The personalised nutrition boom and beyond in APAC – Interview

Pimwadee Aguilar, associate director, Thai Consumer, Mintel Food and Drink, will be speaking at Vitafoods Asia 2022 event on the main stage on Thursday 6th October at 10:30am (CET) with a presentation entitled ‘Personalised nutrition trends in APAC and a spotlight on Thailand’s VMS market.’

We spoke with Pimwadee to find out more and what to expect from her presentation. Click here for more information about our Vitafoods Asia 2022 event.

How has Covid-19 changed how consumers perceive personalised nutrition?

“A period that saw lockdowns, panic food buying and homes becoming offices caused consumers to form new behaviours, attitudes, and values. Food became more than a source of sustenance, but also a source of health protection and mental comfort. In Thailand, 46% of people believe that the food they regularly consume has the greatest impact on their health. Hence, more value is now given to food and drink that aid preventive health solutions.

“Healthy food and drink that’s tailored to one’s personal health goals is a trend that has been accelerated post-pandemic. To meet their evolving health priorities, many consumers have started to subscribe to trendy diets (e.g., keto diet). In turn brands are offering customisable options such as special menus based on special diet needs, to meet the growing demand for personalised health solutions. [Almost a third] (26%) of Thais say, ‘having vitamins, minerals and/or supplements delivered to my home on a regular (e.g., monthly, weekly) basis appeals to me’.”

What innovations do you see in the personalised nutrition market around the APAC region?

“As consumers' interest in personalized diets and health regimens rises, they start seeking in-depth knowledge of their body to tailor food habits. In response, the innovations in the personalised nutrition space, which also include personalized supplements, focus on four approaches: assessment-based, genetics-based, biomarker-based, and microbiome-based.”

What is the one trend within personalised nutrition and vitamins, minerals, and supplements (VMS) nutraceutical markets that industry players should pay close attention to?

“Personalised nutrition is a diverse and evolving area for nutrition and supplements. Sophisticated, personalized offerings will be further supported by our future health-data-rich environment.

“Moving beyond immunity, holistic health is the key to growth. As the world learns to live alongside Covid-19, brands will need to go beyond immunity with personalised solutions that offer total wellbeing. Consumers increasingly look for holistic health.

“Focus on helping consumers feel their best inside and out with sustainable and inclusive solutions. Supplements will need to evolve in order to keep pace with consumers' demand for holistic and personalized offerings, addressing their health needs for today and tomorrow. Personalised supplements should also consider ways to support consumers' specific health needs due to seasonal and environmental changes.”

What can the audience in our Vitafoods Asia 2022 event expect from your session?

“Since the pandemic, the global vitamins, minerals, and supplements (VMS) market has seen a huge surge in demand. Consumers are now treating their bodies like an ecosystem and seeking holistic solutions that complement their personal health and evolving needs. [...] we will discuss what Thai consumers’ new wellness priorities are and identify how the category can play a role in helping them achieve their health goals.”