In the not-too-distant past, it seemed like body builders looking to bulk up after the gym were the dominant consumers of the meal replacements/nutritional supplements category. The wellness trend is now mainstream. And with the increasing frequency of on-the-go lifestyles, many consumers are looking for convenient ways to get nutrients of a full, healthy meal without the hassle of cooking it. Enter the next generation of dairy-based meal replacement/nutritional supplement consumers.
According to Lindsey Ormond, director of nutrition and research at Eden Prairie, Minn.-based Milk Specialties Global, “While the ‘traditional’ body-building consumer still exists, the consumer group has widened significantly to include weekend warriors, endurance athletes, women and aging consumers.”