Consumers are considering food supplement and nutrition (FSN) products both for their functional benefits as well as emotional, aspirational and performance-driven reassurance, shows a recent survey.
Tetra Pak surveyed consumers across the globe, uncovering the trends and regional preferences shaping the future of the FSN category which highlights how global shift in consumer priorities is reshaping this category with emotional benefits and local tastes increasingly influencing demand.
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 per cent of consumers, ensuring daily nutritional intake (51 per cent), and maintaining energy levels throughout a busy day (47 per cent).
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 per cent consumers saying they want to feel more in control of their health, enjoy peace of mind about nutrition (39 per cent) and feel more balanced or less stressed (30 per cent).
Alongside these health-driven factors, practical considerations are gaining importance: convenience on the go motivates 21 per cent of consumers, while saving time on meals or snacks influences 18 per cent.
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 per cent 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 per cent 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.”