Vitafoods Europe 2024: AI, personalized nutrition and women’s health solutions take the spotlight

08 May 2024 --- As science continues to reveal the importance of gut health, the need for personalized offerings and the lack of products targeting women-specific health needs, innovative technologies such as artificial intelligence (AI) offer new solutions, improve affordability and increase accessibility.

Ahead of Vitafoods Europe 2024 in Geneva, Switzerland (May 14–16), Nutrition Insight speaks with experts from Vitafoods Europe, Inewtrition and NCNC Nutrition Consultancy, about how technology has changed the nutraceutical industry over the last 20 years, the latest innovations in these areas and what we can expect in the years to come.

“One of the most recent stand-out advancements has been the integration of AI in the industry, which is a key area of focus at our upcoming The Future of Nutrition Summit (May 13) at Vitafoods Europe 2024 in Geneva,” reveals Kinga Swiderska, the head of content at Vitafoods Europe. “Personalized nutrition technologies are also growing cornerstones of the industry, replacing the antiquated ‘one-size-fits-all’ approach, which is increasingly deemed not-fit-for-purpose.”

“With more consumers seeking products tailored to their unique health needs and objectives, advanced innovations, such as data integration, genetic testing and microbiome analysis, have been thrust into the spotlight. Microbiome sequencing, for example, is helping us gain a multifaceted understanding of personalization, not just in digestive health but areas such as women’s reproductive health.”

The rise of personalized nutrition
Dr. Raphaëlle O’Connor, research and development (R&D) consultant at Inewtrition, points out that personalized nutrition is a “game-changer.”

She emphasizes that innovations like tailored food supplements, AI-driven health and wellness coaching and digital platforms offering personalized nutrition advice increase consumer understanding of their unique nutritional needs and can help them make more informed dietary choices.As research reveals that women’s health needs can change dramatically during their lifespans, women-specific offerings are increasingly in demand.

“Personalized nutrition has indeed moved from niche to mainstream over recent years, gaining significant traction due to a combination of technological (data analytics, AI and wearable technology innovation), cultural (convenience, individualism, increased health awareness), scientific (nutrigenomics and gut microbiome research) and economic (market opportunity and cost of health care) factors,” O’Connor explains.

“These elements work together to create a more conducive environment for personalized nutrition solutions to flourish.”

Technological personalization
Nard Clabbers, a consultant at NCNC Nutrition Consultancy, spotlights that improvements in technologies such as continuous glucose monitors, do-it-yourself tests and the COVID-19 pandemic’s effect on consumer health consciousness have fueled the rise of wearable health technologies.

“I also see that more and more personalized nutrition companies are starting to realize that simply pushing technology is not a good business model and that integrating behavioral science techniques is key to a successful personalized nutrition business,” he states.

Swiderska also notes that personalized nutrition is experiencing an upward trajectory, mainly due to a shift in consumer mindsets.

“Individuals are now taking health into their own hands, evidenced by what they are wearing on their wrists,” Swiderska highlights. “Popular across all demographics, wearable technologies provide unprecedented insight into personal health and, as a result, consumers are taking greater accountability and embracing a proactive approach to wellness.”

“With growing interest in products positioned to support a range of specific health areas — from sports performance, immunity, emotional well-being and healthy aging — there’s an opportunity for brands to carve a niche with solutions that address individual needs.”

Bringing it together with AI
Swiderska also points out that, traditionally, the discovery of new ingredients has been a slow and arduous process. However, she states that AI and machine learning significantly reduce the need for extensive experimentation.Advancements in AI are fueling innovation in areas such as the gut microbiome and personalized nutrition.

She spotlights that AI-driven predictive models can accurately predict outcomes and, in effect, remove the majority of risk involved in the development process, while streamlining other processes such as product safety assessments.

“This acceleration not only reduces the time it takes for new ingredients to reach the market but also mitigates high R&D costs,” she reveals. “The potential cost-savings enabled by AI could eventually translate into more affordable personalized nutrition solutions for consumers.” 

“As the industry becomes more efficient and innovation less risky, these savings can be passed down the supply chain, ultimately making personalized nutrition more accessible to a broader population.”

O’Connor agrees, adding: “AI and other technological advancements are improving affordability and accessibility of personalized nutrition solutions by making data collection easier, providing real-time advice, ensuring equity and accuracy, complementing the expertise of nutritionists, building science-backed health benefits and continuously learning and improving.”

“On the other end, human oversight and ethical considerations are crucial to ensure the responsible and accurate deployment and success of AI-lead nutrition solutions,” she says.

Clabbers states that technology can help overcome one of the main challenges of upscaling personalized nutrition — what he calls the “human factor” — where clients, customers and consumers interact.

“Especially here, AI can play an important role in enhancing and speeding up the interaction between the end user and the company providing a personalized solution,” he adds.

Focus on women’s health
Another key development focus over the last 20 years is the increased focus on women-specific health needs. Recent research reveals the importance of addressing nutrient shortfalls, as women’s health needs can change dramatically during their lifespan.

“More women are being open about their experiences of menopause and perimenopause symptoms, plus there’s a realization in the industry that this significant demographic has been underrepresented in the past, from gender-specific clinical studies to the development of nutraceutical products that support various aspects of women’s health, including heart, mental, metabolic, bone and joint health,” Swiderska emphasizes. “Brands currently active in women’s health are making improvements by prioritizing innovation and inclusivity — both from a product and personnel sense.” AI can not only help discover new applications and ingredients, it can also help increase accessibility and affordability.

“They are not only creating products that more closely address and align with specific female needs but are diversifying their male-dominated workforce to redress gender imbalances. Events like the Women’s Networking Breakfast at Vitafoods Europe help to boost visibility and amplify the voices of women in the nutraceutical industry, offering a platform for female leaders to share insights and challenge industry norms. Designed for everyone from scientists to CEOs, this event aims to showcase achievements and unique perspectives, celebrate female entrepreneurship and illuminate pathways into the industry.”

O’Connor states that the growing awareness of women’s health needs, along with the rising awareness of and demand for nutritional offerings to support women’s health, has led to an increase in science and research on the subject and will lead to future innovations in the women’s health space.

“This shift has allowed FemTech to gain momentum and act as a catalyst in the women’s health space for technology-enabled personalization,” she says. “Brands are recognizing the importance of understanding their target consumer and creating tailored solutions to develop a targeted product, rather than relying on a one-size-fits-all women’s health product.”  

“It is important to note that products grounded in scientific evidence are more likely to generate interest, trust and loyalty among female consumers.”

The gut-health axes
Finally, O’Connor predicts that as science continues to explore the many gut axes and their benefits, innovations in this area will continue to expand.

“There is a growing recognition of the interplay between gut health and overall health, with consumers increasingly aware of the relationship between digestive health and immunity, emotional wellness and cognitive well-being,” O’Connor spotlights. “Advances in microbiome research have underscored the critical role of gut health in overall wellness, leading to a spike in probiotics, prebiotics, postbiotics, psychobiotics and synbiotics designed to optimize gut microbiota.”

“Advancements in technology are allowing for tailored dietary recommendations based on individual genetic and phenotypic characteristics,” she concludes. “This has been facilitated by a better understanding of how diet and gut health interact, leading to more precise and targeted nutritional interventions.”

By William Bradford Nichols