Healthcare
The Rise of Personalized Nutraceuticals: Vitaquest Taps Big Data, Flavor, and AI to Deliver Personalized Wellness at Scale
Mass-market supplement makers are racing to decode individual health needs through AI and data science before personalized wellness becomes the category standar
Key takeaways
AI and big data are enabling supplement manufacturers to move from mass-market formulations to individualized nutraceutical products.
Vitaquest is integrating flavor science and personalization technology to meet growing consumer demand for tailored wellness solutions.
Personalized nutrition is rapidly evolving from a niche offering to an expected industry standard, pushing CDMOs to innovate at scale.
The wellness industry is at an inflection point. What once centered around pill packs and generic supplement regimens is now being transformed by an ecosystem of personalization, flavor innovation, and data-driven development. According to research, the global nutraceuticals market is on track to surpass $919 billion by 2030—and with consumer demand increasingly favoring tailored, lifestyle-integrated health products, innovation has never mattered more.
The global nutraceuticals market is on track to surpass $919 billion by 2030—and with consumer demand increasingly favoring tailored, lifestyle-integrated health products, innovation has never mattered more.
What does it take to turn cutting-edge ingredient science and AI-powered personalization into a scalable, trusted wellness product?
That's the core question explored on this episode of Experts Talk, hosted by Daniel Litwin, the Voice of B2B. Joining him is Michael Anthonavage, VP of Innovation at Vitaquest, a leader in contract nutraceutical manufacturing. Together, they dive into how the health and wellness space is evolving to meet rising consumer expectations—not only in what a supplement delivers, but how it fits into the consumer's daily life, from taste to brand experience.
The key topics of discussion…
- Flavor as a Differentiator: With formats like drink powders, chewables, and sublinguals gaining popularity, flavor has become a crucial first impression and compliance tool for brands.
- Personalization Through Big Data & AI: Anthonavage explains how Vitaquest leans on partner-driven consumer data and AI-backed insights to align products with evolving customer needs, behaviors, and preferences.
- Innovating in Manufacturing: From fluidized bed technology to Vitaquest's proprietary Q-Fizz effervescence platform, new processing capabilities are helping scale personalized products without sacrificing consistency or quality.
Michael Anthonavage is the Vice President of Innovation at Vitaquest, where he leads scientific and strategic innovation across the company's expansive nutraceutical manufacturing portfolio. With more than two decades of experience—including R&D roles at Johnson & Johnson, Eurofins, and Vantage Specialty Ingredients—Anthonavage is a recognized expert in biochemistry, clinical research, and technology transfer. His work at Vitaquest is setting new standards in how personalized, effective, and lifestyle-aligned health products come to market.
About the author
Daniel Litwin is a journalist of multiple disciplines focused on finding and telling engaging stories for B2B communities. He has interviewed executives from Fortune 500 companies including Honeywell, Microsoft, John Deere, and Chipotle, and leads editorial direction at MarketScale. Litwin hosts weekly shows and podcasts while helping develop new content approaches across the MarketScale platform. He holds a B.J. in Radio/Television Reporting/Anchoring and a B.A. in Spanish from the University of Missouri-Columbia.
