Nearly 6 in 10 consumers use supplements

More and more people are taking, or drinking, something extra to stay healthy. Nutritional supplements are no longer a niche product but a booming market where natural ingredients, emotions and local flavors make the difference. A new Ipsos study, commissioned by Tetra Pak, shows how strongly this trend continues worldwide and in the Netherlands.

A healthy lifestyle as a starting point

58 percent of consumers now use dietary supplements to support their physical health. And the effects are noticeable: the market is expected to reach around 758.99 billion dollars by 2034, growing at 7 percent per year. In the Netherlands, living consciously plays a similarly important role. 88 percent of Dutch consumers place great importance on a healthy lifestyle. For many, supplements are simply part of that routine. 61 percent take them to complement their diet and focus mainly on proven effectiveness, quality and fair pricing.

Emotion and practical motives

It’s not just about the body — emotions matter too. 42 percent of consumers want more control over their own health, 39 percent look for peace of mind, and 30 percent aim to feel more balanced or less stressed. Practical reasons also play a role: 21 percent choose supplements for convenience on the go, and 18 percent to save time. Younger adults are more often guided by taste, while older consumers value certainty about quality. Other key motivations include filling nutritional gaps (51 percent), maintaining energy during busy days (47 percent) and mental well-being (33 percent). Even appearance and overall fitness (29 percent) are part of the picture.

Liquid formats gaining ground

The growing popularity of liquid supplements stands out. Nearly 59 percent of health-conscious consumers opt for ready-to-drink formats — easy, quick, and portable. “Convenience remains the baseline expectation. For brands, this is an opportunity to focus on practical packaging and innovative formulas that meet evolving consumer expectations and add extra value,” says Anna Larsoon, Category Leader at Tetra Pak. “But it goes beyond convenience alone. Seven in ten (71%) consumers prefer gradual results from natural ingredients over quick synthetic alternatives, and just as many are willing to pay more for them.”

Tetrapak.com