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 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.
Innova Market Insights data indicates that consumers globally are increasingly incorporating collagen into their diets. As a result, supplement and sports nutrition launches featuring collagen ingredients grew at a +17% CAGR from July 2021 to June 2026. While one-third of launches were sports bars, protein-based RTDs emerged as a key area for collagen innovation.
Innova Market Insights data reveals that consumers are increasingly prioritizing skin health, with many already using supplements to support it. This growing interest is driving innovation in the beauty supplement category, which recorded 4% growth from April 2021 to March 2026. Vitamins remain the leading ingredients in new launches, while collagen peptides continue to emerge as a key area for future innovation.
