Complete Nutrition Products Market

Market Overview

The global complete nutrition products market size was valued at USD 4.9 billion in 2022. It is estimated to reach USD 8.55 billion by 2031, growing at a CAGR of 6.38% during the forecast period (2023–2031). Increased internet accessibility, the introduction of mobile shopping applications, and the availability of secure and convenient payment gateways drive the global expansion of e-commerce retail of complete nutrition products.

Complete nutrition products are dietary supplements or food items offering a full spectrum of necessary nutrients to preserve good health and well-being. These products ensure a balanced and sufficient intake of essential nutrients intended to supplement or replace normal meals. A combination of macronutrients (carbohydrates, proteins, and fats) and micronutrients (vitamins, minerals, and trace elements) are usually present in them in a particular ratio. Considering variables like age, gender, activity level, and particular dietary demands, these products are carefully developed to satisfy the necessary daily intake of nutrients.

Products for complete nutrition are available in a variety of formats, including powders, shakes, bars, and ready-to-drink beverages. Their main emphasis is on offering a well-balanced combination of macronutrients, such as superior proteins, complex carbs, and healthy fats, as well as the vitamins and minerals essential for maintaining biological processes, including immune system health, energy metabolism, and bone health. Speaking with a healthcare provider or trained dietitian is crucial to ensure full-nutrition products' safe and efficient use. They can offer advice based on specific dietary requirements and assist in determining how these goods should be used.

Market Dynamics

Global Complete Nutrition Products Market Drivers:

Rising Demand for Convenient Food Products

As a result of demanding lifestyles and work schedules, consumers prefer ready-to-eat or on-the-go products, thereby increasing demand for complete nutrition solutions. Increased working populations in developed and emergent nations and single-person households with less cooking time are expected to increase the demand for convenience foods. Due to time and energy constraints, individuals are willing to pay a premium for convenient food. Due to their hectic lifestyles, individuals desire bars and RTD smoothies. Complete nutrition products may benefit from the rising demand for high-quality, natural, and unique foods. Due to health concerns, consumers are purchasing more comprehensive nutritional products. As consumers become more health-conscious, they search for nutrient-dense, convenient products.

Complete nutrition products containing the correct proportions of lipids, vitamins, minerals, protein, and carbohydrates are extremely beneficial. These are also available in ready-to-eat or on-the-go formats, which increases demand, particularly among millennials and Generation Z, who have less time to cook. Food convenience reduces food waste. Thus, consumers are migrating to these dietary options, particularly in North America and Europe, which should increase demand for comprehensive nutrition products.

Shifting Inclination of Consumers Towards E-Commerce Retail for Shopping Food Staples

The e-commerce retail channel makes it simpler for consumers to purchase any product without leaving their homes. Additionally, it enables them to browse and review millions of products easily. Consequently, manufacturers of comprehensive nutrition products sell via their websites or online channels such as Amazon and Walmart. This channel also enables them to reach more customers without additional operational expenses. Since the majority of consumers of comprehensive nutrition products are millennials, e-commerce has a significant impact on the purchase of these products.

Generation Y is tech-savvy and consumers who have greater knowledge. They value product accessibility online because they have limited time to purchase in physical stores. Increased Internet accessibility, the introduction of mobile shopping applications, and the availability of secure and convenient payment gateways are driving the global expansion of e-commerce retail. Additionally, increased Internet penetration and rising smartphone availability in developing nations are expected to fuel the expansion of e-commerce.

Global Complete Nutrition Products Market Restraint:

Strong Product Visibility of Whole Food Meals

Many consumers Favor whole-food meals because they believe the meal replacement product category is frequently deficient in natural vitamins, minerals, antioxidants, and proteins. In addition, consumers believe that these products are only suitable for short-term consumption and cannot meet the body's long-term needs, which is anticipated to limit the complete nutrition products market growth. Phytochemicals such as lycopene are found in tomatoes, and isothiocyanates are found in cruciferous vegetables; therefore, consuming whole-food meals is essential for a healthy body and cannot be supplanted by powders and RTD shakes. Whole food dishes also contain fiber, which serves as a food source for microorganisms in the gut. Changes in dietary consumption patterns can have a significant effect on digestion.

Global Complete Nutrition Products Market Opportunities:

Development of Vegan Products with Comprehensive Nutrition

The rate at which people worldwide are switching to a vegan diet has quickened, and this may be attributed to several factors, including the rise in animal rights advocacy, concerns about climate change and health, and increased awareness of how to eat healthily. The increasing popularity of veganism calls for the development of new goods that do not use any products derived from animals, are environmentally friendly and do not reduce the number of essential nutrients they contain. As veganism becomes more mainstream, market participants will have lucrative opportunities to create new vegan products over the next few years. In addition, expanding the market for vegan complete nutrition products is driving the development of additional products that can cater to a wider variety of dietary choices and requirements. This is contributing to the diversification of the complete nutrition products market.

Regional Analysis

Based on region, the global complete nutrition products market share is bifurcated into North America, Europe, Asia-Pacific, Central and South America, and the Middle East and Africa.

North America Dominates the Global Market

North America is the most significant global complete nutrition products market shareholder and is estimated to exhibit a CAGR of 6.9% over the forecast period. The growing awareness among Mexican consumers of health problems such as diabetes and obesity, which are rising in the country, is one factor driving the demand for nutritional products. The percentage of obese people in Mexico is approximately 72.5%, making it the highest in the world according to statistics made public by Canada's government. In addition to that, the prevalence rate of diabetes among persons living in Mexico was somewhere about 15.8%. The increased demand for products that provide adequate nutrition in the region is partly driven by the health problems described above. RTD shakes are gaining in popularity among customers due to their high level of convenience; as a result, manufacturers are concentrating their efforts on introducing these products to the market.

