Bioavailability is crucial in supplements as it determines how effectively nutrients are absorbed and utilized by the body, directly impacting their efficacy. According to data from Innova Market Insights, there has been a 12% increase in bioavailable claim mentions in global supplement launches between October 2019 and September 2024. Notably, 39% of these claims were found in vitamin and mineral product launches.
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.
Innova Market Insights data indicates that 34% of consumers globally have used supplements to enhance mood and emotional regulation, boosting supplement launches with mood health claims, which grew by 10% annually from 2021 to 2025. Growth in ingredients like alpha-GPC, Lactobacillus rhamnosus, and Bifidobacterium lactis, linked to the gut-brain axis, is also evident.
Innova Market Insights data indicates a 6% compound annual growth in supplement launches with women’s health positionings between October 2022 and September 2025. Nearly half of the launches were in women’s specialty, while antioxidant supplements were gaining ground. Several B vitamins lead in ingredients used, and lemon balm is emerging with 82%.
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.
As consumers seek more targeted solutions tailored to their needs, Innova Market Insights data indicate a 9% growth in bioavailability claims for global supplement launches from September 2020 to October 2025. New product launches are incorporating ingredients with high bioavailability. This trend aligns with increasing market emphasis on scientifically supported formulation approaches that improve nutrient absorption and performance.
Innova Market Insights data indicate a 19% annual growth in infant nutrition launches featuring HMO ingredients from October 2022 to September 2025. 2’-Fucosyllactose (2’-FL) is the most used ingredient among these launches, supporting gut health, blocking pathogens, and potentially boosting immunity. HMOs may also support brain development, allergy prevention, and bone health, underscoring their growing role in early nutrition.
