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Meal Replacement Food and Drink - US - June 2011

For the purposes of this market report, meal replacement food and drink is defined as including the following:

  • RTD meal replacements
  • Energy bars
  • Powdered meal replacements

In addition, as part of Mintel’s custom consumer survey conducted for this report, the term "meal supplement" is used, rather than "meal replacement." This was done to widen the opportunity for respondents to indicate that they use these types of items, not just in place of meals, but also as part of dieting and/or athletic programs.

Products that are marketed as medical food and drink, and sold in retail, are not included in this report. A primary exception is the inclusion of the Glucerna brand: while marketed to consumers with diabetes, the brand’s product mix, labelling, and marketing are far more like those of traditional meal replacements than most medical products.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer data
              • Advertising clips
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Meal replacement sector continues growth trajectory in 2010-11
                        • Opportunities exist in different areas as consumers look for more value
                          • Dieters drive the market, as does the aging population
                            • Competition from several sources may impact sales
                              • Market roughly split between the top two segments
                                • FDMx the key retailer for meal replacement food and drink
                                  • Abbott Laboratories and Clif Bar and Company lead the market
                                    • Innovations focused in the snack/cereal/energy bar segment
                                      • The meal supplement consumer
                                      • Insights and Opportunities

                                        • More oversight on health claims will require new product creativity
                                          • More focus on natural
                                            • Taking a cue from energy and sports drinks?
                                              • New looks, new flavors even for stalwarts in the category, as well as new entrants
                                              • Inspire Insights

                                                  • Inspire Trend: “Mood to Order”
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Healthy growth continues in 2010-11
                                                        • Sales and forecast of meal replacement food and drink
                                                          • Figure 1: Sales of meal replacement food and drink in FDMx, natural, and specialty supermarkets, at current prices, 2008-12
                                                          • Figure 2: Sales of meal replacement food and drink in FDMx, natural, and specialty supermarkets, at inflation-adjusted prices, 2008-12
                                                        • Fan chart forecast
                                                            • Figure 3: Fan chart forecast for the meal replacement food and drink market, 2008-12
                                                        • Market Drivers

                                                          • Continued focus on dieting will drive this market
                                                            • Exercise/energy needs also fuel market
                                                              • Figure 4: Population, by age, 2006-16
                                                              • Figure 5: Population by generation, 2011
                                                            • The impact of household income
                                                                • Figure 6: Real disposable income, 2007-11*
                                                            • Competitive Context

                                                              • Key points
                                                                • Expansion beyond original target demographic
                                                                  • Some demographics moving to customized solutions
                                                                    • Consumers encouraged to try a DIY approach
                                                                      • Many other choices available
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Sales increases across the board lead to stability in market share
                                                                            • Sales of meal replacement food and drink in FDMx, natural, and specialty supermarkets
                                                                              • Figure 7: Sales of meal replacement food and drink in FDMx, natural, and specialty supermarkets, by segment, 2008-10
                                                                          • Segment Performance—RTD Meal Replacements

                                                                            • Key points
                                                                              • Sales of RTD meal replacements rebound after slower growth in 2009-10
                                                                                • Sales and forecast of RTD meal replacements
                                                                                  • Figure 8: Sales of RTD meal replacements in FDMx, natural, and specialty supermarkets, 2008-12
                                                                              • Segment Performance—Energy Bars

                                                                                • Key points
                                                                                  • Sales of energy bars continue to flourish; consumers have more options
                                                                                    • Sales and forecast of energy bars
                                                                                      • Figure 9: Sales and forecast of energy bars in FDMx, natural, and specialty supermarkets, at current prices, 2008-12
                                                                                  • Segment Performance—Powdered Meal Replacements

                                                                                    • Key points
                                                                                      • Slower growth in 2010-11, but more consistency
                                                                                        • Sales and forecast of powdered meal replacements
                                                                                          • Figure 10: Sales and forecast of powdered meal replacements in FDMx, natural, and specialty supermarkets, at current prices, 2008-12
                                                                                      • Retail Channels

