From artificial intelligence (AI) to epigenetics and microbiome profiling, personalised nutrition has embraced a host of new approaches that have helped the segment grow and change.
Learn more about this year’s most important consumer trends, regulatory developments, technological innovations, and groundbreaking startups in our editors’ roundup of the top trends in personalised nutrition for 2024.
AI and digital tools have played a major role in the expansion of personalised nutrition this year.
In September, Vitafoods Insights reported on UK startup Gaston, which uses AI to process data from wearables, blood tests, and genomic profiles, tailoring recommendations to individual metabolic needs. Its innovation is particularly impactful for managing chronic conditions like diabetes and obesity.
Gaston was one of the finalists in the Most Innovative Service, Technology, or Digital Solution Supporting the Nutraceutical Industry category at the Vitafoods Europe Startup Innovation Challenge. The Challenge featured other tech-driven personalised nutrition startups such as Naeo Nutrition, which creates smart supplement dispenser jars with subscription-based vitamin gummies, and Reso Health, whose functional beverage dispensers integrate with wearables to create beverages customised to users’ dietary gaps, supporting health and cognitive performance in workplace settings.
Innovations in delivery formats are also having an impact. In May, we interviewed the founders of Riise, a startup selling microgranule nutrient blends on a subscription basis, primarily to athletes. The microgranules offer improved nutrient absorption, controlled release of ingredients, and more flexibility in nutrient composition.
With genetic testing becoming more affordable, DNA-informed nutrition is gaining ground even at the level of regular consumers.
In a pilot study covered by Vitafoods Insights in April, researchers demonstrated that DNA-based dietary advice could offer a more effective blood glucose regulation tool for individuals at risk of diabetes. This approach, which combined genetic profiling with personalised coaching, outperformed traditional dietary interventions.
Epigenetics – the study of how gene activity changes in response to environmental factors like diet – also took centre stage. At Vitafoods Europe, Jordana Bell, from King’s College London, presented findings from the DIMENSION consortium that showed food intake can trigger gene regulation changes linked to metabolic health. These results highlight how epigenetics can explain individual differences in how people respond to the same foods.
And in an interview with Vitafoods Insights, TruDiagnostic discussed its work on epigenetic biomarkers, which are used to measure the biological impact of dietary changes. By linking molecular changes to health outcomes, TruDiagnostic’s research offers a framework for developing more precise nutritional interventions.
As the use of AI and genetic information becomes more widespread, privacy concerns and fears around unregulated products and exaggerated claims have also gathered pace.
In November, Vitafoods Insights reported on a paper warning about the regulatory gaps that could cause harm to consumers from products that lack scientific backing, prompting calls for stronger oversight.
Ethical considerations around the use of personalised nutrition AI have prompted initiatives like Qina’s ethical AI framework, which emphasises inclusivity, sustainability, and transparency. Speaking to Vitafoods Insights in February, Qina CEO Mariette Abrahams urged developers to ensure their tools avoid bias, protect consumer data, and maintain human oversight.
With both academics and consumers gaining more interest in the role of gut health and wellbeing, microbiome research continued to expand in 2024.
Personalised innovations targeting not just gut health but also the oral and vaginal microbiomes saw commercial success. Vitafoods Insights reported on Nestlé Health Science’s acquisition of Vowst, the first FDA-approved oral microbiome product, which is designed to prevent recurrent Clostridium difficile infections. This marks a significant milestone for microbiome-targeted solutions in personalised health.
The oral microbiome gained attention for its links to systemic health. A study covered by Vitafoods Insights in August showed that oral microbial diversity is associated with better cognitive outcomes in older adults. Viome’s personalised oral care products, including a microbiome-optimising toothpaste, further demonstrate the commercial potential of this emerging field.
Meanwhile, innovations in vaginal microbiome research inspired the development of a tool that can help identify women at risk of recurrent infections and personalise probiotic recommendations. Vitafoods Insights spoke to the founder of Yoni Solutions about its products designed to support microbial balance in women.
Women’s health has gained more ground in the personalised nutrition space, particularly with regards to sports and performance.
Female athletes have specific needs, such as managing low energy availability and addressing hormonal fluctuations during the menstrual cycle; however, only a small fraction of existing nutrition products currently target women.
At Vitafoods Europe in May, Dr Susan Kleiner advocated for evidence-based products that meet these unique needs. Tailored solutions such as higher-protein or carbohydrate-rich options during the luteal phase are gaining traction, as are cycle-tracking tools that help women optimise their diets.
Personalised nutrition is likely to move from accepted and understood, to expected and even demanded by larger segments of food, beverage, and supplement consumers.
In 2025, we expect further integration of AI, data, and personalisation tools, making tailored nutrition more precise and accessible. However, stronger regulatory frameworks that help protect privacy are needed to ensure consumer trust.
The year ahead may also bring a sharper focus on inclusivity, with more data being collected from underrepresented populations to refine personalised solutions. Digital tools and wearable devices will play a central role in collecting the longitudinal data needed to create truly adaptive, evidence-based interventions.
