2021
9
US Nutrition Drinks Market Report 2021
2021-02-05T03:02:02+00:00
OX1040609
3695
133630
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Report
en_GB
“The nutrition drinks market is well situated to weather the current economic storm, thanks to the association of products in this category with general wellness and immune system health during…

US Nutrition Drinks Market Report 2021

£ 3,695 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the Nutrition Drinks market including the behaviours, preferences and habits of the consumer.

Over half of Americans live in households where nutrition, meal replacement or weight loss drinks are consumed. While the nutrition drinks market overall continues to grow, sales varied greatly by segment. Nutrition and meal replacement drinks saw a surge in sales in 2020, thanks in part to their associations with boosting wellness during the COVID-19 pandemic.

Conversely, the weight loss drinks segment suffered sales losses as consumers focused less on weight goals during lockdown. Moving forward, sales are predicted to level out and are projected to slowly but steadily increase in years ahead.

Quickly understand

  • The impact of the COVID-19 pandemic on consumer behavior and the nutrition drinks market.
  • Immune health connection supports nutrition drinks through uncertain times.
  • Seniors and kids both offer expansion opportunity. Support old standbys with new innovations.

Covered in this report

Brands featured: Abbott Laboratories, Nestle SA, Post Holidings Inc, Glanbia plc, The Simply Good Foods Company and private labels.

Expert analysis from a specialist in the field

Written by Karen Formanski, a leading analyst in the Health & Wellness sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The nutrition drinks market is well situated to weather the current economic storm, thanks to the association of products in this category with general wellness and immune system health during a health-crisis-driven recession. Although the weight loss drinks segment suffered losses thanks to the lockdown, an unexpected uptick in sales for nutrition and meal replacement drinks has kept the overall market on pace for continued growth.

Karen Formanski
Health & Wellness Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • COVID-19: market context
    • Economic and other assumptions
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US retail sales and forecast of nutritional drinks, at current prices, 2015-25
      • Figure 2: Total US retail sales and forecast of weight loss drinks, at current prices, 2015-25
    • Impact of the COVID-19 pandemic on nutrition drinks
      • Figure 3: Short-, medium- and long-term impact of the COVID-19 pandemic on nutrition drinks, January 2021
    • Opportunities and challenges
    • Riding the immunity wave
      • Figure 4: Select attitudes toward nutrition drinks – Can strengthen immune system, by parental status, October 2020
    • Focus on at-home meal replacement solutions
      • Figure 5: Nutrition drink behavior changes in 2020, October 2020
    • Lack of need, expense top barriers to use
      • Figure 6: Barriers to drinking weight loss, nutrition or meal replacement drinks, October 2020
    • Move towards eco-friendly packaging solutions
      • Figure 7: Select attitudes toward nutrition drinks – Eco-friendly packaging, by age, October 2020
  3. The Market – Key Takeaways

    • Slow and steady sales growth expected
    • Make seniors a priority
    • Focus on immunity
  4. 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, 2015-25
      • Figure 9: Total US retail sales and forecast of nutrition and weight loss drinks, at current prices, 2015-25
    • Impact of the COVID-19 pandemic on nutrition drinks
      • Figure 10: Short-, medium- and long- term impact of the COVID-19 pandemic on nutrition drinks, January 2021
    • Lockdown
    • Re-emergence
    • Recovery
    • Learnings from the last recession
  5. Segment Performance

    • Weight loss drinks take a hit during pandemic
      • Figure 11: Total US retail sales and forecast of nutrition and weight loss drinks, by segment, at current prices, 2015-25
    • One stop shopping hurts drugstore sales
      • Figure 12: Total US retail sales of nutrition and weight loss drinks, by channel, at current prices, 2015-20
  6. Market Factors

    • Nutrition drinks market well situated to weather economic storm
      • Figure 13: Sales of food at home and away from home, January 2010-October 2020
    • Older adults are an untapped market
      • Figure 14: Population aged 18 or older, by age, 2014-24
  7. Market Opportunities

    • Give older adults the products that truly fit their needs
    • Integrate into the at-home experience
    • Brands need to focus on sustainable packaging
      • Figure 15: Select attitudes toward nutrition drinks – Eco-friendly packaging, by age, October 2020
  8. Companies and Brands – Key Takeaways

    • Weight loss brands lose, nutrition drink brands gain
    • Plant-based options in high demand
    • Get personal
    • Get functional
    • Consumers push for flavor innovation
  9. Market Share

    • Sales growth remains steady for overall nutrition drinks market
      • Figure 16: Multi-outlet sales of nutrition and weight loss drinks, by leading companies, rolling 52 weeks 2019 and 2020
    • Leading weight loss brands suffer losses during pandemic
      • Figure 17: Multi-outlet sales of weight loss drinks, by leading companies and brands, rolling 52 weeks 2019 and 2020
    • Nutrition drink brands fare well under lockdown conditions
      • Figure 18: Multi-outlet sales of nutrition drinks, by leading companies and brands, rolling 52 weeks 2019 and 2020
  10. Competitive Strategies

    • Brands slowly make moves toward more personalization
      • Figure 19: Ads for personalized drinks from Boost
    • Refocus to spotlight immunity
      • Figure 20: Immunity focused nutrition drink ads
    • Plant-based protein continues to trend
      • Figure 21: Nutrition drinks made with plant-based protein
    • Infuse with functionality
      • Figure 22: Nutrition drinks with additional functional benefits
    • Lots of room for flavor innovation
      • Figure 23: Top five flavors of launches for meal replacement and other drinks, 2016-20
      • Figure 24: Nutrition drinks with nostalgic flavors
  11. The Consumer – Key Takeaways

