Active nutrition market explores AI, technology and research advances to unlock personalized health

The booming active nutrition market is fueled by advances in ingredient research, tech-driven formulation innovations and a growing consumer interest in AI-based personalized biohacking solutions as well as products that support targeted health objectives like mental well-being and gut health.

Nutrition Insight dives into the scientific developments in the active nutrition market with experts from AstaReal, dsm-firmenich, ADM, Bioiberica and Lubrizol Life Science. 

“The industry has shifted toward a more holistic approach to active nutrition. Consumers are now looking for more comprehensive solutions that can provide multiple benefits over and above muscle strength and endurance,” says Dr. Behnaz Shakersain, scientific affairs manager at AstaReal.

“Also, the period between training sessions is increasingly recognized as critical for maintaining a physically active life. Consumers demand health benefits beyond gaining muscle or losing weight, for instance, immune or gut support.”

Martin Dos Ramos, global VP of Dietary Supplements at dsm-firmenich, highlights that technology is crucial in product research and development to create products that meet consumer demand. 

“We observe that both consumers and the professionals they trust are raising the bar in terms of quality, purity, efficacy, clinical substantiation and sustainability. Today, there are many options in the market, but not all would pass the test in relation to the new demands, so we see a market that will shift toward more robust value propositions.” 

Optimized health tracking

The experts highlight several ways technology advances active nutrition, both in product development and in tailored consumer benefits. 

“Technology plays a key role in active nutrition through the integration of biohacking, where consumers use scientific knowledge and advanced nutrition to enhance their cellular well-being and performance,” says Shakersain.  

She adds that companies leverage data-driven approaches to tailor nutritional supplements to individual needs. “As the sector grows, digital tools — such as advanced wearables — and platforms will further empower consumers to track their health and optimize their nutritional choices.”

“Additionally, technology enables traceability and transparency, allowing consumers to verify the origins and purity of the ingredients they consume.”

Moreover, Shakersain notes that innovations that improve extraction techniques, delivery systems and nutrient bioavailability significantly improve ingredient efficacy, leading to better absorption and targeted benefits. 

Vaughn DuBow, senior director of Product Portfolio Marketing in Health & Wellness at ADM, highlights that AI-driven platforms can also help personalize nutrition plans based on individual needs, optimizing dietary intake for performance and recovery. 

“This level of analysis surpasses traditional nutrition approaches, as AI considers both large-scale trends and individual nuances, making personalized nutrition, including for consumers looking to lead active lifestyles, more accessible and precise than ever before.” 

DuBow says that AI-driven platforms can help personalize nutrition plans based on individual needs to optimize dietary intake.“Technologies like AI can also support targeted solutions for muscle growth, recovery and overall wellness. For example, AI can efficiently sift through complex data and identify specific microbial strains that may provide the tailored support needed for muscle growth and recovery.” 

Merging science with taste

DuBow also points to the importance of formulation technologies to ensure a positive sensory experience for new product development. 

“Specifically, our TasteSpark flavor modulation technology solves important formulation challenges, including providing masking to neutralize off-notes coming from functional ingredients, as well as building back mouthfeel for a delicious indulgence in high-protein, low- or no-sugar and reduced-sodium products,” says DuBow.

Isabel Gómez, global marketing manager of nutraceuticals at Lubrizol Life Science, says that technology can help solve the most complex challenge in active nutrition — creating a product that is appealing to consumers and backed by science. 

“New ingredients must be well defined and proven to work. For this reason, providing clear scientific evidence backed by clinical studies remains one of the biggest challenges in building consumer trust.” 

Gómez notes that technology can help create products that are appealing to consumers and backed by science.“In addition, some ingredients may have challenges such as off-taste, stability issues or poor dispersibility, and require an innovative delivery system to overcome these challenges. In addition, the total user experience has never been more present and demanded; forms that deliver the full sensory potential are rising, especially liquids,” she adds.  

Gómez points to the benefits of microencapsulation technology in overcoming some of these challenges. This can provide ingredients with benefits such as “increased stability and improved absorption while making them compatible with most innovative on-the-go active nutrition products.”

Dos Ramos from dsm-firmenich adds that technology is also critical in exploring ways to make existing products more bioavailable or act when and how needed.

“Two examples are dsm-firmench’s ampli-D, a form of vitamin D that is absorbed three times faster than regular vitamin D, and Humiome B2 with MTT, a form of vitamin B2 that is delivered only when it reaches the small intestine to nourish the gut microbiome.” 

“Another example would be Humiome Post LB, the most clinically researched postbiotic in the world with more than 40 studies. This postbiotic has a patented technology and, unlike probiotics (which are a living ingredient), this ingredient is suited to any product format, from gummies to liquids, gels or ‘candyceuticals,’ without any need to overage and with superior stability.” 

Holistic health benefits

The scope of active nutrition is expanding, from maintaining physical fitness, mobility and energy to supporting emotional well-being, managing stress and improving mental performance. 

Dos Ramos highlights the significant focus in the scientific community on microbiome health and healthy longevity. 

Active nutrition is moving beyond athletes and expanding to nutritional needs such as mental well-being, gut health and longevity.“These are two massive areas of study with many interconnections and interdependencies with all other health benefits, and we anticipate this focus will continue for many years to come. The effort is concentrated on understanding health at microbiological levels, discovering the different mechanisms triggering malfunctioning and resulting in impaired health.” 

“A good example of this is the developing science around the 12 hallmarks of aging and the view that aging is no longer a natural process but a disease that needs to be prevented and managed. This is even recognized now by the WHO,” he continues.

Scientific research advances

Meanwhile, with new supplement launches targeting broader claims, Vanessa Villareal, strategic marketing and business development manager at Bioiberica, says that consumers want to know that what they’re buying works and is worth investing in. 

“In our new Mobility Report 2.0, we revealed that up to 64% of consumers globally say that clinically proven claims are important when seeking mobility products, putting ingredients under scrutiny.”  

She expects that studies in disease states will continue to be essential. “However, understanding the effects of ingredients in healthy individuals is becoming increasingly crucial, especially with regulatory bodies demanding robust evidence to support claims.” 

In the company’s latest clinical trial, the team set out to build this kind of evidence in the collagen for joint health space. Villareal says the study explored the effects of Collavant n2 — Bioiberica’s native (undenatured) type II collagen — in healthy consumers with no history of knee osteoarthritis. 

“We found that 40 mg daily of Collavant n2 significantly reduced joint discomfort, supported faster recovery from exercise and improved quality of life after six months supplementation.” 

Villareal explains that the product works via a mechanism of action called Oral Tolerance, which modulates the body’s immune response against endogenous collagen. “Through this pathway, Collavant n2 helps to reduce the immune response against endogenous type II collagen, which in turn leads to a reduction in collagen degradation at the joint level.”