Business opportunities & consumer trends

Happy man and a Tetra Prisma Aseptic carton

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.

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).

Men running, figures 6.4-13.6 euro per litre

...with healthy margins

The category offers high margins for both manufacturers and retailers, and generates a high price per litre (€6.40–€13.60 depending on the subcategory)². This is considerably higher than traditional categories such as dairy and juice, where the price per litre is €1.06–€1.69²

Large addressable audience

With control as the main emotional driver, 73% prioritise health-supportive food and drinks, and health supplements are valued almost equally to a balanced diet3. 66% either use or are interested in supplements, 38% already use FSN products, and 24% use liquid FSN formats⁴.

Prevention is better than cure

Health has become more important for consumers than ever. 54% of consumers in our study³ say that they are more conscious and proactive about their health. Older consumers (55+) are especially likely to take a preventive approach (75% agree), but younger consumers (18-24) also agree (57%)⁴. And as functional beverages have become more mainstream, ready-to-drink products are growing faster than powder, driven by convenience and on-the-go lifestyles.

Protein is the undefeated champion

When it comes to functional ingredients, consumers globally are most interested in protein⁵. It has definitely found target audiences outside the sports environment. People associate³ protein with general health & wellness at all stages of life, increased muscle mass and improved energy levels. Protein is also associated with weight management, which is the number one health concern. Improved energy is associated with both physical and mental wellbeing – people want to feel good from the inside out.

Larger audiences, more resources

One demographic group that is constantly growing is seniors (+60). Today, 31% of them⁶ actively look for products and services that help them live a long, healthy life. And they can afford it, as their disposable income has grown as well⁷. However, Gen Z consumers and Millennials are even more likely to use fortified food and beverages to ensure their protein intake⁴ – and they are important trend-setters⁸.

Hand grabbing food supplement and nutrition drink at shelf.

59% are interested in liquid formats

Thanks to their convenience, ready-to-drink FSN product are gaining share. People find them easy to take on the go, easy to mix in e.g. smoothies, and easy to store. Better taste and better control of dosage are also ranking high⁴.

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.

Needs change with age

Looking at different age groups, we can see that younger people consume more protein supplements than other age groups, prioritising flavour. Parents are looking for clean labels, as they worry about artificial or unsuitable ingredients. Seniors prioritise efficiency, and ease of preparation^4.

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.

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.

Find out more

Sports women with protein drink in Tetra Prisma Aseptic carton

Food supplement and nutrition

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

Find out more about food supplement and nutrition⁠

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

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

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 prioritise protein⁠

Find out more

Food supplement and nutrition

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

Find out more about food supplement and nutrition⁠

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

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 prioritise protein⁠

¹ GlobalData, 2023, Core markets (17 countries), Data for all formats included (Formats are: RTD, Powder, Gel, Soup, Liquid- Enteral)
² GlobalData, Ad Hoc study, 2023
³ Mintel, Global Food & Drink Trends report 2024
⁴ Ipsos Denmark. Reviewed and enhanced by: Tetra Pak Category Management, BI&A 26 September 2025
⁵ Tetra Pak Global FSN Consumer Research, September 2025
⁶ TetraPak Sustainable Packaging Research 2023.

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Consumer insights driving FSN opportunities

A growing category...

...with healthy margins

Large addressable audience

Prevention is better than cure

Protein is the undefeated champion

Larger audiences, more resources

59% are interested in liquid formats

For growth, offer regional flavours

Understand your region’s focus area

Needs change with age

The ideal pack is 150-250 ml

We can help you address barriers

Find out more

Food supplement and nutrition

Food supplement and nutrition

Ingredients in focus

Ingredients in focus

Good feeling, great mouthfeel

Good feeling, great mouthfeel

Protein is for everyone

Protein is for everyone

Find out more

Food supplement and nutrition

Ingredients in focus

Protein is for everyone

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