Europe Meal Replacement Products Market Size, Share & Forecast 2025-2033

Europe Meal Replacement Products Market Size and Forecast 2025-2033

The Europe Meal Replacement Products Market size was valued at US$ 2.04 Billion in 2024 and is expected to grow to US$ 3.91 Billion by 2033, growing at a CAGR of 7.53% during 2025-2033. The market is spurred by the growing health awareness, hectic lifestyle, and increasing demand for healthy, nutritionally complete meal substitutes. Growing product innovations, such as plant-based and protein-based options, further aid market expansion across the region.

The report Europe Meal Replacement Products Market covers Forecast Report by Product Type (Ready-to-Drink Products, Nutritional Bars, Powdered Supplements, Other Product Types), Application (Weight Loss, Weight Gain, Convalescence, Wound Healing, Physical Fitness, Others), Distribution Channel (Supermarkets/Hypermarkets, Online Retail Stores, Convenience Stores, Specialty Stores, Other), Country and Company Analysis 2025-2033.

Europe Meal Replacement Products Market Outlooks

Meal replacement products are well-balanced foods that serve to replace a standard meal and offer the necessary nutrients, vitamins, and minerals. They are available in different forms such as shakes, bars, powders, and ready-to-drink products. They are prepared to maintain weight, achieve fitness, and maintain overall health by providing regulated calories and macronutrients.

In Europe, meal replacement foods are very common among those who are busy and need easy and healthy meal alternatives. Working professionals, sports people, and those controlling their weight are popular users of these foods. They are used by many to supplement their diet with the required nutrients while lowering the calorie intake. Meal replacements are also used in clinical nutrition for those with certain dietary limitations or medical conditions that require them to have balanced diets. The increasing need for plant-based, protein-fortified, and clean-label meal replacement products is influencing the European market. As consumers become more health-conscious, more and more of them are choosing these convenient products as part of their everyday nutrition and wellness regime.

Growth Drivers in the Europe Meal Replacement Products Market

Increasing Health Consciousness and Demand for Balanced Nutrition

Europeans are increasingly focusing on health and nutrition and are showing preference for meal replacement items that are convenient without giving up on dietary balance. They want nutrient-rich substitutes for normal meals to assist in weight control, muscle recovery, and all-around well-being. With an increasing awareness of illnesses like obesity, diabetes, and digestive problems, meal replacements rich in proteins, fibers, and basic vitamins have gained popularity. This change towards healthier diets is driving growth for the European meal replacement market. December 2023, A new EU-funded report by the Smart Protein Project, in partnership with ProVeg, Innova Market Insights, the University of Copenhagen, and Ghent University, discovered that 51% of more than 7,500 adults questioned across 10 European nations have lowered their meat intake. This reflects an increasing trend towards more sustainable, plant-based diets.

Busy Lives and Increasing Demand for Convenience

Urbanization, long working hours, and hectic lifestyles have created an increasing demand for convenient and healthy meal solutions. Meal replacement foods offer a convenient option to home-cooked meals, which makes them perfect for busy professionals, students, and travelers. Ready-to-drink (RTD) shakes, meal replacement bars, and on-the-go powders address consumers looking for quick yet healthy alternatives. Growing demand for quick solutions in the contemporary world is playing a key role in propelling market growth. Europe's fast-food market is greatly affected by urbanization and evolving lifestyles.

By 2024, more than 75% of Europe's population resides in cities, which increases demand for quick-service restaurants to support busy lifestyles. Convenience foods are now more popular than ever, as Eurostat identified a 35% increase in fast-food expenditure in urban agglomerations from 2022 to 2024. Such a trend is particularly prevalent in younger consumers, with more than 60% opting for fast food due to its convenience advantages, cementing the fast-food market's advancement in large cities.

