What's on trend in the food supplements & nutrition market?

To celebrate National Nutrition Week, Tetra Pak has released new research¹ on the consumer trends driving the global and Australian food supplements and nutrition (FSN) market.

Encompassing protein-enriched beverages, fortified drinks and functional supplements, the FSN market is projected to reach around $758.99 billion by 2034.²

To better understand the drivers behind this growth, Tetra Pak surveyed consumers across the globe, uncovering the trends and regional preferences shaping the future of the category.

The survey revealed a shift in consumer priorities towards convenience, functionality, nutrition and overall wellbeing, finding:

• Australian consumers place high importance on supporting physical health (56%) and meeting nutritional needs (54%) with their functional food and drink choices.
• Australians also hold a notably higher value for convenience (27%) than their average global counterparts (21%), suggesting demand for grab-and-go products to suit busy lifestyles.
• 59% of health-conscious consumers prefer ready-to-drink options for their convenience, portability and ease of use.
• 71% of consumers favour gradual results from natural sources and are willing to pay more for them.
• 42% of consumers say “feeling in control of their health” is a key benefit consumers seek from food supplement and nutrition products alongside peace of mind (39%) and feeling more balanced or less stressed (30%).

Consumers are increasingly turning to food supplement and nutrition (FSN) products as part of a holistic approach to wellbeing. The leading motivators include supporting physical health, cited by 58% of consumers, ensuring daily nutritional intake (51%), and maintaining energy levels throughout a busy day (47%).

Beyond physical benefits, FSN products are also valued for their role in boosting mental wellbeing and enhancing appearance or fitness. Emotional reassurance is another important factor with 42% consumers saying they want to feel more in control of their health, enjoy peace of mind about nutrition (39%) and feel more balanced or less stressed (30%).

Alongside these health-driven factors, practical considerations are gaining importance: convenience on the go motivates 21% of consumers, while saving time on meals or snacks influences 18%.

Notably, different consumer groups prioritise different benefits: young adults are more driven by enjoying the taste, while senior considerers seek peace of mind about their nutrition.

General Liquid formats are gaining strong traction among health-conscious consumers, with 59% expressing interest in this option for food supplements and nutrition.

Their appeal lies in everyday practicality: consumers value the fact that these products require no preparation, are easy to store and are ideal for on-the-go consumption.

This trend reflects a deeper desire for products that align with consumers’ lifestyles. Anna Larsson, Category Leader at Tetra Pak, commented: “Convenience remains a baseline expectation. For brands, 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 71% of consumers preferring gradual results from natural ingredients over quick synthetic alternatives, and an equal proportion willing to pay a premium for those attributes, we’re seeing a clear shift toward value-driven products that support long-term wellbeing.”

The study identifies distinct pain points that packaging can help address — from price sensitivity and trust to format convenience and ingredient transparency.

With 63% of consumers consuming FSN products ‘as-is’, single-serve, shelf-stable formats are particularly well-positioned to meet demand. Anna Larsson concludes: “These findings provide a clear direction for brands aiming to grow in a fast-developing FSN market. By combining functional benefits with emotional appeal and tailoring products to local preferences, brand owners can build stronger connections with consumers, increase loyalty and unlock new opportunities for sustainable growth.”

^{1.Tetra Pak’s FSN Global Consumer Research was conducted by Ipsos in July 2025, surveying 25,547 health-conscious consumers, from parents of kids to adults (16-65 y.o.) and seniors (65+), across 17 countries
2. https://www.precedenceresearch.com/nutritional-supplements-market}

Image credit: iStock.com/MurzikNata