Prenatal nutrition innovation: Pregnancy snacks, trending formats and new ingredients

Transformations in prenatal nutrition are being driven by advancements in ingredient technology, innovative product formats, and a growing understanding of the nuanced needs of expecting parents. From formulation advances around essential vitamins to specialized ingredients addressing male fertility and the demands of later-life pregnancies, the industry is recalibrating to offer more targeted and personalized support.

Nutrition Insight speaks to Balchem, Gnosis by Lesaffre, PharmaLinea, and Kaneka Nutrients about these developments while exploring how the category is continuously evolving with the rise of data-driven health strategies.

Lauren Eisen, senior marketing and business development manager, Minerals and Nutrients at Balchem Human Nutrition & Health, highlights gummy supplements’ sustained position as a top trending supplement format.

“Another emerging format trend is the rise in foods, beverages, and snacks enriched with nutrients such as folate, iron, and DHA [docosahexaenoic acid] and marketed towards moms-to-be.”

Fertility support continues to branch out of traditional capsules in favor of gummies and powders (Image credit: Ritual).She stresses that the sensory changes many expecting moms experience cannot be underestimated. “Women often report that their senses, including taste and smell, are heightened during pregnancy, which can lead to them developing aversions to certain flavors, scents, and textures.”

“While there’s no one-size-fits-all sensory profile to avoid these sensitivities, these properties should certainly factor in when choosing ingredients for innovative prenatal formats. For example, does an ingredient have the solubility to deliver an effective dose and a smooth, pleasant mouthfeel? Or does it come with a metallic aftertaste?”

Traditional formats, such as capsules, are still popular, generally and in this category. “However, more innovative formats, such as powders, are also on the rise,” says Veronika Pipan, head of scientific support at PharmaLinea.

“For example, in 2024 Laboratorio Gross launched a fertility supplement in sachet format, and Ritual launched a three-in-one drink mix. As in other supplement categories, there is a growing demand for vegan-friendly formulas, clean label products, and even personalized prenatal nutrition.”

Focus on folate

Balchem recently launched a choline-enriched folate ingredient, Optifolin+, containing the nature-identical form of folate (5-MTHF) found in most foods. Optifolin+ is readily bioactive in its given form, unlike folic acid.

“Where Optifolin+ stands out is in its ability to empower the fundamental biochemical process of methylation. Thanks to the addition of choline, Optifolin+ provides seven times the methyl groups found in other folate products,” says Eisen.

“This uniquely positions Optifolin+ to promote balanced and effective methylation within the body, a vital process for the formation of DNA and proper cell division, and therefore healthy fetal development.”

Also innovating around folate, Gnosis by Lesaffre offers its patented Quatrefolic, the glucosamine salt of 5-MTHF, which provides the nutritionally active form of folate during preconception, pregnancy, and lactation.

“Studies have found that low dietary intake of folate increases the risk of delivering a baby with several types of birth defects, particularly neural tube defects, among other complications for both mother and child, such as pre-eclampsia, placental abruption, and recurrent pregnancy loss,” warns Silvia Pisoni, global operational marketing director at Gnosis by Lesaffre.

“Pregnant women who supplemented with Quatrefolic during week 24 exhibited higher levels of the active 5-MTHF in their blood than the same dose of folic acid. This study also confirmed the importance of folate supplementation to avoid developing neural tube defects.”

Companies flag a gap in consumer awareness around essential iron and ubiquinol supplementation during conception and pregnancy stages.Another way in which 5-MTHF promotes a healthy pregnancy is through supporting healthy homocysteine levels. “High homocysteine levels are known to disturb maternal and fetal homocysteine metabolism,” explains Pisoni.

“In one study, two months of supplementation with 5-MTHF combined with vitamins B6 and B12 was more effective in reducing homocysteine blood levels compared to folic acid.”

Iron supplementation

Balchem flags a common consumer knowledge gap on the importance of essential iron supplementation during pregnancy. Eisen notes that pregnant women’s Recommended Dietary Allowance for iron is 27 mg/day, but most fall short of that. “Inadequate iron intake can lead to reduced oxygen transport, which in turn can impact the cognitive function and overall development of babies.”

When pregnant women supplement with common forms of iron such as ferrous fumarate, the prevalence of iron deficiency can still be alarmingly high, she cautions. “Alternatively, ferrous bisglycinate, the chelated iron ingredient behind our Albion Minerals Ferrochel, has been shown to provide significantly greater improvements in hemoglobin status among pregnant women compared to other iron salts.”

“Ferrous bisglycinate also gives moms a more digestive-friendly supplementation experience, reducing gastrointestinal events by 64%.”

