January 29, 2025 – When considering meal replacements market trends in the US and Canada, it is important to define which products comprise meal replacements. Meal replacements are liquid drinks and powdered products to create drinks, along with other drinks, that serve as nutritional supplements in place of a meal. Usually, they are formulated for balanced nutrition or to support weight management. Meal replacements are considered a subgroup of the soft drinks category and rank ninth in this category in terms of launch trends. Meal replacements that are not beverages are not included in this analysis.
North America is a Major Region for Meal Replacements
Globally, North America ranks second for meal replacements and other drinks. Europe ranks first for meal replacements launches. Looking at the US and Canada, the US accounts for the highest number of launches of meal replacements and other drinks in North America over a recent 12-month period. Growth in launch rates is higher in the US than in Canada so the proportion of North American launches originating in the US continues to grow.
North American meal replacements have a strong health angle. A solid proportion of meal replacements users in the United States who participate in consumer trends surveys say that they turn to meal replacement drinks (as well as meal replacement bars) to support weight management. Users of meal replacements are often seeking mental and physical well-being with ingredients such as omega-3 fatty acids for brain health.
The meal replacements market shows overall growth, but North American launches of meal replacements and other drinks have remained relatively stable, with only a small increase over the past several years, including forecasted growth for 2024.
Abbott Leads in Meal Replacements Launches
Considering companies in the North American market for meal replacements, Abbott is the leader in market launches. Abbott meal replacement brands are Ensure and Abbott. Other market leaders are Glanbia and Nestlé. These companies add value to meal replacements with ingredients such as protein blends and vitamins and minerals.
Several Claims are Prominent in Meal Replacements
Meal replacement consumers in the US and Canada prioritize protein in meal replacement drinks, such as shakes. High protein and source of protein claims are prominent and show strong growth. Widely used dairy protein ingredients are whey protein concentrate, calcium caseinate, and milk protein concentrate. Egg protein is used in some meal replacements launches. Plant protein often is used in North American meal replacements and popular plant-based protein options include soy protein isolate, brown rice protein, and pea protein.
The top claims for meal replacements in North America after high protein or source of protein are weight management, GMO-free, gluten-free, and high in fiber or source of fiber. Gluten-free is very strong in Canada. In the meal replacement market, some meal replacements and other drinks carry a plant-based or vegan claim.
Organic, sugar-free, calorie-related claims such as low calorie, no calorie, and reduced calorie, plant-based, and probiotic claims are the fastest growing claims on meal replacements in North America. Prominence of claims differs between the US and Canada. Product launches in the US may promote immune health through vitamins A, C, and D; gut health with prebiotics such as inulin, oligofructose, and chicory root, and probiotics such as Lactobacillus acidophilus and Bifidobacterium bifidum; and stress reduction, calmness, and focus with mushrooms and adaptogenic roots. Claims that are becoming more prominent in the US include low calorie, no calorie, reduced calorie, and sugar-free. No additives or preservatives and lactose-free claims are growing in Canada.
Popular Flavors Appeal to Consumers
In the North American meal replacements market, milk chocolate is the most popular flavor. Vanilla, strawberry, and French vanilla join milk chocolate as the most popular flavors overall. Milk chocolate is the top flavor in the US, while vanilla is the top flavor in Canada.
Meal replacements flavors that are growing in the US and Canada are peanut butter, coconut, chai tea, cocoa, and caramel. Peanut butter, coconut, and mixed berry show strong growth particularly in the US. Featured innovations include brown flavors like milk chocolate and peanut butter, fruity flavors such as strawberry and coconut, and category-inspired flavors like spices and seeds, cake, pie, cookies, and dairy.
Powders and Ready-to-Drink Formats Offer Variety
In the meal replacements market, powders and ready-to-drink are the most common formats for meal replacements in the US and Canada. Textures such as smooth and velvet provide options for consumers of meal replacement drinks.
Opportunities for Growth in Meal Replacements
Meal replacements in the US and Canada have growth opportunities in areas that interest North American consumers, namely preventive health and also weight management. US and Canadian consumers show interest in meal replacements with ingredients that can suppress hunger and increase satiety as tools for managing their weight long-term.
This article is based on Innova’s Overview of Meal Replacements & Other Drinks in US & Canada report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
