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.
Innova Market Insights data indicates a 5% compound annual growth rate in global supplement launches with a digestive/liver health claim between July 2020 and June 2025. U.S./Canada accounted for 41% of these launches. Botanical/herbal supplements were the top category, while chaga mushroom was the fastest-growing ingredient used in supplement launches for gut health.
The infant nutrition market is turning to probiotics as a key ingredient with functional benefits. Innova Market Insights data shows that baby formula/milk was the leading subcategory with probiotic ingredients. Bifidobacterium animalis subsp. lactis BB-12 was one of the leading infant probiotics commonly used in infant nutrition. Additionally, B.s infantis M-63 emerged as the fastest-growing probiotic, shifting the focus to supporting infant gut health.
Innova Market Insights data indicates a 4% year-over-year growth in supplement launches with nutraceutical and functional ingredients between July 2023 and June 2025. Nearly one in four launches were vitamins/minerals. Supplements for energy and stamina accounted for almost one-third of launches, while eye health recorded the fastest growth. Magnesium stearate was the most widely used nutraceutical ingredient, and di-magnesium malate reported a 173% increase during the same period.
Innova Market Insights data indicates 11% average annual growth in vitamin/mineral launches from July 2020 to June 2025. Vitamin supplements were mainly targeted for energy and immunity claims. Insomnia and blood pressure claims for vitamin supplements grew fast over the past five years.
Innova Market Insights’ data indicates a 7% compound annual growth rate in sports nutrition launches between July 2020 and June 2025. Half of these launches were sports powders. Protein remains a key focus, with 45% of launches featuring a high/source of protein claim. Sucralose appears in nearly half (49%) of all launches.
Innova Market Insights data indicates +4% average annual growth for skin health claims in supplement launches from July 2020 to June 2025. Various ingredients for skin health benefits are gaining ground, including chaga mushroom, sodium selenate, and milk thistle.
Upcoming webinars
Probiotic Innovation in Menopause: Expert Perspectives and Clinical Evidence
AB-BIOTICS Kaneka Probiotics
Upliving with Postbiotics: Discover the power of LAC-Living+ in Mood
Morinaga Milk Industry Co., Ltd.
Bioavailability Breakthrough: Smarter Supplementation for Plant-Rich Diets
Balchem Human Nutrition & Health
