OTC obesity and weight loss supplements are no longer on the agenda of overweight UK consumers. Healthy diets and fitness culture take the lead to achieve weight loss.
Despite the backslash against weight loss supplements, the meal replacement category recorded growth as the products are considered as a healthier alternative to OTC obesity and weight loss supplements. Meal replacement products are healthier and safer to follow as they provide less caloric density but at the same time have essential nutrients, vitamins and minerals that healthy weight loss and diet requires.
Supplement nutrition drinks are positioned towards people who are suffering from severe nutritive deficiencies and help filling nutritional gaps, especially they are targeting elderly consumers. The products are not marketed around losing weight nor do they typically have softer positioning around wellness and healthy living.
At the end of 2018, Glanbia acquired the weight management brand SlimFast from Kainos Capital for USD350 million as it expands its performance nutrition portfolio. The deal also includes SlimFast’s sister company HNS.
Five years after it debuted in the US, supplement nutrition drink Soylent is now available in the UK, where it is joined by rival brand Huel. These shakes and powders are not only aimed at the weight conscious or fitness and muscle obsessed but aim to bring precision and efficiency in terms of nutritional needs to modern UK consumers.
Since its launch in June 2015, Huel has sold over 50 million meals in over 80 countries. Huel is a nutritionally balanced meal replacement system that is high in both protein and fibre and low in sugar.
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