Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept and close

Description

Description

Covered in this report

The nutrition and weight loss drinks market is on pace for continued, steady growth moving forward. Beverages marketed as nutrition drinks, including meal replacement drinks, hold up this market. However, weight loss drinks are outpacing nutrition drinks slightly in terms of growth (see Market Breakdown).


The steady growth of the market is supported by factors including ongoing weight struggles among adults in the US (see Market Factors) and the increasing demand for quick and convenient nutrition solutions (see Reasons for Consumption).

"Just under half of consumers live in households where nutrition, meal replacement or weight loss drinks are consumed, and sales are projected to steadily increase in years ahead. While products positioned as weight loss drinks garner the lowest sales and usage in the category, adults are turning to drinks across these segments as tools in weight management and as a foundation for overall wellbeing." 

- Karen Formanski, Health and Nutrition Analyst

The report looks at the following areas:

  • Managing weight top user motivation, also most desired purchase driver
  • More protein, less sugar
  • Beverage categories getting blurrier
  • People are limiting sugar, especially as they age

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Market overview
          • Figure 1: Total US sales and fan chart forecast of nutrition and weight loss drinks, at current prices, 2014-24
        • Top takeaways
          • Managing weight top user motivation, also most desired purchase driver
            • More protein, less sugar
              • Beverage categories getting blurrier
                • The issues
                  • Majority of non-users don’t feel the need for nutrition drinks
                    • Figure 2: Consumption of weight loss, nutrition or meal replacement drinks, November 2019
                  • People are limiting sugar, especially as they age
                    • Figure 3: Importance of low- and no-added sugar label claims on purchase of weight loss, nutrition or meal replacement drinks, by age, November 2019
                  • Cross-category competition continues to increase
                    • Figure 4: Desired health benefits in nutrition, meal replacement or weight loss drinks, November 2019
                  • The opportunities
                    • Don’t forget the protein
                      • Figure 5: Importance of label claims on purchase of nutrition, meal replacement or weight loss drinks, November 2019
                    • Expand appeal across daypart occasions
                      • Figure 6: Occasions for consuming nutrition, meal replacement or weight loss drinks, November 2019
                    • Missed opportunities to market to households with older adults
                      • Figure 7: Types of nutrition drinks consumed in household, by age, November 2019
                    • What it means
                    • The Market – What You Need to Know

                      • Sales predicted to slowly but steadily rise
                        • Nutrition drinks drive the market
                          • Drinks most sought through alternative channels
                            • Functionality sought across food and drink categories
                              • Plant-based for the future
                                • Personalized options will only increase in demand
                                  • Shifting views on weight management challenge major segment growth
                                    • Many find nutrition drinks an unnecessary expense
                                      • Processed foods seen as less nutritious than fresh
                                      • Market Size and Forecast

                                        • Sales predicted to slowly but steadily rise
                                          • Figure 8: Total US sales and fan chart forecast of nutrition and weight loss drinks, at current prices, 2014-24
                                          • Figure 9: Total US sales and forecast of nutrition and weight loss drinks, at current prices, 2014-24
                                      • Market Breakdown

                                        • Weight loss and nutrition drinks segments both growing
                                          • Figure 10: Total US retail sales and forecast of nutrition and weight loss drinks, by segment, at current prices, 2014-24
                                        • Most seek nutrition drinks from alternative retailers
                                          • Figure 11: Total US retail sales of nutrition and weight loss drinks, by channel, at current prices, 2014-19
                                      • Market Perspective

                                        • Functionality sought across food and drink categories
                                          • Personalized options will only increase in demand
                                              • Figure 12: Jenny Craig DNA Decoder plan, 2020
                                            • Plant-based for the future
                                              • Figure 13: Importance of plant-based label claim on nutrition, meal replacement or weight loss drinks, by age, November 2019
                                          • Market Factors

                                            • Weight management an ongoing issue
                                              • Many find nutrition drinks an unnecessary expense
                                                • Figure 14: Nutrition drinks are too expensive, by household income, November 2019
                                              • Processed foods with preservatives seen as less nutritious
                                              • Key Players – What You Need to Know

                                                • Top two players lose market share to others
                                                  • SlimFast cashes in on keto craze
                                                    • Plant-based offerings continue to gain momentum
                                                      • High-protein offerings offset losses for legacy brands
                                                        • Kellogg drops out of sight in weight loss segment
                                                          • Flavor innovation can help brands stand out
                                                            • Brands on a mission have potential to thrive moving forward
                                                            • Company and Brand Sales of Nutrition and Weight Loss Drinks

                                                              • Premier Protein, other brands chip away at market share
                                                                • Figure 15: Multi-outlet sales of nutritional drinks, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                              • Key players in weight loss use diet trends to their advantage
                                                                • Figure 16: Multi-outlet sales of weight loss drinks, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                            • What’s Working

