Innova Market Insights data indicates that female consumers take vitamins or minerals to help their hormonal health. This has also been a push for the supplement market, with +17% launches globally for supplements with menopause claims from April 2021 to March 2026. There is also an increase in the demand for menopause supplements with beauty claims.

Consumers globally continue to prioritize mental well-being, with stress and sleep as top concerns. The market responds with a stable growth of 2% CAGR in supplement launches for insomnia and/or brain-mood health between April 2021 and March 2026.

Innova Market Insights data indicates a 26% compound annual growth rate in global pet food launches between 2021 and 2025. According to their Top Global Trends 2026 in Pet Food, wellness is a key focus, and product attributes are driven by pet owners’ interest in clean label, health ingredients, and more.

Innova Market Insights data indicates that consumers are actively including omega-3 in their diets. It remains a steady performer in supplement innovation, but new product development is accelerating as sustainable, eco-friendly, and vegan omega-3 options begin making waves in the market. Most often, omega-3 supplements come in soft gel format, but there has been an increase in omega-3 capsule supplement launches.

Innova Market Insights data indicates that global GLP-1 consumers take these medications for appetite control and satiety. Overall, supplements with GLP-1 claims are surging with a large increase in launches in the last five years, led by North America. These supplements contain natural extracts to support GLP-1 activity. 

Innova Market Insights data indicate an increase in pregnancy claims for global supplement launches from October 2022 to September 2025. Of these launches, 45% were in Europe, with Vitamin B9 being the leading ingredient for the NPD. Additionally, capsules were the leading format for the launch of pregnancy supplements.  

Innova Market Insights data shows that 58% of male consumers globally take multivitamins and minerals to age healthily. This has fueled the increase in men’s health supplements, with a +5% year-over-year growth from October 2023 to September 2025. Zinc and vitamin B were the leading ingredients in men’s health supplement launches, while cassia is an exciting new ingredient showing growth.

Innova Market Insights data reveals that 30% of consumers globally are taking brain / mental health supplements to age healthily. As a result, the global growth of brain health supplements has increased 4% in five years, from July 2020 to June 2025. These supplements most often come in capsule form, but gummy format is on the rise.

Innova Market Insights data indicates that immune support claims are rising in global food and beverage (including supplements) launches, with a 4% increase over the past two years. In the last 12 months, 26% of consumers worldwide reported purchasing functional F&B products for immunity support. Europe accounted for 38% of all immunity-focused product launches.