Table of Contents
Executive Summary
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- Top takeaways
- Market overview
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- 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
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- 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
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- Figure 4: Select attitudes toward nutrition drinks – Can strengthen immune system, by parental status, October 2020
- Focus on at-home meal replacement solutions
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- Figure 5: Nutrition drink behavior changes in 2020, October 2020
- Lack of need, expense top barriers to use
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- Figure 6: Barriers to drinking weight loss, nutrition or meal replacement drinks, October 2020
- Move towards eco-friendly packaging solutions
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- Figure 7: Select attitudes toward nutrition drinks – Eco-friendly packaging, by age, October 2020
The Market – Key Takeaways
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- Slow and steady sales growth expected
- Make seniors a priority
- Focus on immunity
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, 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
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- 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
Segment Performance
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- Weight loss drinks take a hit during pandemic
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- 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
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- Figure 12: Total US retail sales of nutrition and weight loss drinks, by channel, at current prices, 2015-20
Market Factors
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- Nutrition drinks market well situated to weather economic storm
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- Figure 13: Sales of food at home and away from home, January 2010-October 2020
- Older adults are an untapped market
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- Figure 14: Population aged 18 or older, by age, 2014-24
Market Opportunities
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- Give older adults the products that truly fit their needs
- Integrate into the at-home experience
- Brands need to focus on sustainable packaging
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- Figure 15: Select attitudes toward nutrition drinks – Eco-friendly packaging, by age, October 2020
Companies and Brands – Key Takeaways
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- Weight loss brands lose, nutrition drink brands gain
- Plant-based options in high demand
- Get personal
- Get functional
- Consumers push for flavor innovation
Market Share
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- Sales growth remains steady for overall nutrition drinks market
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- 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
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- 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
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- Figure 18: Multi-outlet sales of nutrition drinks, by leading companies and brands, rolling 52 weeks 2019 and 2020
Competitive Strategies
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- Brands slowly make moves toward more personalization
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- Figure 19: Ads for personalized drinks from Boost
- Refocus to spotlight immunity
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- Figure 20: Immunity focused nutrition drink ads
- Plant-based protein continues to trend
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- Figure 21: Nutrition drinks made with plant-based protein
- Infuse with functionality
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- Figure 22: Nutrition drinks with additional functional benefits
- Lots of room for flavor innovation
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- Figure 23: Top five flavors of launches for meal replacement and other drinks, 2016-20
- Figure 24: Nutrition drinks with nostalgic flavors
The Consumer – Key Takeaways
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- 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
The Nutrition Drinks Consumer
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- Figure 25: Repertoire of nutrition drink types consumed by household, by gender and age, October 2020
- Household consumption plummets with age
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- Figure 26: Household usage of any nutrition, meal replacement or weight loss drinks (NET), by age, October 2020
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Nutrition Drinks Consumed
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- The majority of households rely on nutrition drinks
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- Figure 27: Nutrition drinks consumed by household, October 2020
- Nutrition drinks are a family affair
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- Figure 28: Types of nutrition drinks consumed, by household member, October 2020
- Women more focused on weight loss
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- Figure 29: Any weight loss drinks – Personally consumed, by gender, October 2020
Nutrition Drink Behavior Changes in 2020
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- Hunkering down with nutrition drinks
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- Figure 30: Nutrition drink behavior changes in 2020, October 2020
- Parents more reliant on nutrition drinks
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- Figure 31: Nutrition drink behavior changes in 2020, by parental status, October 2020
Barriers to Nutrition Drink Consumption
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- Drinks need to offer additional incentives to sway non-users
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- Figure 32: Barriers to drinking weight loss, nutrition or meal replacement drinks, October 2020
- Older adults more focused on food
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- Figure 33: Barriers to drinking weight loss, nutrition or meal replacement drinks, by age, October 2020
Reasons for Nutrition Drink Consumption
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- Safeguarding health is key
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- Figure 34: Reasons for drinking weight loss, nutrition or meal replacement drinks, October 2020
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- Figure 35: Mintel Global Trend Driver – Wellbeing
- Top reasons for usage vary by demographics
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- Figure 36: Top reasons for drinking weight loss, nutrition or meal replacement drinks, by gender and age, October 2020
Importance of Ingredient Content
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- Protein reigns, but consumers seek a variety of ingredients
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- Figure 37: Important ingredients in nutrition drinks, October 2020
- Combine claims to bridge the age gap
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- Figure 38: TURF Analysis – Important ingredients in nutrition drinks, October 2020
Nutrition Drinks Flavor Preferences
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- Go beyond chocolate and vanilla
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- Figure 39: Nutrition drinks flavor preferences, October 2020
Attitudes toward Nutrition Drinks
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- Personalization is the wave to ride
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- Figure 40: Select attitudes toward nutrition drinks – Personalization, October 2020
- Focus on immunity to appeal to all
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- 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
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- Figure 42: Select attitudes toward nutrition drinks – Texture and flavor, October 2020
- Powdered drinks have time to shine
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- Figure 43: Select attitudes toward nutrition drinks – Powdered varieties, October 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- COVID-19: market context
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- 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,
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- 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
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- 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
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- 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
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- 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
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- Figure 61: Average household spending on nutrition and weight loss drinks, by segment, 2015-25
Appendix – The Consumer
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- Figure 62: Table – TURF Analysis – Importance of ingredient content – October 2020
- TURF Methodology
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