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Innova is a global market insights provider with an international network of CPG specialists covering six continents.
Brain health supplement boosters
Nov 2026
Innova Market Insights data indicates that concentration and focus are top of mind for consumers. Brands are responding by increasing brain health supplement launches. Europe leads brain health supplement launches at 45%, followed by North America at 32%. Vitamins and minerals are the leading subcategory at 31%, capsules are the top format at 33%, and citicoline emerges as an ingredient with great potential for innovation.
Workout optimization nutrition
Oct 2026
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.
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.
