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Trend - Healthtech brands are using artificial intelligence in vitamin management applications. As opposed to broader diet-tracking apps, these specifically track signs of vitamin deficiencies, such as discolored fingernails or pruney skin, thereby helping the user maintain a balance of essential nutrients.

Insight - For the average consumer, daily diets are not strenuously planned. This is due to time constraints, rising food costs, or simply having diets not be a priority. This, however, leads many consumers to have minor nutrient deficiencies that they are unaware of, and continue to live with. Brands are recognizing this trend and, adhering to time and cost limitations, are creating low-effort AI-powered apps that help identify deficiencies and dietary areas of improvement.