The new era of meal replacement drinks has evolved to appeal to a broader range of consumers.
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Meal replacement drinks have been around for decades, but their role in the nutrition landscape is changing. Once associated with diet culture—think SlimFast’s “shake for breakfast, shake for lunch” approach—or used primarily in clinical settings like Ensure and Boost, today’s products are being repositioned as tools for convenience, performance and everyday wellness.
As consumers juggle busy schedules, prioritize protein intake and look for efficient ways to meet their nutritional needs, meal replacement beverages have evolved into a fast-growing, multi-billion-dollar category. What was once a niche product is now firmly in the mainstream—used not just for weight loss or medical needs, but for everything from post-workout recovery to filling gaps on hectic days.
But are these products actually healthy? Read on for the pros and cons and what to know when purchasing a meal replacement drink.
Meal replacement drinks represent a fast-growing, multi-billion-dollar category. This is a high-growth, mainstream category, not a niche wellness trend.
In 2023, the global meal replacement market was valued at $21.75 billion and is projected to reach $37.28 billion by 2030. Another estimate put the market at $23.57 billion in 2024, growing to about $52 billion by 2034. The U.S. meal replacement market, specifically, is expected to grow to $14.8 billion by 2035.
Ready-to-drink (RTD) shakes are leading that growth, largely due to convenience and on-the-go consumption trends. The shake segment alone was projected to hit about $5.2 billion in 2024. A lot of this growth is related to awareness of lifestyle factors in disease risk and obesity and a demand for balanced, functional nutrition. It also has been overlapping with broader trends in high protein diets and sports nutrition as customers seek out products that support satiety, muscle maintenance and energy.
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While exact demographic splits vary, reports consistently highlight that millennial and Gen Z consumers, urban professionals, and fitness-focused individuals make up a large proportion of buyers. However, busy parents, older adults focused on muscle preservation and wellness-focused women are turning to these products. Meal replacements are part of a larger shift toward functional, efficient nutrition.
The category is broadening into the mainstream, thanks to cross-demographic adoption. That said, these products still have use as a supplement for those who need help meeting their nutritional needs for medical reasons.
Samantha Cassetty, MS, RD, nutrition and wellness expert, founder of Sam’s Plate, and co-author of Sugar Shock,says, “People reach for meal replacement drinks in all sorts of situations. They’re popular for busy mornings when there's genuinely no time to sit down and eat, long workdays where lunch gets skipped and post-workout when you need something fast and convenient that delivers protein. They’ve also become popular among GLP-1 users who need a lot of protein but may have a low appetite.”
Meal replacement beverages, both RTD and products sold in powder form meant to be mixed with liquid continue to be commonly used for other medical concerns as well.
Dr. Ginger Hultin DCN RDN CSO, a Seattle-based Integrative registered dietitian nutritionist and owner of Gingerhultinnutrition.com says, “As a cancer nutrition specialist, I use meal replacement drinks—or ready-made protein shakes as snacks between meals— all the time for my patients. They're fantastic if you have a long day of testing or treatment or if your calorie or protein needs are elevated or you're having a hard time meeting them. Meal replacement drinks are very convenient.”
While some meal replacement products remain medically-focused, there have been some branching out to more general consumer markets. For example, Kate Farms is a plant-based nutrition company that began as a medical-grade formula used in hospitals and is now expanding into mainstream retail by positioning its clinically developed shakes as clean, high-quality options for everyday consumers. Over the past few years the company has seen launches in Target and Walmart as well as rapid growth on Amazon and direct to consumer channels. They have also been targeting new audiences such as people on anti-obesity medications, parents of picky eaters and consumers looking for “clean” meal replacements.
Powder and Ready-To-Drink meal replacement drinks have become increasingly popular in recent years.
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OWYN, which stands for “Only What You Need” has a range of RTD and powder products geared mainly toward delivering allergen-friendly plant-based protein as well as two lines (20 gram Balanced and 26 gram High Protein) boosted with vitamins and minerals. Atusa Garlapati, Vice President of Brand Marketing for OWYN, shares, “We test and validate our ingredients for the top 9 allergens: no wheat, dairy, soy, peanuts, tree nuts, eggs, fish, shellfish, or sesame. In addition, all our products are non-GMO Project Verified and gluten-free.” She notes that many of their consumers are on a plant-based or flexitarian diet and are looking for dairy-free and allergen-friendly options.
In the brand’s earliest days, she adds, “OWYN had a medical advisory board, which has since merged into our parent company Simply Good Foods’s Science Advisory Board. This advisory board is consulted when designing some of our products to ensure that we have our consumer’s nutritional needs in mind with our product development.”
Ka'Chavais a plant-based meal replacement shake mix made from a blend of protein, fiber, greens, superfoods, and added vitamins and minerals designed to provide a convenient, nutrient-dense option for a quick meal or snack. It comes in powder form in a variety of flavors.
Louise Todd, President & COO, Ka’Chava, says, “Ka’Chava was created to address a very real gap we identified in the market. People want convenient nutrition, but they don’t want to compromise on quality, ingredient integrity or taste. The inspiration was to develop an all-in-one shake that genuinely supports whole-body wellness, not just serve as a quick fix.”