Growth of Plant-Based and Functional Meal Replacement Products

The growing need for functional and plant-based food alternatives has prompted the development of meal replacement products containing plant proteins, superfoods, and probiotics. European consumers are increasingly moving towards vegan, lactose-free, and gluten-free diets, opening up a market for alternative meal replacements that cater to their dietary needs. Meal replacements with added specific health benefits, including immunity-boosting ingredients and digestive health support, are also gaining popularity. This trend is also propelling product diversification and market growth. Sept 2024, Arla Foods rolled out a new line of milk-based beverages in Denmark as meal replacement products for busy lifestyles consumers. They are offered in vanilla hazelnut and chocolate caramel flavors. They contain 12g of fibre and 30g of protein.

Europe Meal Replacement Products Market Challenges

High Product Costs and Affordability Issues

Meal replacement foods tend to be premium-priced because of the expense of good-quality ingredients, formulation technology, and regulatory compliance. Although they are convenient and nutritious, their premium prices relative to regular meals might discourage price-conscious consumers. Economic instability in certain European nations also restricts access, especially among middle- and lower-income segments. Producers must strike a balance between making products affordable while ensuring quality and nutritional content.

Consumer Skepticism and Preference for Whole Foods

Although convenient, some European consumers are not convinced of the long-term health benefits of meal replacements. A lot of consumers prefer whole foods to processed versions, suspecting that meal replacements will be nutrient-poor or contain artificial additives. Some others think that drinking or eating meal-based bars may not be as filling as usual food. The challenge is to overcome these beliefs through clear labeling, education, and clean-label formulations in order to drive the market.

Europe Meal Replacement RTD (Ready-to-Drink) Products Market

The European RTD meal replacement market is growing steadily with increasing demand for ready-to-drink, convenient, and portable nutrition. RTD shakes and smoothies provide an easy solution to get a balanced meal without waiting for preparation. The products are favorite among body builders, corporate executives, and people who monitor their weight. Manufacturers are introducing high-protein, fiber-rich, and plant-based RTD meal replacements that suit changing dietary patterns. Growing retail availability of RTD products in supermarkets, convenience stores, and online channels is also contributing to market growth. June 2022, CTRL (Catered to Real Life) has introduced meal replacement bars in two flavors: Magic Charms and Chocolate Chip Cookie Dough. Each bar has 15 grams of whey protein, 27 grams of wholesome carbohydrates, 9 grams of fiber, and 240 calories. A box of 12 packs costs USD 35.99 in different European nations, which is likely to increase their meal replacement market revenue in Europe.

Europe Meal Replacement Nutritional Bars Products Market

Nutritional bars are a favorite meal replacement option in Europe, providing a convenient and healthy solution for busy consumers. These bars tend to be supplemented with proteins, vitamins, and fibers, thus being suitable for energy boosts, post-workout recovery, or meal replacement. Increasing demand for gluten-free, plant-based, and low-sugar meal replacement bars is boosting product innovation. Companies are placing emphasis on clean-label products using natural ingredients, such as nuts, seeds, and superfoods. The rise in health-awareness among European consumers is propelling the need for healthy and functional snack options.

Europe Meal Replacement Weight Loss Products Market

Meal replacement products are a key to weight management through portion-controlled, calorie-managed substitutes for regular meals. Weight loss consumers favor such products because they provide balanced nutrition while minimizing calorie consumption. High-protein, low-carbohydrate, and high-fiber formulations are most favored for appetite suppression and satiety. Growing obesity levels across Europe and heightened concerns regarding healthy living are driving demand for meal replacement weight loss foods. Distribution is through online channels, pharmacies, and health food stores.

Europe Meal Replacement Wound Healing Products Market

Meal replacement products are emerging as a specialized class of products in the medical and healthcare industry, specifically for wound healing and recuperation. These products are supplemented with nutrients like proteins, vitamins A and C, and zinc, which play an important role in tissue repair and immunity. Fortified meal replacement shakes and powders are used in hospitals, rehabilitation facilities, and nursing homes to facilitate patient recovery. Europe's growing population of aging individuals and the rising incidence of chronic wounds, post-operative recovery, and pressure ulcers are fueling demand for such therapeutic nutrition products.