Supporting later-life pregnancies

A central theme influencing product development is the heightened importance of ingredients that support older women looking to conceive. Filip Van hulle, general manager at Kaneka Nutrients Europe, points out: “As more women delay pregnancy into their 30s and 40s, there is an increased need for targeted nutritional support, such as egg quality, mitochondrial function, and oxidative stress.”

“These aspects are especially important for those managing conditions such as endometriosis or irregular menstrual cycles or undergoing IVF. While traditional prenatal formulas typically include essential nutrients like folic acid, iron, calcium, DHA, and basic CoQ10, these may not sufficiently support older women looking to conceive.”

He says Kaneka Ubiquinol — the biologically active form of coenzyme Q10 (CoQ10) — meets these needs by enhancing cellular energy and offering powerful antioxidant protection.

Women are choosing to conceive later in life, influencing product development and branding communications.A significant opportunity lies in consumer education. Van hulle says many consumers are unaware that modern prenatal supplements can do more than support fetal development — they can also play a critical role in preparing the body for conception.

A recent study revealed that 64% of UK consumers were unaware that ubiquinol could affect fertility. This is an opportunity for brands to create new value in the market by positioning ubiquinol as part of “a proactive fertility strategy — not just during pregnancy but in the months or even years before conception,” as Van hulle highlights.

Growing awareness of male fertility

PharmaLinea offers an “all-in-one prenatal multivitamin,” called Your Pregnancy Softgels, which combines micronized and microencapsulated iron, active folate, and the recommended additional dose of DHA during pregnancy, along with other vitamins and minerals.

The company has overcome stability challenges during development, which have been mainly due to the interactions between multiple ingredients, a common hurdle for such complex formulations in the industry. Beyond this, their portfolio now extends to products supporting men and women’s fertility, called Your Fertilium Capsules and Your Fertiliq Sticks, signaling a broader approach to reproductive wellness.

“Traditionally, men’s health has not been talked about as much, and there is still a major awareness gap in nutrition. However, it is closely connected with fertility and the prenatal segment, and some leading brands are already launching products targeting men’s sperm quality and hormonal balance,” says Matevž Ambrožič, marketing director at PharmaLinea.

“For example, in 2024 Jolly Mama! launched Fertilité Homme, which works on hormonal levels and is aimed at improving sperm quality and antioxidant status. Also in 2024, MyOva launched a male fertility product for enhanced sperm quality and hormonal balance. In 2025, Thorne addressed this segment with a product that supports the body’s natural production of testosterone.”

Looking ahead, Ambrožič foresees a wider range of solutions to support mothers’ health at every stage from prenatal to pregnancy and postnatal. “This includes an at-home hormone testing based on lab-grade technology, which is continuing to develop. Women can use this to map hormones to get an indication of how many eggs are present.”

“For example, When Fertility offers at-home egg count tests and promises clinical-grade results. Meanwhile, H&B has developed the H&B Female Hormone Blood Test, which provides valuable insights into hormone levels, impacting fertility, thyroid health, and other life stages (including perimenopause and menopause), and MIRA uses lab-grade technology to monitor several fertility-indicating hormones.”

Future-driving trends

In the evolving landscape of prenatal supplements, personalized nutrition is gaining ground. Pisoni at Gnosis by Lesaffre says this involves leveraging genetic testing and individual health data to formulate tailored prenatal supplements based on a woman’s unique nutritional needs.

Prenatal nutrition is poised for evolution with emerging trends in personalized nutrition, AI, and data analytics.She says the prenatal nutrition category is “poised for exciting evolution,” with emerging trends in personalized nutrition, AI, and data analytics.

“This approach will consider factors like ethnicity, age, pre-existing conditions, and lifestyle to optimize prenatal support.”

Complementing this personalization is the rise of AI-powered prenatal guidance, adds Pisoni. “Machine learning-based applications and platforms can analyze women’s health profiles, dietary intake, and real-time biometric data to adjust supplement and lifestyle guidance, offering a continuously optimized plan.”

Furthermore, the integration of data will enable predictive analytics for prenatal risk. “By utilizing big data and advanced analytics, it will be possible to identify potential nutritional deficiencies or health risks earlier in pregnancy,” says Pisoni.

“Wearable devices and connected health technologies will play a crucial role by tracking maternal and fetal biomarkers in real-time.”

The continuous stream of data will feed AI systems to continuously refine prenatal supplement formulations and lifestyle recommendations, allowing for dynamic adjustments to support optimal health throughout pregnancy.

Finally, there’s an increasing focus on the intricate link between the maternal gut and overall health, leading to advancements in prenatal microbiome management. Pisoni says this trend is propelling probiotic and prebiotic prenatal supplements tailored to optimize the microbiome.

“The prenatal nutrition category will become increasingly personalized, predictive, and proactive in supporting women throughout their pregnancy journey,” she concludes.