Euromonitor International has identified three innovation trends that will likely drive new product launches in 2025. Our team has determined that OTC responses to GLP-1 weight loss drugs, the rise of novel and on-the-go formats, and functional extensions to healthy ageing and longevity will be prominent vectors for innovation in 2025. This analysis is based on the results of Euromonitor’s Innovation product portal, which measures the incidence of new brand and sub-brand launches at online retailers across 32 countries.
Introducing a completely new consumer health class of product: GLP-1 support/boosters
Entering 2025, the global consumer health marketplace is convulsed by the surging consumer interest in weight loss driven by the proliferation of prescription-based GLP-1 injectable solutions. The rise of these drugs will prove to be a disruptor in consumer health categories unparalleled in recent history. These products will change the direction of various categories and will propel the introduction of whole classes of products that were only in their infancy in 2024.
Consumer health players have responded quickly to these prescription drugs by offering products that support GLP-1 users’ side effects while on the drug (or after cycling off) or promoting substitutes that claim to mimic the same effect as the injectables for consumers who would prefer another option.
This marketplace is still completely in flux, with market leaders likely to emerge in 2025.
The emergence of this category is occurring most rapidly in the US and South Korea, two markets with relatively lax regulations on product claim language and prominent e-commerce platforms
Source: Euromonitor International
In both cases, these products have built prominence through social media, with emerging brands like Supergut marketing directly to consumers engaging with health and beauty trends and influencers.
The second wave of on-the-go formats in vitamins and dietary supplements and sports nutrition is upon us and is only set to deepen in 2025. Extending from popular format innovations in the 2010s like gummies and RTD beverages, this new wave of form-based innovation is centred around ease of use and ease of transport, while new products in this space are projecting a sense of fun and emphasising the products’ fast-acting and high absorption qualities.
Some niche formats eclipsed 100% growth in new product development between 2022 and 2024, led by gels, sticks, and sprays (with strips and dissolvables also showing extreme growth from a very small base)
Source: Euromonitor International
Together, these formats indicate growing consumer interest in products marketed around quick and intuitive engagement via forms that are lightweight and easy to transport.
With the rise in interest in healthy ageing and longevity, a crucial question that consumer health formulators are faced with is how to meet this demand through product development (as opposed to digital/tech solutions or behavioural/lifestyle remedies). One early claim on this front is around cellular health – nurturing the health and functioning of cells to slow senescence, which contributes to ageing.
Though incredibly niche entering 2025 and at risk of overpromising, cellular health products have seen fast-rising interest in markets across North America, Western Europe, and Asia Pacific
Source: Euromonitor International
These products reflect the broad-based nature of age-related health concerns in a rapidly ageing world where consumers are struggling to maximise healthy life years without limitations.
Companies are repositioning long-standing ingredients (like co-enzyme Q10, omega-3s, vitamin B, magnesium, and resveratrol) around cellular health, reflecting the rising popularity of this expressed benefit. Additionally, ingredients like nicotinamide riboside and brands like Tru Niagen marketed around cellular health have proven popular across regions in recent years. Though the US is the largest market for new product launches in cellular health, the Western European markets of France, Germany, Italy and the UK collectively represent 30% of new products in 2024, growing by 25% from 2022.
Read our report, Product Innovation in Consumer Health, to see how launches from specific players and retailers are contributing to trends in the consumer health industry.
At Euromonitor International, we track new product launches at online retailers across 54 consumer goods categories and 32 countries. Contact us here to see which new products have been gaining ground in your category.