AI and the Future of Health & Wellness: What CHFA Members Need to Know
As a member of the International Alliance of Dietary/Food Supplement Associations (IADSA), CHFA works alongside industry associations from around the world to monitor emerging trends, regulatory developments, and innovations shaping the future of the health and wellness sector.
IADSA recently partnered with Ipsos, one of the world's leading market research firms, to explore the growing role of artificial intelligence (AI) in the food supplement industry and its impact on consumer trust, purchasing behaviour, product discovery, and the future of personalized health.
While the report focuses on food supplements globally, many of the findings have important implications and considerations for CHFA members across the broader health and wellness ecosystem, including natural health products, sports nutrition, functional foods and beverages, ingredients, manufacturing, distribution, and retail.
Key Insights
AI is becoming a new gateway to health and wellness products
Consumers are increasingly using AI-powered tools such as ChatGPT, Gemini, and other digital assistants to research health concerns, compare products, and seek personalized recommendations. As AI becomes more integrated into search and online shopping experiences, it may increasingly influence how consumers discover and evaluate products.
Trust and credibility remain essential
While consumers appreciate the convenience of AI, they continue to place a high value on trusted brands, credible information, and human expertise. The report highlights that transparency around AI use, data privacy, and evidence-based recommendations will be critical to maintaining consumer confidence. See CHFA’s latest research report Trust, Transparency and Tradeoffs for more insights on how consumers are evaluating health and wellness products.
Personalization is accelerating
From wearable devices and biometric tracking to tailored nutrition recommendations, AI is helping
drive a new era of personalized health and wellness. These technologies are expected to become increasingly common as consumers seek solutions tailored to their individual needs and goals.
AI is changing retail and e-commerce
AI-powered shopping assistants are beginning to influence what products consumers see and purchase online. This shift could have significant implications for digital marketing, product visibility, consumer reviews, and how brands compete in an increasingly AI-driven marketplace.
Regulatory expectations are evolving
Governments and regulators around the world are actively exploring frameworks related to AI transparency, accountability, consumer protection, and health-related applications. Companies deploying AI-powered tools should monitor these developments closely as regulatory expectations continue to evolve.
Why It Matters
The rise of AI has the potential to transform the health and wellness sector in the same way e-commerce and social media reshaped consumer engagement over the past two decades.
AI is not simply a technology trend. It has the potential to influence how consumers access health information, discover products, interact with brands, and make purchasing decisions. It may also create new opportunities to improve customer experiences, enhance operational efficiency, accelerate innovation, and deliver more personalized wellness solutions.
As these technologies continue to develop, CHFA will monitor emerging trends, policy developments, and industry implications to help members navigate the opportunities and challenges ahead.
If you’re a CHFA Member, login to access the full IADSA report: AI and Food Supplements: State of Affairs 2026. Please note, this is an international document and only available in English.
