There’s a famous saying that “health is wealth.” And it’s true … but perhaps not in the way you think. In today’s post-pandemic world, consumer health consciousness is at an all-time-high — a whopping one in four people are now using nutritional supplements to boost their well-being.¹

This popularity indicates there’s never been a better time for brands to stand out in this continuously evolving and highly competitive market.

Tapping into the latest consumer trends and the newest technologies can help product developers combine personalization to deliver advanced efficacy in a way that’s kind to people and planet.

In this article, we delve into the future of personalized nutrition, the importance of building trust through ethical AI, and the rise of sustainable health through upcycled ingredients. Along the way, we will highlight the work of industry leaders and experts who are pushing the boundaries of what’s possible in the world of nutrition.

Whether you’re a seasoned nutraceutical professional or looking to make your mark, discover the insights and inspiration you need to stay ahead of the curve and deliver the innovative, efficacious products that today’s consumers are seeking.

Personalized Nutrition: The Future of Tailored Health

Consumers are increasingly looking for personalized products for their unique health needs and goals. A one-size-fits all approach to health is increasingly considered passé.

Professor Vimal Karani, an expert in the field of nutrigenetics and nutrigenomics and the deputy director for the Institute for Food, Nutrition and Health at the University of Reading, underscores the significance of personalized nutrition in delivering effective nutritional recommendations to those of diverse backgrounds.

“Precision nutrition is about going to the next level of detail,” according to Kamali. “It is about taking a holistic, comprehensive approach. Dietary recommendations are based on all data available — genetic, microbiome, health status, dietary patterns, ethnicity, taste perception, socioeconomic status — and even early life.”²

Personalization presents vast opportunities for the nutraceutical industry to innovate. By leveraging advances in genetic testing, microbiome analysis, and data integration, brands can develop targeted nutritional products that cater to specific consumer segments.

For example, consider a line of supplements based on an individual’s genetic profile, addressing specific concerns such as inflammation or nutrient deficiencies. Not only will this approach improve the efficacy of nutraceutical solutions, but it will also expand market opportunities.

The demand for personalized health solutions is already evident in the retail sector, with innovators like Holland & Barrett leading the way. By conducting in-store blood testing, Holland & Barrett is demonstrating how novel technology can create innovation avenues and services, allowing a consumer business to move beyond being just product-led.

This approach not only enhances the in-store experience for shoppers but also provides valuable data that can inform the development of targeted nutritional products. Plus, growing demand for personalized solutions highlights the importance of investing in technologies and partnerships to enable their delivery now, and to become early adopters of a trend that will be increasingly relevant in a health-conscious market.

Building Trust in ‘Ethical AI’ Alongside Personalization

As personalized nutrition gains traction, AI is being used to develop and deliver targeted health solutions. However, ensuring the ethical and trustworthy implementation of AI is crucial for building consumer trust and long-term success in the nutraceutical industry. Although the EU passed the AI Act — the world’s first comprehensive law regulating AI — in December 2023,³ ethical considerations still focus mostly on privacy and security, rather than how its usage impacts innovation.

Personalized nutrition platform Qina recently published a whitepaper on “The ethics of AI at the intersection of nutrition and behaviour change,”⁴ which aims to highlight the importance of ethical AI practices in personalized nutrition, as the technology has the potential to influence consumer behavior and health outcomes on a broad scale.

While discussions on AI ethics often focus on data protection, Qina argues that the nutrition industry, despite being perceived as low risk, requires equal attention to ensure the development of trustworthy and socially responsible AI solutions. The whitepaper outlines seven pillars that form the basis of an ethical AI framework:

1. Data considerations
2. AI system oversight
3. Human-centricity
4. Sustainability
5. Regulation
6. Organizational commitment and
7. Education and training.

Taken together, these pillars provide an “audit tool” for companies seeking to develop AI solutions in the personalized nutrition space that inspire consumer trust by prioritizing ethics, transparency, and social responsibility.

