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Protein remains one of the most popular supplements as the health and wellness trend continues to gain traction. However, powder doesn’t suit everyone. Convenience and flavour are driving demand for different formats, with brands and manufacturers now offering familiar products with high-protein content, especially in beverages, allowing health-conscious consumers to hit their goals without the need for powders and blending. Erik Borjesson, centre of expertise manager for prepared food at Tetra Pak, explores how the protein trend is shaping new product development.

For years, protein powder was all the wellness industry could talk about, driven by a surge in social media fitness culture and the mainstreaming of gym-going. In fact, powders became a $25 billion category as consumers chased functional benefits – whether that be performance gains, recovery or simply a higher protein intake.

But the wellness market doesn't stand still. As more people become increasingly focused on looking after their personal health and wellbeing, the market audience is broadening beyond dedicated athletes to include a much wider demographic: busy professionals, an ageing population, parents managing family nutrition and 'everyday athletes'. Indeed, the food supplement and nutrition (FSN) product market is projected to reach around $759 billion by 2034, expanding at a CAGR of 7%, as more and more consumers look for functional benefits.

However, the way consumers want these benefits delivered has changed. Not everybody wants to measure and mix a powder product. Whether in the gym, at home or on their commute, many people want to just grab and go. Separately, many seek improved taste and textures, beyond those available with powders. The result is a growing interest in liquid ready-to-drink (RTD) formats – presenting an exciting commercial opportunity for producers in the FSN category.

Convenience is no longer a nice-to-have

Liquid RTD formats are ready when you are. No need for cleaning a scoop, accessing water or breaking up lumpy mixtures… and no cleaning up spills either.

Convenience is a deciding factor for today's consumers. According to Tetra Pak’s research, liquid is now a widely preferred format across FSN categories, with 24% of health-conscious consumers already consuming liquid food supplements and nutrition products, and 59% are interested in adopting liquid formats. Meanwhile, 59% of these health-conscious consumers express an active interest in liquid formats for FSN products, highlighting a clear demand.

What’s more, with friction around product-mixing removed, consumers have the freedom to decide which product they’ll opt for based on how they feel in that particular moment. Emotional drivers are playing an increasingly significant role in purchase decisions: for example, 42% of consumers were motivated to choose FSN products based on a sense of control over their health, while 39% cited peace of mind and 30% looked for stress relief. For powder producers considering the move to liquid, this shows how RTD formats serve consumers who want nutrition that can be seamlessly integrated into their daily routine, based on their wellness needs in a given moment.

Complementing powders with liquid solutions

Consumer preference for liquid isn't just about the time required to prep powders. Taste is a frequently mentioned pain-point in powder products. While innovations such as advanced filtration – which allow new ingredient streams with a positive impact on taste and texture - the work is ongoing.

By contrast, formulation in a liquid base mixes ingredients with a smoother texture and a specific flavour profile. Sweetness, mouthfeel and aftertaste are all more controllable for the producer, instead of relying on the customer's prowess with a mixing spoon. When consumers think about price, the value is clearer with a product that is ready to consume, enjoyable to drink and functionally effective.

Thus, while plenty of consumers continue to love powder products, adding liquid formats to the portfolio allows producers to capture a wider range of consumers.

The innovation potential

Liquid formats are also ripe for product innovation as producers can incorporate fresh, filtered or specialised ingredient bases, produced at scale.

Consumers can't get enough of novel flavours and functional combinations. Some ingredients are popular across the globe: primarily vitamins, minerals and proteins, followed by growing interest in fibre, Omega-3 fatty acids and biotics. Well-informed producers can also take advantage of local differences. Consumers in Brazil favour fibre and collagen, while those in China opt for biotics, and in India, there is a growing interest in botanical extracts. Flavour preferences also vary around the world, from chocolate and strawberry in Brazil to coffee and apple in Japan and dessert-style options in Spain.

RTD is ready to deliver

The FSN market doesn't hang around. With consumer demand clearly established, liquid RTD formats are gaining ground. Early movers are already innovating and establishing themselves in the category.

The good news for powder producers is that there is a route to expanding portfolios with RTD, delivering innovative, convenient and appealing products at scale. By combining functional benefits with emotional appeal and tailoring products to local preferences, brands can build stronger connections with consumers, increase loyalty and unlock new opportunities for sustainable growth through liquid formats.