As our population continues to age, the significance of specialized nutrition tailored to support active aging becomes increasingly prominent. Sports nutrition and supplements are crucial in optimizing nutrient intake to support physical health, cognitive function and overall well-being in older adults. These launches aim to promote longevity, vitality and quality of life throughout aging by emphasizing personalized approaches that address individual needs and goals.
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.
Innova Market Insights data indicate a 19% annual growth in infant nutrition launches featuring HMO ingredients from October 2022 to September 2025. 2’-Fucosyllactose (2’-FL) is the most used ingredient among these launches, supporting gut health, blocking pathogens, and potentially boosting immunity. HMOs may also support brain development, allergy prevention, and bone health, underscoring their growing role in early nutrition.
Innova Market Insights data show that new product launches this year are focusing on limited-edition Christmas-inspired offerings. Festive flavors in sports nutrition, such as gingerbread, cinnamon, and spiced apple, add a seasonal touch to everyday workouts, making healthy routines more appealing.
According to a survey from Innova Market Insights, 28% of global consumers take supplements to maintain and improve physical appearance, highlighting the ongoing growth in supplement launches with skin health and beauty claims. Europe leads in global launches. Top ingredients include vitamins, hyaluronic acid, and collagen.
