The North American nutrition drinks market is projected to reach $13.2 billion by 2029, from its current $8.7 billion value. This growth is fueled by the rising consumer demand for clean-label, high protein, natural ingredients and the increased focus on health and wellbeing in functional beverages.
Market drivers: what consumers want and why
Today’s consumers are reaching for nutrition drinks that deliver—clean ingredients, low sugar, and real functionality. It’s not just about meal replacements anymore. Position your product as a daily wellness essential to capture a wider, health-conscious audience.
81% of consumers value clean ingredients and transparent labeling, and nearly half want more natural options with high vitamin and mineral content. In addition, 55% of consumers consider high protein content as an essential part of a nutritional beverage, an opportunity that brands are focusing on with lines zoning in on protein and nutrients. Brands can also capitalize on trends like ‘proffee’, combining protein and caffeine for health and energy benefits.
There’s big opportunity in showing that nutrition drinks aren’t just for meal replacements. Think snack hacks, smoothie boosts, and mealtime sidekicks. With the right recipes and ideas, you can reshape how people see them—and get them sipping more often.
Market size and forecast predictions
Currently, strong year-on-year growth of the nutrition drinks segment benefits the category overall, however the weight loss drinks segment continues to decline. Transparent packaging claims are still crucial, with 81% of consumers thinking that nutrition drinks should have detailed labelling so they can confidently make informed decisions. In turn, 41% of consumers try to avoid packaged foods that contain certain ingredients and 34% of consumers wish there were more recognizable ingredients in nutrition drinks.
Over the next two years, nutrition drinks will prioritize GLP-1 users (those taking weight loss medication such as Ozempic or Mounjaro) by offering tailored, functional formulas to support weight management and metabolic health. Personalized nutrition solutions will expand, with brands using advanced health data to deliver tailored offerings, aligning with the evolving needs of health-conscious consumers.
From 2027 to 2028, the nutrition drinks market will evolve by targeting parents and children with kid-friendly flavors, growth-supporting nutrients, and educational marketing. This approach will promote early wellness habits and resonate with health-conscious, family-focused consumers.
Consumption Trends: Formats & Frequency
The rising preference for nutrition liquid beverages highlights a consumer shift towards convenience and proactive health management. Powdered formats remain popular for their ease and simplicity. In order to better integrate nutrition beverages into daily life and boost market growth, brands can highlight their versatility through functional add-ons and trends like proffee, while also inspiring consumers with innovative recipes and ideas. Brands can position these drinks as indispensable, affordable solutions that cater to modern preferences for personalization and daily functionality.
Weight management and vitality are major drivers of dietary changes, leading consumers to prioritize healthier choices. Brands are innovating with a surge in low-calorie, high-protein and energy-boosting formulations. The growing need for preventative care, driven by healthcare system pressures and an aging population, will further fuel this trend.
What’s Driving Nutrition Drink Innovation
Nutrition drink brands should prioritize natural ingredients, better texture, and low-sugar content to align with consumer preferences. Beyond physical benefits, brands are also promoting the psychological wellbeing associated with nutrition drinks as part of a balanced lifestyle.
Top innovation interests in 2025 include:
• Natural ingredients – 48%
• Improved texture (e.g. smooth or creamy) – 39%
• Low-sugar content – 38%
• Added prebiotics/probiotics – 35%
• Seasonal flavors (e.g. pumpkin spice or eggnog) – 32%
• Added functional ingredients (e.g. L-theanine or collagen) – 30%
• Inclusion of superfoods (e.g. spirulina or acai) – 28%
• Sustainable packaging (e.g. biodegradable bottles or plant-based materials) – 25%
• Diet-specific products (e.g. keto or plant-based) - 24%
Nutrition drink label claims of interest
‘GLP-1 friendly’ on-package labels enable consumers to make faster, more informed food choices by clearly identifying products that align with their dietary needs. This transparency simplifies decision-making for those on GLP-1 medications, ensuring nutritional alignment and supporting personalized health goals and more informed, health-conscious purchases.
Consumer behaviors towards nutrition drinks
Consumers generally favor simple nutrition drink options, preferring improved formulation (such as texture, natural ingredients and functional benefits) over new flavors. Brands should focus on enhancing mouthfeel, removing overly processed ingredients and adding vitamins or pre/probiotics to have a greater impact, as well as using consumer feedback to guide innovation.
Younger consumers are drawn to both liquid and powder formats for their convenience, flexibility, and health benefits. While women are often focused on weight-loss solutions, they engage less with nutrition drinks than men. With 31% of women citing difficulty in maintaining healthy habits, brands have an opportunity to position nutrition drinks as a convenient, guilt-free choice tailored to their needs.
Despite recognizing the protein benefits, over half of Baby Boomers avoid nutrition drinks, associating them as meal replacements. Rebranding them as supplemental protein sources with natural ingredients and low-sugar that are compatible with existing diets could increase their appeal to older generations.
The gender divide
Women see nutrition drinks as versatile tools beyond just protein, supporting various health and lifestyle needs, from nutrition gaps to overall wellbeing. To appeal to female consumers, nutrition drink brands must deliver on taste, and convey natural, balanced solutions. Men also value protein but prioritize the convenience of these drinks even more. Brands should tailor messaging, highlighting versatility for women while emphasizing performance and convenience for men.
Today’s outlook on nutrition drinks
Consumers want nutrition drinks to deliver both energy and essential nutrients in a balanced way, including proteins, carbohydrates and key vitamins to those seeking functionality beyond hunger control. Detailed labelling is crucial for consumers to make informed choices, and affordability remains a key barrier for wider adoption, so accessible pricing is essential for broader consumer reach. However, consumers still prioritize quality and are willing to pay more for beneficial ‘better-for-you’ ingredients. While sustainability matters less than value and nutrition, brands should focus on quality formulations at accessible prices, highlighting functional ingredients that justify any premium.
The weight loss challenge
Weight loss beverages need repositioning to align with consumer demands towards holistic health solutions. The rise of GLP-1 drugs offers an opportunity to highlight ingredients that can make you feel fuller for longer.
Several nutrition shakes exemplify a modern approach with high-protein, low-calorie and low-sugar formulas targeting health-conscious individuals. Supporting weight loss and muscle health, these beverages address modern consumer goals for more active lifestyles.
Nutrition drink preferences vary by work location, with office and hybrid workers valuing convenience, while remote workers rely less on them due to easier access to traditional meals at home. Overall, the increasing preference for convenient nutrition drinks, driven by the desire for more protein and to fill nutrient gaps, signals a potential for growth if brands adapt their marketing strategies.
Innovation and marketing activity
Brands are innovating to meet the needs of busy parents with quick, nutritious options. Notably, almost 40% of parents are willing to pay more for drinks with healthy ingredients like hemp or flax seeds, as seen in new plant-based drinks, highlighting clean, wholesome ingredients for children, without artificial additives.
With over 40% of US adults classified as obese, there's a significant opportunity for nutrition drinks to offer low-calorie, nutrient-dense solutions that appeal to consumers trying to make impactful changes to their diet. Brands can position these as accessible tools for weight management and improved dietary health in response to this growing public health concern.
Nutrition Drinks Market Overview
The North American nutrition drinks market continues to grow as consumers seek versatile, health-focused solutions that fit their lifestyle. Despite economic pressures, the category has shown strong resilience, fueled by innovation and strategic positioning. Opportunities lie in personalized nutrition and targeted marketing, though repositioning weight-loss drinks remains challenging amid shifting preferences toward holistic wellness. With a focus on adaptability and innovation, the market is especially well-positioned to engage younger, health-conscious consumers.
