Sports performance launches focus on creatine, format and flavor
The sports performance market has seen a significant wave of product launches in 2026, characterized by a shift toward lifestyle performance, convenient formats and the integration of cognitive health benefits.
Creatine is by far the most dominant ingredient in sports performance products, with brands targeting lifestyle users in addition to athletes.
Formats are also diversifying beyond powders, with many brands incorporating creatine into candy-style supplements, as well as functional foods and beverages.
Supplement innovation moves beyond ingredients to proof, personalization and performance
Senior innovation leaders in the dietary supplement industry say the next phase of growth is no longer just about finding the next novel ingredient but will be defined by clinically meaningful products, finished-formula evidence, smarter communication and formats that help consumers stay compliant.
Speaking during the recent “Innovation in Action” Business Leaders Forum hosted by NutraIngredients+, leaders from Iovate Health Sciences International, Ortho Molecular Products and Thorne noted that the sector is entering a period where speed matters—but that proof, trust and responsible execution matter more.
For them, the innovation brief has expanded to include clinical validation, personalization, artificial intelligence, delivery formats, microbiome science and consumer education.
Watsons’ strategy: Catering to evolving consumer behavior and supporting brands
As more consumers become proactive about their well-being, health and beauty retailer Watsons has observed stronger interest in products that support everyday health, from vitamins and supplements to nutrition products.
“Rather than purchasing general multivitamins, shoppers are increasingly looking for targeted solutions that address specific needs, such as gut health, immunity, sleep, stress management, women’s health, and healthy aging,” Lai said.
Concerns around absorption, bioavailability, and clinical evidence are also becoming important considerations in purchasing decisions.
Five functional snack trends for an ageing world
Older consumers are becoming one of the food industry’s fastest-growing demographics, prompting snack manufacturers to rethink everything from ingredients and nutrition to texture, packaging and portion sizes.
For example, mainstream food and beverage manufacturers are increasingly exploring products formulated with ingredients linked to brain health.
Texture, bite size, packaging and portion control are also becoming increasingly important as producers recognise that older consumers often have different physical needs from younger shoppers.
Peptides rise and collagen falls: The next wave of beauty from within
The beauty-from-within category is rapidly evolving from a niche sector focused on hair, skin and nails into a broader wellness-driven market.
This is according to experts from global consumer intelligence and market research firm NielsenIQ (NIQ), strategic advisory business Nutribloom Consulting and ingestible skincare brand Imaraïs Beauty, who took part in a recent NutraIngredients editorial webinar.
For example, consumers are engaging with wellness rituals, supplements, oral health, sexual wellness products, aromatherapy and self-care rituals - the emotional drivers of beauty that are driving overall well-being.
