Personalized Nutrition

A rapidly growing trend, personalized nutrition – unique nutrition plans for an individual – is projected to grow $17 billion over the next 4 years.[1] This is the staggering prediction shared at Datassential’s recent Foodscape event, and it drove much of the content that was shared with the 400+ attendees in Chicago. Hyper-personalization is seen as the next evolution in healthy eating and it has the potential to impact the industry from every angle.

WHY IT’S HAPPENING

Customization is ingrained and expected on many fronts – today’s consumers are used to having products tailored to their needs and desires. Consider fashion, with companies like Stitch Fix providing personal styling and wardrobe items delivered directly to your door. Or grocery, with Amazon Prime reminding you which items are likely on your list based on prior orders. Or even any of the apps that serve us personalized content every day– Spotify, Netflix, Bitmoji, YouTube and more. It’s no longer “creepy” that brands know us so well. On the contrary, it’s expected. And it’s frustrating when they get it wrong.

WHAT WE THINK

It’s no surprise that this trend is making its way to food and beverage. Beyond the obvious extensions like fast casual restaurants that serve customized frozen yogurt / burrito / personal pizza / coffee / salad / you name it, consumers are constantly hunting better choices for their individual life experience. At the same time, over the past year we have seen the growing influence that Gen Z has on all food trends – their spend and influence is growing and, as we explored earlier this year, has the most substantial impact on “what’s next”.

Taking the cross section of “customization” and “Gen Z” a step further, 60% of younger consumers are beginning to use tech for food-related personal purposes. Think fitness trackers, recipe apps, food diaries and more. While the jump might seem steep, early studies show that progressive eaters indicate their interest in personalized apps and recipes. And this is where things start to get really interesting.[2]

As consumers integrate inputs from all parts of their life to provide a full view of wellness, personalized nutrition that incorporates basic biometrics, physical activity, known health issues/tendencies and more will inevitably influence the way people shop at retail and while dining out. What that looks like will evolve over time – but it’s certainly on the horizon.

WHAT’S NEXT

Food plans tailored to an individual’s unique “data” already exist. But only a small portion of the population is engaged with nutrition at that level. We’ll need to keep an eye on how more information shapes consumers’ decision-making criteria – and what role “taste” has in the process.

 

[1] “Personalized Nutrition and Food.” Datassential. Datassential: Food with a Story. Foodscape 2. September 2018.
[2] “52 Things We Learned & Experienced at Foodscape 2.” Datassential. Datassential: Issue 57. September 2018.

Questions, comments or want to learn more? Let's connect! weshouldtalk@jtmega.com

Want to receive more Thought For Food Insights?
Subscribe Now »

Recent Posts

AI + Food
AI + Food

Do you know what you’re having for dinner tonight? Do you know where you’d like to go out to lunch for that birthday celebration coming up in February? How about what new and exciting menu item you might venture out on a limb to try at a restaurant next summer? I honestly can’t answer a […]

Read More »

Global Insights to Share
Global Insights to Share

On our recent trip to Paris for SIAL 2018, the largest international food and beverage innovation show, we had the chance to sit in on a few very compelling seminars. A global study of consumers’ behaviors, attitudes and expectations regarding their food were the focus of “Food 360”, a breakout led by Kantar TNS and […]

Read More »