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The nutritional drink market is witnessing significant growth in the market due to its increasing demand for heath supplements. Nutritional drinks are specially formulated beverages containing vitamins, minerals, and other vital nutrients that are helpful for the human body. They are available in various forms and flavors, such as Ensure Original, Boost Original, and others. Beverages which are available in the form of shakes have high protein and nutrient content. Furthermore, drink mixes such as Ensure Original Nutritional Powder are used as breakfast replacements. Similarly, other forms of nutritional drinks have other advantages and nutrients which are designed to meet the requirements of a specific target market.
Most of the younger population worldwide do not have time to prepare food due to hectic lifestyle and busy work schedules. Hence, they look for food options that are readily available and rich in nutrients. Nutritional drinks also acts as filler food that helps to reduce the intake of oily foods between meals and thus prevents weight gain in individuals. Recent studies conducted in the market show that around 39% of American populations have replaced their breakfast with nutritional drinks and beverages. Consumers have found the product to be affordable, efficient and convenient to use; hence, the demand for these products in the market is on rise.
Seniors often lose their appetite with age. Hence, to compensate for the missing nutrition in their diet intake, the most commonly recommended mode of nutrition is the introduction of nutritional drinks in their diet plan. But there are several disadvantages associated with the addition of these drinks in their diet which include: high sugar content which is harmful for patients suffering with diabetes, digestive problems associated with the presence of lactose in the product. In certain cases, consuming nutritional drinks with other medicine and over the counter drugs develops chemical reactions, which may be harmful for the body. For instance, nutritional drinks that are rich in vitamin K, when consumed daily, are responsible for reducing the efficacy of medicines such as blood thinners like warfarin. Hence, before consuming nutritional health drinks, proper consultation with doctors and the underlying condition of patients needs to be analyzed to ensure that heath of the patients is not affected by the consumption of these drinks.
Key Market Driver -
Increasing Demand for Natural Health Remedies to Boost Immune System
Key Market Restraint -
Not Suitable for People with Underlying Heath Condition
The key players operating in the global nutritional beverage market are Unilever, Zydus Wellness, GSK, Abbott, The Hershey Company, The Kraft Heinz Company, Kellogg's Company, Arla Foods Ingredients Group and others
There are certain safety and health guidelines that companies need to follow to ensure that the products are safe to use for the consumers. The product's nutritional content and parameters such as fats, energy content, cholesterol, and others are tested and checked. Companies also need to conform with the necessary labeling, packaging (such as moisture-free containers) and legal meteorology rules set by the government. Regulatory bodies such as Food and Drug Administration (FDA) in USA and Food Safety and Standards Authority of India (FSSAI) ensure that the correct protein level, fats, and other nutritional content are available in these drinks in the correct proportion.
Understanding the market realities and the demand among the consumers, companies such as Mondelez International, Hindustan Unilever Limited and others have repositioned their products in the market and branded their products as nutritional drinks. With the decreasing demand for artificial flavored products, the demand for nutritional beverages that are organically grown is also rising. Thus, companies are developing newer products in the market that suit the growing demands in these regions. For Instance, Los Angeles based company Rooted Shots, in 2019 released wellness shots, which contains of non-GMO, soy and dairy-free packet. These products are designed to improve the functioning of the immune system of the body.
The nutritional drinks are available in liquid form and powdered form. They are also available in various flavors such as vanilla, tea, ginger, maple, raspberry, blueberry, and others. The most common mode of distribution channel is through supermarkets and brick and mortar stores but with the rise of digital platforms, consumers prefer online stores for purchasing their products. Online platforms provide users with convenience of shopping and better discounts and variety than brick and mortar stores.
North America is one of the largest consumers of nutritional drinks in the market. This can be attributed to the increasing focus on beverages that are low in fat content and have high quantity of vitamins and minerals resent in them. As convenient and easily accessible product provides health benefits and nutrition to the users, several dieticians are also recommending the use of these products as a health supplement. These factors have contributed to the growing demand of products in the region.
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