Supplement consumers have a higher trust in AI than non-users, research flags

Consumers who use supplements are more likely to trust AI technology than those who don’t, according to a recent online survey. A majority (64%) of respondents who used a supplement within the past three months said AI is “generally positive for humanity,” compared to 40% of non-supplement users.

The survey, commissioned by Ingredient Communications and conducted by SurveyGoo, collected data from 1,040 consumers in the UK and US. The survey indicates that more supplement users feel positive about using AI in the food and beverage industry — 55% compared to 30% of non-users. 

Although more research is needed to reveal why supplement consumers are more likely to welcome the use of AI in nutrition, Richard Clarke, managing director at Ingredient Communications, expects a typical supplement user is more likely to embrace innovations to enhance their well-being. 

“Supplements are, by their nature, the result of scientific research, and without wishing to oversimplify things, I suspect that supplement users are more likely to embrace the application of technology — including AI — in their diet than those who don’t take supplements,” he tells Nutrition Insight. 

Clarke says the future of AI in the food industry is hard to gauge because of the technology’s many possible applications. “They range from farmers using AI to tell them when to plant, water, fertilize or harvest their crops to telling a consumer whether the ham in their fridge is still safe to eat — with many other possibilities in between.”

Personalized nutrition

The survey also found that supplement users were more likely to allow AI to make decisions on their behalf, with 59% saying they would trust AI to make decisions about their diet and nutrition that were in their best interest. Additionally, 62% said they would let AI analyze their genetic makeup and dietary needs to make personalized nutrition recommendations. 

Only around a third of non-supplement users agreed with these statements. 

“We know that personalization of nutrition is hot right now, and there’s no doubt that AI tools could be harnessed to provide bespoke advice to individual consumers,” says Clarke.  

Although supplement users have a higher trust in AI, the survey also shows they still expect transparency in using the technology.For example, 10X Health introduced a patented precision genetic test in the UK that allows users to record biological and nutritional data accurately. The system leverages AI to analyze up to 20 million genetic variations. 

At the same time, Clarke cautions there may be concerns about privacy and data protection, which he says might make some consumers less willing to share their health data. “Nutrition companies should build security safeguards and find ways to communicate these to consumers clearly and transparently.” 

Consumer communication demands

Most consumers surveyed want safeguards around the use of AI in products. For example, according to 87% of supplement users and 79% of non-users, foods made with AI should be declared on the label. 

“I believe it’s important for companies to consider how they communicate their AI usage to consumers,” says Clarke. “I’m not suggesting that they’re doing anything wrong, but failing to take consumers along for the ride could create mistrust further down the line.” 

“It’s easier than ever, in this day and age, for misleading stories to proliferate and stoke fear. AI is susceptible to this phenomenon because very few people truly understand it. Explaining how AI is used and benefits consumers will help to protect against misinformation.”

A majority of survey respondents also said that a product made with the help of AI “should not be described as natural.” 

Clarke suggests this may be due to the implication that any product manufactured by using AI is more likely to be processed or even ultra-processed. 

“Alternatively, it might be because people are suspicious of AI and skeptical about its benefits. Either way, better communication of how AI is used is an important step to preventing misinformation and misunderstandings,” he recommends.