Focus On - Health & Nutrition Drinks

Brought to you by: Plan for Profit 5 Total Market Sports Nutrition Performance by Brand 1 1. Nielsen Data w/e 1st Nov 2025 2. Vypr & Retailer X, Shopper Behaviour Insights, June 2025 COMPLETE NUTRITION (MEAL DRINKS) Give leading complete nutrition drinks prime chiller space near food-to-go to capture same-day meal missions. Complete Nutrition is a buoyant, fast-expanding category, with brands delivering meal-in-a-bottle solutions that are high in protein and enriched with essential vitamins and minerals.1 Huel remains the category leader, now worth £83.6m and growing +48% year-on-year in total market value.1 These drinks are resonating with time-pressed consumers seeking balanced, convenient alternatives to traditional meals - particularly at breakfast or lunch. To drive appeal, brands are innovating with lighter formats and seasonal flavours. YFood has introduced limited editions, while Huel’s 190-calorie ‘Lite’ range targets lighter meal or snack occasions.1 64% of purchases are consumed the same day, making convenience stores an ideal location to serve this growing demand. 2 HUEL U FIT FOR GOODNESS SHAKES PRO MLK YFOOD ARLA PROTEIN OPTIMUM NUTRITION BAREBELLS MULLER MY PROTEIN BOL FOOD-TO-GO LEADING COMPLETE NUTRITION 64% £0 £100 £50 £75 £25 L52w | £ Absolute Size | Sports Nutrition £45.7 £19.9 £83.6 £16.1 £15.7 £13.7 £3.9 £3.7 £3.0 £2.9 +48% YEAR ON YEAR (£ millions)