Ready-to-mix beverages need to give consumers a clear reason to choose preparation over convenience
Ready-to-mix beverages already have an established role in areas such as sports nutrition. However, they face strong competition from ready-to-drink products that offer immediate convenience. Rather than trying to match this convenience, ready-to-mix beverages can compete through clear nutritional benefits, affordability, and greater flexibility.
FMCG Gurus’ research shows that 35% of global consumers purchased protein powder for use in shakes or beverages in the last six months. This compares to 36% who purchased protein shakes. Therefore, consumers are already familiar with both formats. The challenge is showing why the additional preparation involved with powdered products is worthwhile.
Immediate needs can give preparation a purpose
Consumers are more likely to prepare a product when there is a clear reason for doing so. This is already visible within sports nutrition, where powdered products have become part of established routines.
For instance, 68% of global protein powder purchasers consume these products during physical activity. This highlights how a recognizable need can make preparation feel more worthwhile.
Ready-to-mix beverages can apply this thinking beyond exercise. Hydration, energy, hunger, and protein intake all represent recurring needs that could support regular consumption. By connecting products with specific occasions, brands can make it easier for consumers to understand when and why they should use them.
Functional benefits need to justify the format
Convenience is difficult for ready-to-mix beverages to compete on directly. As a result, efficacy needs to become a stronger part of the value proposition.
FMCG Gurus’ research shows that 72% of global protein powder purchasers are motivated by increasing their protein intake. This demonstrates the importance of clear and recognizable nutritional outcomes.
Brands should make these benefits easy to understand. Clear ingredient information, nutritional quantities, serving guidance, and credible claims can reassure consumers about what a product delivers. This is especially important when preparation requires more effort than opening a ready-made drink.
Affordability can strengthen the value proposition
Price also creates an opportunity for ready-to-mix beverages. FMCG Gurus’ research shows that 63% of global sports nutrition consumers are concerned that rising prices will affect their purchasing or consumption habits.
Powdered formats can offer value through larger packs and a lower cost per serving. However, brands should not assume consumers automatically recognize these savings. Instead, they need to communicate cost per serving clearly and show how this compares with equivalent ready-to-drink options.
Combining affordability with meaningful functional benefits can give consumers a stronger reason to accept the preparation involved.
Personalization can turn preparation into an advantage
Preparation does not always have to be viewed as a drawback. It can also give consumers greater control over how they use a product.
This is particularly relevant as 59% of global consumers say they are interested in food and drink customized to their individual nutritional needs. Ready-to-mix beverages can support this through adjustable portions, concentration, and texture.
However, customization needs to remain simple. Clear preparation instructions can help consumers enjoy greater flexibility without making products feel complicated. When combined with efficacy and value, this can turn preparation into a meaningful point of difference.
Want to understand how affordability, efficacy, and customization can help powdered beverages compete with ready-to-drink alternatives? Explore FMCG Gurus’ Ready-to-Mix: Competing With Convenience Trend Report 2026 for more insight.