And until now, most of what the industry called “personalisation” was simply slotting snacks, beverages or supplements into broad benefit buckets: beauty, immunity, brain health, sleep, energy.

Because your brain is not my brain, your stress response isn’t your partner’s, and your mother’s beauty needs are completely different from yours. Broad benefit categories made sense for traditional CPG. But they don’t reflect biological reality, and consumers with and increase nutrition knowledge, are starting to realise it.

For me, personalised nutrition today is not about owning a genetic report or wearing an Oura Ring. It’s about how precisely an intervention aligns with your biology, your behaviour and your needs. It’s not a product — it’s a degree of precision.

And that precision currently exists across three levels:

Examples:

Examples:

Examples:

The next generation of smart toilets are futuristic fixtures that do way more than flush. Equipped with AI, sensors, and real-time urine analysis, these toilets can detect everything from hydration levels to signs of disease. They monitor poop shape, color, and chemistry and then send a full health report straight to your smartphone.

PepsiCo created a center called the Advanced Personalization Ideation Center (API Center), which is part of its research and nutritional science division. The goal is to offer personalized experiences in wellness, health, and nutrition—not only focused on athletes, but also on “everyday users.” Their idea is to use this test-and-learn approach to begin integrating health and nutrition personalization into their product portfolio and to offer “personalized” solutions at scale.

In addition to the nutrition side, PepsiCo has recently shown interest in combining technology, AI, and “personalized experiences” within its products—for example, experimenting with Smart Cans and an AI Hydration Coach for one of its sports brands. This indicates that personalization is a broader strategy for the company, not just a nutritional initiative.

WHOOP has partnered with a high-end longevity / wellness clinic and resort, SHA Wellness Clinic (in Spain and Mexico). As part of the clinic’s “Leader’s Performance” program, guests get a WHOOP 5.0 device + 12-month membership, plus medical consultation and personalised health plans (nutrition, therapies, recovery) based on WHOOP data.

WHOOP is thus shifting from being just a “fitness wearable / recovery tracker” to playing a broader role: a bridge between wellness-wearable data and clinical / longevity-oriented health services

My reflexion

It’s simple: there will be more and more data available on products and their effects on health. There will never be less information. This creates an unstoppable momentum. As consumers gain access to more data about themselves, through sensors, wearables, and medical records, the value in connecting that personal data with product data will only grow.

Nestlé publicly acknowledged that many of its mass-market supplement brands were no longer performing. Brands like Nature’s Bounty, Osteo Bi-Flex or Puritan’s Pride, once giants in the category , delivered weak volume growth and low margins.

So what did Nestlé do?

They started reviewing, restructuring, and potentially selling off these value brands.

Why? Because the future of the category is moving in the opposite direction:

✨ Toward premium, science-led, higher-credibility brands like Solgar, Garden of Life, or Pure Encapsulations.
✨ Toward personalized, data-driven wellness.
✨ Toward targeted solutions instead of “one-size-fits-all” vitamins.

Nestlé’s strategic shift is a signal for the entire industry: You cannot compete on price when consumers are competing on knowledge.

Future Outlook By Julia Varela Tarancón

Three years ago, KMZERO HUB invited us to their Food Design Day, and for the event we created a future-forward concept built on three emerging trends: mental health, personalized nutrition, and upcycling.

At that time, AI wasn’t part of the creative conversation yet, but our brilliant designer, Carla Rotemberg, managed to visualize our idea with incredible precision.

That’s how our concepts were born:
✨ Cortisol detection Tattoo + Naked Capsules “to slow your day.”

The cortisol tattoos were intelligent patches capable of measuring your stress levels in real time, giving you instant access to a biological signal that usually stays hidden.

The naked capsules were plastic-free, formulated with functional mushrooms and made from upcycled fruit peels and coffee grounds, designed to bring your stress levels back to baseline within minutes. A blend of sustainability, science, and emotional wellbeing.

What’s fascinating is that we imagined this before commercial cortisol sensors existed, before advanced wearables hit the mainstream, and long before AI began transforming personalization in health.

Today, as the industry moves rapidly toward biometric-driven personalization and precision nutrition, this concept no longer feels futuristic. It feels… inevitable.

If you’re facing an innovation challenge or want to explore future concepts for your brand, feel free to send it my way. I’d love to help you shape what’s coming next.

Every 10 days , I’ll keep sharing the trends shaping food and wellness. My wish is that they give you not only inspiration, but also clarity — so that we can all build a healthier, brighter future.

Remember, trends only matter when they spark action!

Until next issue :)