Nutiani and Fonterra Unveil Top Nutrition Trends for 2025: GLP-1, AI, and Natural Living Take Center Stage
Source: DairyNews.today
Nutiani, leveraging global consumer insights and Fonterra's macro trend framework, has identified key nutrition trends poised to shape the industry in 2025. Highlighting the rise of GLP-1-focused foods, AI-driven hyper-personalized diets, and a growing preference for sustainable and natural products, the report offers a comprehensive outlook on evolving consumer priorities.
The GLP-1 Effect on Nutrition
As GLP-1-based weight-loss medications like Ozempic gain traction, their influence on consumer behavior and food innovation is growing. Brands are increasingly catering to the dietary needs of GLP-1 users with high-protein, low-calorie options to counter potential muscle loss linked to the drugs.
“GLP-1 treatments have sparked significant changes in eating habits,” explains Pooja Passi, Head of Insight, Advanced Nutrition at Fonterra. “While their efficacy is well-recognized, concerns about long-term health effects, affordability, and dependency are also shaping consumer sentiment.”
According to Passi, three in ten consumers familiar with GLP-1 medications express a strong desire to use them, while 25% show moderate interest. “This underscores the need for tailored food innovations that meet the unique nutritional requirements of GLP-1 users. Smaller portions with dense protein, high-fiber, and low-sugar options are increasingly in demand,” she adds.
Industry players like ADM are responding to these shifts by developing ingredient solutions tailored to the distinct needs of GLP-1 users, including considerations for both active use and post-treatment phases.
AI and Hyper-Personalization: Nutrition Gets Smarter
The integration of artificial intelligence (AI) in health and nutrition is enabling consumers to design highly individualized dietary plans. Advanced wearable technologies and AI-powered platforms are offering real-time insights into health metrics like BMI, microbiome composition, and cortisol levels.
“AI tools are revolutionizing how consumers approach nutrition, offering unparalleled personalization,” notes Passi. “By leveraging real-time data, users can fine-tune their diets to align with specific health goals, such as weight management or metabolic health.”
Companies like Hologram Sciences and Heali are pioneering AI-driven solutions that tailor nutritional recommendations to address conditions ranging fr om autoimmune disorders to gastrointestinal issues.
Natural Living: A Pivot Toward Simplicity
Amid rising awareness of environmental toxins and synthetic additives, consumers are gravitating toward organic, minimally processed foods.
“This shift reflects a broader cultural move away from complexity toward authenticity and sustainability,” Passi says. “Consumers are embracing low-toxicity lifestyles, prioritizing products free of microplastics and chemicals, and favoring holistic wellness practices.”
Social media trends underline this dynamic. Mentions of Ozempic have surged by 299% year-to-date, according to Fonterra's analysis, with discussions often highlighting concerns about side effects and dependency. Simultaneously, conversations around natural living and toxin-free diets are gaining momentum.
Balancing Challenges and Opportunities
The dual trends of technological innovation and a return to natural living present both opportunities and challenges for brands.
“While modern medicine and advanced tools are widely embraced, there is an equally strong pull toward simplicity and natural solutions,” Passi explains. “Brands must navigate these competing demands by prioritizing safety, transparency, and sustainability in their offerings.”
Market segmentation is also becoming increasingly complex as health and nutrition transcend niche demographics to become mainstream concerns. Marketers must delve deeper into consumer preferences, demographics, and budget constraints to address evolving needs effectively.
Outlook for 2025
The 2025 nutrition landscape will be defined by innovation and adaptability. With GLP-1 treatments reshaping dietary habits, AI enabling hyper-personalization, and consumers demanding sustainable, natural products, brands must stay agile to thrive in this rapidly evolving market.
As Passi concludes, “The future of nutrition is about meeting consumers wh ere they are—at the intersection of advanced science and a return to basics.”
As GLP-1-based weight-loss medications like Ozempic gain traction, their influence on consumer behavior and food innovation is growing. Brands are increasingly catering to the dietary needs of GLP-1 users with high-protein, low-calorie options to counter potential muscle loss linked to the drugs.
“GLP-1 treatments have sparked significant changes in eating habits,” explains Pooja Passi, Head of Insight, Advanced Nutrition at Fonterra. “While their efficacy is well-recognized, concerns about long-term health effects, affordability, and dependency are also shaping consumer sentiment.”
According to Passi, three in ten consumers familiar with GLP-1 medications express a strong desire to use them, while 25% show moderate interest. “This underscores the need for tailored food innovations that meet the unique nutritional requirements of GLP-1 users. Smaller portions with dense protein, high-fiber, and low-sugar options are increasingly in demand,” she adds.
Industry players like ADM are responding to these shifts by developing ingredient solutions tailored to the distinct needs of GLP-1 users, including considerations for both active use and post-treatment phases.
AI and Hyper-Personalization: Nutrition Gets Smarter
The integration of artificial intelligence (AI) in health and nutrition is enabling consumers to design highly individualized dietary plans. Advanced wearable technologies and AI-powered platforms are offering real-time insights into health metrics like BMI, microbiome composition, and cortisol levels.
“AI tools are revolutionizing how consumers approach nutrition, offering unparalleled personalization,” notes Passi. “By leveraging real-time data, users can fine-tune their diets to align with specific health goals, such as weight management or metabolic health.”
Companies like Hologram Sciences and Heali are pioneering AI-driven solutions that tailor nutritional recommendations to address conditions ranging fr om autoimmune disorders to gastrointestinal issues.
Natural Living: A Pivot Toward Simplicity
Amid rising awareness of environmental toxins and synthetic additives, consumers are gravitating toward organic, minimally processed foods.
“This shift reflects a broader cultural move away from complexity toward authenticity and sustainability,” Passi says. “Consumers are embracing low-toxicity lifestyles, prioritizing products free of microplastics and chemicals, and favoring holistic wellness practices.”
Social media trends underline this dynamic. Mentions of Ozempic have surged by 299% year-to-date, according to Fonterra's analysis, with discussions often highlighting concerns about side effects and dependency. Simultaneously, conversations around natural living and toxin-free diets are gaining momentum.
Balancing Challenges and Opportunities
The dual trends of technological innovation and a return to natural living present both opportunities and challenges for brands.
“While modern medicine and advanced tools are widely embraced, there is an equally strong pull toward simplicity and natural solutions,” Passi explains. “Brands must navigate these competing demands by prioritizing safety, transparency, and sustainability in their offerings.”
Market segmentation is also becoming increasingly complex as health and nutrition transcend niche demographics to become mainstream concerns. Marketers must delve deeper into consumer preferences, demographics, and budget constraints to address evolving needs effectively.
Outlook for 2025
The 2025 nutrition landscape will be defined by innovation and adaptability. With GLP-1 treatments reshaping dietary habits, AI enabling hyper-personalization, and consumers demanding sustainable, natural products, brands must stay agile to thrive in this rapidly evolving market.
As Passi concludes, “The future of nutrition is about meeting consumers wh ere they are—at the intersection of advanced science and a return to basics.”
