Europe Meal Replacement Products Market Size & Share Analysis - Growth Trends & Forecasts (2023 - 2028)

The Europe Meal Replacement Products Market is segmented by Product Type (Ready-to-Drink Products, Nutritional Bars, Powdered Supplements, and Other Product Types), Distribution Channel (Supermarkets/Hypermarkets, Online Retail Stores, Convenience Stores, Specialty Stores, and Other Distribution Channels), and Geography (United Kingdom, Spain, Italy, Germany, Russia, France, and Rest of Europe). The report offers market size and forecasts in value (USD million) for the above segments.

Europe Meal Replacement Products Market Size

Europe Meal Replacement Products Market Summary
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Study Period: 2018 - 2028
CAGR: 5.34 %

Major Players

Europe Meal Replacement Products Market Major Players

*Disclaimer: Major Players sorted in no particular order


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Europe Meal Replacement Products Market Analysis

The Europe Meal replacement products market is expected to grow with a CAGR of 5.34% during the forecast period.

Meal replacement products are gaining traction among consumers who are monitoring special diets, majorly those managing weight, or watching their blood sugar levels due to diabetes. There are numerous companies in Europe primarily dedicated to offering tailored meals, such as shakes and drinks, for people willing to cut regular diets to effectively lose weight. Additionally, numerous supporting research studies and government regulations are expected to drive the preference for meal replacement products in the region. For instance, the European Union Commission Regulation established that substituting two of the main daily meals of an energy-restricted diet with meal replacements contributes to weight loss, whereas substituting one of the main daily meals with such products is expected to help people maintain their weight after weight loss.

Moreover, the market has also witnessed significant sales growth of formulations, owing to their natural profile and associated label claims. ​Companies are focusing on product positioning as an important tool to gain a sustainable advantage, and certain consumer groups are considered as target segments, and products are offered based on their health needs and preferences​. Bertrand, a company headquartered in Germany, is providing organic and vegan variant meal replacement drinks that contain high-quality proteins from almonds, walnuts, oats, and rice, and provides readily available vegetable calcium.

Europe Meal Replacement Products Industry Segmentation

A meal replacement is a beverage, bar, bowl of soup, etc. that is meant to replace a substantial meal and typically has a set amount of calories and nutrients. The Europe meal replacement products market is segmented by product type, distribution channel, and geography. By product type, the market studied is segmented into ready-to-drink products, nutritional bars, powdered supplements, and other product types. Based on the distribution channel, the market is segmented into supermarkets/hypermarkets, online retail stores, convenience stores, specialty stores, and other distribution channels. Furthermore, the report takes into consideration the market for meal replacement products in established and emerging countries of Europe including the United Kingdom, Spain, Italy, Germany, Russia, France, and Rest of Europe. For each segment, the market sizing and forecasts have been done on the basis of value (USD million).

Product Type
Ready-to-Drink Products
Nutritional Bars
Powdered Supplements
Other Product Types
Distribution Channel
Online Retail Stores
Convenience Stores
Specialty Stores
Other Distribution Channel
United Kingdom
Rest of Europe

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Europe Meal Replacement Products Market Trends

Consumers Managing Special Diets Strive on Meal Replacements

The European population witnesses immense diabetes and obesity-related problems. This is highly likely due to a shift in consumers’ focus toward attaining a healthy and active lifestyle and aligning activities that are more in line with fitness. A meal replacement is anticipated to find a sweet spot in the European market, where the product itself is an alternative to traditional convenience foods. The global players are highly investing in the European market, observing higher consumer inclination towards meal replacement products.

Moreover, busy lifestyles, the lack of time for physical activities, and callous food choices have led to widespread obesity. As per the data published by the Italian National Institute of Statistics (ISTAT), the number of obese people in Italy increased between 2005 and 2021. According to data, there were nearly 4.8 million obese adults in the country in 2005, with the number rising to nearly six million by 2021. Hence, consumers are now looking for meal supplements to maintain their weight. The meal replacement products market in Europe is driven by the increasing preference for preventive health-management practices. Moreover, the awareness about and the market penetration level of fat-burning supplements are high; thus, the market is growing significantly.

Europe Meal Replacement Market: Prevalence of Overweight Adults, ltaly, 2017-2021

Italy Forms a Significant Market in the Region

The meal replacement products market in Italy is driven by the increasing preference of consumers toward preventive health management practices. Moreover, the awareness and market penetration level for fat burn supplements are high, especially among health-conscious millennials. Thus, the manufacturers of these supplements have set up several distribution channels, such as pharmacies, hypermarkets, and supermarkets, to increase the accessibility of the product to consumers. This is one of the critical attributes for the Italian meal replacement market to grow from a niche consumer market to a mature sector.​ Moreover, the evolving busy lifestyles, the lack of time for physical activities, and food choices have led to obesity issues. The factor mentioned above has, in turn, resulted in Italian consumers looking for various alternatives.​ Additionally, according to data from Istat, in 2021 81.5% of people (per 100 people with the same characteristics) preferred having an adequate breakfast and there has been a growing trend of having meal replacements that are fortified as breakfast.

