“Tailored to Fit” is one of Innova Market Insights’ Top Trends for 2021, bringing personalized nutrition further into the spotlight and highlighting differences in generational preferences within this category.

The market researcher flags that technological advances are set to revolutionize the health market thanks to the new potential for bespoke foods, beverages and supplements.

According to LuAnn Williams, director of insights and innovation at Innova Market Insights, technological advances and the ever-expanding choice in foodservice and retail are combining to allow consumers to adopt a more individual approach to eating.

She adds that personalized nutrition is on the rise and moving beyond tailored diets.

“Technology breakthroughs have provided consumers with a variety of personalized nutrition options,” Chang Liu, market analyst at Innova Market Insights, tells FoodIngredientsFirst.

“Understanding individual needs based on data collected from genetic analysis, body analysis and personal preferences will make personalized nutrition products more tailored,” she continues.

“With the help of wearable gadgets like smart watches and apps, it is possible to monitor and track health conditions and adjust the personalized nutrition plan more timely.”

Meanwhile, other forward-looking options such as artificial intelligence and genetic profiling are fueling advancements.

Advances in technology fuel momentum 
Nearly two-thirds (64 percent) of global consumers in an Innova Consumer Survey note that they have found more ways to tailor their life and the products they buy to their individual style, beliefs and needs. 

The survey also finds that the leading choice for personalizing nutritional experiences is based on specific nutritional needs, ahead of lifestyle and body composition.

As this demand for personalized nutrition and nutrition services steps up, there are increasing numbers of personalized nutrition offerings, ranging from supplements to complete diets. 

“Sophisticated personalized nutrition advice is still expensive,” reports Williams. “But the emergence of digital driven solutions allows for a similar level of service in a completely automated way.”

“Advances in technology are allowing this diversification and personalization to be feasible even when focusing on relatively small consumer bases.” 

Customizable superfood NPD
Two examples captured by Innova Market Insights that align with personalized nutrition trends are nesQino customizable superfood drinks launched by Nestlé in China and myAir personalized nutrition bar.

The NesQino drink consists of a drink base and superfood sachets for healthy, customizable beverages targeting the at-home or in-office market. Meanwhile, myAir offers tailored nutritional bars based on consumers’ stress level tracked via psychological and physiological data.

Generational disparities
Nutrition that supports both physical and emotional well-being is thriving and can target the needs and preferences of different generations with more specific holistic approaches.

Earlier research from Innova Market Insights identified key characteristics and differences among Generation Z, Millennials, Generation X and Baby Boomers, highlighting the form that a more holistic and customized health approach might take in each case.

“Millennials are seeking a balance of body and mind while Baby Boomers prioritize healthy aging,” Liu highlights.

“There is a general trend that consumers are balancing physical, mental and emotional health needs to achieve overall wholesomeness.”

Fastest growing active health claims
There is a particular market demand for nutritional products that target healthy aging, both for seniors and for younger demographics already engaging with preventative care. 

Joint health, energy/alertness, immune health, brain health and bone health are some of the fastest growing active health claims for food and beverage launches in recent years, while targeting physical appearance via nutrition and diet is another area of growing interest.

There is also strong growth in product development for individual needs as consumers shift to new diets, with rising use of seleced dietary claims in food and drinks products tracked by Innova Market Insights (Global CAGR 2016 to 2020).  

The use of keto-friendly claims rose 165 percent over this period, for example (although from a small base and highly regionalized), while plant-based positionings rose 36 percent. 

There was also rising activity in vegan products as well as in more established protein-rich and organic areas.

“One significant impact from COVID-19 is that immune health is more important than ever,” adds Liu. “We also have ‘In Tune with Immune’ listed as Innova Market Insights’ Top Ten Trends for 2021.”

“According to the Innova Consumer Survey, more than half of global consumers have spent time educating themselves on ingredients and procedures that can boost their immune health due to COVID-19. Immune boost has been the function on top of the list.”