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Add to CartDiet Shakes Market Size & Share Analysis - Growth Trends And Forecast (2024 - 2031)
By Product Type;
Low Calorie Shake [100-150 Kcal and Under 100 Kcal], Meal Replacement [Powder (Sachet and Tub) and Ready To Drink (Bottle, Can and Carton)], Protein Shake [Plant-Based Protein (Specialty Store and Supermarket) and Whey Protein (Offline Retail and Online Retail)]By Distribution Channel;
Online Retail [Brand Website and E-Commerce Platform], Specialty Retailers [Nutrition Store and Pharmacy] and Supermarket & HypermarketBy Packaging Format;
Bottle [Glass and Plastic], Can [Aluminum] and Pouch [Multi-Serve and Single-Serve]By Key Ingredient;
Pea Protein [Isolate and Native], Soy Protein [Isolate and Textured] and Whey Protein [Concentrate, Hydrolysate and Isolate]By Flavor Profile;
Chocolate, Strawberry and VanillaBy Geography;
North America, Europe, Asia Pacific, Middle East & Africa and Latin America - Report Timeline (2021 - 2031)Diet Shakes Market Overview
Diet Shakes Market (USD Million)
Diet Shakes Market was valued at USD 8660.98 million in the year 2024. The size of this market is expected to increase to USD 13907.63 million by the year 2031, while growing at a Compounded Annual Growth Rate (CAGR) of 7.0%.
Diet Shakes Market
*Market size in USD million
CAGR 7.0 %
| Study Period | 2026 - 2032 |
|---|---|
| Base Year | 2025 |
| CAGR (%) | 7.0 % |
| Market Size (2025) | USD 8660.98 Million |
| Market Size (2032) | USD 13907.63 Million |
| Market Concentration | Medium |
| Report Pages | 306 |
Major Players
- Herbalife Nutrition Ltd.
- Abbott Laboratories
- Glanbia plc
- Nestlé S.A.
- Amway Corporation
- SlimFast (Unilever)
- GNC Holdings Inc.
- Premier Nutrition Corporation
- Isagenix International LLC
- Orgain Inc.
Market Concentration
Consolidated - Market dominated by 1 - 5 major players
Diet Shakes Market
Fragmented - Highly competitive market without dominant players
Diet Shakes Market is gaining strong traction as consumers increasingly prioritize weight management and nutritional convenience. Adoption has risen by nearly 30%, supported by the demand for quick, meal-replacement solutions. These shakes are widely preferred for their calorie control, balanced nutrients, and ease of use, making them a mainstream part of modern dietary routines.
Key Drivers Shaping Market Growth
A major driver is the rising focus on healthy lifestyles and fitness-oriented eating. More than 40% of consumers actively choose diet shakes to supplement their diet for improved energy and metabolic health. Additionally, busy work schedules and the need for on-the-go solutions push adoption, as these shakes deliver complete nutrition in a single serving.
Advancements Boosting Consumer Adoption
The market benefits from continuous product innovation such as plant-based formulations, sugar-free variants, and fortified blends. Close to 35% of new launches now highlight functional ingredients like probiotics, fiber, and protein enrichment. This innovation aligns with shifting consumer demand toward clean-label and sustainable dietary options, reinforcing product appeal.
Strategic Developments Supporting Expansion
Industry players are focusing on strategic partnerships, innovations, and product line expansions to attract wider audiences. Nearly 45% of companies have introduced vegan or allergen-free formulations, enhancing accessibility. With continuous R&D and targeted marketing, the market is set to become a key pillar of the broader functional nutrition industry.
Diet Shakes Market Key Takeaways
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Growing focus on weight management and wellness rising health awareness and lifestyle-related concerns are boosting demand for convenient diet shakes as meal replacements.
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Shift toward plant-based and clean-label formulations consumers are preferring shakes made with natural, non-GMO, and vegan protein sources like pea, soy, and oat.
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Functional nutrition is becoming a key differentiator brands are enriching shakes with added vitamins, probiotics, and adaptogens to address specific wellness goals.
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E-commerce and subscription models fuel accessibility online platforms and personalized delivery services are expanding product reach and customer retention.
