The next chapter for food supplements and nutrition – after protein

Protein was a game-changer for food supplement and nutrition (FSN) products. Protein-enriched products brought molecular nutrition into the mainstream, helping consumers rethink everyday food choices. This opened up a huge customer base for food and beverage producers looking to capture the market. But demand is now moving beyond protein alone.

Embracing and uncovering the next big “nutrition craze” is essential for producers as consumers look for a wider range of benefits from FSN products. Today’s ‘everyday athletes’ are people of all ages looking for products associated with immunity, digestive health, healthy ageing and overall wellbeing. This shift is reflected in strong growth: food supplement and nutrition products reached a global volume of 18.5 billion litres in 2025,and the market shows little sign of slowing.¹

By combining health-led ingredients, convenient formats and winning taste, producers can better connect with this growing consumer demand.

The next generation of functional ingredients

Following protein, Tetra Pak research shows in-demand ingredients in the FSN category include fibre, omega-3 and biotics. The widely recognised digestive benefits of fibre suggest that gut health is a growing consumer priority. But although more than a third of those surveyed are interested in fibre, just 13 percent have so far committed to regularly buying fibre products.² This leaves an untapped market for producers with the right proposition.

Meanwhile, a third of consumers in our research seek omega-3 fatty acids, an ingredient widely recognised for its role in heart, brain and eye health.² Interest is also increasing in probiotics, prebiotics and postbiotics. Together with our partners and customers, our research and development teams continue to explore ingredients tailored to different consumer segments, wellness priorities and product concepts.

Partnering with a company with a strong heritage in product development can help reduce the risks of exploring new ingredients and new categories, allowing producers to capitalise on changing demand. We see a growth opportunity for producers that embrace novel ingredients, and present them to consumers in a way that resonates across different consumer groups.

With the door opened by protein, food and beverage producers can now go further.”

The right format for every consumer

By understanding why consumers are interested in these benefits and how preferences differ across markets, producers can target different pockets of demand. For example, among people considering functional products, those in Brazil have the greatest interest in fibre at 49 percent. People in Germany are most interested in omega-3 fatty acids, while China leads for biotics at 46 percent.²

Producers must also understand what makes people enjoy a product enough to stick with it. There are clear variations in sensory and emotional drivers such as taste and texture. Consumers in the US enjoy sweeter, more indulgent textures, while people in Asia typically prefer a thicker, smoother and creamier mouthfeel. European consumers generally prefer more natural, less processed textures.

Understanding these differences and applying those insights strategically is vital when developing products that resonate across different markets.

Emotional drivers and optimising packaging

The sensory experience of enjoying a product is one way consumers connect with a brand and become repeat customers. Emotional drivers range from seeking peace of mind about healthy choices to managing stress or enjoying an instant mood boost. Younger adults tend to seek enjoyable products and flavours, while older consumers are motivated by a sense of control as well as products that address health-related concerns.²

Trust is also key when communicating functional benefits. For consumers to connect with a brand and its perceived benefits, packaging should present clear, authentic and informative messaging. Food and beverage carton packages are ideal for connecting with consumers because of their printable surfaces, which stand out on both shop shelves and virtual shelves in growing e-commerce channels.

Convenience has become a decisive factor in purchasing decisions, particularly for people with increasingly active and fast-paced routines. Not everyone has the time to mix a protein powder when they grab a ready-to-drink product whether at the gym, at home or on their commute. The more easily a product fits into everyday life, the greater its potential for repeat purchase and long-term brand loyalty.

Facing the future of functional food

Evolving consumer needs create stronger demand for products that deliver nutrients and functional ingredients with enjoyable tastes and textures while fitting into everyday routines. Conveniently packaged products, strategically tailored to regional and demographic preferences, will resonate.

With the door opened by protein, food and beverage producers can now go further. From ingredients to flavour, there are countless ways to innovate and unlock new markets. By combining health-led ingredients, convenient formats and great taste, producers can better connect with consumer demand.