As the nutraceutical industry increasingly adopts AI technologies, it’s important to engage in transparency about how data is used, as well as reduce algorithmic bias to promote trust among consumers that products are not only safe and effective, but also aligned with values of social responsibility.

Upcycling Ingredients: The Rise of Sustainable Health

Repurposing ingredients or byproducts that would otherwise go to waste is the hallmark of the sustainable upcycling trend that it is growing across all consumer categories, spurned by demands for environmental sustainability that is powered by innovative technology. By using upcycled ingredients, nutrition innovators can reduce the environmental impact of their products and support circular economy principles.

A notable recent example comes from startup Exosomm, which has developed a proprietary, chemical-free process to extract exosomes from whey, a byproduct of cheese manufacturing.

Exosomes are membrane-bound nanoparticles naturally present in mammalian milk that contain microRNA (miRNA), which is associated with beneficial immune-related activity and anti-inflammatory properties.⁵

Exosomm’s upcycled whey-derived exosomes can be incorporated into a range of nutraceutical products that target specific health concerns — like inflammation, gut health, and immune support — as sustainable solutions that meet the individual needs of today’s environmentally and health-conscious consumers.

Partnerships with manufacturers that specialize in upcycling technology (like Exosomm’s partnership with Tnuva dairy) can help brands to scale up production, ensure a reliable supply of upcycled ingredients, and bring products to market more efficiently.

Taking these solutions to established food and beverage industry players can improve market reach while providing greater insights into consumer preferences, regulatory requirements, and market trends, to support the development of future upcycled products that further resonate with consumers.

The trend toward upcycled ingredients represents a significant opportunity for nutrition product brands to align themselves with key values that significantly influence purchasing behavior. 

An Era of Transformation Powered by Technology

The nutraceutical industry is at the beginning of a transformative era, driven by widespread demand for solutions with increased efficacy that demonstrate ethical considerations for the benefit of both people and planet.

Advanced genetic testing, microbiome analysis, and data integration have paved the way for personalized nutrition, enabling brands to develop targeted consumer products. 

Meanwhile, the ethical implementation of AI is crucial for building trust, ensuring that technology is used responsibly. Finally, upcycling ingredients represents an opportunity for brands to align with sustainability values while delivering novel health solutions.

Although these trends may seem distinct, they all have one thing in common: the adoption and integration of cutting-edge technology.

While these are the trends of today, the trends of tomorrow will be shaped by those who keep a close eye on the technological landscape and use their knowledge to advance their product offerings.

Events like the Future of Nutrition Summit at Vitafoods Europe 2024 — featuring talks by futuristic thinkers such as those referred to in this article — provide a platform for industry professionals to explore these trends, exchange ideas, and gain insights from experts across various disciplines.

As the industry continues to evolve at a rapid pace, staying informed about the latest technological advancements and their potential applications will be key to unlocking the next frontier of innovation in the nutraceutical space.

About the Author: Kinga Swiderska is the Head of Content at Informa Markets for the Food and Nutrition portfolio, where she oversees the production of the in-person and online conferences for Fi Europe and Vitafoods Europe. With a wealth of experience, Kinga is a seasoned manager and food expert. Her career has encompassed diverse projects within the realm of food sciences, spanning from product design to the establishment of strategic partnerships for research and development initiatives. Additionally, she has led a food supplements trade association, playing a role in regulatory consultations at the EU level.

References 

1. FMCG Gurus, ‘Nutritional Supplements in 2022 report’, 2023

2. Vitafoods Europe. The 2024 Future of Nutrition Summit: taster.

3. The European Parliament. EU AI Act: first regulation on artificial intelligence. 2023.

4. The ethics of AI at the intersection of nutrition and behaviour. Qina. The ethics of AI at the intersection of nutrition and behaviour (qina.tech) 2024.

5. Chan, B., Wong, W., Lee, M., Cho, W., Yee, B., Kwan, Y., & Tai, W. (2019). Exosomes in Inflammation and Inflammatory Disease. PROTEOMICS, 19. https://doi.org/10.1002/pmic.201800149.