Tetra Pak, the world leader in food processing and packaging solutions, has released a comprehensive study revealing a radical shift in nutritional habits. As of May 2026, the Food Supplements and Nutrition (FSN) category, encompassing protein supplements, immunity boosters, and cognitive enhancers—has secured a faster growth momentum than traditional dairy and juice segments. The study, involving over 25,000 participants, shows that 59% of consumers prefer these supplements in a "beverage" format for maximum convenience.
From Physical Benefits to Mental Balance: Why Consumers Choose FSN
The motivation behind choosing these products is no longer limited to muscle gain. The stress and fast-paced nature of modern life have turned functional nutrition into a lifestyle necessity.
The primary growth drivers in the category are:
Physical Support: 58% of respondents use these products to support physical health.
Energy Management: 47% aim to maintain energy levels throughout the day.
Mental Well-being: 39% of consumers seek inner peace, while 30% aim to reduce stress levels through FSN products.
A Common Ground Across Generations: Convenience and Transparency
Once exclusive to athletes, these products have now entered the daily routines of everyone from Gen Z to Baby Boomers. While the elderly focus on immunity and cognitive health, younger generations prioritize personalized and transparently sourced ingredients.
"Ready-to-drink" (RTD) formats are the primary market shapers:
63% of consumers prefer single-serve, ready-to-consume formats that require no preparation.
Products are shifting from specialty stores to mainstream retail, appearing in supermarkets, gas stations, and e-commerce platforms.
"The FSN Category is Now at the Heart of Daily Life"
Gaye Atakan, Marketing Director at Tetra Pak Mid-Eurasia, provided a technical assessment of the market’s dynamism:
The FSN category has become one of the most dynamic growth areas, combining health, convenience, and sustainability in a single product. Consumers now know exactly what they want and are gravitating toward products that offer real benefits and integrate easily into daily life. At Tetra Pak, we are at the center of this transformation.