                                                                                        • Key points
                                                                                          • Little movement in terms of market share
                                                                                            • Sales of meal replacement food and drink, by channel
                                                                                              • Figure 11: Sales of meal replacement food and drink, by channel, 2009 and 2011*
                                                                                            • FDMx sales of meal replacement food and drink
                                                                                              • Figure 12: FDMx sales of meal replacement food and drink, at current prices, 2009-11*
                                                                                            • Natural and specialty supermarket sales of meal replacement food and drink
                                                                                              • Figure 13: Natural and specialty supermarket sales of meal replacement food and drink, at current prices, 2009-11*
                                                                                          • Leading Companies

                                                                                            • Key points
                                                                                              • Abbott remains in the lead, even as Clif Bar and Company shows greatest growth
                                                                                                • Sales of meal replacement food and drink by manufacturer
                                                                                                  • Figure 14: Manufacturer sales of meal replacement food and drink in the U.S., 2010 and 2011
                                                                                              • Brand Share—RTD Meal Replacements

                                                                                                • Key points
                                                                                                  • Abbott in the lead with its range of products, Novartis in second
                                                                                                    • Manufacturer and brand sales of RTD meal replacements
                                                                                                      • Figure 15: Selected brand sales of RTD meal replacements, 2010 and 2011
                                                                                                  • Brand Share—Energy Bars

                                                                                                    • Key points
                                                                                                      • CLIF Bar dominates in energy bars
                                                                                                        • Manufacturer and brand sales of energy bars
                                                                                                          • Figure 16: Selected brand sales of energy bars, 2010 and 2011
                                                                                                      • Brand Share—Powdered Meal Replacements

                                                                                                        • Key points
                                                                                                          • Carnation Instant Breakfast remains in the lead
                                                                                                            • Manufacturer and brand sales of powdered meal replacements
                                                                                                              • Figure 17: Selected FDMx brand sales of powdered meal replacements, 2010 and 2011
                                                                                                          • Innovations and Innovators

                                                                                                            • Key points
                                                                                                              • Meal replacement food and drink product launches 2006-11
                                                                                                                • Figure 18: New meal replacement food and drink product launches, by subcategory, 2006-11
                                                                                                                • Figure 19: New meal replacement food and drink product launches, by top claims, 2006-11
                                                                                                                • Figure 20: Private label share among new meal replacement food and drink product launches, 2006-11
                                                                                                              • Product innovations
                                                                                                                • Protein-rich products
                                                                                                                  • Weight solutions
                                                                                                                    • Whole grain or with fiber
                                                                                                                      • Immune health
                                                                                                                      • Marketing Strategies

                                                                                                                        • Overview
                                                                                                                          • TV Ads
                                                                                                                            • Boost Nutritional Energy Drink
                                                                                                                              • Figure 21: Boost/Nutritional Energy Drink TV ad, 2011
                                                                                                                            • Carnation Breakfast Essentials
                                                                                                                              • Figure 22: Carnation/Instant Breakfast Essentials TV ad, 2010
                                                                                                                            • Ensure Muscle Health
                                                                                                                              • Figure 23: Ensure/Muscle Health TV ad, 2010
                                                                                                                            • Slim-Fast 3-2-1 Plan
                                                                                                                              • Figure 24: Slim-Fast/3-2-1 Plan TV ad, 2010
                                                                                                                          • Household Usage of Meal Supplements and More

