioavailability Breakthrough: Smarter Supplementation for Plant-Rich Diets
Balchem Human Nutrition & Health
