Europe Meal Replacement Products Market to Reach US$ 3.91 Billion by 2033

Introduction

According to Renub Research Project Report Europe Meal Replacement Products Market is undergoing rapid expansion, supported by changing dietary preferences, growing consumer health awareness, and increasing demand for convenient yet nutritious food options. According to recent forecasts, the market is expected to rise from US$ 2.04 billion in 2024 to US$ 3.91 billion by 2033, reflecting a strong CAGR of 7.53% from 2025 to 2033.

Meal replacement products—available as ready-to-drink shakes, nutritional bars, powders, and fortified beverages—are designed to provide essential macronutrients, vitamins, and minerals in a convenient format. Widely adopted by working professionals, athletes, students, and health-conscious individuals, these products are reshaping Europe’s nutrition landscape by offering a balance between convenience and health.

Market Outlook: Why Meal Replacements Are Gaining Ground

Meal replacement products serve as balanced alternatives to traditional meals, ensuring controlled calorie intake while providing proteins, fibers, and key micronutrients. They cater to a variety of needs, from weight management and sports recovery to clinical nutrition and convalescence.

In Europe, where urbanization and fast-paced lifestyles dominate, meal replacements have become an appealing option. The shift toward plant-based, protein-fortified, and clean-label formulations is further propelling their popularity. With an increasing number of consumers reducing meat consumption and turning to sustainable dietary choices, meal replacement brands are diversifying portfolios to cater to vegan, lactose-free, and gluten-free preferences.

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Key Growth Drivers

1. Rising Health Awareness and Balanced Nutrition Needs

Europe’s growing focus on preventive health and nutrition is a primary driver. Consumers are seeking nutrient-rich alternatives that support weight control, muscle recovery, and overall wellness. The prevalence of lifestyle-related conditions such as obesity, diabetes, and digestive issues has fueled demand for protein- and fiber-rich replacements.

A December 2023 EU-funded report revealed that 51% of over 7,500 adults across 10 European countries have reduced their meat intake, underlining the shift towards sustainable, plant-based diets. This trend directly benefits the adoption of meal replacement products that align with clean-label and plant-forward preferences.

2. Busy Urban Lifestyles and Convenience Demand

By 2024, more than 75% of Europe’s population lives in urban centers, creating strong demand for quick, nutritious food options. With long working hours and time constraints, consumers increasingly rely on ready-to-drink shakes, bars, and powders for on-the-go nutrition.

According to Eurostat, fast-food expenditures in urban Europe rose by 35% between 2022 and 2024, particularly among younger consumers. While fast food thrives, meal replacement products are positioned as a healthier convenience solution, bridging the gap between nutrition and speed.

3. Rise of Plant-Based and Functional Products

The plant-based movement is redefining meal replacements in Europe. Consumers are actively seeking vegan, lactose-free, and gluten-free options. Functional enhancements—such as probiotics, immunity boosters, and digestive aids—are adding value to new product launches.

For instance, in September 2024, Arla Foods introduced a line of high-protein, fiber-rich milk-based beverages in Denmark, tailored to busy lifestyles. Similarly, brands like Huel and MyProtein are innovating with superfood-rich powders, functional bars, and subscription-based nutrition plans.

Market Challenges

1. High Costs and Affordability Concerns

Meal replacement products are often priced at a premium compared to regular meals due to advanced formulations, regulatory compliance, and high-quality sourcing. This premium positioning limits accessibility for middle- and lower-income groups, particularly in price-sensitive European markets.

2. Consumer Skepticism and Preference for Whole Foods

Despite convenience, many European consumers remain skeptical about processed nutrition. Concerns include fears of artificial additives, limited satiety, and a preference for whole, unprocessed foods. To overcome this, companies are focusing on transparent labeling, clean ingredients, and education campaigns to build consumer trust.

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Segment Analysis

By Product Type

Ready-to-Drink Products (RTDs)

Nutritional Bars

Powdered Supplements

Other Product Types

By Application

Weight Loss

Weight Gain

Convalescence

Wound Healing

Physical Fitness

Others

By Distribution Channel

Supermarkets/Hypermarkets

Online Retail Stores

Convenience Stores

Specialty Stores

Others

By Country

Germany, United Kingdom, France, Italy, Spain, Russia, Rest of Europe

Country-Wise Insights

Germany

Germany is a leading market driven by demand for plant-based and high-protein meal replacements. Strong food regulations and consumer preference for organic, clean-label products fuel growth. In March 2024, Kynda launched its mycelium-based "Kynda Meat" at Hamburg’s Internorga trade show, highlighting Germany’s innovation in sustainable food solutions.

Russia

Urbanization and obesity trends are boosting Russia’s adoption of meal replacements. Demand is high for protein shakes, fortified energy bars, and RTD beverages. However, economic instability and price sensitivity remain hurdles. The growing e-commerce ecosystem is helping brands reach wider audiences, as seen in Molvest Group’s US$ 21 million expansion of milk protein concentrate production in 2023.

United Kingdom

The UK is one of the fastest-growing European markets for meal replacements, driven by demand for vegan, high-protein, and functional products. Subscription-based services and DTC platforms are thriving, with supermarkets also expanding offerings. Government efforts to reduce sugar consumption are pushing consumers toward healthier alternatives. In September 2024, Arla Foods announced plans to introduce its Protein Food to Go range in England and the Netherlands, further strengthening the UK market.

Distribution Channels

Online Retail

Digital platforms are revolutionizing sales, with direct-to-consumer models, subscription services, and personalized nutrition plans gaining traction. Online retail offers convenience, variety, and discounts, supported by health-focused social media campaigns.

Convenience Stores

Convenience stores are vital for on-the-go purchases, with growing availability of shakes, bars, and compact packaging formats. Brands are leveraging eye-catching displays and smaller pack sizes to target impulse buyers.

Emerging Applications

Weight Loss: Portion-controlled and low-calorie replacements dominate demand.

Wound Healing & Clinical Nutrition: Hospitals and rehabilitation centers increasingly use fortified shakes and powders.

Sports & Fitness: Athletes rely on high-protein products for muscle recovery and endurance.

Competitive Landscape

The European meal replacement market is highly competitive, with key players including:

Abbott Laboratories

Amway Corp.

Herbalife Nutrition Ltd.

The Simply Good Foods Company

Nestlé S.A.

Peeroton GmbH

Huel Inc.

THG PLC (MyProtein)

USN – Ultimate Sports Nutrition

Abnormal

These companies are investing in innovation, plant-based portfolios, and direct-to-consumer channels. Partnerships, product launches, and R&D in functional nutrition are central strategies.

Future Outlook

The Europe Meal Replacement Products Market is poised for strong growth, fueled by:

Health-conscious diets replacing traditional fast food.

Busy urban lifestyles requiring portable nutrition.

Expansion of plant-based, functional, and personalized offerings.

Digital retail and subscription-based growth models.

By 2033, the market will nearly double in size, reaching US$ 3.91 billion, cementing its role as a cornerstone of Europe’s evolving nutrition ecosystem.

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