Innova Market Insights data reveals growing consumer interest in sports nutrition, with launches growing at a +17% CAGR from July 2021 to June 2026. Innovation is increasingly focused on collagen, with claims and, in particular, peptides gaining momentum.

Innova Market Insights data indicates that mind and mood claims in supplement launches grew at a 5% CAGR from July 2021 to June 2026. Europe accounted for the highest share of launches, with vitamins & minerals as the leading subcategory. Vitamin B6 was the leading ingredient, while sage was the fastest-growing ingredient.

Innova Market Insights data shows that consumers globally sought to improve their immune health over the past year. Reflecting this demand, global supplement launches with immune health claims grew by +5% YoY, comparing April 2025 and March 2026 with April 2024 and March 2025. 

Innova Market Insights data indicates that cognitive supplement launches are on the rise, with 4% increase in growth from April 2021 to March 2026. This relates to consumers’ interest in improving focus, and especially brain health claims, which were gaining momentum in women’s supplement claims.

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.