                                                                                                                              • Key points
                                                                                                                                • Meal replacement market far from saturated
                                                                                                                                  • Figure 25: Household usage of meal replacements and related products, March 2011
                                                                                                                                  • Figure 26: Personal usage of meal replacements and related products, by gender, March 2011
                                                                                                                                  • Figure 27: Personal usage of meal replacements and related products, by age, March 2011
                                                                                                                                  • Figure 28: Personal usage of meal replacements and related products, by household income, March 2011
                                                                                                                                  • Figure 29: Personal usage of meal replacements and related products, by presence of children in the household, March 2011
                                                                                                                                  • Figure 30: Personal usage of meal replacements and related products, by race/Hispanic origin, March 2011
                                                                                                                                • Liquid/powdered nutritional supplement or liquid breakfast usage
                                                                                                                                  • Figure 31: Liquid/powdered nutritional supplement or liquid breakfast usage, by age, October 2009-December 2010
                                                                                                                                  • Figure 32: Liquid/powdered nutritional supplement or liquid breakfast usage frequency, by age, October 2009-December 2010
                                                                                                                                  • Figure 33: Liquid/powdered nutritional supplement or liquid breakfast usage, by race/Hispanic origin, October 2009-December 2010
                                                                                                                              • Usage Drivers and Deterrents

                                                                                                                                • Key points
                                                                                                                                  • Reasons why consumers use meal supplements
                                                                                                                                    • Figure 34: Reasons why consumers use meal supplements, by gender, March 2011
                                                                                                                                    • Figure 35: Reasons why consumers use meal supplements, by age, March 2011
                                                                                                                                    • Figure 36: Reasons why consumers use meal supplements, by household income, March 2011
                                                                                                                                  • What consumers dislike about meal replacements
                                                                                                                                    • Figure 37: What consumers dislike about meal supplements, by gender, March 2011
                                                                                                                                    • Figure 38: What consumers dislike about meal supplements, by age, March 2011
                                                                                                                                • Usage Frequency

                                                                                                                                  • Key points
                                                                                                                                    • Respondents most likely to use meal supplements a few times a week
                                                                                                                                      • Figure 39: Usage frequency with meal supplements and related products, March 2011
                                                                                                                                      • Figure 40: Usage frequency with meal supplements, by gender, March 2011
                                                                                                                                      • Figure 41: Usage frequency with meal supplements, by household income, March 2011
                                                                                                                                  • Outlets Where Consumers Buy Meal Supplements

                                                                                                                                    • Key points
                                                                                                                                      • Walmart is the channel of choice for meal supplement purchase
                                                                                                                                          • Figure 42: Outlets where consumers buy meal supplements, by age, March 2011
                                                                                                                                          • Figure 43: Outlets where consumers buy meal supplements, by household income, March 2011
                                                                                                                                          • Figure 44: Outlets where consumers buy meal supplements, by presence of children in the household, March 2011
                                                                                                                                      • Health/Nutrition Factors That Matter Most

                                                                                                                                        • Key points
                                                                                                                                          • High-protein formulation a key issue for most respondents
                                                                                                                                            • Figure 45: Health/nutrition factors that matter most, March 2011
                                                                                                                                            • Figure 46: Health/nutrition factors that matter most, by gender, March 2011
                                                                                                                                            • Figure 47: Health/nutrition factors that matter most, by age, March 2011
                                                                                                                                        • New Innovations of Interest to Consumers

                                                                                                                                          • Key points
                                                                                                                                            • Consumers looking for more variety in meal supplements
                                                                                                                                                • Figure 48: New innovations of interest to consumers, by gender, March 2011
                                                                                                                                                • Figure 49: New innovations of interest to consumers, by age, March 2011
                                                                                                                                            • Cluster Analysis

