As nutrition becomes increasingly popular amongst consumers in the United States, the nutrition drink market has stood firm against market influencers such as inflation and Covid. Consumers tend to look for specific benefits in their nutrition drinks such as weight loss, meal replacement, protein, prebiotic/probiotic, etc. One area the market has taken a hit is weight loss drinks. As the culture surrounding diet culture starts to shift, there are fewer consumers looking towards drinks that promote weight loss and instead looking for drinks that provide overall health benefits. According to the Mintel Market Research Reports database:
Nutrition drinks carried the category’s momentum forward while weight loss drinks stalled, ultimately more affected by changing social tones around dieting.
A large portion of the change in the market comes from the conversation surrounding health and wellness. Instead of creating restrictions for wellness, more companies are leaning toward adding helpful supplements for overall wellness. Brands are adapting and many former weight loss drinks are being absorbed by nutritional drinks instead to keep up with the current trends and demand. According to the report:
The nutrition drinks market may be fighting outdated ‘dieting’ perceptions, but its convenient nutrient delivery can be positioned to target a range of health needs – weight management included. Using contemporary definitions of wellness as a catalyst for a function-forward refresh allows brands to accompany consumers on their holistic health journeys.
For more information and to read the full report go to the Mintel Market Research Reports database and search for the article Nutrition Drinks - US- 2023
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