April 30, 2025 – Personalized nutrition often centers on strategies for weight management that are customized to the individual. Personalized nutrition trends in the US include consumer trends research and innovation in new product launches.
Innova Market Insights conducts consumer research throughout the year. Personalized nutrition trends in the US can be evaluated using the Innova Health & Nutrition Research and Innova Lifestyle & Attitudes Research from 2023 and 2024 plus the Innova Trends Research from 2024 and 2025.
Defining Relevant Terms
Several terms are important when looking at personalized nutrition trends around weight management in the US. Sugar reduction includes claims for no added sugar, reduced sugar, low sugar, and sugar-free. Clean label claims include non-GMO, no additives or preservatives, natural, or organic. Weight loss food and beverage products include products with a weight loss or weight management claim and products that are described according to popular diet approaches – paleo; keto and ketogenic; named diet programs such as Atkins, Weight Watchers, South Beach, and Slimfast; low carb; and intermittent fasting. Personalized weight loss categories do not include alcoholic beverages, products for babies and toddlers, pet food, and sports nutrition products except Atkins sports nutrition products. Meal replacement supplements are provided, however additional supplements are not.
US Consumers Try to Lose Weight
A solid quarter of US consumers, according to research, say they have changed their diet in the past year to lose weight. This proportion is slightly lower than in the previous year. When asked in consumer trends surveys about their top weight management approaches, US consumers name exercise first and then reduction diets, nutritionally balanced diets, and intermittent fasting. They are highly interested in personalized nutrition solutions, often relying on apps to help them with weight management.
Products for weight management that have artificial ingredients or are highly processed often are avoided by US consumers. However, many say that these products can help them with weight management. Respondents avoid diet products due to artificial ingredients or over-processing, while nearly 1 in 3 believe these products help to manage their weight.
When asked in a consumer trends research how they live in a healthy way, US consumers name a healthy diet, exercise, and then weight control. Innova looked into the ways that US consumers eat healthily. Consumers say that they limit snacking, prepare fresh foods or meals from scratch, and control the size of their portions. Consumers who take a proactive approach to healthy living respond that customized nutrition plans are best.
US consumers have concerns about their physical health. Heart health and weight management are top physical health concerns, and many US consumers purchase functional food and beverage products to help with heart health and weight management.
Personalized Nutrition Includes Several Diet Strategies
Personalized nutrition is about more than weight loss and combines various diet strategies. Some of these include healthy foods, weight management, specific diets, medically supervised or individually chosen meal replacements, and weight loss supplements.
Emerging strategies, such as Ozempic, Wegovy, and other GLP-1 weight loss drugs, are gaining popularity. Consumers in the US may use these in combination with different diet strategies.
New product innovation in the US reflects the personalized needs of consumers. Product features on the rise include more fiber, less fat, sugar reduction, and plant-based.
Better for You Food and Beverage Products
Innova is monitoring diversification and innovation that extends past traditional weight loss products and shows growth for private labels and smaller manufacturers. However, food and beverage launches for weight management and with keto claims have declined over a recent five-year period.
Personalized weight management products are becoming more diversified. Drink concentrates and mixes, fish and seafood, and meal replacements are among the increasing subcategories. Categories with weight management claims that are contracting include cereal and energy bars, dairy-based ice cream and frozen yogurt, and ready meals.
Several claims show a growing presence. These are led by gluten-free, followed by plant-based, sugar-free, vegan, fiber, protein, and low, no, or reduced calorie.
Low carbohydrate, reduced carbohydrate, and no added sugar have declined in recent years. Sugar and other caloric sweeteners are the top choices for sweetening. Use of artificial non-nutritive sweeteners is growing while natural non-nutritive and bulk sweeteners are declining. Although the US leads other countries in new product launches with a sugar-reduction claim or a keto claim, it is losing share to other countries.
Meal Replacements Have a Modest Following
About one-tenth of US consumers who want to lose weight turn to meal replacements. Innovation is down in the US, which is the global leader. The leading brands of medically supervised programs are Optifast and Nutrisystem meal replacements. Consumers purchase these products through medical clinics and directly from the company. The newest products are positioned for consumers who use GLP-1 medicines.
Taking Supplements When Losing Weight
Supplements are popular among US consumers, with the majority taking multivitamin supplements, specific vitamins, or gut-health supplements. Many take supplements for adequate nutrition. Supplements with a weight-related claim show modest growth. Half also have a digestive or liver claim and some have an energy/stamina claim. Weight management supplements overwhelmingly include nutraceutical or functional ingredients and many have botanical ingredients.
Watch Out for Product Evolution
The marketplace for personalized nutrition for weight management is expected to change. Desire for products with less sugar will continue. Entry into the marketplace by smaller companies will push product diversification. GLP-1 drug users represent a new audience. US consumer interest in individualized nutrition plans will grow. Plant-based products can appeal to vegetarians, vegans, and omnivores. US consumers will look for products to be fresh and clean rather than over-processed. Protein claims and fiber claims are expected to grow in weight loss products. Finally, other countries will compete with the US for innovation.
This article is based on Innova’s Now & Next in Personalized Nutrition in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
