Industry interest in nutrigenomics on the rise, Vitafoods Europe survey finds

24 Apr 2018 --- Industry interest in personalized genetic testing and nutrigenomics is growing, suggests a survey on the most important trends for the future of the industry. Of the more than 200 nutrition professionals surveyed, a quarter (26 percent) identified new personalized assessment technologies as a key long-term trend, followed by provenance and traceability (19 percent), transparency (18 percent) and sustainability (11 percent).

The findings come from a survey of 218 industry professionals by the organizers of Vitafoods Europe, which takes place between May 15 and May 17 in Palexpo, Geneva. The organizers report that industry trends will lead the Education Program at this year’s event, and the opportunities for personalized dietary advice created by nutrigenetics and nutrigenomics will be key topics of the interactive personalized nutrition workshop.

The research also reveals a sharp increase in interest in nutrigenomics, the science that allows companies to offer consumers nutritional advice based on their DNA. Fourteen percent of respondents said nutrigenomics would be a key trend over the coming year – up from 8 percent a year ago.

“Personalized assessments are already driving the next stage of growth for the industry. For example, quick blood panels can reveal nutritional deficiencies, some of them in a few hours. Major advances have been made in nutrigenomic technology, and nutrition companies are increasingly responding to the opportunities. However, there is a lot more to learn to fully provide a reliable picture of nutrition and the role of genetics,” comments Monica Feldman, President of Consumer Health Strategy Inc.

In a recent special report, NutritionInsight explored a number of developments and offerings in the personalized nutrition space, with industry experts noting that consumers are increasingly open to a more science-based approach to personalization.

“The next progression of the personalization trend sees consumers making decisions based on their unique genetic profile, metabolism or disease risks,” Fonterra Program Manager Nutrition and Health, James Dekker told NutritionInsight. “These are the consumers wanting to make changes in their diet based on their individual needs, which could be through DNA testing, microbiome (gut) profiling or other tests.”

“We’re seeing the rise of consumers taking an interest in genetic profiling; the next question is how do we, in partnership with food manufacturers, translate this into products people can buy.” 

“From new non-invasive continuous tracking and analysis systems (i.e. wearable devices) to the application of Artificial Intelligence (AI) and Machine Learning (ML) techniques to identify patterns and correlations in between the gathered user data and specific health-related conditions, there is plenty of room for improvement in several areas. These correlations, already known at some forums as Digital Biomarkers, will empower preventive health approaches,” Marcos Lopez, Monteloeder, Digitized Ingredients Brand Manager told NutritionInsight. “The technologies currently available might not be perfect or mature, but are good enough to start this journey that will lead us to a better future.”

Meanwhile, the survey ahead of Vitafoods Europe also suggests there will be a shift in attitudes to gender-targeted marketing of nutrition products. Nearly half (46 percent) of the industry professionals surveyed said their companies would adopt more gender-neutral marketing over the next ten years, while 11 percent said there would be more marketing aimed at women, and 5 percent said there would be more marketing aimed at men.