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 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.
