Innova Market Insights data indicates a fast increase in Christmas-themed Sports Nutrition launches globally, with an 87% average annual growth from October 2019 to September 2024. This manifests in exciting new launches with limited edition flavors.

Innova Market Insights data indicates a 12% average annual growth rate in food and beverage launches, including supplements with a pregnancy/breastfeeding claim, reflecting a rise in prenatal health products. Brands are increasingly innovating with bioavailable nutrients, eco-friendly sourcing and targeted formulations to support modern maternal health needs.

Sports nutrition is expanding beyond the needs of elite athletes and expands into a broader audience. Brands are launching products that are tailored for everyday life, which contain electrolytes, protein, vitamins and minerals. These products also have a format appropriate for everyday use.

Innova Market Insights data shows a 16% growth in human milk oligosaccharide (HMO) ingredients used in Baby & Toddler product launches from July 2019 to June 2024, with a significant share in baby formula. HMO use is now expanding into other subcategories, including supplement NPD.

Innova Market Insights data indicates that supplements with brain-mood health claims grew 16% on average annually from July 2019 to June 2024. The leading subcategory for these launches was Botanical/Herbal Supplements, with a 31% share in NPD from July 2023 to June 2024. The fastest-growing brain-mood health claims were in hair, skin and nail supplements, with 104% growth in five years.  

Innova Market Insights data indicates that there has been a significant increase in the launch of women’s specialty supplements containing probiotic and prebiotic ingredients, with a 23% growth from July 2019 to June 2024. Lactobacillus rhamnosus was the most used probiotic, appearing in 34% of these launches. However, the fastest-growing trend is using Lactobacillus plantarum in women’s health supplements.