                                                              • SlimFast cashes in on keto craze
                                                                • Figure 17: Multi-outlet sales of weight loss drinks, by total segment, total SlimFast and SlimFast Keto, rolling 52 weeks 2018 and 2019
                                                                • Figure 18: SlimFast Keto product examples
                                                              • Plant-based offerings continue to gain momentum
                                                                • Figure 19: Multi-outlet sales of nutritional drinks, by total segment and select plant-based brands, rolling 52 weeks 2018 and 2019
                                                                • Figure 20: Plant-based nutrition drinks product examples
                                                            • What’s Struggling

                                                              • High-protein offerings offset losses for legacy brands
                                                                • Figure 21: Multi-outlet sales of nutritional drinks, by total segment, total Boost and Boost High Protein, rolling 52 weeks 2018 and 2019
                                                                • Figure 22: Product examples, Boost High Protein and Ensure Max
                                                              • Kellogg drops out of sight in weight loss segment
                                                                • Figure 23: Multi-outlet sales of weight loss drinks, by Kellogg Co, 2016-19
                                                            • What to Watch

                                                              • Flavor innovation can help brands stand out
                                                                • Figure 24: Top flavors, weight management nutrition and meal replacement drinks, product launches 2019
                                                                • Figure 25: Flavor innovation product examples, Koia, Remedy Organics and Premier Protein Clear
                                                              • Food brands crossing over to RTD drinks
                                                                • Figure 26: Crossover product example, Quest Nutrition
                                                              • Brands on a mission have potential to thrive moving forward
                                                                • Figure 27: Ethical product examples, REBBL and Huel
                                                            • The Consumer – What You Need to Know

                                                              • Just under half of households consume nutrition drinks
                                                                • Most don’t feel the need for nutrition drinks
                                                                  • Overall health and weight management key motivators for consumption
                                                                    • Weight management, general wellness most desired health benefits
                                                                      • The most important time of the day?
                                                                        • Shoppers demand more protein, less sugar
                                                                          • Many paths to personalization
                                                                          • Nutrition Drinks – Household Consumption

                                                                            • Less than half of households consume any nutritional drinks
                                                                              • Figure 28: Consumption of nutrition, meal replacement or weight loss drinks, November 2019
                                                                            • RTD nutrition drinks lead the pack, but upgrades may be in order
                                                                              • Figure 29: Types of nutrition drinks consumed in household, November 2019
                                                                            • Middle-income households most likely to consume nutrition drinks
                                                                              • Figure 30: Types of nutrition drinks consumed in household, by household income, November 2019
                                                                            • Appealing to parents has multigenerational benefits
                                                                              • Figure 31: Types of nutrition drinks consumed in household, by parental status, November 2019
                                                                            • Hispanic households overindex for nutrition drink use
                                                                              • Figure 32: Types of nutrition drinks consumed, by Hispanic origin, November 2019
                                                                          • Nutrition Drinks – Individual Consumption

                                                                            • Make nutrition drinks a family affair
                                                                              • Figure 33: Household usage of nutrition drinks, November 2019
                                                                            • Usage spans the ages, but opportunities remain
                                                                              • Figure 34: Types of nutrition drinks personally consumed by respondent, by age, November 2019
                                                                            • Gender has some impact on drink choices
                                                                              • Figure 35: Household usage of nutrition drinks – consumed by respondent, by gender, November 2019
                                                                          • Reasons for Consumption

                                                                            • Weight management and overall health key motivators for consumption
                                                                              • Figure 36: Reasons for consumption of nutrition drinks, November 2019
                                                                            • A quick, tasty, healthy boost
                                                                              • Figure 37: Reasons for consumption of nutrition drinks – healthy snacking, convenience, energy, taste – by age, November 2019
                                                                          • Desired Health Benefits

                                                                            • Weight management leads category perceptions
                                                                              • Figure 38: Desired health benefits in nutrition, meal replacement or weight loss drinks, November 2019
                                                                            • Weight management key benefit for all segments
                                                                              • Figure 39: Desired health benefits in nutrition, meal replacement or weight loss drinks, general wellness and weight management, November 2019
                                                                            • Women more driven than men by weight management
                                                                              • Figure 40: Desire for weight management benefit, by age and gender, November 2019
                                                                            • Deliver on multifunctional benefits
                                                                              • Figure 41: TURF analysis – desired health benefits, November 2019
                                                                            • Turf Methodology
                                                                            • Nutrition Drinks – Barriers to Usage

