A global shift in consumer priorities is reshaping the food supplement and nutrition (FSN) market, with emotional benefits and local tastes increasingly influencing demand. Tetra Pak’s latest research* reveals that consumers are considering FSN products both for their functional benefits to integrate seamlessly into modern lifestyles, and also the emotional, aspirational and performance-driven reassurance these products provide.
Consumers want nutrition that fits their lifestyle
The research showed that 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.
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 this demand.
Through its latest research, Tetra Pak empowers customers to develop products that resonate more deeply with today’s health-conscious consumers. From paper-based carton packaging that enhances convenience, to actionable insights that guide formulation and market positioning, the survey results support brand owners in creating differentiated offerings that deliver both functional benefits and emotional value and capture greater share in a segment defined by rapid innovation and shifting consumer expectations.
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
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