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Premiumization and flavor innovation growing preference for gourmet flavors and indulgent yet healthy profiles is enhancing consumer experience and brand loyalty.
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Regulatory scrutiny and labeling transparency compliance with nutrition claims and ingredient disclosures remains vital for consumer trust and brand credibility.
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North America and Europe lead market penetration while Asia-Pacific shows rising potential due to urbanization and growing fitness culture.
Diet Shakes Market Recent Developments
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In January 2025, Herbalife launched a new nutritional shake formula with enhanced protein content for weight management.
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In February 2024, Sickpol Nutrition introduced a sugar-free meal replacement shake targeting low-calorie consumers.
Diet Shakes Market Segment Analysis
In this report, Diet Shakes Market has been segmented by Product Type, Distribution Channel, Packaging Format, Key Ingredient, Flavor Profile, and Geography.
Diet Shakes Market, Segmentation by Product Type
The Diet Shakes Market is segmented by product type, which caters to different dietary needs, including low-calorie shakes, meal replacements, and protein shakes. Each product type offers unique benefits, with low-calorie shakes focusing on weight management and meal replacements providing more comprehensive nutritional solutions. Protein shakes, particularly plant-based and whey options, are increasingly popular among fitness enthusiasts and health-conscious consumers.
Low Calorie Shake (100-150 Kcal and Under 100 Kcal)
Low calorie shakes are targeted at individuals looking to manage their weight by reducing calorie intake. These shakes are often favored for their convenience and ability to support weight loss without compromising on taste.
Meal Replacement (Powder - Sachet and Tub, Ready to Drink - Bottle, Can, and Carton)
Meal replacement shakes offer a balanced nutritional profile, providing essential vitamins, minerals, and macronutrients. The ready-to-drink and powder formats cater to different consumer preferences, from convenience to cost-effectiveness.
Protein Shake (Plant-Based Protein and Whey Protein)
Protein shakes are widely consumed for their muscle-building benefits. Plant-based protein shakes, available in specialty stores and supermarkets, are gaining popularity due to the growing trend of plant-based diets, while whey protein remains a staple in both offline and online retail channels.
Diet Shakes Market, Segmentation by Distribution Channel
Distribution channels play a significant role in the Diet Shakes Market, as they determine how consumers access these products. With the rise of e-commerce, online retail is increasingly becoming a dominant channel, but specialty retailers and supermarkets/hypermarkets remain key players in making diet shakes available to a wide audience. Each channel has its advantages in reaching different consumer groups, such as direct-to-consumer sales or broad-market availability.
Online Retail (Brand Website and E-Commerce Platform)
Online retail has surged in popularity, particularly with the growth of e-commerce platforms and brand-specific websites. The convenience of home delivery and the rise of subscription-based models make it a preferred option for many consumers.
Specialty Retailers (Nutrition Store and Pharmacy)
Specialty retailers such as nutrition stores and pharmacies cater to health-conscious consumers seeking specific dietary products. This channel is well-suited for premium or specialized diet shakes, often providing expert recommendations.
Supermarket & Hypermarket
Supermarkets and hypermarkets offer a wide range of diet shakes at competitive prices, providing accessibility for mass-market consumers. This channel benefits from foot traffic and in-store promotions.
Diet Shakes Market, Segmentation by Packaging Format
Packaging format is another important segment in the Diet Shakes Market, as it influences consumer convenience, storage, and pricing. Packaging formats like bottles, cans, and pouches are designed to cater to different preferences, from individual servings to multi-serve options. The choice of material, such as glass, plastic, and aluminum, also affects consumer perception and product sustainability.
Bottle (Glass and Plastic)
Bottled diet shakes are popular due to their convenience, especially in ready-to-drink formats. Glass bottles are perceived as premium, while plastic bottles are more cost-effective and lightweight, ideal for on-the-go consumption.
Can (Aluminum)
Canned diet shakes are gaining popularity for their portability and modern appeal. Aluminum cans offer better protection against light and air, helping to maintain the freshness of the product.
Pouch (Multi-Serve and Single-Serve)
Pouch packaging offers flexibility in serving sizes, catering to both single-serve and multi-serve needs. Multi-serve pouches are cost-effective for bulk consumption, while single-serve pouches offer convenience for individual users.
Diet Shakes Market, Segmentation by Key Ingredient
The choice of key ingredients in diet shakes plays a significant role in their appeal to different consumer segments. Protein sources, such as pea protein, soy protein, and whey protein, are the primary ingredients driving demand in this market. As consumer preferences evolve towards plant-based diets, pea and soy proteins are growing in popularity, while whey protein remains a dominant choice for fitness enthusiasts.
Pea Protein (Isolate and Native)
Pea protein is gaining traction as a plant-based alternative to animal proteins. Available in isolate and native forms, it is commonly found in vegan and vegetarian diet shakes.
Soy Protein (Isolate and Textured)
Soy protein is a versatile plant-based protein used in various diet shakes. Its isolate form offers high protein content, while textured soy protein is used to create a more substantial texture in shakes.
Whey Protein (Concentrate, Hydrolysate, and Isolate)
Whey protein remains the leading protein source due to its complete amino acid profile. The concentrate, hydrolysate, and isolate forms cater to different dietary needs, with isolate being the purest and most commonly used in high-performance shakes.
Diet Shakes Market, Segmentation by Flavor Profile
The Diet Shakes Market also segments by flavor profile, with chocolate, strawberry, and vanilla being the most popular options. These flavors are preferred due to their broad appeal and versatility, with chocolate and vanilla being particularly dominant in the market.
Chocolate
Chocolate-flavored diet shakes are highly popular, especially among consumers seeking a rich, indulgent taste without compromising on their diet goals. Chocolate remains one of the most preferred flavors in the diet shake market.
Strawberry
Strawberry flavor offers a refreshing and fruity alternative to chocolate. It is particularly appealing to those who prefer lighter, more natural-tasting options in their diet shakes.
Vanilla
Vanilla-flavored diet shakes are versatile, often used as a base for mixing with other flavors or supplements. It remains a top choice for its classic and neutral taste profile.
Diet Shakes Market, Segmentation by Geography
Diet Shakes Market is geographically segmented, with North America and Europe leading in market share. However, the Asia Pacific region is seeing significant growth, particularly in countries like China and India, where rising health consciousness is driving demand for diet shakes. The Middle East and Africa, as well as Latin America, are emerging markets with increasing adoption of healthy lifestyle products.
Regions and Countries Analyzed in this Report
North America
North America is a dominant region for the Diet Shakes Market, driven by strong demand in the United States and Canada. Health-conscious consumers in these regions continue to fuel the market for low-calorie and protein-enriched shakes.
Europe
Europe remains a strong market, with high demand for diet shakes in countries like the UK, Germany, and France. Consumers in this region are increasingly seeking healthier meal replacement options and premium protein shakes.
Asia Pacific
The Asia Pacific region is experiencing rapid growth in the Diet Shakes Market, particularly in countries like China and India, where health and fitness trends are gaining momentum.
Middle East and Africa
The Middle East and Africa market is expanding as more consumers adopt healthy lifestyle products. Diet shakes are gaining popularity in urban centers with a rising demand for functional food and beverages.
Latin America
In Latin America, countries like Brazil and Mexico are seeing a rise in health-conscious consumers, leading to increased demand for diet shakes and meal replacement solutions.
Diet Shakes Market Forces
This report provides an in depth analysis of various factors that impact the dynamics of Diet Shakes Market. These factors include; Market Drivers, Restraints and Opportunities Analysis.
Comprehensive Market Impact Matrix
This matrix outlines how core market forces Drivers, Restraints, and Opportunities affect key business dimensions including Growth, Competition, Customer Behavior, Regulation, and Innovation.
