June 18, 2024

If there’s a one defining factor of the last 20 many years, it need to undoubtedly be the swift rate of alter all through all locations of society. The growth and swift uptake of new technologies have basically altered nearly every part of our life — from the strategies in which we converse to our doing the job globe, our transportation and even our diet

Facing the future: a new approach to nutrition

The Internet age has observed unprecedented accessibility to info that may well when have been thought of to be specialist. This has enabled people to get an comprehending of how nourishment affects their wellbeing whilst empowering them to take possession of their very well-remaining by means of the meals and dietary supplements that they eat each individual day.

The end result? A fast growth of new solutions and systems that greatly enhance the life of an progressively wellbeing-conscious populace, enhancing their wellness from beginning by way of to lively retirement. Kinga Wojcicka-Swiderska, Head of Material, Vitafoods Europe, at Informa Markets, reports. 

This enhanced wellness recognition makes extensive possibilities for brand names in the nourishment space. To remain ahead of the curve, market leaders ought to determine rising consumer traits that are established to outline the potential of the nourishment sector.

Only by embracing the fast alter that characterises the current era can organisations hope to continue to be at its fore, turning today’s purchaser facts into the products and solutions and technologies of tomorrow.

To aid brands determine what is up coming, this article usually takes a closer glimpse at some of the key developments at this time shaping the nutrition market ahead of the future Future of Nourishment Summit at Vitafoods Europe. 

1 sizing does not suit all
From our apparel by way of to our cell telephones, the wish for customisation has under no circumstances been bigger. And as industry insiders know, there is no this kind of point as a a single-halt option when it arrives to nourishment.


Despite the fact that diet programs have usually been shaped by natural environment, cultural and social backgrounds, particular person well being requires have been not essentially section of this conversation … until eventually now.


A bigger comprehending of our unique nutritional demands, such as the gut microbiome or personalized tastes, usually means that models have far more chance than at any time ahead of to attraction to individuals for personalisation. 

Dr Suzan Wopereis is a Principal Scientist at Dutch utilized investigate organisation TNO and focuses on the affect of way of living on health and fitness. She points out: “Personalised diet commences with the assortment of specific own facts,” she states.

“Based on innovative interpretation of these details, a personalised company or merchandise can be presented. Basing these choices on proof-based mostly know-how and technological know-how is critical.” 

Putting on and sharing
One particular of the strategies in which technological innovation is supporting this proof-dependent approach is by means of the greater uptake of wearable units. These days, our good watches, jewellery and wristbands can not only watch heart rates and move counts, but also monitor wellbeing info such as rest excellent, oxygen saturation, menstrual cycle, respiratory fee, metabolic process and, of study course, diet.

This details can be interpreted applying applications and websites that make suggestions based on the user’s special wellness requires, building a way of living approach that is each precise and thoroughly personalised. 

Facing the future: a new approach to nutrition

People are ever more inclined to share this information to attain far better insights into their well being.

A 2022 Connectivity and Cellular Traits study by Deloitte found that 47% of respondents now share this data with their health care providers, whilst its 2022 Potential of New Foods examine identified that 42% would be eager to share this facts with a 3rd-social gathering grocery app or internet site for personalised nutritional recommendations.1,2

By functioning in partnership with buyers to seize and interpret this knowledge, the nourishment sector has obtain to unparalleled opportunities.

Not only can manufacturers use the details collected from wearables to attain a improved knowing of buyer motivations, but they can also use this facts to accurately create new products and solutions and systems that acknowledge just about every consumer’s particular person desires. Wopereis points out: “A remaining trend feeding into this personalised nutrition arena is scientific arrangement that not every diet program matches each and every individual.” 

Supplemental support    
Just as shoppers are increasingly embracing personalised diets, so too are they on the lookout for much more tailor-made approaches to supplementation. Dr Evan Berk, Unilever’s World wide Director of Nutritional Sciences and Innovation, thinks that personalisation is more than just a different trend when it will come to the future of nutritional supplementation.

Facing the future: a new approach to nutrition

“Previously, solutions might have been mass-personalised, featuring a couple alternatives for several people,” he points out. “Now, there is an possibility to have a broader portfolio and certainly deliver a personalised answer for the particular person.” 

Although numerous companies already generate health supplements primarily based on regular age and sexual intercourse formulation parameters, the improved interpretation of health information and facts has resulted in extra bespoke solutions.

