All Industries

Health and Wellness

Specialised Nutrition

A Year of Innovation in Specialised Nutrition 2026

A Year of Innovation in Specialised Nutrition 2026

Specialised nutrition is expanding into the drinks category with formulations claiming broader health benefits, clean labels and low sugar/calories.

Trusted by leading global brands

4.5 stars

Source: G2.com, Inc.

EUROPE, MIDDLE EAST & AFRICA (EMEA)

Europe: performance nutrition expands with health claims

Young generations seek personalised sports nutrition

Performance nutrition differentiates through additional health claims

Graph 2: performance nutrition launches, by select claims, 2021-26

Brands bridge the gap between physical appearance and performance

Europe: weight management launches rise beyond weight loss

Weight management is moving beyond weight loss

Slimming claims lose ground in weight management nutrition

Brands explore new strategies in weight management

The Middle East & Africa (MEA)

High-protein claims return to peak levels

ASIA PACIFIC (APAC)

Asia: sugar-free claims rise as consumers cut back on sugar

Sugar faces scrutiny as consumers prioritise health

Sugar-free claims in specialised nutrition regain momentum

Graph 3: specialised nutrition launches with sugar-free claims, 2021-26

Brands improve sugar-free formulations without compromising taste

Asia: low-calorie claims grow in performance nutrition

Calorie information supports dietary control

Low-calorie claim activity surpasses low-fat claims

Graph 4: performance nutrition launches, by select claims, 2021-26

Brands spotlight calorie differences on-pack

Australia & New Zealand

Creatine reframes performance through cognitive support

THE AMERICAS

North America: ‘clean’ claims rise steadily in infant and maternal nutrition

Organic quality appeals to parents

Organic and GMO-free claims accelerate in infant and maternal nutrition

Graph 5: infant and maternal nutrition launches, by select claims, 2021-26

Brands trace ‘clean’ cues back to provenance and ingredients

Brand renovation/innovation: Munchkin launches its first baby formula

North America: brands focus on gut health in specialised nutrition

Parents and young consumers are willing to pay more for gut health

Prebiotics and digestive claims regain momentum

Graph 6: specialised nutrition launches, by select claims, 2021-26

Prebiotics provide digestive support across different nutritional needs

Brand renovation/innovation: Maeva launches gender-specific GLP-1 support

Latin America: performance nutrition launches shift from powder to liquid formats

Liquid formats gain traction in performance nutrition launches

Graph 7: performance nutrition launches, by select formats, 2021-26

On-the-go formats deliver protein, hydration and functional nutrition

Trusted by global industry leaders

One of the biggest challenges we face is the need to get smart on a business or category real quick.

We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.

We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.

Jeff White, Business Development Director, Deutsch

When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.

They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.

So overall, it’s the level of detail and the quality of forecasting that really stand out for me.

Rebecca Green, Market Insight Manager, Wincanton

Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.

It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.

Pauline Robson, Managing Partner, Mediacom

There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.

However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.

Stephen Taylor-Brown, Managing Director, Abacus

We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.

Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.

Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners