Since the Pandemic, global consumers have taken a more proactive approach to their well-being. This Prinova white paper report explores the rise of personalized nutrition in the digital age, driven by these post-pandemic shifts toward holistic health. The report highlights consumers’ growing interest in targeting health through specific dietary choices, with a focus on functional ingredients, gut health, and the influence of genetics on nutrition. It also examines how technological advances, like apps and wearables, are making personalized nutrition more accessible, and the increasing demand for performance nutrition products, particularly among gamers.

Based on a survey across major markets (including the US and Europe), the report analyzes preferences in personalized nutrition services and ingredients like probiotics and collagen. It identifies emerging trends and opportunities for tailored health solutions, such as reduced-carbohydrate products for women and metabolic support items for millennials. Additionally, the report underscores the importance of health claims on packaging in driving consumer purchase decisions, especially in Southern Europe and among younger consumers.

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