Protein is enjoying vast innovation in sports, as well as medical nutrition. A key ingredient in this space is whey protein, which has seen an average of 39 percent average annual growth between 2014 and 2018. Application possibilities are wide, ranging from power bars to infant formula. The ingredient is also increasingly relevant for the medical nutrition space, particularly for oral feeding formats.
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.
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.