| Market Forces ↓ / Impact Areas → | Market Growth Rate | Competitive Landscape | Customer Behavior | Regulatory Influence | Innovation Potential |
|---|---|---|---|---|---|
| High impact (e.g., tech adoption, rising demand) | Encourages new entrants and fosters expansion | Increases usage and enhances demand elasticity | Often aligns with progressive policy trends | Fuels R&D initiatives and product development | |
| Restraints | Slows growth (e.g., high costs, supply chain issues) | Raises entry barriers and may drive market consolidation | Deters consumption due to friction or low awareness | Introduces compliance hurdles and regulatory risks | Limits innovation appetite and risk tolerance |
| Opportunities | Unlocks new segments or untapped geographies | Creates white space for innovation and M&A | Opens new use cases and shifts consumer preferences | Policy shifts may offer strategic advantages | Sparks disruptive innovation and strategic alliances |
Drivers, Restraints and Opportunity Analysis
Drivers :
- Increasing Health Consciousness
- Rising Obesity Rates
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Product Innovation and Diversification- In the rapidly evolving diet shakes market, product innovation plays a critical role in attracting health-conscious consumers and maintaining brand relevance. Companies are consistently introducing new formulations that incorporate advanced nutritional science, such as shakes enriched with plant-based proteins, probiotics, adaptogens, and low-glycemic ingredients. These innovations are aligned with growing consumer demands for clean-label, functional, and personalized health solutions. As diet preferences shift toward keto, vegan, or gluten-free lifestyles, brands that innovate to meet these needs gain a competitive edge.
Diversification of product lines further boosts market expansion by appealing to a broader demographic. Manufacturers are not only offering different flavors and packaging sizes but also targeting specific consumer segments, such as women, athletes, elderly populations, and individuals managing diabetes or obesity. This strategic diversification allows companies to enter niche segments and develop specialized diet shakes that address unique nutritional requirements, ultimately driving customer loyalty and expanding the customer base.
Innovation in delivery formats and convenience has become a significant growth factor. The development of ready-to-drink (RTD) diet shakes, single-serve sachets, and meal-replacement powders offers consumers flexible and time-saving options. These formats cater to busy lifestyles while ensuring portion control and balanced nutrition. Brands that continually evolve their product offerings in terms of taste, texture, and convenience are better positioned to capture market share and improve customer retention in an increasingly competitive environment.
As consumer awareness about health and wellness rises globally, especially post-pandemic, the demand for diet shakes that offer more than just weight loss benefits is surging. Innovation and diversification allow companies to align with trends like immune support, digestive health, and sustainable nutrition. Companies that invest in R&D and leverage consumer insights to diversify their product portfolios are likely to achieve sustainable growth and capitalize on emerging market opportunities.
Restraints :
- Perception and Taste Challenges
- Regulatory and Labeling Requirements
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Competition from Alternative Products- One of the major restraints impacting the growth of the diet shakes market is the increasing competition from alternative weight management and nutritional products. Consumers seeking to lose weight or manage their health have a wide array of options, including meal replacement bars, dietary supplements, functional beverages, and even customized diet plans or apps. These alternatives often promise similar or even superior benefits in terms of convenience, taste, or nutritional value. As a result, the diet shakes segment faces constant pressure to differentiate itself and justify its price and utility.
The rise in popularity of plant-based diets, ketogenic plans, intermittent fasting, and other personalized nutrition trends has led consumers to seek out more diversified and flexible solutions. Many of these alternatives allow individuals to eat more traditionally while still achieving their health goals, making diet shakes appear restrictive or monotonous by comparison. This shift in consumer behavior reduces the appeal of shakes as a primary weight-loss or dietary management tool, especially for long-term use.
In addition, technological advancements and innovation in alternative health products have led to the development of more palatable and customizable options. Brands offering functional foods and drinks with targeted health benefits—such as gut health, immunity, or energy enhancement—are drawing attention away from traditional diet shakes. Many consumers now prefer products with added value beyond simple weight loss, such as those with clean labels, organic ingredients, or personalized nutrition profiles, putting further pressure on diet shake brands to evolve or risk obsolescence.
Aggressive marketing strategies and widespread availability of these alternative products, both online and in retail outlets, make them easily accessible to a broader audience. Influencer endorsements, digital advertising, and subscription-based models have enhanced the visibility and desirability of competing products. As a result, companies operating in the diet shakes market must invest heavily in branding, innovation, and customer engagement to retain market share in an increasingly crowded and dynamic health and wellness space.
Opportunities :
- Expansion in Emerging Markets
- E-commerce and Direct-to-Consumer Channels
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Health and Fitness Trends- The rising global awareness around health and wellness has significantly impacted consumer behavior, leading to an increased demand for products that support weight management and overall fitness. As individuals become more health-conscious, diet shakes have gained popularity as convenient and nutritious options to support weight loss, muscle gain, or meal replacement routines. This growing focus on physical fitness and healthy lifestyles presents a major opportunity for players in the diet shakes market to expand their product offerings and tap into a broad customer base, including fitness enthusiasts, athletes, and individuals seeking to manage lifestyle diseases such as obesity and diabetes.
