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 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.
Innova Market Insights data indicates that 37% of female consumers globally take vitamins/ mineral supplements to reduce the symptoms of menopause. This interest has sparked market growth, and supplements with menopause claims grew 14% from April 2020 to March 2025. Sixty-two percent of these launches were in Europe.
Innova Market Insights data indicates that 47% of consumers have purchased balanced nutrition products—including those with omega-3s—within the past year. North America leads in omega-3 supplement launches, while Latin America is quickly gaining momentum. There has also been a noticeable rise in omega-3 launches for children’s supplements. Softgels are the most popular format for these supplements.
Innova Market Insights data shows a 5% global increase in sports nutrition product launches from April 2020 to March 2025. This growth aligns with the 34% of consumers worldwide who reported increasing their intake of sports nutrition products in the past 12 months. Sports powders led the category, accounting for 53% of launches, while sports drinks is experiencing rapid growth.
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