A key trend within the food, drink and supplement markets is that consumers are looking to improve their health and wellness. At the same time, they experience lifestyle-related challenges, such as busy lives and feelings of stress and fatigue, that make it difficult to stay committed to health plans. As with many aspects of their life, consumers feel that technology can make improvements and eliminate hassle, which is an opportunity for innovation using Artificial Intelligence.

Despite some negative discussion around its usage, FMCG Gurus’ consumer insights reveal that 44% of global consumers state they are cautiously optimistic about the role of Artificial Intelligence (AI) in society. This suggests a growing recognition of AI’s potential benefits, especially as it becomes increasingly integrated into everyday consumer experiences. Notably, among those with strong opinions, the inclination to embrace AI is higher, with 25% willing to adopt AI technologies compared to only 13% expressing fear.

This highlights an understanding that AI can enhance product quality, streamline production processes, and personalize consumer experiences. As the food and drink industry evolves, these optimistic attitudes may serve as a driving force for innovation, urging companies to harness AI ethically and effectively to meet changing consumer demands while addressing concerns about its implementation.

Personalized health and nutrition are seen as the next stage of evolution within the health and wellness market. Consumers want products they know are safe, effective, and suited to their needs. Artificial Intelligence is a useful tool for personalized nutrition, for example nutrition-genetic testing using large volumes of personal data. This enables brands to forecast health patterns over the long-term and to design products that are suited to the specific needs and wants of individuals.

FMCG Gurus’ consumer insights show that approximately two-thirds of consumers that have heard of AI indicate they would be open to the possibility of using such technology to customize their diets. These consumers believe AI could create dietary plans suited to their specific needs, and would make it easier to monitor their micronutrient intake.

In comparison, only 14% responded that they would not want to use AI for this purpose, with the most cited reason being that it is the responsibility of the individual rather than technology to monitor health and nutrition. This highlights that the use of AI should be seen to complement human behavior rather than to replace it, emphasizing that the individual needs to be committed to achieving health goals, using AI as an assistant to help reach these goals. 

Health and wellness are key topics for consumers and these will become increasingly important as society continues to age, macro-economic factors impact physical and emotional health, and the prevalence of diet and lifestyle-related wellness issues become more common. Of those consumers who are aware of Artificial Intelligence, two-thirds believe it could positively contribute towards health and wellness. The ability of technology to provide and interpret real-time information is particularly appealing, whilst privacy and transparency are common concerns amongst consumers when thinking about AI’s role in health and wellness.

It is crucial that any brands or services looking to implement Artificial Intelligence must demonstrate complete transparency over how the technology will work, how consumer data is stored and the extent to which outcomes are accurate and reliable. Personalized and customized offerings will help to shape perceptions of efficacy and value at a time when spending on health and wellness products is more considered.

The intersection of Artificial Intelligence and the personalization of health and wellness presents a key opportunity for consumers and brands alike. As more individuals recognize the potential of AI to assist in crafting customized dietary plans and to enhance real-time health monitoring, a shift in consumer expectations is underway. While concerns about privacy and the accuracy of AI-driven solutions remain, the opportunity for brands to provide transparent, personalized services is critical to enhancing trust and engagement.