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 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.
Innova Market Insights data indicates an 11% average annual growth in sports nutrition and supplement launches featuring fiber ingredients, high/source of fiber claims and/or digestive health claims, between April 2021 and March 2026. Sports bars led the top subcategories, followed by probiotic supplements, while sports protein-based RTD launches are emerging. Oligofructose was the most widely used fiber ingredient, while tapioca fiber and chicory root fiber are gaining ground.
As interest in GLP-1–related pathways continues to rise, supplement brands are introducing formulations that focus on supporting appetite regulation, glucose metabolism, gut health, and overall metabolic balance. Across the category, ingredients such as berberine, chromium, probiotics, citrus extracts, capsaicinoids, and bioactive peptides are commonly used to support satiety, energy balance, and healthy metabolic function.
Innova Market Insights data indicates an average annual growth rate of 4% in supplement launches with skin health claims between April 2021 and March 2026. Hair, skin, and nail supplements led subcategory launches, while dietary fiber launches are emerging. Vitamin C was the most used ingredient, followed by vitamins B7, B6, and E. Meanwhile, chaga mushroom is gaining ground.
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.
