Global nutrition market growth driven by changing consumer priorities

The global food supplements and nutrition (FSN) market is projected to hit approximately US $758.99 billion by 2034, expanding at around a 7 % CAGR, according to research from Tetra Pak. The study, based on a survey of over 25,000 health‑conscious consumers across 17 countries, shows consumers placing greater value on natural‑ingredient blends, emotional reassurance and convenience in their nutrition choices.

Key findings indicate that 58 % of respondents use FSN products to support overall health, 51 % for daily nutritional coverage and 47 % to maintain energy levels throughout the day. Yet the motivations are shifting: 42 % of consumers say they want greater control over their health, 39 % seek peace of mind about their nutrition and 30 % are driven by a desire to feel less stressed or more balanced.

The demand for natural ingredients is strong: 71 % of consumers prefer gradual results from natural sources over rapid effects from synthetic alternatives, and a comparable percentage are willing to pay a premium for those products. Convenient formats such as ready‑to‑drink outputs are also becoming more popular, with 59 % expressing interest in such formats and 63 % preferring single‑serve shelf‑stable packaging.

Brands, says Tetra Pak, must now balance three core expectations: functional benefits (nutrition, performance), emotional value (reassurance, lifestyle fit) and convenience (portable, easy to consume solutions). Packaging plays a pivotal role in meeting these demands—single‑serve, on‑the‑go formats and transparent ingredient communication are cited as key levers.

Geographically, while no full regional breakdown was released, the report notes younger adults are more motivated by taste and enjoyment of FSN products, whereas older adults emphasise confidence and nutritional security. The shift from purely physical‑health drivers to wellbeing, mental balance and lifestyle integration is underscored as a foundational trend for future growth.

This evolution in consumer preferences signals that companies operating in the FSN sector must innovate not only on formulations but also on delivery systems, branding narratives and packaging formats in order to capture growth in a fast‑moving market.