Consumers are increasingly drawn to products containing nootropic and nutraceutical ingredients due to a growing awareness of their potential cognitive and health benefits. The demand reflects a shift toward prioritizing holistic well-being and cognitive enhancement in daily life. Brands are responding by innovating and incorporating these sought-after ingredients into various products to cater to consumer preferences.
Innova Market Insights data indicates that the supplement category grew at a 2% CAGR from October 2021 to September 2026. Vitamins & minerals were the leading subcategory for supplement launches, accounting for 27% of launches from October 2025 to September 2026. Dietary fiber and antioxidant subcategories had the biggest increase in launches.
Innova Market Insights data shows that global product launches featuring HMO ingredients grew by 5% year over year, comparing July 2025 – June 2026 with July 2024 – June 2025. 2'-Fucosyllactose was the leading HMO ingredient, accounting for 86% of NPD, while 3-Fucosyllactose recorded the fastest growth in new launches, highlighting potential opportunities for innovation.
Innova Market Insights data shows that GLP-1 mentions in supplement launches grew by 67% from July 2023 to June 2026. New product launches are moving beyond appetite control, combining prebiotics, probiotics, fiber, berberine, botanicals, vitamins, and minerals to address satiety, metabolic health, and digestive wellness.
Innova Market Insights data indicates that sports nutrition and supplement launches featuring dairy protein ingredients are gaining ground, with over 20% CAGR from July 2021 to June 2026. Whey protein and milk protein remain the leading ingredients in these launches, but other proteins are emerging, such as casein.
Innova Market Insights data shows that consumers are turning to supplements to support skin and hair health. Twenty-nine percent of consumers have tried to improve their skin health, and 44% of those have done so with supplements. Supplements targeted at skin and hair health recorded a 2% CAGR from July 2021 to June 2026.
According to data from Innova Market Insights 44% of consumers globally are reducing sugar to eat healthier. Sugar reduction is increasingly moving beyond traditional “low sugar” claims, with brands combining reduced sugar formulations with added functional benefits such as protein, fiber, probiotics, and electrolytes.
