How the future of personalized nutrition is disrupting the health market

The personalized nutrition industry is becoming a hot direction pursued by health food companies

Personalized nutrition market has huge potential

The American Nutrition Association published a January 2020 paper in the Journal of the American Academy of Nutrition that defines personalized nutrition as "the use of human characteristics to advance nutritional strategies that prevent, manage, and treat disease and optimize health.

According to Nutrition Business Journal, the personalized supplement market is expected to grow from $281 million in sales in 2019 to $4.

According to Bowley: “Personalized nutrition is a relatively young but exciting field in terms of developing more targeted and holistic solutions

"I see an opportunity to develop personalized nutrition, not just vitamins and supplements, but meal plans that support a variety of diets,

Due to the huge potential for growth, competition is fierce among companies, who not only want to differentiate themselves from each other, but also be able to grab market share from more traditional vitamin companies

Multi-omics technologies drive development of personalized nutrition

Thomas Hayes of the Lux Institute (Lux) in the US commented: "In 2016, most personalised nutrition products were not actually fully personalised but catered to the average health-conscious consumer

Nicholas Gillett, chief scientific officer at Eremid Research, said: "The idea that we can provide more effective and personalised dietary recommendations based on health profiles, metabolic status or DNA data could be very beneficial for overall health, especially disease avoidance, thereby Achieving longevity

"The technologies underpinning these platforms have never been more powerful

On the research side, Eremid is working on a "multi-omics" approach

Gillette believes all of this will become the gold standard in personalized nutrition in the not too distant future

Gillette suggested that companies in the personalized nutrition space should move from marketing to science to really prove the efficacy of their products, especially in the area of ​​micronutrient (vitamins and minerals) supplements

Establish a direct data relationship with consumers

According to DSM, a recent FMCG expert survey of 32,000 consumers worldwide indicated that two-thirds of respondents are interested in custom food and beverage products that meet individual nutritional needs

"I think personalised nutrition is a 'disruptor' for the market,

Brad Helfand, COO of Vous Vitamin, finds it "revolutionary" to tie a data-based consumer relationship to their daily vitamin usage, explaining that buying a bottle of vitamins in a retail store is Very easy, "But having a direct data relationship with consumers that actually allows us to look at their vitamin journey through the process will hold a lot of promise for the industry

“Personalized nutrition is an area of ​​promise

According to Hayes, the primary driver of personalized nutrition is undoubtedly the transformation of the healthcare paradigm
.
He said: “We live in a world where more than one billion people suffer from diet-related diseases and conditions, and the cost of care is increasing
.
In terms of diabetes alone, in 2015, researchers estimated that the disease caused The global economic burden is $1.
3 trillion per year, and this number is expected to nearly double by 2030.

This is creating a long overdue impetus to transform the healthcare system from reactive to proactive There are huge opportunities for nutritional intervention in beverages and supplements - all of which are personalized
.
"

"Personalized nutrition solutions must be affordable, easy to integrate and operational for each user
.
These are the key elements for the success of personalized nutrition solutions in the marketplace,
" Hayes said
.

(Source: Gut Industry)

"China Food News" (April 21, 2021 03 edition)

(Editor-in-charge: Zhou Yan)