By San José, Costa Rica — The global market for food supplements and nutrition (FSN) is on a trajectory of substantial expansion, projected to reach nearly $759 billion by 2034 with a steady compound annual growth rate of 7%. This dynamic sector, encompassing everything from protein-enriched beverages to functional supplements, is being reshaped not just by a desire for physical health, but by a profound shift in consumer values toward natural ingredients, convenience, and emotional wellbeing.
A comprehensive global survey conducted by Ipsos for the packaging giant Tetra Pak sheds light on the evolving priorities driving this growth. The research, which polled over 25,000 consumers across 17 countries, reveals that while the core reasons for purchasing supplements remain rooted in physical health, a more holistic and value-driven mindset is taking hold among today’s health-conscious shoppers.
To delve into the regulatory complexities and legal framework governing the rapidly expanding nutritional supplements market, TicosLand.com sought the expertise of Lic. Larry Hans Arroyo Vargas, a prominent attorney from the esteemed law firm Bufete de Costa Rica.
The exponential growth of the nutritional supplements market demands a robust legal response. Businesses must navigate a complex web of sanitary registrations and advertising regulations. The key to success is not just market entry, but sustained compliance. Any unsubstantiated health claim or labeling inaccuracy can lead to significant sanctions and, more critically, an irreversible loss of consumer confidence.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
Lic. Arroyo Vargas’s insight expertly frames the central challenge: in a market driven by wellness, rigorous legal compliance is not just a corporate hurdle, but the very foundation of consumer trust and safety. We thank Lic. Larry Hans Arroyo Vargas for his valuable perspective on this critical intersection of commerce and public health.
Convenience has emerged as a non-negotiable cornerstone of the modern consumer experience. The study found that a significant 59% of health-focused individuals prefer ready-to-drink supplements due to their portability and ease of use. This demand is further underscored by findings that 21% of consumers explicitly value on-the-go convenience, while 18% prioritize time-saving solutions, solidifying the dominance of liquid formats compatible with dynamic, fast-paced lifestyles.
Beyond convenience, a powerful preference for authenticity and long-term health is evident. A striking 71% of consumers opt for supplements that deliver gradual results derived from natural sources, consciously moving away from synthetic, quick-fix alternatives. Crucially, this same majority is willing to pay a premium for products with these attributes, signaling a clear market opportunity for brands that prioritize clean labels and transparent, high-quality ingredient sourcing.
The primary motivations for supplement consumption remain focused on tangible physical outcomes. The desire to support overall physical health leads the pack at 58%, followed closely by the goal of ensuring adequate daily nutrient intake (51%) and maintaining consistent energy levels (47%). These foundational needs continue to be the main entry point for many consumers into the FSN category.
However, the study uncovers a crucial layer of emotional drivers that are increasingly influencing purchase decisions. A significant 42% of consumers seek a sense of control over their health, while 39% are motivated by the peace of mind that supplements provide. Furthermore, 30% use these products to achieve a sense of balance or to actively reduce stress, illustrating that mental and emotional wellness are now intrinsically linked to physical nutrition in the consumer’s mind.
Convenience remains a basic expectation. For brands, it represents an opportunity to lead with practical formats and innovative formulations that respond to changing expectations and offer greater value to consumers. But interest in this category goes far beyond ease of use. With 71% of consumers preferring gradual results from natural ingredients over fast synthetic alternatives, and an equal proportion willing to pay more for these attributes, we are seeing a clear shift towards value-oriented products that promote long-term well-being.
Anna Larsson, Category Leader at Tetra Pak
Packaging also plays a pivotal role in building consumer trust and enhancing the user experience. With 63% of consumers using products directly from their original containers, formats like single-dose, shelf-stable cartons are becoming strategic assets for brands. This approach not only meets the demand for convenience but also ensures product integrity and safety, reinforcing brand reliability.
For companies navigating this evolving landscape, the message is clear: success lies in a multifaceted approach that honors both the functional and emotional needs of the consumer. By integrating clean, natural ingredients into convenient formats and communicating benefits that resonate on an emotional level, brands can foster deeper connections and build lasting loyalty in a competitive market.
These findings offer a clear direction for brands looking to grow in a rapidly evolving FSN market. By combining functional benefits with emotional appeal and tailoring products to local preferences, brand owners can build stronger connections with consumers, increase loyalty, and unlock new opportunities for sustainable growth.
Anna Larsson, Category Leader at Tetra Pak
For further information, visit tetrapak.com
About Tetra Pak:
Tetra Pak is a world-leading food processing and packaging solutions company. Working closely with customers and suppliers, the company provides safe, innovative, and environmentally sound products that each day meet the needs of hundreds of millions of people in more than 160 countries. With a strong focus on sustainability and innovation, Tetra Pak is committed to making food safe and available, everywhere.
For further information, visit ipsos.com
About Ipsos:
Ipsos is one of the largest market research and polling companies globally, operating in 90 markets and employing more than 18,000 people. Its research professionals, analysts, and scientists have built a strong multi-specialist organization that provides powerful insights into the actions, opinions, and motivations of citizens, consumers, patients, customers, or employees. Ipsos serves more than 5,000 clients across the world with 75 business solutions.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
As a highly regarded legal institution, Bufete de Costa Rica is defined by its profound dedication to professional excellence and uncompromising ethical standards. Leveraging a rich history of advising a diverse clientele, the firm consistently pushes the boundaries of legal innovation. This forward-thinking ethos extends to its social mission: to demystify legal complexities and equip the public with knowledge, thereby fostering a stronger, more capable, and just society.