Fitness trends such as intermittent fasting, ketogenic diets, and protein-rich nutritional plans have become mainstream, encouraging the development of specialized diet shakes tailored to these lifestyles. Manufacturers are innovating with high-protein, low-carb, vegan, and plant-based shake options to meet the diverse dietary preferences and restrictions of modern consumers. The increasing demand for functional beverages with added vitamins, minerals, and superfoods also opens doors for enhanced formulations that promote holistic health, thereby increasing market penetration and consumer retention.
Social media influencers, fitness coaches, and wellness bloggers have played a pivotal role in promoting diet shakes as part of daily nutrition plans, especially among younger demographics. The aspirational nature of fitness-driven lifestyles and the desire for visible physical transformation have created a culture where diet shakes are seen not only as supplements but as essential components of health regimens. Brands can leverage these digital platforms to engage with potential customers, conduct influencer partnerships, and create educational content that highlights the benefits of diet shakes, thereby boosting consumer interest and trust.
The growth of fitness centers, home workout trends, and personalized wellness solutions post-COVID-19 has led to an increased demand for products that offer convenience without compromising nutritional value. This shift in consumer lifestyle patterns creates an opportunity for diet shake manufacturers to innovate in packaging (like ready-to-drink formats) and distribution channels (such as e-commerce and subscription models). Companies that align their offerings with current fitness trends and consumer expectations stand to gain a significant competitive advantage in the growing diet shakes market.
Diet Shakes Market Competitive Landscape Analysis
Diet Shakes Market is witnessing strong competition among global nutrition brands, specialized health supplement companies, and regional players. Nearly 62% of the market share is held by established leaders, while 38% is contributed by smaller firms. This mix supports innovation, adaptive strategies, and broad collaboration, driving consistent growth in weight management, fitness, and wellness segments.
Market Structure and Concentration
The market reflects a semi-consolidated structure, with about 61% controlled by multinational nutrition companies. Smaller enterprises account for 39%, focusing on organic, plant-based, and niche formulations. Frequent merger activities and strategic partnerships expand product portfolios and distribution reach. This structure sustains growth and promotes collaboration across consumer health markets.
Brand and Channel Strategies
Around 65% of companies emphasize brand reputation by highlighting safety, effectiveness, and lifestyle integration. Distribution networks depend on partnerships with retail chains, fitness centers, and e-commerce platforms. Nearly 37% of firms leverage digital strategies to strengthen customer engagement and global reach. These approaches enable expansion and long-term growth in competitive nutrition markets.
Innovation Drivers and Technological Advancements
Nearly 72% of firms prioritize innovation in protein blends, low-sugar formulas, and functional nutrition. Technological advancements in flavor enhancement, sustainable packaging, and nutritional profiling improve consumer appeal. Around 48% of companies pursue R&D collaboration with universities and health institutes. These initiatives foster growth and create enduring partnerships in diet-focused products.
Regional Momentum and Expansion
North America accounts for nearly 44% of the market, driven by strong health awareness and collaboration with fitness industries. Europe holds about 33%, focusing on regulatory standards and clean-label nutrition. Asia-Pacific contributes 23%, showcasing rapid expansion in e-commerce-driven health and wellness demand. Regional strategies combining sustainability and partnerships ensure diversified growth.
Future Outlook
The future outlook emphasizes continuous innovation, with nearly 63% of companies investing in plant-based formulations, personalized nutrition, and digital health integration. Expanding collaboration and strategic partnerships will boost product accessibility and competitiveness. Around 55% of projected growth will be shaped by technological advancements and regional expansion, ensuring the long-term resilience of the diet shakes market.
Key players in Diet Shakes Market include:
- Abbott Laboratories
- Nestlé
- Glanbia PLC
- Herbalife Nutrition
- Kellogg Company
- Amway Corp.
- The Simply Good Foods Company
- Soylent
- Perrigo / Nutrition & Santé Iberia
- Huel Inc.
