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Consumer Insights – Smart Food 2024

Eating typically consumes time. Ready-to-drink meal replacements (Smart Food) address this directly, promising consumers quick, enjoyable, and filling nutrition—ready to drink anytime, anywhere, in between.

And these products are gaining popularity: in 2023, 21% of meal replacement buyers purchased them regularly, with 2 out of 3 buyers having bought them multiple times, albeit irregularly.*

Retailers and manufacturers anticipate further growth, with new products entering the market.


  • Who are the target audiences, and who currently uses these products?
  • What is the willingness to purchase among non-users?
  • What are the purchasing motivators and barriers?


mafowerk’s Trend Evaluation Consumer Insights – Smart Food 2024 examines the sustainability of this trend and current attitudes, usage, and purchasing habits in this relatively young product category. Current insights compared to 2023.

For continued successful marketing in this category.


Nuremberg/Fürth, July 2024


* Source: mafowerk Consumer Insights – Smart Food 2023

Image: © Shutterstock / Prostock-studio

The aim of the study is to examine the shopping and consumption behavior of ready-to-drink meal replacements.

Publication: 07/2024
Industry: Food
Type: Consumer Insights
Region/Language: Germany/German
(This study is also available in English upon request.)


The complete results of the Consumer Insights – Smart Food 2024 can be ordered from mafowerk at any time. The results are available and can be delivered within two business days after the order is placed.

The fee for the current Consumer Insights 2024 is 4,500 euros (net plus VAT).

The fee for the Consumer Insights 2024, including the comparative data from 2023, is 5,200 euros (net plus VAT).

Request Consumer Insights – Smart Food 2024

Delivery of the complete study results in electronic pptx format in German, including comprehensive interpretations of the findings. Personal results presentation is optional (at an additional cost). The terms and conditions of mafowerk GmbH can be found at:

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