The meal replacement category is poised for explosive growth, with brands racing to claim their share of a market projected to surpass €19bn by 2030.
Category growth is driven by multiple factors, including an increased strain on consumers’ time; a desire for more functionality; and the need to boost and balance nutrition levels as a result of the GLP-1 trend.
Meal replacement products have moved on significantly from a focus on weight loss and dieting.
Brands are investing in more sophisticated sensory experiences, cleaner ingredient lists, and science-backed claims to differentiate themselves in a crowded market.
This shift reflects a broader move towards holistic wellness, where meal replacements are positioned not just as convenient options, but as integral parts of a balanced, health-conscious lifestyle.
What’s driving meal replacement growth?
Driving demand is ready-to-drink and eat – with shakes and snack bars leading the way. However, there is room for growth within powdered and straight-from-shelf, according to experts speaking at the upcoming and free Meal Replacement webinar on June 12.
Five sector experts join the webinar to reveal some of the biggest category trends, including how the sector can bolster sales with a focus on new avenues.
The full line up of speakers are:
- Melanie Luangrath, senior director of new business development, DSM-Firmenich
- Barbara Jacobs, technical services manager, DSM-Firmenich
- Natalie Stanton, head of sales UK, Huel
- Brian Hopkins-Parkinson, global retail director, Huel
- Andrew Wardlaw, chief ideas officer, MMR Research Worldwide
Both Luangrath and Jacobs will provide a detailed overview of the demands driving ingredient innovation, as well as the solutions and future of needs of consumers when it comes to functionality.
Wardlaw is to deliver a detailed category overview, using new data and insight to spotlight current trends as well as those predicted to rise.
Stanton and Hopkins-Parkinson will outline the Huel business, how it has grown, the markets it operates in, what trends are driving future innovation and how the wider category can better appeal to consumer needs.
Sign up to the free Meal Replacement webinar now and don’t miss out on exclusive insight and opinion covering:
Plant-based and vegan options
There’s a strong shift toward plant-based and vegan meal replacements, reflecting broader dietary trends and sustainability concerns.
Personalised nutrition
Consumers are increasingly seeking tailored nutrition based on their health goals, genetics, or lifestyle. Brands are offering customisable meal plans and products that align with specific needs like weight loss, muscle gain or managing chronic conditions.
Functional ingredients
Meal replacements are being enhanced with functional ingredients such as:
- Adaptogens (e.g. ashwagandha)
- Probiotics and prebiotics
- Omega-3s
- Collagen
These additions aim to support gut health, immunity, mental clarity and skin health.
High-protein, low-carb and Keto-friendly
There’s a growing demand for high-protein and low-carb options, especially among fitness enthusiasts and those following keto or low-glycaemic diets. Brands like Atkins and SlimFast are expanding their keto-friendly lines.
Convenient formats
While powders still dominate, there’s a rise in ready-to-drink (RTD) shakes, bars and even soups. These formats cater to busy lifestyles and on-the-go consumption.
Integration with weight-loss medications
Some companies are launching products designed to complement GLP-1 medications (like Ozempic), offering nutritional support for users managing appetite and weight loss.
Clean label and organic
Consumers are scrutinising ingredient lists more than ever. Products with organic, non-GMO and minimal ingredient labels are gaining popularity.