It is not recommended for consumers with minor health conditions, such as diabetes, to use supplements, but they can use meal replacement products to enhance their physical health. These elements are accelerating market expansion. They also give manufacturers the chance to create a variety of solutions.

Europe Meal Replacement Products Market: Food Habits of Individuals, Per 100 People With Same Characteristics, Italy, 2021

Europe Meal Replacement Products Industry Overview

The Europe meal replacement products market is highly competitive, owing to the presence of various leading players such as Abbott Laboratories, Amway Corporation, Herbalife Nutrition, Nestle SA, Glanbia PLC, Amway Corp, and others. The players are also taking steps to expand their business in terms of geography, by establishing new manufacturing units and strengthening their distribution network across the places. Soylent Nutrition Inc., the maker of Soylent, offers meal replacement drinks across the United Kingdom. As meal replacement products have been gaining traction due to the changing diets and preferences across the region, new players have been entering the market with innovative products to cater to the demands of the consumers. Additionally, existing players across the food and beverage industry are expanding their product portfolios and adding meal replacement products. For example, Myprotein's Benu, and Abnormal, are some of the brands that have recently expanded in the meal replacement market across the region.

Europe Meal Replacement Products Market Leaders

  1. Abbott Laboratories

  2. Herballife Nutrition

  3. Glanbia PLC

  4. Nestlé S.A.

  5. Amway Corp

*Disclaimer: Major Players sorted in no particular order

Europe Meal Replacement Products Market  Concentration

Europe Meal Replacement Products Market News

  • Jul 2021: Myprotein intended to strengthen its presence in the market with the launch of its meal replacement brand, BeNu. Myprotein's BeNu launched two meal replacement products called "Complete Balanced Nutrition," which differ in their primary ingredients, as one is entirely plant-based and vegan-friendly. BeNu was advertised as having a balance of protein, carbs, fiber, omega-3 and omega-6 fats, as well as all 27 of the essential vitamins and minerals.
  • Feb 2021: Abnormal, a company based in Cheshire, Europe, announced that it committed EUR 1 million to introduce a new personalized, nutritionally balanced meal service. According to Abnormal, nutritional algorithms are used to develop meal replacements customized to individuals' diets, health, and lifestyles while considering their allergies and intolerances.
  • Feb 2021: Sports nutrition brand Bulk launched its first meal replacement products. The company developed a "complete food shake solution" in chocolate, vanilla, and banana caramel flavors. Each portion has 400 calories, 30g of protein from peas, pumpkins, and chickpeas, 37g of carbohydrates from sweet potato powder, gluten-free oats, maca, baobab, and lucuma powders, 9.6g of fiber from linseed powder and flaxseed, and 12g of fat from avocado, sunflower, and coconut.

Europe Meal Replacement Products Market Report - Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 Product Type

      1. 5.1.1 Ready-to-Drink Products

      2. 5.1.2 Nutritional Bars

      3. 5.1.3 Powdered Supplements

      4. 5.1.4 Other Product Types

    2. 5.2 Distribution Channel

      1. 5.2.1 Supermarkets/Hypermarkets

      2. 5.2.2 Online Retail Stores

      3. 5.2.3 Convenience Stores

      4. 5.2.4 Specialty Stores

      5. 5.2.5 Other Distribution Channel

    3. 5.3 Geography

      1. 5.3.1 Spain

      2. 5.3.2 United Kingdom

      3. 5.3.3 Germany

      4. 5.3.4 France

      5. 5.3.5 Italy

      6. 5.3.6 Russia

      7. 5.3.7 Rest of Europe


    1. 6.1 Strategies Adopted by Leading Players

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 Abbott Laboratories

      2. 6.3.2 Amway Corp.

      3. 6.3.3 Herbalife Nutrition Ltd.

      4. 6.3.4 Glanbia PLC

      5. 6.3.5 The Simply Good Foods Company

      6. 6.3.6 Nestlé S.A.

      7. 6.3.7 Peeroton GmbH

      8. 6.3.8 Huel Inc.

      9. 6.3.9 THG PLC (MyProtein)

      10. 6.3.10 USN- Ultimate Sports Nutrition

      11. 6.3.11 Abnormal

      12. 6.3.12 Bulk

    4. *List Not Exhaustive

**Subject to Availability
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Europe Meal Replacement Products Market Research FAQs

The Europe Meal Replacement Products Market is studied from 2018 - 2028.

The Europe Meal Replacement Products Market is growing at a CAGR of 5.34% over the next 5 years.

Abbott Laboratories, Herballife Nutrition, Glanbia PLC, Nestlé S.A., Amway Corp are the major companies operating in Europe Meal Replacement Products Market.

Europe Meal Replacement Products Industry Report

Statistics for the 2023 Europe Meal Replacement Products market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Europe Meal Replacement Products analysis includes a market forecast outlook to 2028 and historical overview. Get a sample of this industry analysis as a free report PDF download.

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