Introduction
Consumers have come to expect personalisation through every facet of life. While the nutrition and food industry has noted increasing interest in tailored health and wellbeing solutions in recent years, the pandemic helped consumers further understand that their individual lifestyle choices and/or health conditions directly affects their susceptibility to illness. The growth of fast data has also provided a wider and more detailed range of information relating to individual biomarkers—helping consumers and experts identify precise needs.
Therefore, expect even further investment into the personalised nutrition space and closer collaboration between public and private sector stakeholders as the emphasis moves to prevention rather than cure. There remain a number of hurdles, including accessibility, cost and clear value to consumers, but experts believe with the right partnerships and business models in place, there is opportunity to overcome barriers and make personalised nutrition solutions more widely available to the public.
In this report, we dive into the evolving definition of personalised nutrition, the impact COVID-19 has had on interest in the space, the rapid acceleration of digital-first strategies, and where hurdles need to be addressed in order to make personalised nutrition successful for both consumers and companies.