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.
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.
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.
