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Scouting out supplement innovation in 2026: Longevity, women’s health, and more

Longevity is dominating supplement innovation in Europe, with the inclusion of NAD+ a top strategy for 2026, according to a Mintel report.

UK consumers – especially health-conscious and future-minded millennials – are ready to embrace healthy ageing offerings, according to a new report from market analyst Mintel.

The report, titled “A year of innovation in vitamins, minerals and supplements 2026", cites a survey in which 44% of UK adults said they would be interested in vitamin, mineral and supplement (VMS) products that support healthy ageing.

It also notes that longevity focused launches are on the increase in Europe.

“VMS are well positioned to support long-term wellness, and can fit into the longevity narrative with their preventative benefits,” said Ziyu Tian, the report’s author. Tian is an over-the-counter (OTC) and personal care research analyst at Mintel.

“In general, longevity involves more than just anti-ageing, but encompasses broader aspects, including physical, mental health, and cognitive functions,” she wrote.

Brain and nervous system claims are seeing the most substantial growth of all ageing-related functional claims, according to the report.

This ties with a focus on brain health by major UK health retailers, such as Holland and Barrett.

NAD+ is trending as an anti-ageing ingredient

Many launches in this space feature NAD+, for boosting biological functions at a cellular level.

Tian’s top pick is Pulse NAD+ Vitamin B Complex, which combines 300mg of NAD+ with vitamins B6, niacin, and folic acid. This product is said to support cell growth and the normal functioning of the nervous system, and to contribute to the regulation of hormonal activity.

Another NAD+ forward launch documented in the report is Vivorum’s Cellular Renewal NAD+ Booster Sleep Catalyst. It contains nicotinamide riboside, a precursor to NAD+, and claims to address early drivers of premature ageing and enhance restorative sleep cycles to optimise night-time recovery.

Tian also highlights Uthful, which launched in the UK in August 2025, with a premium daily performance, vitality, and longevity positioning. The product contains NMN, which is thought to support NAD+ levels that naturally decline with age. Designed for adults aged 35+, the product also addresses hydration, recovery, and cognition with over 20 additional longevity compounds, polyphenols, vitamins, minerals, and electrolytes.

Innovative brands offer patches and gum

With capsules the dominant format for VMS launches, Mintel believes there is “room for disruption” through alternative formats that provide indirect intake, such as patches and chewing gum.

The report highlights several examples of format innovation, including Barrière’s Hello Sunshine Clean Vitamin D3 Patch, which provides a daily dose of vitamin D3 and K2 via waterproof, hypoallergenic patches, Pippeta Mamma’s Power Patch for pregnant, breast-feeding and post-partum women, and Deliplus Chic-Kles strawberry flavoured vitamin B12 chewing gum.

It also profiles new brand Sleep or Die, which launched in January 2026, with Sleep Strips one of its flagship products. The brand claims the strips dissolve in the mouth and start working in about ten minutes. Compared to pills, powders and gummies, they are said to skip digestion to speed up the effect. The strips contain low dose melatonin, GABA, L-theanine and 5-HTP.

Moving beyond Europe, the report examines VMS launches in other geographical regions.

APAC: Women’s health in focus

In APAC, the rise of the ‘she-economy’ is fuelling an increase in launches targeting specific life stages as well as more personalised solutions.

“Driven by the improved status and health awareness of women, the 'she-economy' is gaining momentum in the region in recent years. Women's increasing spending power and willingness to spend are bringing positive changes to many health-related categories, including VMS,” wrote Tian.

“Brands can support women through different life stages including pregnancy and menopause, with personalised launches meeting specific physical and mental needs,” she added.

NPD activity in this area has ranged from BetterAlt She-Lajit honey sticks, which combine shelajit, shatavari, and saffron in a supplement that is designed to support hormonal health and balance feminine energy; to a supplement from Centrum that is formulated with folic acid, iron and vitamins, for women with heavy flow.

North America: Optimised living and achieving fitness goals

The rise of optimised living and a focus on performance-driven mindsets are key trends defining the North American markets, said Tian.

“Consumers in the region are seeking solutions to support physical output, muscle development, and quick recovery through VMS,” she wrote.

The Mintel GNPD (Global New Products Database) shows VMS launches carrying sports-related claims have been steadily climbing in the last five years, and that creatine products are trending.

ProteinCo Fat Burner Elite Capsules and Spoken Nutrition’s Creatine and Aminos + ATP are among the VMS launches that are designed to help consumers achieve their fitness goals, including endurance, metabolism, and fat burn.