Product Innovation in Consumer Health

Delivery

This report comes in PPT.

Key Findings

Innovation is becoming more selective and harder to sustain

Consumer health is entering a more disciplined innovation environment, with launch volumes declining and product churn rising across all three categories in scope. Success is no longer driven by novelty alone. Brands must deliver clear consumer value and meaningful differentiation to secure lasting market presence.

Protein-adjacent bets and the GLP-1 opportunities

Protein continues to evolve beyond traditional sports nutrition, with innovation shifting towards creatine, collagen, hydration and broader wellness applications as whey supply constraints reshape the category. Meanwhile, GLP-1 is entering its second growth phase, creating opportunities in metabolic health, muscle preservation, digestive health, skin care and targeted nutrition.

Wellbeing is becoming visible, while longevity moves mainstream

Beauty-from-within continues to gain momentum as consumers increasingly link appearance with overall wellbeing, driving demand for ingestible beauty and collagen-based solutions. Meanwhile, healthy longevity is moving into the mainstream, with brands applying longevity ingredients across skin, cognitive and gut health to support active ageing and long-term wellbeing.

Precision, efficacy and convenience are the key differentiators

As natural and clean-label positioning become baseline expectations, competitive advantage is shifting to personalised, science-backed solutions that deliver measurable outcomes, address specific health needs and life stages, and integrate seamlessly into consumers' daily lives.