Supplements & functional ingredients


Vitamin Me P


ersonalised nutrition can feel like a daunting premise, with countless different pills, gummies and even flavoured sprays an option at your local Boots or pharmacy. Many find themselves asking whether they can avoid the confusion over various supplement functions and required dosages by opting for the bog-standard multivitamin. And companies are aware of this, having made a conscientious effort to target and solve this issue with a more personalised vitamin approach.


Over the past decade, companies have been targeting potential customers with adverts to draw them in and recommend supplements specific to the


individuals need. While there has not been hard evidence to support the benefits of taking a generic vitamin or multivitamin over a balanced and varied diet, with the rise in dietary habits and lifestyles such a veganism and vegetarianism, specifically tailored vitamins offer a solution that the one-size- fits-all spec of multivitamins lacks. For example, a vegetarian diet may find individuals lacking in vitamin B12, calcium and vitamin D, whereas a smoker could find themselves low on calcium, and vitamins C and D. Personalised nutrition, therefore, offers customers the opportunity to receive all the nutrients they need that might be missing in their diet.


Personalised vitamins are on the rise as the conscious consumer expects customisable and personalised supplements – with the market size valued at $9.06bn in 2021. While historically considered a premium nutritional product, the new emergence of public interest in personalisation and the impact of Covid-19 on health awareness has increased demand for more options to cater for nutritional needs. Phoebe Galbraith speaks to Melissa Snover, founder of Nourished to fi nd out more.


Ingredients Insight / www.ingredients-ients-insight.cominsight.com


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Nourished


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