5%
10%
15%
20%
Immune health
Brain-mood health
0%
Energy and stamnia
32%
25%
30%
Apr 2020-Mar 2021
Apr 2024-Mar 2025
35%
34%
40%
21%
30%
23%
29%
Skin health
17%
23%
Digestive/liver health
17%
23%
Bone health
17%
14%
% of penetration
Immune health is the #1 focus for innovators.
Energy and stamina has become the #2 most widely used positioning, partly fueled by growth in crossover NPD targeted at the sports nutrition.