    • Younger adults are heaviest users
    • Nutrition drinks for the whole family
    • Some consumers may never buy in
    • Powdered drinks getting a second look
    • Customized options can help win over consumers
  12. The Nutrition Drinks Consumer

      • Figure 25: Repertoire of nutrition drink types consumed by household, by gender and age, October 2020
    • Household consumption plummets with age
      • Figure 26: Household usage of any nutrition, meal replacement or weight loss drinks (NET), by age, October 2020
  13. Nutrition Drinks Consumed

    • The majority of households rely on nutrition drinks
      • Figure 27: Nutrition drinks consumed by household, October 2020
    • Nutrition drinks are a family affair
      • Figure 28: Types of nutrition drinks consumed, by household member, October 2020
    • Women more focused on weight loss
      • Figure 29: Any weight loss drinks – Personally consumed, by gender, October 2020
  14. Nutrition Drink Behavior Changes in 2020

    • Hunkering down with nutrition drinks
      • Figure 30: Nutrition drink behavior changes in 2020, October 2020
    • Parents more reliant on nutrition drinks
      • Figure 31: Nutrition drink behavior changes in 2020, by parental status, October 2020
  15. Barriers to Nutrition Drink Consumption

    • Drinks need to offer additional incentives to sway non-users
      • Figure 32: Barriers to drinking weight loss, nutrition or meal replacement drinks, October 2020
    • Older adults more focused on food
      • Figure 33: Barriers to drinking weight loss, nutrition or meal replacement drinks, by age, October 2020
  16. Reasons for Nutrition Drink Consumption

    • Safeguarding health is key
      • Figure 34: Reasons for drinking weight loss, nutrition or meal replacement drinks, October 2020
      • Figure 35: Mintel Global Trend Driver – Wellbeing
    • Top reasons for usage vary by demographics
      • Figure 36: Top reasons for drinking weight loss, nutrition or meal replacement drinks, by gender and age, October 2020
  17. Importance of Ingredient Content

    • Protein reigns, but consumers seek a variety of ingredients
      • Figure 37: Important ingredients in nutrition drinks, October 2020
    • Combine claims to bridge the age gap
      • Figure 38: TURF Analysis – Important ingredients in nutrition drinks, October 2020
  18. Nutrition Drinks Flavor Preferences

    • Go beyond chocolate and vanilla
      • Figure 39: Nutrition drinks flavor preferences, October 2020
  19. Attitudes toward Nutrition Drinks

    • Personalization is the wave to ride
      • Figure 40: Select attitudes toward nutrition drinks – Personalization, October 2020
    • Focus on immunity to appeal to all
      • Figure 41: Select attitudes toward nutrition drinks – Can strengthen immune system, by parental status and age of children in household, October 2020
    • Consumers inconsistent on drink consistency
      • Figure 42: Select attitudes toward nutrition drinks – Texture and flavor, October 2020
    • Powdered drinks have time to shine
      • Figure 43: Select attitudes toward nutrition drinks – Powdered varieties, October 2020
  20. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
  21. Appendix – The Market

    • COVID-19: market context
      • Figure 44: Total US retail sales and forecast of nutrition and weight loss drinks, at inflation-adjusted prices, 2015-25
      • Figure 45: Total US retail sales and forecast of nutrition and weight loss drinks, at inflation-adjusted prices,
      • Figure 46: Total US retail sales of nutrition and weight loss drinks, by segment, at current prices, 2018 and 2020
      • Figure 47: Total US retail sales and forecast of weight loss drinks, at current prices, 2015-25
      • Figure 48: Total US retail sales and forecast of weight loss drinks, at current prices, 2015-25
      • Figure 49: Total US retail sales and forecast of weight loss drinks, at inflation-adjusted prices, 2015-25
      • Figure 50: Total US retail sales and forecast of weight loss drinks at inflation-adjusted prices, 2015-25
      • Figure 51: Multi-outlet sales of weight loss drinks, by value and volume, 2015-19
      • Figure 52: Total US retail sales and forecast of nutritional drinks, at current prices, 2015-25
      • Figure 53: Total US retail sales and forecast of nutritional drinks, at current prices, 2015-25
      • Figure 54: Total US retail sales and forecast of nutritional drinks, at inflation-adjusted prices, 2015-25
      • Figure 55: Total US retail sales and forecast of nutritional drinks, at inflation-adjusted prices, 2015-25
      • Figure 56: Multi-outlet sales of nutritional drinks, by value and volume, 2015-19
      • Figure 57: Total US retail sales of nutrition and weight loss drinks, by channel, at current prices, 2018 and 2020
      • Figure 58: US supermarket sales of nutrition and weight loss drinks, at current prices, 2015-20
      • Figure 59: US drugstore sales of nutrition and weight loss drinks, at current prices, 2015-20
      • Figure 60: US sales of nutrition and weight loss drinks through other retail channels, at current prices, 2015-20
      • Figure 61: Average household spending on nutrition and weight loss drinks, by segment, 2015-25
  22. Appendix – The Consumer

      • Figure 62: Table – TURF Analysis – Importance of ingredient content – October 2020
    • TURF Methodology

About the report

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.

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

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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

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*databooks not available with UK B2B Industry reports.

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