5%
10%
15%
20%
Immune health
Brain-mood health
0%
Energy and stamnia
35%
25%
30%
Apr 2020-Mar 2021
Apr 2024-Mar 2025
35%
36%
40%
26%
35%
26%
33%
Skin health
19%
23%
Bone health
20%
18%
% of launches
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.
20%
15%
Digestive/liver
health
16%
12%
Heart Health
13%
8%
Mental acuity
11%
8%
Joint health
9%
10%
Oral health