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Home Insights Cases and articles Business opportunities & consumer trends in food supplements and nutrition

The market for food supplements and nutrition is booming and will continue to do so, driven by people’s wish to feel in control of their health. There’s plenty of room for innovation – especially for convenient ready-to-go drinks.

Mother and child in a pool and category data.

A growing category...

The global volume for the food supplement and nutrition category was 12.1 billion litres in 20231, and it is predicted to grow by 3.9% (CAGR) between 2024 and 2027. USA is the biggest market in terms of volume (5.3 billion litres), followed by China (3.1 billion litres). Vietnam is expected to grow fastest (7.3% CAGR).
Tetra Prisma Aseptic-carton at poolside, data.

...with healthy margins

The category offers high margins for both manufacturers and retailers, and generates a high price per litre ($10.06–$21.39 CAD, depending on the subcategory)2. This is considerably higher than traditional categories such as dairy and juice, where the price per litre is $1.58–$2.52 CAD2.
Food supplement and nutrition drink with blueberries 56 percent.

Consumers want more than protein…

Although protein is the key ingredient in FSN beverages, when asked about which ingredients they would want in an FSN beverage, vitamins (56%) and minerals (46%) ranked higher than protein (42%). Following protein, consumers expressed interest in fibres, fatty acids, antioxidants, biotics and electrolytes4.

Hands holding a food supplement and nutrition drink, 46 percent.

… shifting focus towards mental wellbeing

So, what are they looking for, in terms of benefits? In our latest research, we saw the pendulum move from a focus on physical well-being and immunity to a more holistic approach. Improved sleep quality ranked highest (46%), before physical strength (42%) and weight management (42%)5.

Apples, coffee beans and food supplement and nutrition drink.

For growth, offer regional flavours

Globally, chocolate, vanilla and strawberry are still popular, but for category growth, consider a market-specific flavour approach. China, South Korea, India, and KSA show higher demand for unusual floral/botanical, savoury and vegetable flavours. Japan favours coffee and apple. Peanut butter is most popular in North America, India, and the UK. The Netherlands prefers fruity flavours, Italy gravitates towards coconut, and Spain enjoys cookies/dessert combinations. Brazil still strongly favours traditional sweet options4.

Blueberries, herbs, flowers and a food supplement and nutrition drink.

Understand your region’s focus area

Ingredient preferences also differ across regions. North Americans favour protein, associated with general health, muscle support and weight management. Brazilians show strong interest in fibres, associated with digestive health, and also collagen, associated with skin and joint health. The Chinese prefer biotics associated with digestive health and immune support. In India they particularly favour botanical/herbal extracts, while consumers in the USA and Australia find antioxidants especially appealing. Western Europeans are generally more diverse regarding ingredients4.

The ideal pack is 150-250 ml

63% says that the ideal ready-to-drink pack is 150-250ml, with a resealable cap for convenience4. According to our research, consumers find carton packages more environmentally sound than glass or plastic bottles (41% carton vs 37% glass, 8% plastic)6. A great product in a package that can boast positive sustainability credentials, attracts consumers that care about the environment as well as their own health.

Top package of a nutrition drink.

We can help you address barriers

So, what are the main barriers you need to consider regarding ready-to-drink food supplement and nutrition products? Price is one thing, however some target groups, for example parents, are more willing to pay for convenience4. Taste and texture are barriers which our food technologists and processing experts are happy to help you with. And if finding the right combination of flavour, ingredients and package size for your target audience feels overwhelming - don’t hesitate to bring your product ideas to us for further co-creation and development.

Hand with bottom of a nutrition drink.

Find out more

Sports women with protein drink in Tetra Prisma Aseptic carton

Food supplement and nutrition

Food supplement and nutrition

Food supplement and nutrition is a growing, high-margin category including products such as protein, sports, and medical.

Find out more about food supplement and nutrition⁠
Ingredients: powder, seeds, and beans

Ingredients in focus

Ingredients in focus

So, which ingredients are truly beneficial for your consumers, and poised to drive growth in coming years in the food supplement and nutrition category?

Find out more about ingredients in food supplement and nutrition products⁠
Man with healthy drink in Tetra Prisma Aseptic carton

Good feeling, great mouthfeel

Good feeling, great mouthfeel

What’s the optimal mouthfeel for products in the growing food supplement and nutrition category, and how can you achieve it, and offer consumer benefits?

Find out more about mouthfeel⁠
Grandma and family

Protein is for everyone

Protein is for everyone

Protein plays numerous vital roles in the body. It aids in repairing and constructing tissues, facilitates metabolic reactions, regulates bodily functions.

Find out more about why should you prioritize protein⁠

Find out more

Sports women with protein drink in Tetra Prisma Aseptic carton

Food supplement and nutrition

Food supplement and nutrition

Food supplement and nutrition is a growing, high-margin category including products such as protein, sports, and medical.
Find out more about food supplement and nutrition⁠
Ingredients: powder, seeds, and beans

Ingredients in focus

Ingredients in focus

So, which ingredients are truly beneficial for your consumers, and poised to drive growth in coming years in the food supplement and nutrition category?
Find out more about ingredients in food supplement and nutrition products⁠
Man with healthy drink in Tetra Prisma Aseptic carton

Good feeling, great mouthfeel

Good feeling, great mouthfeel

What’s the optimal mouthfeel for products in the growing food supplement and nutrition category, and how can you achieve it, and offer consumer benefits?
Find out more about mouthfeel⁠
Grandma and family

Protein is for everyone

Protein is for everyone

Protein plays numerous vital roles in the body. It aids in repairing and constructing tissues, facilitates metabolic reactions, regulates bodily functions.
Find out more about why should you prioritize protein⁠

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1) Global Data 2024 Ad Hoc research. Fully Researched Markets: Australia, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, Netherlands, Poland, Russia, South Korea, Spain, Turkey, United Kingdom, USA, Vietnam.
2) Global Data 2023 Ad Hoc research Numbers on hubpage are based on a recent average exchange rate as of May 12, 2025​.
3) FMGC Gurus Custom Survey “Active Nutrition”, Aug 2023 (Nigeria, South Africa, Denmark, France, Germany, Italy, Netherlands, Poland, Spain, UK)
4) Innova Trends Survey 2024 (Brazil, Canada, China, France, Germany, India, Indonesia, Mexico, Spain, UK, US)
5) Innova Health & Nutrition Survey 2023 (Brazil, Canada, China, France, Germany, India, Indonesia, Mexico, Spain, UK, US)
6) Roper Reports Worldwide 2015
7) Euromonitor, A.T. Kearney analysis; *Ageing – Understanding the global consumer ‘super’ trend Who are the seniors? 2015, Mintel ,**Euromonitor
8) Sustainable Packaging Trends for 2015: All About Millennials + Understanding How Millennials View Food & Nutrition, BuzzBack Webinar, 2015
9) Tetra Pak - Sustainable Packaging Research 2023
10) Innova Database. Notes: 2023 YTD = Jan 2023 – June 2023