
Precision Wellness
Over the past decade, consumers have become more engaged with the benefit of positive nutrition (adding ingredients that support health conditions). Additionally, they are understanding the role of eating, physical activity and restful sleep for both immediate and long-term wellness. As a result, Health – Precision Wellness is Innova’s number two trend for 2025. I featured this trend in My 2025 food trends forecast. Now, let’s explore precision wellness in more detail.
What is precision wellness?
Precision wellness is a personalized, targeted approach to health. We live in an information culture with technology and genetic advancements that can assist in the development of personalized plans for the best health outcomes. When it comes to nutrition and dietary intake, Innova’s research indicates nearly 60 per cent of consumers say they are proactive about their health, with over half planning their nutrition intake based on health issues.
What are the consumer drivers of precision wellness?
There are key drivers for precision wellness. They include a demand for a personalized approach, the availability and integration of genetic information, data driven approaches, along with technological advances.
A personalized approach
Consumers seek balanced nutrition through easy-to-consume functional food and beverage products customized to their life stage, lifestyle and health needs. Personalized nutrition plans are seen as more effective, with key focus areas including women’s health, weight management, mood and performance.
Consumers are increasingly taking a very personal precision approach to their own nutrition, adapting food choices to their lifestyle, their life stage or a specific health condition. Innova analysts have seen a huge increase in products with a female positioning, such as products for menopause.
Integration of genetic testing and medical therapy
Genetic information and biomarker test results are becoming important components in precision wellness. This information can help tailor specific plans to optimize health. Genetic information, along with medical therapy such as weight loss medications can advance the understanding for precise nutrition and activity needs.
Lu Ann Williams, Global Insights Director at Innova said, “This year, consumers have told us weight loss is their top concern, and this is applicable across the 11 countries we did this study in. We see very fast growth in products with a weight management claim and we see opportunities for specialised approaches to this.”
Technological advances
The increased adoption of artificial intelligence (AI), machine learning (ML) and wearable devices (data driven) are enhancing precision wellness. These technological advances involve the tech companies, consumers, healthcare professionals, pharmaceuticals and food, beverage and nutrition companies. The growing trend, such as microbiome-based nutrition with customized supplements and foods, is an example of this driver.
Final Thoughts for Precision Wellness
We are a new information culture. As a result, consumers continue to get their wellness material from a variety of sources. Health and wellness communication is a core part of my business services. Now that precision wellness is emerging, the nutrition, medical, supplement and food communities are understanding the power of it to support and improve the various health outcomes in individuals based on their unique biology.