Meal-replacement drinks were once primarily associated with weight loss, with brands like SlimFast leading the market. However, the landscape has dramatically shifted.
Today, meal-replacement drinks have transcended their initial slimming focus and are now a prominent part of the food and beverage industry trends. This surge has resulted in a global meal-replacement products market valued at $13.79bn (€12.41bn) and growing at a CAGR of 7.52% (ResearchandMarkets).
“Where these products were once considered niche, we now see entire bays dedicated to them,” says Natalie Stanton, head of sales UK at Huel.
So, what factors have contributed to this remarkable success, and what lies ahead for the sector?
Why are meal replacements so successful?
The evolution of meal replacements reflects changing consumer demands within the food manufacturing trends.
“Ten years ago, meal replacements were typically hidden away in the pharmacy aisle, and associated primarily with weight loss and optimized to be as low in calories as possible,” notes Stanton.
Now, the focus has shifted from restriction to functionality, incorporating added nutrients that promote performance, longevity, and wellbeing. Brands like Huel, YFood, and Protein Works are responding to this shift by delivering complete meals for consumers.
“At Huel, we’ve witnessed a change in the way customers articulate their needs—they’re fueling with purpose,” Stanton states.
Additionally, busy lifestyles often impede traditional meal preparation, making on-the-go options more appealing. “More and more people have a busy lifestyle, but they do not want to sacrifice nutrition for that,” asserts Paul Sloane, UK and Ireland country manager of YFood. “Previously, they may have skipped a meal or grabbed something less nutritionally optimal. In these situations, they can now grab a nutritionally complete drink.”
What do consumers want most from meal replacements?
Consumer preferences highlight specific nutrients, with protein leading the charge.
“Protein is a big driver,” states Stanton. However, the industry faces challenges in meeting this growing demand. Huel’s Ready-to-drink offers 20g of plant-based protein, but customer feedback indicated a desire for more, leading to the launch of the Black Edition Ready-to-drink with 35g of protein. This product has proven to be one of the brand’s “most successful launches,” underscoring the robust demand for high-protein products.
Furthermore, increased fiber content is gaining popularity across food and beverage categories, as indicated by Innova Insights, highlighting a notable rise in fiber claims across beverages, bakery, dairy, and snack products.
Ingredients that support energy, hydration, as well as essential vitamins and minerals are key focus areas for consumers. In terms of flavor, classic tastes such as chocolate and vanilla continue to dominate sales.
The Future of Meal Replacements
The meal replacement sector is anticipated to reach a value of $21.30bn (€19.17bn) by 2030.
“We expect continued growth, driven by increasing consumer awareness and broader availability across all channels,” Stanton affirms.
Personalized nutrition is expected to play a pivotal role in the category’s success, with future innovation aimed at catering to diverse occasions, needs, and preferences, in addition to a focus on functional ingredients.
As the sector matures, brands that effectively marry nutritional value with exceptional taste will drive growth and achieve lasting success.
