Vitamin B9 emerges as top ingredient in prenatal nutrition launches

Jan 2026

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.  

Trends in supplements for men’s health

Nov 2025

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.

Brain health supplements

Oct 2025

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.

Immunity support

Sep 2025

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.