                                                                                                                                                • Replacers
                                                                                                                                                  • Demographics
                                                                                                                                                    • Characteristics
                                                                                                                                                      • Opportunity
                                                                                                                                                        • Dieters/Exercisers
                                                                                                                                                          • Demographics
                                                                                                                                                            • Characteristics
                                                                                                                                                              • Opportunity
                                                                                                                                                                • Light-Using Pricers
                                                                                                                                                                  • Demographics
                                                                                                                                                                    • Characteristics
                                                                                                                                                                      • Opportunity
                                                                                                                                                                        • Characteristic tables
                                                                                                                                                                          • Figure 50: Meal replacement clusters, March 2011
                                                                                                                                                                          • Figure 51: Dieting, weight watching, and exercise, by meal replacement clusters, March 2011
                                                                                                                                                                          • Figure 52: Reasons why consumers use meal supplements, by meal replacement clusters, March 2011
                                                                                                                                                                          • Figure 53: Health/nutrition factors that matter most, by meal replacement clusters, March 2011
                                                                                                                                                                          • Figure 54: What consumers dislike about meal supplements, by meal replacement clusters, March 2011
                                                                                                                                                                          • Figure 55: New innovations of interest to consumers, by meal replacement clusters, March 2011
                                                                                                                                                                        • Demographic tables
                                                                                                                                                                          • Figure 56: Meal replacement clusters, by gender, March 2011
                                                                                                                                                                          • Figure 57: Meal replacement clusters, by age, March 2011
                                                                                                                                                                          • Figure 58: Meal replacement clusters, by household income, March 2011
                                                                                                                                                                          • Figure 59: Meal replacement clusters, by race, March 2011
                                                                                                                                                                          • Figure 60: Meal replacement clusters, by Hispanic origin, March 2011
                                                                                                                                                                        • Cluster methodology
                                                                                                                                                                        • Custom Consumer Groups

                                                                                                                                                                          • Key points
                                                                                                                                                                            • The meal replacement consumer
                                                                                                                                                                              • Health/nutrition factors that matter most
                                                                                                                                                                                  • Figure 61: Health/nutrition factors that matter most, by custom consumer groups, March 2011
                                                                                                                                                                                • What consumers dislike about meal replacements
                                                                                                                                                                                  • Figure 62: What consumers dislike about meal supplements, by custom consumer groups, March 2011
                                                                                                                                                                                • New innovations of interest to consumers
                                                                                                                                                                                    • Figure 63: New innovations of interest to consumers, by custom consumer groups, March 2011
                                                                                                                                                                                • Appendix: Diet and Exercise Among Adults

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Over half of female respondents currently or recently dieting
                                                                                                                                                                                      • Figure 64: Dieting, weight watching, and exercise, by gender, March 2011
                                                                                                                                                                                      • Figure 65: Dieting, weight watching, and exercise, by age and household income, March 2011
                                                                                                                                                                                      • Figure 66: Dieting, weight watching, and exercise, by presence of children, March 2011
                                                                                                                                                                                      • Figure 67: Dieting, weight watching, and exercise, by race/Hispanic origin, March 2011
                                                                                                                                                                                  • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                      • Figure 68: Liquid/powdered nutritional supplement or liquid breakfast usage frequency, by race/Hispanic origin, October 2009–December 2010
                                                                                                                                                                                      • Figure 69: New innovations of interest to consumers, by household income, March 2011
                                                                                                                                                                                      • Figure 70: Population, by race and Hispanic origin, 2006-16
                                                                                                                                                                                      • Figure 71: Consumer sentiment index, August 2007–February 2011
                                                                                                                                                                                  • Appendix: Trade Associations

                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                    • American Dietetic Association (ADA)
                                                                                                                                                                                    • American Medical Association (AMA)
                                                                                                                                                                                    • Atkins Nutritionals, Inc.
                                                                                                                                                                                    • Bureau of Economic Analysis
                                                                                                                                                                                    • Clif Bar Inc.
                                                                                                                                                                                    • European Food Safety Authority
                                                                                                                                                                                    • Food Marketing Institute
                                                                                                                                                                                    • Grocery Manufacturers of America
                                                                                                                                                                                    • National Nutritional Foods Association
                                                                                                                                                                                    • Nestlé USA
                                                                                                                                                                                    • Red Bull North America, Inc.
                                                                                                                                                                                    • The National Institute of Allergy and Infectious Diseases (NIAID)
                                                                                                                                                                                    • Trader Joe's Company Inc
                                                                                                                                                                                    • U.S. Bureau of Labor Statistics
                                                                                                                                                                                    • Unilever USA
                                                                                                                                                                                    • Walmart Stores (USA)
                                                                                                                                                                                    • Weight Watchers International Inc.
                                                                                                                                                                                    • Wm. Bolthouse Farms Inc.

                                                                                                                                                                                    Meal Replacement Food and Drink - US - June 2011

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