Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Market overview
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- 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
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- Figure 2: Consumption of weight loss, nutrition or meal replacement drinks, November 2019
- People are limiting sugar, especially as they age
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- 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
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- Figure 4: Desired health benefits in nutrition, meal replacement or weight loss drinks, November 2019
- The opportunities
- Don’t forget the protein
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- Figure 5: Importance of label claims on purchase of nutrition, meal replacement or weight loss drinks, November 2019
- Expand appeal across daypart occasions
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- Figure 6: Occasions for consuming nutrition, meal replacement or weight loss drinks, November 2019
- Missed opportunities to market to households with older adults
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- Figure 7: Types of nutrition drinks consumed in household, by age, November 2019
- What it means
The Market – What You Need to Know
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- 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
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- Sales predicted to slowly but steadily rise
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- 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
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- Weight loss and nutrition drinks segments both growing
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- 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
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- Figure 11: Total US retail sales of nutrition and weight loss drinks, by channel, at current prices, 2014-19
Market Perspective
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- Functionality sought across food and drink categories
- Personalized options will only increase in demand
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- Figure 12: Jenny Craig DNA Decoder plan, 2020
- Plant-based for the future
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- Figure 13: Importance of plant-based label claim on nutrition, meal replacement or weight loss drinks, by age, November 2019
Market Factors
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- Weight management an ongoing issue
- Many find nutrition drinks an unnecessary expense
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- 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
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- 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
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- Premier Protein, other brands chip away at market share
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- 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
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- Figure 16: Multi-outlet sales of weight loss drinks, by leading companies and brands, rolling 52 weeks 2018 and 2019
What’s Working
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- SlimFast cashes in on keto craze
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- Figure 17: Multi-outlet sales of weight loss drinks, by total segment, total SlimFast and SlimFast Keto, rolling 52 weeks 2018 and 2019
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- Figure 18: SlimFast Keto product examples
- Plant-based offerings continue to gain momentum
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- Figure 19: Multi-outlet sales of nutritional drinks, by total segment and select plant-based brands, rolling 52 weeks 2018 and 2019
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- Figure 20: Plant-based nutrition drinks product examples
What’s Struggling
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- High-protein offerings offset losses for legacy brands
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- 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
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- Figure 23: Multi-outlet sales of weight loss drinks, by Kellogg Co, 2016-19
What to Watch
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- Flavor innovation can help brands stand out
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- Figure 24: Top flavors, weight management nutrition and meal replacement drinks, product launches 2019
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- Figure 25: Flavor innovation product examples, Koia, Remedy Organics and Premier Protein Clear
- Food brands crossing over to RTD drinks
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- Figure 26: Crossover product example, Quest Nutrition
- Brands on a mission have potential to thrive moving forward
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- Figure 27: Ethical product examples, REBBL and Huel
The Consumer – What You Need to Know
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- 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
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- Less than half of households consume any nutritional drinks
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- 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
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- Figure 29: Types of nutrition drinks consumed in household, November 2019
- Middle-income households most likely to consume nutrition drinks
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- Figure 30: Types of nutrition drinks consumed in household, by household income, November 2019
- Appealing to parents has multigenerational benefits
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- Figure 31: Types of nutrition drinks consumed in household, by parental status, November 2019
- Hispanic households overindex for nutrition drink use
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- Figure 32: Types of nutrition drinks consumed, by Hispanic origin, November 2019
Nutrition Drinks – Individual Consumption
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- Make nutrition drinks a family affair
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- Figure 33: Household usage of nutrition drinks, November 2019
- Usage spans the ages, but opportunities remain
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- Figure 34: Types of nutrition drinks personally consumed by respondent, by age, November 2019
- Gender has some impact on drink choices
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- Figure 35: Household usage of nutrition drinks – consumed by respondent, by gender, November 2019
Reasons for Consumption
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- Weight management and overall health key motivators for consumption
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- Figure 36: Reasons for consumption of nutrition drinks, November 2019
- A quick, tasty, healthy boost
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- Figure 37: Reasons for consumption of nutrition drinks – healthy snacking, convenience, energy, taste – by age, November 2019
Desired Health Benefits
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- Weight management leads category perceptions
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- Figure 38: Desired health benefits in nutrition, meal replacement or weight loss drinks, November 2019
- Weight management key benefit for all segments
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- 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
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- Figure 40: Desire for weight management benefit, by age and gender, November 2019
- Deliver on multifunctional benefits
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- Figure 41: TURF analysis – desired health benefits, November 2019
- Turf Methodology
Nutrition Drinks – Barriers to Usage
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- Non-users see nutrition drinks as unnecessary
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- Figure 42: Barriers to usage of nutrition drinks, November 2019
- Barriers to use vary by income level
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- 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
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- Figure 44: Nutrition drinks have too much sugar, by gender and age, November 2019
Consumption Occasions
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- The most important time of the day?
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- Figure 45: Select consumption occasions of nutrition, meal replacement and weight loss drinks, November 2019
- Swapping drinks for meals
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- Figure 46: Consumption occasions of nutrition drinks – any meal, snack or workout, by segment, November 2019
Influence of Label Claims
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- Shoppers demand high protein, less sugar
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- 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+
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- 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
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- Figure 49: TURF analysis – influence of label claims, November 2019
- TURF Methodology
Attitudes toward Nutrition Drinks
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- Many paths to personalization
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- Figure 50: Interest in personalized nutrition drinks, by consumers who purchase nutrition, meal replacement or weight loss drinks, November 2019
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- Figure 51: Interested in personalized nutrition drinks, by age, November 2019
- Demand exists for more flavor options
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- 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
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- 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
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- 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
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Appendix – Retail Channels
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- 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
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- Figure 64: US sales of nutrition and weight loss drinks through other retail channels, at current prices, 2014-19
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Appendix – Key Players
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- Figure 65: Multi-outlet sales of nutrition and weight loss drinks, by leading companies, rolling 52 weeks 2018 and 2019
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Appendix – The Consumer
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- Figure 66: Table - TURF analysis – desired health benefits, November 2019
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- Figure 67: Table - TURF analysis – influence of label claims, November 2019
- TURF Methodology
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