Moms on the go. Calorie-conscious eaters. Busy professionals. Active outdoors enthusiasts. Who doesn’t find healthy meal replacements appealing?
A broad range of today’s time-crunched consumers snaps up these products because they deliver nutrition and satiety—and can help with weight loss. Sales of meal replacement foods and drinks in the U.S. reached $3.2 billion in 2011, a 15 percent increase over 2010, according to Nutrition Business Journal, which predicts the category will continue to skyrocket as high-protein dieting becomes more mainstream.
In addition to shoppers looking to shed pounds, millennials trying to stay fit and baby boomers hunting for energy-boosting solutions will support continued segment growth, forecasts global-research firm Mintel.