The next generation of nutrition innovation is seeing more data, more personalization, and more attention from investors and consumers alike. We analyze how this market is evolving and its impact on the wellness industry overall.
Modern-day nutrition has evolved far beyond knowing the five major food groups.
As the scientific understanding of unique metabolisms and microbiomes progresses, consumers are becoming increasingly aware of how nutrition impacts their health and wellbeing. At the same time, ingredient technology has transformed how products are sourced and produced.
As a result, consumers can make increasingly personalized nutritional choices based on health and wellness goals, sustainability, and more. As wellness increasingly goes digital, devices to help set goals and track progress are also becoming a key focus.
Below, we dig into emerging next-gen nutrition trends, the current state of the market, and opportunities looking forward. In examining the next-gen nutrition landscape, we consider ingredients, products, services, and devices.
Table of contents
- What does the next generation of nutrition look like?
- Where the opportunity lies
- The current state of the next-gen nutrition market
- What is the outlook for next-gen nutrition?
- What’s next?
What does the next generation of nutrition look like?
Consumers are moving away from simply eating food for energy or aiming to maintain an overall healthy diet and focusing more on understanding the impact different foods and ingredients can have on physical and mental health. They also want to better understand how their food is produced.
In recent years, there’s been more emphasis on nutrition applications including:
- Food as medicine, which uses diet to manage or treat specific ailments, such as IBS or high blood pressure
- Preventative maintenance, which leverages dietary choices to prevent future health issues, like diabetes or heart disease
- Physical performance, which uses nutrition to improve athletic performance or make other physical improvements, like improving skin, hair, or nail health
- Mental and emotional enhancement, which leverages ingredients thought to improve mental health, focus, sleep, stress management, and more
Where the opportunity lies
While a desire to eat nutritious food is nothing new, the nutrition space has recently seen an acceleration of innovation spurred by progress in science and technology. The growing number of approaches to nutrition brings many new opportunities for companies to appeal to health-conscious consumers across an increasing number of use cases.
PERSONALIZED NUTRITION is on the rise
The personalized nutrition market is poised to more than double from $8.1B in 2020 to $19.7B in 2027, according to CB Insights analyst consensus.
Opportunities in the nutrition landscape lie in matching modern understandings of nutrition — such as how the microbiome functions — to personalized choices in order to provide answers to questions like:
- How do certain ingredients align with my personal goals?
- How will my specific body react to them?
As consumers’ nutrition goals have become more granular, offering appropriate products has also grown more complicated, as it has become more apparent that there is not a one-size-fits-all approach to nutrition.