According to Innova Market Insights, consumers show strong interest in supporting gut health, with 48% globally preferring fortified foods and beverages to improve it. Additionally, 53% of consumers recognize the connection between gut health and mental well-being, viewing it as directly linked to stress relief.

Functional ingredients are rapidly moving from niche to mainstream, with brands layering multiple benefits, energy, cognition, hydration, and beauty into single products. This reflects growing consumer demand for convenient, multifunctional solutions that support both physical performance and holistic well-being.

According to Innova Market Insights, 16% of consumers globally have actively tried to improve their eye health over the past 12 months. Among these, one in three say that they choose supplements as part of their approach, highlighting a growing reliance on functional nutrition solutions to support vision and long-term eye health.

Innova Market Insights data shows that hydration is taking centre stage in supplement and sports nutrition innovation. Launches with hydration support claims have grown by an average of 26% per year between 2021 and 2025. Meanwhile, 30% of consumers globally reported purchasing a supplement with hydration benefits in the past year.

Innova Market Insights’ data indicates that botanical/herbal supplements accounted for 20% of global supplement launches in 2025. More than a third of these launches featured a brain-mood health claim, while a whey-free claim witnessed a 100% CAGR (2021–2025). Ashwagandha ranked highest among herbal ingredients, and lion’s mane mushroom extract showed the fastest growth.

Innova Market Insights data indicates that 34% of consumers globally have used supplements to enhance mood and emotional regulation, boosting supplement launches with mood health claims, which grew by 10% annually from 2021 to 2025. Growth in ingredients like alpha-GPC, Lactobacillus rhamnosus, and Bifidobacterium lactis, linked to the gut-brain axis, is also evident.

Innova Market Insights data indicates a 6% compound annual growth in supplement launches with women’s health positionings between October 2022 and September 2025. Nearly half of the launches were in women’s specialty, while antioxidant supplements were gaining ground. Several B vitamins lead in ingredients used, and lemon balm is emerging with 82%.  

According to Innova Market Insights data, consumers are especially interested in including vitamins in their diet, with 86% globally saying they pay attention to the vitamins they consume and 62% saying they include more vitamins in their diet. New vitamin product launches show focus on mixing various multivitamins for a overall health boost.

As consumers seek more targeted solutions tailored to their needs, Innova Market Insights data indicate a 9% growth in bioavailability claims for global supplement launches from September 2020 to October 2025. New product launches are incorporating ingredients with high bioavailability. This trend aligns with increasing market emphasis on scientifically supported formulation approaches that improve nutrient absorption and performance.