These contain personalised supplementation based on purchaser-presented facts these as questionnaires, as very well as more in-depth facts collected from DNA samples — all of which can then be analysed to generate custom supplementation alternatives. 

What’s additional, microbiome sequencing lets for an even additional personalised technique. Using kits that require gathering samples at household and then returning them (by publish) to a lab for evaluation, buyers are enabled to immediately and effortlessly map their special composition of superior and negative intestine microbes — which includes microorganisms, fungi and viruses.

This data can then be made use of to program an optimised dietary ingestion that supports a healthier microbiome, which has been revealed to possibly improve multiple health spots.


By pulling together data from a broader spectrum of sources than at any time just before, professionals are ever more equipped to leverage know-how to supply far more qualified nutritional solutions, producing preference and strengthening efficacy for wellbeing-savvy buyers. 


Precisely does it
We all know that foodstuff is our 1st medicine nonetheless, what happens when our eating plan is most likely fuelling sickness? Is there in some cases a case for dietary depletion as opposed to supplementation? Precision fermentation is an rising engineering that uses microbes to generate distinct functional solutions.

This procedure is most affiliated with the creation of “lab-grown” meat goods, allowing for for particularly precise adjustments to a food’s dietary profile. But its purposes do not stop there.

Precision nutrition can take this qualified approach and works by using it to change the nutritional composition of foodstuff with the distinct intention of serving to individuals to realize specific wellbeing targets — such as combatting the improvement of certain kinds of most cancers. 

Facing the future: a new approach to nutrition

Anand Parikh is the CEO and cofounder of Faeth Therapeutics, a start-up bringing with each other some of the world’s foremost most cancers researchers. Faeth Therapeutics’ modern technique uses precision fermentation to deplete food items of 3 non-necessary amino acids that have been discovered to gas the growth of specified cancers (serine, glycine and proline).

In collaboration with chefs and scientists, the organisation has developed a home shipping and delivery meal program that aims to deal with specific most cancers types examples include things like an amino acid-modulated dahl that can be very easily microwaved by sufferers.

The program is backed with an application that offers buyers accessibility to registered dieticians who deliver added health and fitness support as they go through cancer remedy. Preclinical analysis on pancreatic most cancers products has revealed that cancer drug remedies were up to 500% extra productive and could even quit the development of cancerous cells when mixed with a Faeth diet program.3

The aim is to develop fully personalised food plans that tackle the complete spectrum of cancers. This enormous feat utilises a high-priced custom made-designed device finding out platform to gather and system details all over most cancers and diet but, while ambitious, the technique permits Faeth Therapeutics to attain extraordinary benefits through nutritional changes.

“What we do is we reduce the petrol to the tank,” Parikh points out: “[We] take away the vitamins and minerals that these tumours rely on.” 

Primary the dialogue
The long term of the diet industry will mainly count on enterprises meeting the problems that an improved desire for personalisation delivers. Only by aligning their strategic priorities with these and other evolving shopper tendencies can diet brand names leverage these developments and transform perception into motion that will notify their upcoming business organizing. 

To even further take a look at these strategies, Vitafoods Europe will this calendar year be web hosting the Foreseeable future of Diet Summit on 8 May perhaps at the Marriott Lodge, Geneva, giving an opportunity for all those attending Vitafoods Europe 2023 to insert even more worth to their check out.

The Future of Nutrition Summit will give perception into the future 5 decades of the health and diet industry, with in-depth investigation on the future of precision nutrition, the digitalisation of well being, new systems for wellness management and long run sustainable remedies all through the price chain.

The Summit also enables attendees to community with leaders from a various variety of disciplines, which includes meals science, innovation, sustainability, retail, nourishment and public overall health, as well as get started-ups/scale-ups and traders. 



  1. www2.deloitte.com/us/en/insights/business/telecommunications/connectivity-cell-tendencies-survey.html.
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  3. www2.deloitte.com/us/en/insights/marketplace/retail-distribution/long term-of-fresh-food stuff-profits/contemporary-food-as-medication-for-the-heartburn-of-higher-costs.html.
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  5. B.D. Hopkins, et al., “Suppression of Insulin Feed-back Enhances the Efficacy of PI3K Inhibitors,” Character 560, 499–503 (2018): a lot more details out there at https://faeththerapeutics.com/science.
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