Knowledge partner
Innova is a global market insights provider with an international network of CPG specialists covering six continents.
Mind and mood support trends
Sep 2026
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.
Cognitive supplement trends
Jul 2026
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.
Trends in menopause supplements
Jun 2026
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.
Sleep & calm enhancers
May 2026
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.
