ACCESSIBLE INNOVATION, ULTRA-PERSONALISATION AND THE FUTURE FOOD ECONOMY

ProtéinesXTC, whose multidisciplinary team spans agronomists, nutrition scientists, toxicologists, sociologists, retail experts and crisis-communication specialists, has long served as a reference point for innovation tracking. Through this lens, Xavier Terlet sees two major dynamics defining the years ahead: the rise of ultra-personalised nutrition, and the emergence of accessible, value-focused innovation that aims to reconcile price sensitivity with quality aspirations.

Ultra-personalised health: innovation enters a new phase

One of the most important shifts today, according to Terlet, is the move toward what he describes as “tailor-made or ultra-personalised health claims.” The trend goes far beyond traditional functional foods, instead merging the boundaries between food, nutraceuticals and even medical supplementation.

“This translates into food offerings that are increasingly targeted at all stages of an individual's life and adapted to who they are, what they are going through and their way of life,” he explains.

But the shift is not just behavioural. It's also structural. As Terlet notes, “dietary supplements are taking the form of everyday food products, such as gummies, powders, drinks, chocolate bars and even soups.” This convergence reflects a broader evolution in the food processing industry, where innovation is no longer confined to new flavours or formats but increasingly involves bioactive compounds, functional fibres and protein blends engineered for clinical-style outcomes.

In parallel, communication strategies are evolving rapidly. “Brands are entering an era of social transparency,” Terlet says, where once-taboo topics such as painful menstruation, joint health, and mental fatigue are openly acknowledged and transformed into innovation drivers. This aligns with a broader movement seen across major international food expo events, where consumer openness around health and identity feeds new product development.

The GLP-1 effect: a new class of companion foods

Few phenomena illustrate the merging of nutrition science and mainstream food behaviour as clearly as the rise of GLP-1 drugs such as Ozempic and Wegovy. Originally prescribed for Type 2 diabetes, they have gained worldwide visibility for their role in weight loss.

Terlet highlights a fast-developing category of “GLP1 companion products,” created by companies including Nestlé and Danone. These innovations aim to support rapid and significant weight loss, offering higher-protein, higher-fibre, nutrient-dense foods in smaller portions for consumers with lower appetites. Maintaining muscle mass during accelerated weight loss is a major concern, and brands are designing formulations to address precisely this challenge.

In France, this raises important questions: how will food companies reformulate staple products? Will French dairy products, innovative drinks or high-protein snacks become key vehicles for GLP-1-friendly innovation? And how will retailers reshape shelves to accommodate entirely new dietary behaviours?

Accessible added value: innovating under economic pressure

Beyond personalisation, Terlet emphasises another structural shift: the emergence of what he calls “accessible added value.” The last five years have forced consumers to renegotiate what food affordability means. Pandemic aftershocks, the Ukraine conflict, inflation and political instability have reshaped spending choices and confidence levels.

“The result has been a polarisation of supply,” says Terlet. On one side: low-cost private-label offerings. On the other: premium, eco-friendly, health-driven products that increasingly feel out of reach.

However innovation is resurfacing in the middle ground. “We are seeing the emergence of a new, mixed offering that meets all consumers' expectations… while remaining affordable,” he explains. This includes simpler recipes, optimised packaging, individually sold items, and formats designed to reduce waste. Companies exhibiting across the food sector, from grocery products exhibitors to fresh meat exhibitors are experimenting with leaner ingredient lists and portion-smart design that lowers the final purchase price without compromising on quality or safety.

Economic realism is now an innovation strategy in itself. As Terlet notes, the goal is not to cheapen offerings, but to redesign them intelligently so that “the added value of innovation… remains accessible to as many people as possible.”

Retail under pressure: the food summit starts to crack

Underlying all these changes is a shifting retail landscape. Traditional supermarket models are being challenged by discounters, hard-discount reinventions, direct-to-consumer channels and rapid-delivery apps. According to McKinsey, European grocery margins have tightened significantly since 2021, prompting retailers to rationalise assortments, demand more innovation from suppliers, and restructure categories around health, affordability and convenience.

SIAL Paris: where these shifts become visible

Dynamics such as nutritional personalisation, GLP-1 companion foods, affordability-driven innovation and retail restructuring are converging faster than ever. Nowhere is this more visible than at SIAL Paris, the world’s largest international food trade show and a global benchmark for innovation in the food and agri-food industry.

As Terlet’s insights illustrate, the coming years will see the food industry redefined not only by scientific progress, but by consumers’ shifting expectations, economic realities and health-centred priorities.