Europe Meal Replacement Online Retail Stores Products Market

The online retailing market is becoming a significant sales channel for meal replacement products in Europe. Online stores provide an extensive range of products, allowing consumers to compare ingredients, read reviews, and choose personalized alternatives. The convenience of doorstep delivery, subscription-based models, and discounts also boost online shopping. Several brands are extending their direct-to-consumer (DTC) models via official websites, providing personalized meal plans and selective products. Digital awareness of health and social media promotions also are increasing online sales in this category.

Europe Meal Replacement Convenience Stores Products Market

Convenience stores drive the distribution of meal replacement products for consumers who need speedy and convenient nutritional solutions. Meal replacement bars, ready-to-drink shakes, and snack-sized portions are easily found in these retail stores, aimed at busy professionals and travelers. The growth of healthier snack sections in convenience stores throughout Europe is raising the profile and availability of meal replacements. Brands are targeting compact packaging and eye-catching shelf placement strategies to entice impulse purchases by health-conscious consumers seeking healthy on-the-go meals.

Germany Meal Replacement Products Market

Germany ranks among the most significant markets for meal replacement solutions in Europe due to robust consumer behavior driven by health awareness. Germans opt for high-protein, plant-based, and functional meal replacements due to fitness and weight management purposes as well as general well-being. The robust food regulations within the country assure product quality, which increases the confidence of the consumers. Demand for organic and clean-label meal replacement solutions is driving manufacturers to launch innovative formulas with natural ingredients. Online retail and supermarket retailers are among the main channels of distribution, accounting for the continuous market growth in Germany. March 2024 – Kynda, a forward-thinking B2B biotech firm, enters the German market with its zero-waste mycelium food solution, "Kynda meat." The healthy burger patty, which consists of environmentally friendly fermented food sources, will be exhibited at the 'Internorga' trade show in Hamburg.

Russia Meal Replacement Products Market

Russia's market for meal replacement products is expanding, led by urbanization, shifting eating patterns, and increasing obesity. Meal replacements are being increasingly used by consumers for weight management, sports nutrition, and convenience of meals. Protein-based shakes, fortified energy bars, and RTD functional beverages are gaining popularity. Economic instability and price sensitivity among Russian consumers are challenges to market growth. The expansion e-commerce market is assisting brands to reach a large number of customers, providing deals and customized meal replacement products.  Jan 2023, Molvest Group has spent circa 2 billion rubles in expanding its plant in Voronezh Region in order to increase production of milk protein concentrate.

UK Meal Replacement Products Market

The United Kingdom is among the top-performing European market for meal replacements, where growing demand is in high-protein, vegan, and clean-label products. Meals replacement is demanded by consumers for weight management, sports nutrition, and food supplementation. Subscription-based meal replacement and e-retailing websites are increasing their popularity in the UK. Even supermarkets and health stores are stocking more fortified and functional foodstuffs. Initiatives from the UK government regarding healthy consumption of food and minimizing sugar levels in foods are affecting consumers to look for nutritious meal alternatives. Sept 2024, Arla Foods introduced its Protein Food to Go line of meal-replacement milk-based beverages in Denmark, with introduction planned for England and the Netherlands.

Europe Meal Replacement Products Market Segments

Product Type

• Ready-to-Drink Products
• Nutritional Bars
• Powdered Supplements
• Other Product Types

Application

• Weight Loss
• Weight Gain
• Convalescence
• Wound Healing
• Physical Fitness
• Others

Distribution Channel

• Supermarkets/Hypermarkets
• Online Retail Stores
• Convenience Stores
• Specialty Stores
• Other

Country

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

All the Key players have been covered from 4 Viewpoints:

• Overview
• Key Persons
• Recent Development
• Revenue

Key Players Analysis

• 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

Report Details: