As we “wrap up” 2024 and look ahead, we spotlight key trends in personalized nutrition in 2025. The desire for wellness continues to dominate, and the path to successful innovation lies in focus and understanding life stage-specific needs.
Is Wellness Driving Demand for Personalization?
Wellness remains top of mind for consumers, with 82% identifying it as a top or important priority in their everyday lives. However, “wellness” itself is not a target. It's broad definition (encompassing better health, fitness, sleep, mindfulness, appearance, and nutrition) makes it a challenge for personalization.
To succeed, companies need to focus on solving specific wellness problems—creating targeted, integrated solutions tailored to your audience’s unique needs and goals. Personalization isn’t just a trend, it’s a necessity.
What Does This Mean for Your Business in 2025?
Focus on solving one or two problems. By narrowing in on key pain points, brands can deliver comprehensive solutions that address consumer needs deeply.
What Opportunity Areas Stand Out?
Fueling Health Goals with Functional Benefits
Consumers seek food, beverage, nutrition, and supplement products that do more than nourish. They want substantiated functional benefits that contribute to their overall health and wellness.
Sleep
The sleep industry has seen significant growth in recent years as consumers recognize its impact on their health and well-being. From wearables and sleep tech, to supplements and caffeine alternatives, the focus on sleep extends well beyond bedtime.
Weight Management
With 26% of Americans (37% of whom are GenZ) planning to use a GLP-1A weight loss medication in 2025, this market is growing rapidly. This creates opportunities for brands to support consumers at every stage of their GLP-1A journey—from adoption to active use to maintenance.
As GLP-1A usage grows and more companies and health plans adopt programs, we expect more brands—within and beyond the food, supplement, and beverage industry—to offer solutions to support users.
ICYMI: Check out our two-part series on GLP-1A opportunities here: Part 1 & Part 2
Stress Management
Consumers are interested in products and solutions that promote relaxation and emotional well-being. Foods, drinks, and supplements with ingredients like adaptogens, magnesium, and other calming ingredients are gaining traction.
Gut Health
Consumers are placing more importance on gut health, driving demand for functional foods and beverages with prebiotics, probiotics (and even postbiotics), fermented foods, and fiber.
Energy & Stamina
The energy drink market is evolving and broadening beyond the expected gamers and athletes. Busy moms, professionals, and more are looking for premium energy drinks with functional ingredients to support benefits like hydration and concentration.
The Longevity Movement
From diet to skincare, longevity talk is everywhere. Consumers are increasingly proactive, seeking products and solutions to support their healthspan (living healthier longer). Brands that tap into this demand with preventative solutions will win with future-focused audiences.
How Can Businesses Leverage Life Stages for Better Personalization?
Approaches to longevity can start at any age. Strategic research efforts will help us better understand biological changes and needs by life stage. This creates a greater focus on personalization as health goals evolve over time.
Early Adulthood
Consider goals such as long-term health, managing career and family stress, and supporting mental clarity through the workday.
Perimenopause/Menopause
Consider wellness needs such as managing stress with biological changes, improving energy and sleep, and maintaining a healthy weight.
Active Aging
Consider behavioral changes that promote performance (cognitive and physical) and overall quality of life.
Think Holistically
Consumers today don’t approach solving their problems in silos. They take an integrated approach to reach their health goals—nutrition, supplements, exercise, and other wellness practices. It’s not food or supplements or exercise or meditation. It’s all of the above. The key is to go deep into a problem area and offer a suite of solutions. This helps give consumer choices to meet their needs and offers your company additional revenue opportunities.
Stay tuned! We’ll continue to explore these trends and others (like AI and digital health platforms) in greater detail next year, providing actionable insights and inspiring examples to fuel your innovation strategies. Until then, we wish you a joyous holiday and a very happy and healthy new year!