Technology's acceleration of consumer connection to health
Many industries have taken advantage of digital acceleration, while others have maintained a more physical approach. Though gradually shifting, consumers and patients still prefer in-person interaction when it comes to nutrition or medical advice; many are sceptical of potential inaccuracies associated with the digital alternative.
Stripf notes that the pandemic has accelerated two trends which were already gaining traction: online shopping and health-conscious shopping. Without being able to explore products in physical stores or seek in-person advice, consumers are looking to find a greater range of health products—specified for dietary needs or health concerns—through online retail.
The personalised nutrition market is fortunate to already have a strong digital presence and grounding in technological performance. The challenge now, says Jones, is to demonstrate that they have the capabilities to scale-up their solutions, as the demand has risen dramatically in a short amount of time, and continues to grow.
With digitisation of nutrition an existing phenomenon prior to COVID-19, Iotti says companies that already had the correct infrastructure in place flourished while others quickly tried to improve their digital presence and shift away from their traditional business model. That said, digitisation is more than putting up a website and investing in social media display ads, he says, and the ones who have gone with this strategy often suffer high spend and little result.
According to Food Standards Safety, there has been an increase in home cooking and food sharing, combined with an increase in searches for healthy recipes, according to Google. COVID-19 has forced companies to implement a digital strategy and, importantly, maintain their relationship with consumers as their demands evolve. Abrahams calls out dietitians-on-tap, chat functionality, and a focus on telehealth for chronic disease management as changes spurred on or sped up by COVID-19. She adds: “Whilst eating out is down, it’s certainly not out—and the pandemic has offered the opportunity for restaurants to offer healthy options and transparent menus for customers. Retailers are coming out as key players and gatekeepers of product information and the link to health, and certainly shopping by dietary preferences and health goals has created a shift in how they personalise their eating habits.”
There is now an understanding that behaviour change underpins the success of personalised nutrition solutions. This is important as among individuals who track their health, 77% say it changes their behaviour at least moderately, according to Deloitte. More companies have started incorporating or considering behaviour change techniques into their offering from personalised rewards, to education and feedback.
Abrahams predicts food security to be a key concern moving into 2021, especially among those who are not work secure. She references a recent study by Food Standards Safety that demonstrated there has been a three-fold increase in 16-to-24-year-olds needing the support of food banks. “This is an important widow as this is also the group that is most interested in preventative health and digital tools. If the personalised nutrition market is to withstand the current challenges, there should be a concerted effort to support those who benefit the most from a personalised approach.”
Technology solutions are supporting the growth of the personalised nutrition market, and analysts with Alcimed recently called out some of the most innovative. These tools are helping consumers with medical conditions manage their nutritional needs, while also tapping into the broader population with an interest in testing, tracking and sharing their lifestyle and health patterns.
In the APAC region, Alcimed called out Nestle’s Wellness Ambassador, a pilot program launched in 2018 in Japan that combined AI, DNA testing and meal analysis. The consumer journey started with home kit testing for blood and DNA, followed by shared results, tailored food recommendations, and a subscription program for personalised supplements and snacks.
Out of the U.S., Healbe’s GoBe2 caught Alcimed’s attention; the wearable wristband uses heart rate monitoring and sensors to track energy balance and hydration level, plus more traditional biometrics. The third-generation tracker was released following a US$1 million crowdfunding campaign, accelerating the company’s move to support calorie tracking and energy expenditure with no user input.
For the full insights, see ‘Boosting the personalized nutrition field.’