Europe is anticipated to exhibit a CAGR of 7.4% over the forecast period. Regarding market share for complete nutrition products worldwide, the European area is predicted to hold 27.3% of the market. The World Health Organization (WHO) reported that obesity rates in European nations like the U.K., Hungary, and Lithuania were 27.8%, 26.4%, and 26.3%, respectively. The incidence of obesity among young people is another issue in these nations. Over the projected period, it is predicted that this trend in health will fuel demand for products with comprehensive nutrition. Drinks and foods with comprehensive nutrition are in great demand due to the rise in consumer health concerns. Several brands are opening physical storefronts around Europe to meet consumer demand.

Additionally, the market for complete nutrition products is seeing new growth potential due to rising health problems like obesity, cancer, and cardiovascular illnesses. The demand for foods and beverages with comprehensive nutrition has greatly increased in Germany as people are becoming more aware of the value of a healthy lifestyle. Producers are introducing new products to the market to meet the rising demand.

In Asia-Pacific, Numerous nutrients are deficient. According to the World Health Organization, vitamin A insufficiency affects more than half of all nations, particularly in Southeast Asia. It has the most negative effects on young children and expectant mothers in low-income countries. A senior scientist at DSM claims that women in Asian nations are increasingly affected by low vitamin D levels; however, the condition is frequently neither diagnosed nor treated, and it is predicted that by 2050, this region will account for more than 50% of all hip fractures caused by the condition. Despite the significance of getting enough vitamin D during pregnancy, the majority of research in Asian nations found that between two-thirds and well over 90% of expectant mothers lacked sufficient vitamin D. The demand for items that provide comprehensive nutrition in the area has been influenced by all of these factors taken together.

In Central and South America, Micronutrient deficits are common in most developing nations. They are frequently caused by inadequate or insufficient food intake, poor dietary quality, and reduced micronutrient bioavailability, among other things. These inadequacies may have several detrimental repercussions throughout an individual's life cycle, including negative effects on a child's survival and growth. The epidemiological and nutritional composition of the area has changed quickly. However, the lack of some micronutrients remains particularly among the most economically, geographically, or socially vulnerable groups and is marked by increased obesity. The combination of these has led to a need for comprehensive nutrition items.

The Middle Eastern and African region is expected to account for a share of 5.4% of the global complete nutrition products market by 2031. Prominent folate, iron, and vitamin D deficits are noted among children, women of childbearing age, pregnant women, and the elderly in the region. On similar lines, it was found that dietary micronutrient deficiency risks have also been estimated due to inadequate intakes of seven minerals—calcium, copper, iron, iodine, magnesium, selenium, and zinc. These factors drive the complete nutrition products market growth in the region.

Segmental Analysis

The global complete nutrition products market is bifurcated into product and distribution channels.

Based on the product, the global complete nutrition products market is bifurcated into powder, RTD shakes, and bars. 

The powder segment owns the highest market share and is predicted to exhibit a CAGR of 7.1% over the forecast period. The industry offers a wide range of dietary supplements. They also include concentrations, metabolites, constituents, extracts, herbs, botanicals, enzymes, amino acids, vitamins, minerals, concentrates, metabolites, constituents, and extracts. By boosting the total nutritional intake, these serve as a supplement to the diet. Most powders include glucosamine, probiotics, fish oils, minerals like calcium and iron, herbs like echinacea, and plants like garlic. They additionally include flavorings, binders, and fillers. Most producers advise pairing them with milk or lukewarm water and provide serving sizes.

Due to the lack of vitamins and minerals in typical diets, demand for these powders has grown over time. As a result, these nutrition products are frequently recommended by health professionals. Furthermore, these are time and money-efficient and offer comprehensive nourishment. With so many processed foods in our diets, preparing a comprehensive and balanced diet might be difficult, raising the demand for nutritious items.

The global complete nutrition products market is divided into hypermarkets and supermarkets, convenience stores, online, and others based on distribution channels. 

The hypermarkets and supermarkets segment is the most significant contributor to the market and is estimated to exhibit a CAGR of 7.2% over the forecast period. Grocery stores and superstores focused on selling groceries controlled the market almost entirely. The expansion of the market for complete nutrition goods throughout the time frame covered by this report is driven by an increase in the number of retail locations supplying nutritional food items. This is the primary factor behind the market's growth. Supermarket chains such as Kroger Co., Ahold Delhaize, Albertsons Companies, Inc., Edeka Group, REWE Combine, Wesfarmers Ltd., Woolworths Ltd., Publix Super Markets, Inc., Intermarché, H.E. Butt Grocery Co., Whole Foods Market, Inc., Hy-vee, Inc., Southeastern Grocers, LLC, and Giant Eagle, Inc. are major contributors to the sales of complete nutrition products.

Recent Developments

• March 2023- A leading confectionery brand, Hershey, announced the launch of oat milk Reese’s peanut butter and chocolate milk bar with sea salt and almond flavors. The company has stated that the protein bars will be a nutritional alternative for people seeking plant-based products.
• February 2023- A nutraceutical brand by GMN Group of Companies, Pro360, announced the launch of FemCare+ and High Protein High Fiber products for women to improve their lifestyles. The newly launched product by Pro360 is highly effective for both premenstrual and postmenstrual stages in women. The product boosts the blood level, balances the menstrual cycle, and improves bone density by preventing the risk of osteoporosis.