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Top 10 2024 trends in supplements & sports nutrition

Jan 2024

Innova Market Insights predicts that in 2024, ingredients will take the spotlight boldly on product packaging. Protein emerges as a leading star among several launches, joined by sustainability, a health-centric emphasis on prevention and an emphasis on functional water and marine ingredients. Our analysts pick ten products that embody each of the forecasted trends. 

Enervit
Vivo Life
Mango Herbs
Ostrovit
BSC
Life Pro
Pure Protein
Prescription Nature
Humble Plus
Drip Drop

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Ingredients: Taking the spotlight. Ingredients are taking a key spot for 2024 food and beverage NPD. For example, 42% of consumers globally pick protein as the most important ingredient. This trend is also evident in supplement & sports nutrition launches. 

Enervit Double Choco Storm the Protein Deal Bar (Denmark)

  • Protein bar coated with crunchy dark chocolate in a 55 g flat plastic pouch.
  • With 20 g protein. 
  • Low sugar at 0.1 g per bar. 
  • Gluten-free. Palm oil fee.
Innova Market Insights data indicates that supplement launches witnessed a 5% compound annual growth rate between 2019 and 2023. As consumers are more concerned about their unique health needs, there is a clear trend for personalized nutrition solutions. In 2023, launches to support immune health saw the highest share, while supplements that support insomnia, mental acuity and sexual health are gaining traction. This shift marks the departure from the traditional one-size-fits-all approach to an era of customized formulations and targeted solutions.
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As our population continues to age, the significance of specialized nutrition tailored to support active aging becomes increasingly prominent. Sports nutrition and supplements are crucial in optimizing nutrient intake to support physical health, cognitive function and overall well-being in older adults. These launches aim to promote longevity, vitality and quality of life throughout aging by emphasizing personalized approaches that address individual needs and goals.
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Innova Market Insights data indicates there is a steep increase in sports nutrition launches globally, with 18% annual growth from 2021 to 2023. Additionally, there was a 39% average annual growth in product launches that feature new and innovative sports nutrition formats – pancakes, yogurts, gels and chocolates. Sports bars and protein-based sports drinks are gaining ground, with 34% growth from 2021 to 2023.
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Innova Market Insight data indicates that vitamin and mineral launches are experiencing a global surge, with a 4% average annual growth between 2019 and 2023. Immune health is vital, as nearly half of vitamin/mineral launches contain this claim. With consumers increasingly seeking personalized vitamins/minerals, various positionings regarding energy, mental health, sexual health and other specific needs are gaining traction. Key ingredients such as vitamins C, D3 and B12 dominate the launches, while zinc bisglycinate, magnesium bisglycinate and saw palmetto are emerging.
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Innova Market Insights data indicates an increase in supplement launches with cardiovascular and heart health claims, with 9% growth from 2019 to 2023. In 2023, vitamins and minerals were the leading subcategory for these supplements, with a 27% share in launches. There is also a growth in novel ingredients for blood health, such as Reishi mushroom with 45% growth in the last five years.
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Consumers are increasingly drawn to products containing nootropic and nutraceutical ingredients due to a growing awareness of their potential cognitive and health benefits. The demand reflects a shift toward prioritizing holistic well-being and cognitive enhancement in daily life. Brands are responding by innovating and incorporating these sought-after ingredients into various products to cater to consumer preferences.
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