Nutrition: What are the key trends dominating the industry?

by Chloe Kendall /

Every year, new trends emerge within the nutrition industry, and it’s up to food, beverage and dietary supplement manufacturers to adapt if they want to stay ahead of the curve. So, in 2018, what are the key themes? Here, we take a look at what dominated the agenda at this year’s leading nutraceutical show, Vitafoods Europe 2018:

1) Personalised nutrition

A buzz word for several years, ‘personalised’ now seems to have taken hold of the nutrition industry by storm – and it’s about time. After all, consumers are now taking a more proactive approach to their health than ever before, and they expect innovative and appealing solutions to support their specific health needs. Traditionally serving products of a ‘one-size-fits all’ nature, industry players are changing tack. From formulating tailored nutritional premixes, to developing artificial intelligence that analyses people’s genetic makeup alongside their diet, lifestyle and health goals to create tailored nutritional drinks, brands are really stepping up.

And it’s not just b2b. A recent development in the b2c nutrition market is a ‘health box’ from health food retail chain Holland and Barrett. This service provides consumers with a tailored monthly selection of recommended supplements based on a dedicated lifestyle survey. Personalisation nutrition is very much here to stay, and consumers agree – over a third of people surveyed last year consider it to be an important long-term trend.[1]

2) Healthy ageing for all

Healthy ageing products are increasingly popular with consumers of all ages, not just those over 50. People are now taking more of a preventative-led approach to their physical and mental health, and are seeking to reduce the risks of developing age-related health conditions. In response to this, brands are targeting a more diverse audience group of different ages with products that include nutritional ingredients for healthy aging throughout life, like vitamin D – which supports bone and joint health.

3) Sustainability

Across the food and nutrition sector, there is increasing pressure for manufacturers to become more sustainable. As more consumers are demanding transparent products they can trust, brands are seeking new and innovative ways to meet responsible sourcing and environmental requirements. For instance, reducing waste and obtaining local ingredients have become priorities for many nutrition manufacturers. By adopting sustainable practices, companies can significantly reduce expenditure, while decreasing their overall carbon footprint.

As the industry continues to adapt and evolve, we’re excited to see what the next 12 months will bring!

BDB has extensive experience devising and implementing international marketing communications campaigns for the nutrition and food sectors. If you would like further information, give the team a call on +44 (0)161 925 4700 or email ideasthatconnect@bdb.co.uk.

[1] References upon request

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