Innova Market Insight data indicates that vitamin and mineral launches are experiencing a global surge, with a 4% average annual growth between 2019 and 2023. Immune health is vital, as nearly half of vitamin/mineral launches contain this claim. With consumers increasingly seeking personalized vitamins/minerals, various positionings regarding energy, mental health, sexual health and other specific needs are gaining traction. Key ingredients such as vitamins C, D3 and B12 dominate the launches, while zinc bisglycinate, magnesium bisglycinate and saw palmetto are emerging.
With women’s health emerging as a top nutrition trend this year, pregnancy supplements are evolving as consumers seek more targeted, science-backed support. There’s a growing demand for multifunctional formulations that deliver meaningful benefits to prenatal nutrition, with key trends including personalization, clean label ingredients, and gut health support for mother and baby.
Innova Market Insights data indicates a 4% average annual growth rate in supplement launches for joint health support between April 2020 and March 2025. The top three leading subcategories were hair, skin & nails, vitamins/minerals, and botanical/herbal supplements. More than half of joint health supplement launches had a skin health (57%) or bone health (51%) claim.
Innova Market Insights data shows that 34% of consumers globally use sports and functional nutrition after workouts, presenting a key opportunity for innovation in post-workout products. As demand for recovery aids grows, there’s significant potential to develop functional ingredients supporting muscle repair and overall well-being, helping athletes optimize performance and recovery in one solution.
Innova Market Insights data reveals a 7% average annual growth in natural ingredient claims for F&B (including Supplements) launches from 2020 to 2024. In 2024, most of these ingredients were launched in Supplements (10%). The fastest-growing categories for natural ingredients were Meat Substitutes and Desserts & Ice Cream.
Innova Market Insights data indicates a 3% CAGR in supplement launches with specific health claims between 2020 and 2024. Europe was the frontline of these launches. While vitamins/minerals remain the top category launched, concentrates are gaining ground. The top three health claims in launches were immune health (37%), brain-mood health (33%), and energy & stamina (33%).
Innova Market Insights data indicates a +3% average annual growth in supplements for eye health from 2020 to 2024, with ingredients like sunflower seed oil, zinc bis-glycinate, and alpha-tocopherol gaining popularity for their eye-supporting benefits.
