Solutions
Insights
Sustainability
About us
Contact us
Careers
Media
Suppliers
Slovakia
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.

Food supplement and nutrition drinks 14.3 billion litres global volume.

A growing category...

The global volume for the food supplement and nutrition category was 12.1 billion litres in 2023, and it is predicted to reach 14.3 billion litres by 2027. Liquid formats are gaining share1.

Food supplement and nutrition drinks higher margins.

...with healthy margins

The category offers high margins for both manufacturers and retailers and generates a high price per litre, an average of 11.1 €/L, which is considerably higher than traditional categories2.

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 products.

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 prioritise protein⁠

Get in touch with us!

Service engineers training

Have questions about our solutions and products, or need some expert advice? Our friendly team is here to help! Just fill out the form, and we’ll get back to you as soon as possible.

Purpose of contact

Error - please select one option that best describes your request

Business area of interest

Select one or more business areas
Error - please select business area of interest

Get in touch with us!

Summary

Purpose of contact
Business area of interest

Specific area of interest

Error - please select one option that best describes your request

Get in touch with us!

Summary

Purpose of contact
Business area of interest

Scope of request

Error - please select one option that best describes your request

Food category

Error - please select one option that best describes your request
  • Error - please select one option that best describes your request
  • Error - please select one option that best describes your request
  • Error - please select one option that best describes your request
  • Error - please select one option that best describes your request
  • Error - please select one option that best describes your request

Get in touch with us!

Summary

Purpose of contact
Business area of interest

Specific area of interest

Error - please select business area of interest

Get in touch with us!

Summary

Purpose of contact
Business area of interest
Specific area of interest
Scope of request
Food category

What describes your request the best

Error - please select one option that best describes your request
Error - please select your role
Brand Owner Consultant Distributor Integrator Manufacturer Original Equipment Manufacturer Potential Investor Retailer Other
Please describe your enquiry using maximum 1000 characters. The message is mandatory.

Get in touch with us!

Summary

Purpose of contact
Business area of interest
Message
Specific area of interest
Scope of request
Food category
What describes your request the best
Your role

Company information

Enter your valid company e-mail address, such as example@company.com
First name is mandatory
Last name is mandatory
Phone number is mandatory. Please include country code.
The city of workplace is mandatory
Error - please select your country or region
Afghanistan Albania Algeria American Samoa Andorra Angola Anguilla Antarctica Antigua and Barbuda Argentina Armenia Aruba Australia Austria Azerbaijan Bahamas Bahrain Bangladesh Barbados Belarus Belgium Belize Benin Bermuda Bhutan Bolivia Bosnia and Herzegovina Botswana Brazil British Indian Ocean Territory British Virgin Islands Brunei Bulgaria Burkina Faso Burundi Cambodia Cameroon Canada Cape Verde Cayman Islands Central African Republic Chad Chile China Christmas Island Cocos (Keeling) Islands Colombia Comoros Congo Cook Islands Costa Rica Croatia Curaçao Cyprus Czech Republic Côte d’Ivoire Democratic Republic of the Congo Denmark Djibouti Dominica Dominican Republic Ecuador Egypt El Salvador Equatorial Guinea Eritrea Estonia Ethiopia Falkland Islands Faroe Islands Fiji Finland France French Guiana French Polynesia French Southern Territories Gabon Gambia Georgia Germany Ghana Gibraltar Greece Greenland Grenada Guadeloupe Guam Guatemala Guernsey Guinea Guinea-Bissau Guyana Haiti Honduras Hong Kong S.A.R., China Hungary Iceland India Indonesia Iraq Ireland Isle of Man Israel Italy Jamaica Japan Jersey Jordan Kazakhstan Kenya Kiribati Kuwait Kyrgyzstan Laos Latvia Lebanon Lesotho Liberia Libya Liechtenstein Lithuania Luxembourg Macao S.A.R., China Macedonia Madagascar Malawi Malaysia Maldives Mali Malta Marshall Islands Martinique Mauritania Mauritius Mayotte Mexico Micronesia Moldova Monaco Mongolia Montenegro Montserrat Morocco Mozambique Myanmar Namibia Nauru Nepal Netherlands New Caledonia New Zealand Nicaragua Niger Nigeria Niue Norfolk Island Northern Mariana Islands Norway Oman Pakistan Palau Palestinian Territory Panama Papua New Guinea Paraguay Peru Philippines Pitcairn Poland Portugal Puerto Rico Qatar Romania Rwanda Réunion Saint Barthélemy Saint Helena Saint Kitts and Nevis Saint Lucia Saint Martin Saint Pierre and Miquelon Saint Vincent and the Grenadines Samoa San Marino Sao Tome and Principe Saudi Arabia Senegal Serbia Seychelles Sierra Leone Singapore Sint Maarten Slovakia Slovenia Solomon Islands Somalia South Africa South Korea South Sudan Spain Sri Lanka Sudan Suriname Svalbard and Jan Mayen Swaziland Sweden Switzerland Taiwan Tajikistan Tanzania Thailand Timor-Leste Togo Tokelau Tonga Trinidad and Tobago Tunisia Turkey Turkmenistan Turks and Caicos Islands Tuvalu U.S. Virgin Islands Uganda Ukraine United Arab Emirates United Kingdom United States United States Minor Outlying Islands Uruguay Uzbekistan Vanuatu Vatican Venezuela Viet Nam Wallis and Futuna Western Sahara Yemen Zambia Zimbabwe
The company name is mandatory
Error - please select position
C-suite Vice President Director Manager Specialist Associate Entry level Other
Error - please select function
Administrative Business Development Consulting Engineering Executive Management Finance Human Resources IT Legal Marketing Operations Product Management Purchasing Research & Development Sales Sustainability Other
Error - please select the Privacy Policy consent

Thank you for your interest

Your request has been submitted to our teams and we will be in touch shortly. Please click on the button below if you want to submit another request or if you have another query for us.

Something went wrong!

Your request could not be sent at this time. Please try again later, or contact support if the issue persists

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.