- Atkins / Atkins US
- USANA Health Sciences
- Marico Pvt Ltd.
- National Beverage Corporation
- Bob’s Red Mill Natural Foods
In this report, the profile of each market player provides following information:
- Market Share Analysis
- Company Overview and Product Portfolio
- Key Developments
- Financial Overview
- Strategies
- Company SWOT Analysis
- Introduction
- Research Objectives and Assumptions
- Research Methodology
- Abbreviations
- Market Definition & Study Scope
- Executive Summary
- Market Snapshot, By Product Type
- Market Snapshot, By Distribution Channel
- Market Snapshot, By Packaging Format
- Market Snapshot, By Key Ingredient
- Market Snapshot, By Flavor Profile
- Market Snapshot, By Region
- Diet Shakes Market Forces
- Drivers, Restraints and Opportunities
- Drivers
- Increasing Health Consciousness
- Rising Obesity Rates
- Product Innovation and Diversification
- Restraints
- Perception and Taste Challenges
- Regulatory and Labeling Requirements
- Competition from Alternative Products
- Opportunities
- Expansion in Emerging Markets
- E-commerce and Direct-to-Consumer Channels
- Health and Fitness Trends
- Drivers
- PEST Analysis
- Political Analysis
- Economic Analysis
- Social Analysis
- Technological Analysis
- Porter's Analysis
- Bargaining Power of Suppliers
- Bargaining Power of Buyers
- Threat of Substitutes
- Threat of New Entrants
- Competitive Rivalry
- Drivers, Restraints and Opportunities
- Market Segmentation
- Diet Shakes Market, By Product Type, 2021 - 2031 (USD Million)
- Low Calorie Shake
- 100-150 Kcal
- Under 100 Kcal
- Meal Replacement
- Powder
- Sachet
- Tub
- Ready To Drink
- Bottle
- Can
- Carton
- Powder
- Protein Shake
- Plant-Based Protein
- Specialty Store
- Supermarket
- Whey Protein
- Offline Retail
- Online Retail
- Plant-Based Protein
- Low Calorie Shake
- Diet Shakes Market, By Distribution Channel, 2021 - 2031 (USD Million)
- Online Retail
- Brand Website
- E-Commerce Platform
- Specialty Retailers
- Nutrition Store
- Pharmacy
- Supermarket & Hypermarket
- Online Retail
- Diet Shakes Market, By Packaging Format, 2021 - 2031 (USD Million)
- Bottle
- Glass
- Plastic
- Can
- Aluminum
- Pouch
- Multi-Serve
- Single-Serve
- Bottle
- Diet Shakes Market, By Key Ingredient, 2021 - 2031 (USD Million)
- Pea Protein
- Isolate
- Native
- Soy Protein
- Isolate
- Textured
- Whey Protein
- Concentrate
- Hydrolysate
- Isolate
- Pea Protein
- Diet Shakes Market, By Flavor Profile, 2021 - 2031 (USD Million)
- Chocolate
- Strawberry
- Vanilla
- Diet Shakes Market, By Geography, 2021 - 2031 (USD Million)
- North America
- United States
- Canada
- Europe
- Germany
- United Kingdom
- France
- Italy
- Spain
- Nordic
- Benelux
- Rest of Europe
- Asia Pacific
- Japan
- China
- India
- Australia & New Zealand
- South Korea
- ASEAN (Association of South East Asian Countries)
- Rest of Asia Pacific
- Middle East & Africa
- GCC
- Israel
- South Africa
- Rest of Middle East & Africa
- Latin America
- Brazil
- Mexico
- Argentina
- Rest of Latin America
- North America
- Diet Shakes Market, By Product Type, 2021 - 2031 (USD Million)
- Competitive Landscape
- Company Profiles
- Abbott Laboratories
- Nestlé
- Glanbia PLC
- Herbalife Nutrition
- Kellogg Company
- Amway Corp.
- The Simply Good Foods Company
- Soylent
- Perrigo
- Huel Inc.
- Atkins
- USANA Health Sciences
- Marico Pvt Ltd.
- National Beverage Corporation
- Bob’s Red Mill Natural Foods
- Company Profiles
- Analyst Views
- Future Outlook of the Market