Innova Market Insights data indicates that supplement launches witnessed a 5% compound annual growth rate between 2019 and 2023. As consumers are more concerned about their unique health needs, there is a clear trend for personalized nutrition solutions. In 2023, launches to support immune health saw the highest share, while supplements that support insomnia, mental acuity and sexual health are gaining traction. This shift marks the departure from the traditional one-size-fits-all approach to an era of customized formulations and targeted solutions.
As interest in GLP-1–related pathways continues to rise, supplement brands are introducing formulations that focus on supporting appetite regulation, glucose metabolism, gut health, and overall metabolic balance. Across the category, ingredients such as berberine, chromium, probiotics, citrus extracts, capsaicinoids, and bioactive peptides are commonly used to support satiety, energy balance, and healthy metabolic function.
Innova Market Insights data indicates an average annual growth rate of 4% in supplement launches with skin health claims between April 2021 and March 2026. Hair, skin, and nail supplements led subcategory launches, while dietary fiber launches are emerging. Vitamin C was the most used ingredient, followed by vitamins B7, B6, and E. Meanwhile, chaga mushroom is gaining ground.
Innova Market Insights data shows that 20% of consumers globally have tried to improve their bone & joint health in the past year. More than half of these consumers used supplements to improve bones & joints, but 38% used nutrition-fortified foods & drinks.
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.
