Personalisation and Digital Wellness in Food and Nutrition

March 2023

Personalisation’s appeal is intensifying as modern consumers demand greater convenience and efficiency. Increasing awareness of the importance of nutrition for general health invites businesses’ innovations to create more granular tech solutions that not only take into account individual lifestyles but also analyse one’s body biomarkers. Although zooming into indicators such as DNA attracts investments, consumer surveys indicate growing reservations to share deeply personal data.

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Key findings

Costly choices in difficult times to cap the demand

The personalisation trend approaches the market in three stages ranging from mass customised products to hyper-tailored solutions based on individual markers. Personally appealing novelties, however, are usually accompanied by a higher unit price tag, which in times of strong economic uncertainty may significantly limit demand as households have to re-evaluate their expenditure patterns. Therefore, while setting future objectives, food tech companies should consider simplifying consumer onboarding, without instantaneous challenge to their wallet.

Mass personalisation adheres to changing lifestyles

For the mass personalisation trend to be thoroughly successful, it requires modern manufacturers to closely follow and precisely adhere to changing consumer lifestyles. Therefore, potent novelties strongly feature product fortification that addresses daily consumer issues, such as stress, interrupted sleep, or digestion. Also, zooming in on diets, social clusters or age groups allows businesses to stand out and develop closer engagement with certain consumer groups.

Fragmented digital wellness industry will surge

Digital wellness is becoming a new playground for businesses and consumers to find additional touch points, so that daily product choices enrich one’s wellbeing without extra effort. Currently, snacks category demonstrates a strong lead as snacks brands build adaptable portfolios and embrace apps and online questionnaires to identify best product matches for each customer. In addition, as the digital wellness market is highly fragmented, strong future growth is foreseen as such context permits easy entry for new players.

Privacy paradox will challenge hyper-personalisation development

Consumer focus on micronutrients in their daily diet encourages demand for premium novelties that test individual body markers to generate deeply personal, optimal diet recommendations. Although advancing technologies are better equipped to address a broader range of consumers’ nutrition concerns, scaling such detail-orientated solutions may be complicated due to their high price. In addition, the growing privacy paradox will challenge and inevitably require new food tech businesses to provide more clarity on data collection and use. Addressing privacy concerns is anticipated to become one of the key future corporate responsibility considerations.

Key findings
Lifestyle changes lead to increasing demand for personalisation
Key stages of personalised nutrition products and services
High food spend share limits product personalisation in developing markets
Consumer preferences shape customisation trends
A spectrum of solutions targeting mass customisation
More sophisticated offerings hit shelves to target plant-based diet followers
Addressing need states through product functionality
Personalisation through nutrition and functionality targeted at enhancing snacking occasions
Meals customised for single-person households set to gain ground
Leveraging unique life-stage needs creates higher-value product solutions
Addressing budget-cautious social groups with affordable personalised offers
Consumers grow in confidence to use health-related technologies
Digital wellness educates consumers and creates greater loyalty
Erbology delivers personalised food products to your doorstep
Solutions for mental health and men’s health prevention at the top of consumer priorities
MyAir offers snack bars for ongoing stress management
Consumer focus shifts from weight management towards micronutrient benefits
Zoe: Testing natural functions to configurate individual nutrition solutions
Biometric feedback offers opportunities for optimal diet and wellness recommendations
Reservations to share personal data will limit integration of highly curated products
Privacy paradox to challenge trust in technology
Manufacturers will keep pursuing a more digitalised future despite potential challenges
Drawing inspiration from other industries to the food and nutrition space
Futuristic gadget integration will bring opportunities for dietary hyper-personalisation
Expected future developments
Key takeaways

Staple Foods

NOTE: Couscous, polenta and quinoa are excluded from staple foods.

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