Physical well-being and convenience have become the main drivers of innovation in the market for nutritional supplements. According to data from Tetra Pak, a leader in process solutions and packaging for beverages and foods, 62% of consumers of Food Supplements & Nutrition (FSN) use products associated with nutrition for healthy lifestyles, compared to 49% who use nutrition products focused on sports practice. This data reflects a shift in consumer priorities, who are increasingly seeking products capable of integrating into their daily routine and addressing health needs that go beyond physical performance.
According to the report, in the different FSN categories, patterns of frequent consumption prevail: considering powder formats and ready-to-drink (RTD) formats, between 60% and 74% of users consume these products daily or at least two to three times per week. Moreover, the majority of people prefer to integrate them into their daily routine at home. This evolution shows that the category is evolving toward a broader concept of well-being.
Additionally, 59% of health-conscious consumers show interest in the ready-to-drink (RTD) beverage format for nutritional supplements, which includes products such as protein shakes or enriched drinks, among others. This trend reflects a shift in consumer habits, as the demand for practical and personalized solutions is driving the search for functional products, beyond the sports domain.
José Luis Velilla, Marketing Director of Tetra Pak Iberia, states: “Functional nutrition is becoming a much more cross-cutting category, focused on healthy lifestyles. Students, professionals, families or older people seek nutritional solutions that help them maintain energy levels, supplement the diet or support specific health goals.”
The boom of ready-to-drink formats
The expansion of this category is closely linked to the growth of ready-to-drink formats (RTD). Convenience has become one of the main purchase drivers for consumers, who are seeking easy-to-integrate solutions for increasingly dynamic lifestyles.
Ready-to-consume products offer advantages such as ease of use, precise dosing, portability and a consistent sensory experience, aspects especially valued compared with traditional formats such as powder supplements.
An opportunity to diversify and generate value
Beverages with nutritional supplements can command up to a 650% increase in price per liter versus conventional beverages. In this sense, the transformation of consumer demands and their willingness to pay more for this type of product opens up a wide range of opportunities for manufacturers.
To respond to these new demands, brands are betting on new formats and developments capable of combining functionality, product stability and convenience of consumption, accelerating innovation in a category that is poised to become one of the main growth engines of the food sector in the coming years.
For manufacturers, this implies speeding up innovation processes and reducing the time required to bring new products to market. From trend identification to formulation, to pilot testing, processing or industrialization, each phase is essential to turning a consumer need into a successful commercial proposition.