In addition to protein, the shakes contain essential vitamins, minerals, greens, probiotics, prebiotic fiber, adaptogens, antioxidants, omegas, MCTs and digestive enzymes, with the goal of supporting wellness-focused consumers. On the brand’s website, consumers can find specifics about ingredient sourcing and testing done for quality and safety.
“As the conversation around wellness continues to evolve,” she says, “we’re seeing more consumers prioritize products that are not only efficient, but also thoughtfully formulated and transparent in their sourcing.”
Dietitians point out that there can be some benefits to using these products. Dr. Hutlin says, “Many of them are rich in protein and can also be fortified with vitamins and minerals. They're easy to digest because they often move through the digestive tract more quickly and easily than whole food.”
Cassetty adds, “The biggest benefit is convenience. Meal replacement drinks remove a barrier for people who otherwise might skip meals entirely or grab something far less nutritious on the go. For people working on weight management, they can also bring some structure and portion predictability to the day, which some people find helpful.”
When it comes to potential downsides, Cassetty says that most meal replacement drinks fall into the processed food category “since most contain additives like thickening agents and sweeteners, whether that’s sugar or a zero-calorie alternative. That doesn't make them off-limits, but it's a good reminder that they're a tool, not a health food.”
Lauren Harris-Pincus, MS, RDN, founder of NutritionStarringYOU.com and author of The Everything Easy Pre-Diabetes Cookbook, adds, “While they are generally fortified, most fall short on fiber and do not provide the benefits of whole fruits and veggies. With only 1 in 10 Americans consuming the recommended amount of produce, we have a lot of work to do, and meal replacements do not contribute to fruit and veggie intake.”
Cassetty also points out that relying too much on these beverages for the long term when there is no medical reason to do so could cause someone to miss out on the array of nutrients, antioxidants and phytochemicals that can’t be found in a drink or other processed food. “It’s ok to have them sometimes, but they shouldn’t dominate your diet,” says Cassetty. “I also encourage people to read labels carefully and pick one with the simplest ingredients.”
Leslie Bonci MPH,RDN,CSSD,LDN,FAND, and owner of Active Eating Advice by Leslie Bonci, points out that in addition to the fat that many lack fiber, “Fat, calories and sugar can be all over the board. In some of these, the calorie level is much lower than a meal and therefore may not keep one satisfied for more than an hour or two.” However, other varieties may be a bit too high in calories to be a snack, at least for someone who may be trying to stay in a calorie deficit.
She adds that even though they are labeled as meal replacement beverages, from a mental and behavioral standpoint, “this is really not the same as sitting down to a plate or bowl of food with utensils.”
Dietitians recommend reading labels to help you find the right product for you and, when possible, pairing with whole foods.
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Bonci says to be strategic about when to use these beverages based on your own needs. “I think the best way to use them is at the time of day when one feels most snack-y such as between meals or after dinner. Pouring the shake into a glass, with ice if desired, and sipping can be better than cramming in cookies or crackers.” To make it more nutritionally balanced (and even an actual meal), she encourages doctoring up the drink. “Mix the shake with some frozen fruit and even throw in a little baby spinach to boost the produce and fiber without significant calories.”
If you’re going to drink right from the bottle or mix a powder with a liquid and go, Bonci adds, “even though some are shelf stable, they do taste better when cold.”
When choosing meal replacement drinks, says Cassetty, recommends looking for at least 15–20 grams of protein, some fiber and essential vitamins and minerals. “This means you're not sacrificing nutrition when life is hectic, or your appetite is diminished and you can’t stomach the thought of a full meal.”
Pincus-Harris recommends reading labels to find a product that aligns with your needs, goals and ingredient preferences. “Not all meal replacements are created equal. The sources of protein, carbs and fat will vary, as will the amount and type of fillers and preservatives. Some people prefer naturally derived low and no-calorie sweeteners like stevia rather than sucralose or aspartame, which are classified as artificial. Protein may come from dairy, collagen or plant sources like pulses—or a combination. The taste and amino acids present will vary based on the protein source.”
If you have the flexibility, Cassetty recommends, pair the drink with something like a piece of fruit to round out the nutrition and make it feel more like an actual meal. Or if you just need a little boost and not a full shake, try using half a shake in your coffee. Just be mindful that not all varieties (especially when it comes to plant-based versions) mix well in warm beverages.
Thinking about why you’re reaching for a meal replacement drink is also important, she adds. “If it's filling a genuine gap—say, a crazy busy morning or back-to-back Zoom meetings—that's exactly what they're designed for. But if you're replacing most meals because you're restricting, or because eating feels overwhelming, then it’s worth chatting with a registered dietitian.”
Meal replacement drinks can be a helpful tool—but they’re not a replacement for a well-rounded diet built on whole foods. For many people, they serve a practical purpose: filling in gaps on busy days, supporting higher protein needs or providing an easy option when appetite is low.
The key is using them intentionally if you do use them. Choosing a product with adequate protein, some fiber and a reasonable ingredient list—and pairing it with whole foods when possible—can help ensure you’re not missing out on important nutrients.
As the category continues to grow, the biggest shift may be in how these products are perceived. Rather than a quick fix or a diet shortcut, meal replacement drinks are increasingly being positioned as one of many tools that can support a modern, flexible approach to nutrition.
In a world where convenience often competes with nutrition, meal replacement drinks are trying to offer both—but how well they deliver depends on how thoughtfully they’re used.
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