Soon after I started working for this magazine in 2008, I watched a few documentaries that really opened my eyes to the industrialization of food in America. I became a vegetarian almost overnight. Since that time I’ve been more mindful of the origins of my food, adopting a “flexitarian” diet where I only eat meat occasionally, focusing primarily on vegetables and fruits, whole grains and sustainably sourced fish. It sounds so simple but it can be challenging at times. 

I’m clearly not alone in recognizing the deficiency of our food system. According to Edelman Insights’ 2012 Field to Fork survey, more than half of consumers (55%) believe America’s food production is on the wrong track—42% cited food content (processing, chemicals, sugar, high-fructose corn syrup, fat, salt, etc.). Meanwhile, interestingly, 70% said they are willing to change their habits if it can help make tomorrow’s world a better place.

The growing popularity of natural, “clean label” products featuring fewer ingredients that consumers can recognize seems a fairly straightforward supply and demand issue. For many health conscious consumers, food is an expanding part of their wellness foundation. Nutritionally dense foods that can offer intrinsic health benefits (so-called “superfoods” like chia or quinoa) offer a very compelling choice in the marketplace. In his article on key trends driving the functional food and beverage business, Julian Mellentin, director of New Nutrition Business, said, “Not only does Naturally Functional remain the biggest trend, it is growing in importance every year and has become the key driver of innovation in health.” 

But how do companies resolve the tension between fortified products that contain added, premium health ingredients on one hand, and consumer demand for whole foods and clean label products on the other? To me, this marks a key point in the evolution of the nutraceuticals market (a fork in the road if you will): the dawning of product personalization. I see opportunities for both fortified, value-added foods/beverages, and also simpler, less-processed “free-from” formulas as long as these products are tailored to specific consumer health needs and convenience demands.

It’s not limited to foods and beverages either; dietary supplements, which look more like food these days, come in a range of shapes and sizes for all types of customers. This is important and necessary in order to appeal to varying demographics while also recruiting new users. (For further discussion on delivery and bioavailability click here.)

Importantly, Mr. Mellentin noted that trends don’t exist in isolation. Instead, “they interact with one another, and the most successful brands and ingredients are the ones that stack up against multiple trends. It’s your ability to position yourself at that confluence of a variety of consumer beliefs and wants that will make the difference between success and failure.”