Food Supplements and Nutrition Move into the Mainstream

According to Tetra Pak's global research, food supplements and nutrition (FSN) products are growing rapidly and outpacing traditional food and beverage categories. The study reveals that 59% of consumers prefer to consume these products in beverage format.

Today, FSN products are not limited to athletes; they occupy a place in the daily lives of a broad audience ranging from students to those working at a fast pace, from parents to older age groups. Protein beverages, immunity-supporting products and focus-enhancing supplements are becoming an important part of daily routines.

Consumers are turning to functional and personalized solutions
According to research conducted with over 25,000 consumers, the main reasons for the uptake of FSN products include supporting physical health (58%), meeting daily nutritional needs (51%) and maintaining energy levels (47%).

However, mental and emotional benefits are also coming to the fore. Consumers:

42% choose these products to feel in control of their health,
39% to achieve peace of mind,
30% to live a more balanced and less stressful life.
Consumers of all ages meet in the same category

The FSN category brings different generations together at a common point. Younger consumers seek personalization and transparency, while older age groups are turning to products focused on immunity and cognitive health. The fact that 52% of global consumers believe they will be healthier in the future indicates that this trend is lasting.

Convenience and accessibility are accelerating growth
The research also reveals the decisive role of convenience in consumer preferences. According to this:

59% of consumers prefer FSN products in beverage format
63% are turning to single-portion, ready-to-consume products

These products, which require no preparation and can be consumed anywhere, are making functional nutrition a natural part of daily life.

From niche category to mainstream
FSN products are no longer found only in sports stores; they have a wide distribution network in supermarkets, gas stations and e-commerce platforms. This development shows that the category has moved from a niche segment to become part of mainstream consumption.

End-to-end support from Tetra Pak to the sector
In her assessment on the matter, Tetra Pak Central Eurasia Marketing Director Gaye Atakan noted that the FSN category is one of the most dynamic growth areas combining expectations for health, convenience and sustainability.

Atakan said, "Consumers are now turning to products that deliver real benefits and can be easily integrated into daily life. As Tetra Pak, we are at the center of this transformation, providing safe and sustainable solutions together with brands."