                                                                              • Non-users see nutrition drinks as unnecessary
                                                                                • Figure 42: Barriers to usage of nutrition drinks, November 2019
                                                                              • Barriers to use vary by income level
                                                                                • Figure 43: I don’t need to drink nutrition drinks, nutrition drinks are too expensive, by household income, November 2019
                                                                              • Middle-aged adults most put off by sugar content
                                                                                • Figure 44: Nutrition drinks have too much sugar, by gender and age, November 2019
                                                                            • Consumption Occasions

                                                                              • The most important time of the day?
                                                                                • Figure 45: Select consumption occasions of nutrition, meal replacement and weight loss drinks, November 2019
                                                                              • Swapping drinks for meals
                                                                                  • Figure 46: Consumption occasions of nutrition drinks – any meal, snack or workout, by segment, November 2019
                                                                              • Influence of Label Claims

                                                                                • Shoppers demand high protein, less sugar
                                                                                  • Figure 47: Importance of label claims – high-protein, no added/low-sugar, low-carb – on purchase of nutrition, meal replacement or weight loss drinks, by age, November 2019
                                                                                • Organic and plant-based options don’t resonate among adults aged 55+
                                                                                  • Figure 48: Importance of label claims – organic, plant-based – on purchase of nutrition, meal replacement or weight loss drinks, by age, November 2019
                                                                                • Five claims that can bridge the age gap
                                                                                  • Figure 49: TURF analysis – influence of label claims, November 2019
                                                                                • TURF Methodology
                                                                                • Attitudes toward Nutrition Drinks

                                                                                  • Many paths to personalization
                                                                                    • Figure 50: Interest in personalized nutrition drinks, by consumers who purchase nutrition, meal replacement or weight loss drinks, November 2019
                                                                                    • Figure 51: Interested in personalized nutrition drinks, by age, November 2019
                                                                                  • Demand exists for more flavor options
                                                                                      • Figure 52: Desire for more flavor varieties, by adults whose households purchase nutrition, meal replacement or weight loss drinks, November 2019
                                                                                  • Appendix – Data Sources and Abbreviations

                                                                                    • Data sources
                                                                                      • Sales data
                                                                                        • Fan chart forecast
                                                                                          • Consumer survey data
                                                                                            • Consumer qualitative research
                                                                                              • Abbreviations and terms
                                                                                                • Abbreviations
                                                                                                • Appendix – The Market

                                                                                                    • Figure 53: Total US sales and fan chart forecast of nutrition drinks, at current prices, 2014-24
                                                                                                    • Figure 54: Total US sales and fan chart forecast of weight loss drinks, at current prices, 2014-24
                                                                                                    • Figure 55: Total US retail sales and forecast of nutrition and weight loss drinks, at inflation-adjusted prices, 2014-24
                                                                                                    • Figure 56: Total US retail sales of nutrition and weight loss drinks, by segment, at current prices, 2017 and 2019
                                                                                                    • Figure 57: Total US retail sales and forecast of weight loss drinks, at current prices, 2014-24
                                                                                                    • Figure 58: Total US retail sales and forecast of weight loss drinks, at inflation-adjusted prices, 2014-24
                                                                                                    • Figure 59: Total US retail sales and forecast of nutritional drinks, at current prices, 2014-24
                                                                                                    • Figure 60: Total US retail sales and forecast of nutritional drinks, at inflation-adjusted prices, 2014-24
                                                                                                • Appendix – Retail Channels

                                                                                                    • Figure 61: Total US retail sales of nutrition and weight loss drinks, by channel, at current prices, 2017 and 2019
                                                                                                    • Figure 62: US supermarket sales of nutrition and weight loss drinks, at current prices, 2014-19
                                                                                                    • Figure 63: US drugstore sales of nutrition and weight loss drinks, at current prices, 2014-19
                                                                                                    • Figure 64: US sales of nutrition and weight loss drinks through other retail channels, at current prices, 2014-19
                                                                                                • Appendix – Key Players

                                                                                                    • Figure 65: Multi-outlet sales of nutrition and weight loss drinks, by leading companies, rolling 52 weeks 2018 and 2019
                                                                                                • Appendix – The Consumer

                                                                                                    • Figure 66: Table - TURF analysis – desired health benefits, November 2019
                                                                                                    • Figure 67: Table - TURF analysis – influence of label claims, November 2019
                                                                                                  • TURF Methodology

                                                                                                  This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                                                  • Market

                                                                                                    Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                                                  • Consumer

                                                                                                    Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                                                  • Brand/Company

                                                                                                    Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                                                  • Data

                                                                                                    Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                                                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                                                  Trusted by companies. Big and small.

                                                                                                  • bell
                                                                                                  • boots
                                                                                                  • google
                                                                                                  • samsung
                                                                                                  • allianz
                                                                                                  • kelloggs
                                                                                                  • walgreens
                                                                                                  • redbull
                                                                                                  • unilever
                                                                                                  • Harvard
                                                                                                  • pinterest
                                                                                                  • new-york-time