Tetra Pak analysis of food supplements market across APAC

The global food supplements and nutrition (FSN) market, spanning protein-enriched beverages, fortified drinks and functional supplements, is projected to reach approximately US$758.99bn (AU$1tn) by 2034, growing at a compound annual growth rate (CAGR) of 7% globally.¹

Against this backdrop of steady global expansion, Asia Pacific (APAC) is emerging as a key growth region. To help brands better understand this evolving market, Tetra Pak commissioned research examining the motivations and preferences shaping the future of the category across APAC, including China, Japan, South Korea, Australia and India.

The findings point to a broader global shift in consumer priorities that is reshaping the FSN market. Emotional benefits and local preferences are increasingly influencing demand, alongside traditional functional claims. The research shows that consumers are turning to FSN products not only for their ability to integrate into modern lifestyles, but also for the emotional, aspirational and performance-driven reassurance these products provide.

Across Asia Pacific, functional health benefits remain fundamental. At the same time, emotional reassurance, natural ingredients and lifestyle fit are increasingly influencing purchasing decisions.

Tetra Pak’s FSN Global Consumer Research was conducted by Ipsos in July 2025. The survey covered 25,547 health-conscious consumers, including parents of children, adults aged 16-65 and seniors aged 65+, across 17 countries.

The top three motivators for surveyed APAC consumers incorporating FSN products into their diets, were:

• Supporting physical health (62%)
• Ensuring daily nutritional needs are met (61%)
• Maintaining healthy energy during a busy day (48%)
   

Beyond physical benefits, FSN products were also valued for boosting mental wellbeing (28%) and improving appearance or fitness (23%). Taste remains equally important, with 23% citing enjoyment as a driver, highlighting the need for products that balance function with sensory appeal.

Emotional reassurance was revealed as another important factor, with 42% consumers globally saying they want to feel more in control of their health, alongside peace of mind about nutrition (39%) and feeling more balanced or less stressed (30%).

Practical considerations continue to influence behaviour: 21% value convenience on the go, while 19% look to save time on meals or snacks.

Liquid formats are gaining strong traction, with 59% of consumers expressing interest in ready-to-drink FSN products. Their appeal lies in everyday practicality:

• No preparation required
• Easy storage
• Suitable for busy, mobile lifestyles
   

John Jose, Marketing Director Tetra Pak Malaysia, Singapore, Philippines & Indonesia (MSPI), said: “Convenience remains a baseline expectation. For brands across Asia Pacific, it’s a chance to lead with convenient formats and innovative formulations that meet evolving expectations and deliver greater value for customers. But interest in this category goes far beyond ease alone. With 62% of consumers prioritising physical health and 61% using FSN products to ensure their daily nutritional needs are met, we’re seeing a clear shift toward value-driven products that support long-term wellbeing.”

The study also identified distinct pain points that packaging can help address, from price sensitivity and trust to format convenience and ingredient transparency. Clear labelling, transparent communication and convenient, single-serve formats can help build confidence while supporting busy lifestyles. With 63% consuming FSN products “as is”, shelf-stable packaging solutions are well positioned to meet these expectations. Through its latest research, Tetra Pak aims to support brands in Asia Pacific in developing differentiated offerings that deliver both functional benefits and emotional value in a category defined by rapid innovation and evolving expectations.

Image credit: iStock.com/Johnce

^{1 https://www.precedenceresearch.com/nutritional-supplements-market}