February 12, 2025 – Globally, personalized nutrition is gaining importance as consumers seek customized solutions that align with their health goals, dietary needs, and lifestyle choices for better overall well-being. Innova’s 360 research examines global personalized nutrition trends in customized eating strategies for healthy weight, including consumer insights and innovation trends. It also highlights innovation opportunities that may develop in the future.
Consumer Preferences in Personalized Nutrition
More than 1 in 4 consumers in the global nutrition market have altered their diet to lose weight in the past year. Exercise, diet (reduction), diet (nutritionally balanced approach), and intermittent fasting are the top approaches taken by consumers. Longevity, prevention, and fitness drive these choices, but skepticism toward diet products is split. Half of consumers avoid them due to artificial ingredients and overprocessing, while 4 in 10 believe these products help to manage their weight.
Consumers focus on being proactive to live healthily, and they believe that customized nutritional plans are the most effective. Half of consumers are eager to try personalized nutrition solutions, and 1 in 3 use apps to help create a personalized nutrition plan, reflecting the growth of the personalized nutrition market. Eating a healthy diet and exercise continue as top methods of living healthily. To eat healthily, consumers are most likely to prepare fresh or from-scratch foods, limit snacking, and exercise portion control. Mental and emotional well being is a primary health goal, reinforcing the need for a holistic approach.
Weight management is a leading physical health concern, with nearly 3 in 10 purchasing functional food and beverages for this purpose. Balanced nutrition is the most common targeted nutrition consumers have purchased in the past year, while lifestyle-based and performance nutrition present growing opportunities in the personalized nutrition industry.
Diet Strategies and Key Players
Personalized nutrition extends beyond weight loss, integrating multiple strategies like better-for-you choices, specific diets, meal replacements, and supplements. Consumers increasingly combine these approaches with GLP-1 weight-loss medications such as Ozempic and Wegovy to enhance the effectiveness of the drugs and help manage side effects, contributing to the growth of the global nutrition market.
Individuals need help to drive new product development, with launches highlighting vegetarian, cholesterol-reduction, plant-based, sugar-reduction, and calorie-reduction claims. Smaller companies are entering the market, expanding beyond traditional weight-loss manufacturers. This diversification fuels innovation, with the top 10 companies accounting for just 11% of global new product development in the past year, while the personalized nutrition market continues to grow, influencing new product offerings.
Weight Management Trends in Personalized Nutrition
There has been a 3% rise in global weight management new product launches in the past five years. Asia displays 28% of global weight-loss food and beverage launches, compared to North America’s 31% launches. The Middle East and Africa and Latin America display double-digit growth in weight management food and beverage launches, contributing to the overall expansion of the global nutrition market.
Weight management claims extend beyond cereal bars and meal replacements, with a notable rise in drink concentrates/mixes, tea, and snack nuts and seeds. Gluten-free and protein claims lead innovation, while source of fiber, vegetarian, and sugar-free claims are fastest growing claims in the past year.
The personalized nutrition trends show that consumers are likely to limit sugar, fat, salt, and artificial ingredients. Sugar/syrup/honey are top ingredients in weight management product sweetening. Products with these ingredients are featured in 37% of weight loss new product development. Though artificial non-nutritive sweeteners like sucralose and acesulfame K have increased, they remain in only 12% of launches. The US leads in sugar-reduction innovation, while India records the highest 4% growth in sugar-reduction claims.
Specific Diets Trends in Personalized Nutrition Market Trends?
Product launches in the personalized nutrition industry with keto claims have experienced a 9% growth over the past five years. It accounts for 44% of all weight management food and beverage new product development in the past year. Bakery and soft drinks lead in keto claims. The US is the top country for food and beverage launches with keto claims, followed by Canada and Australia. Beyond cereal bars and meal replacements, keto claims are expanding in drink concentrates/mixes, snack nuts and seeds. Vegan and plant-based claims are also gaining attention in this space.
Alongside keto, diets like the paleolithic, Whole30, and low/no-carb focus on balancing macronutrients, typically increasing protein while reducing carbohydrates. These plans limit specific macronutrients or set ratios of macronutrients to consume. Intermittent fasting follows a different approach, restricting eating times rather than specific foods. There have been a handful of companies marketing new products for intermittent fasting since 2020 like Slimfast, Fast Bar, Fastful and some recent introductions that claim to be suitable for intermittent fasting, reflecting the broader growth of the personalized nutrition market.
The rising use of GLP-1 weight loss medications, including Ozempic, Wegovy, and Mounjaro, in the global nutrition market is driving dietary shifts. Patients are advised to increase protein, fiber, and hydration while reducing fat and incorporating functional foods like probiotics, prebiotics, and omega-3s.
Subscription-based weight-loss plans offer structured approaches with coaching and community support. Plans like WW provide branded products in retail and online, while app-based options like Noom focus solely on digital guidance. These plans can integrate intermittent fasting, keto, or plant-based strategies, reflecting the growing demand for flexible, sustainable weight management solutions.
Meal Replacements Trends in Personalized Nutrition
The personalized nutrition trends indicate that 1 in 10 consumers globally who are actively trying to lose weight use meal replacements drinks and bars. Meal replacement launch activity slowed down after a peak in 2023, and around 3 in 10 launches come from the US.
Optifast and Nutrisystem lead in medically supervised meal replacement programs. While some products are available in grocery stores and online sites, most product sales are through clinics (Optifast) and via the Optifast and Nutrisystem websites.
Supplement Trends in Personalized Nutrition
Nearly 1 in 3 consumers in the global nutrition industry take supplements, with multivitamins and single vitamins being the most common. More than 1 in 3 use supplements to meet targeted nutrition needs, while 1 in 5 take gut or digestive health supplements.
Weight management claims appeared in 8% of supplement launches in the past year, with the US accounting for 43% of these. Many also include digestive/liver, energy and stamina claims. Nearly 9 in 10 weight management supplements feature nutraceutical or functional ingredients, with 66% containing botanicals and 49% including minerals and vitamins. Recent launches in the personalized nutrition market, highlight GLP-1 weight support and intermittent fasting claims, reflecting evolving consumer priorities.
What’s Next in Personalized Nutrition Trends?
The demand for fresh or from-scratch meals continues to grow, creating opportunities for brands to highlight meal components that enhance freshness. Value-added products like marinated or pre-cut ingredients simplify meal prep while maintaining the appeal of home-cooked meals.
With rising GLP-1 drug usage evident from the personalized nutrition market, manufacturers can align with recommended dietary changes by emphasizing protein, fiber, and hydration while reducing fat and portion sizes. There is an opportunity for manufacturers to create products and communicate nutritional claims on pack.
Plant-based protein innovation is accelerating, with a change toward positioning these products as part of an omnivore or plant-forward diet rather than solely for vegans or vegetarians. As consumer preferences evolve, brands that seamlessly integrate fresh, functional, and plant-based solutions into everyday diets are likely to drive innovation in the market.
This article is based on Innova’s Now & Next in Personalized Nutrition – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
