addressing the needs of mainstream consumers through a ... · if the pack size met their needs. 43%...
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22nd November 2018
Addressing the needs of mainstream consumers through a more personalised approach to innovation
Lewis Towell
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Personalised Nutrition
Source: GlobalData Consumer Survey
57% of consumers are often or always influenced to buy a product by how well it is tailored to their needs or personality.
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57% of consumers are often or always influenced to buy a product by how well it is tailored to their needs or personality.
Personalised Nutrition
Source: GlobalData Consumer Survey
58% of consumers felt a product was tailored to them if it was suitable for their dietary requirements, while 32% felt it was tailored if the pack size met their needs.
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Personalised Nutrition
Source: GlobalData Consumer Survey
57% of consumers are often or always influenced to buy a product by how well it is tailored to their needs or personality.
58% of consumers felt a product was tailored to them if it was suitable for my dietary requirements, while 32% felt it was tailored if the pack size met their needs.
43% of consumers have a more favorable perception of products that have claims personalised to them, while 47% have a more favorable perception of products they helped to create.
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58% of consumers felt a product was tailored to them if it was suitable for my dietary requirements, while 32% felt it was tailored if the pack size met their needs.
Personalised Nutrition
Source: GlobalData Consumer Survey
57% of consumers are often or always influenced to buy a product by how well it is tailored to their needs or personality.
43% of consumers have a more favorable perception of products that have claims personalized to them, while 47% have a more favorable perception of products they helped to create.
54% of consumers somewhat or completely agree that food or drinks can provide the same or better health benefits as vitamin and mineral supplements.
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Personalised Nutrition
Consumer trends driving personalised nutrition
Aging Populations
Health & Wellness
Smart & Connected
Individualism & Expression
Easy & Affordable
The internet can give consumers information overload, with many struggling to find the time to condense the wealth of information now at their fingertips.
Worldwide obesity has nearly tripled since 1975. 39% of adults age 18 or over were overweight in 2016.
Between 2015 and 2050, the proportion of the world’s population over 60 years will nearly double from 12% to 22%.
Consumers are more aware and concerned about issues related to the environment and sustainability and look for products and brands which cater to those concerns.
Unhealthy and unbalanced nutrition has become all too easy to get hold of and consumers, feeling more time scarce than ever, need an effective alternative that can fit into their schedules.
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What is Personalised Nutrition?
Personalised Nutrition
Diet Fortification Personalisation/ Customization
Nutritional Advice
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Personalised Nutrition
Obstacles to success in personalised nutrition
Personal Connection
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Personalised Nutrition
Obstacles to success in personalised nutrition
Personal Connection
Data analysis and security
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Achieving scale
Personalised Nutrition
Obstacles to success in personalised nutrition
Personal Connection
Data analysis and security
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Personalised Nutrition and Technology
Social Media Artificial Intelligence
Wearables/Testing Blockchain
Creating personal connections with technology
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3D Printing Microwave Assisted Thermal Sterilization
Smart Shopping Flexible Menu Software
Personalised Nutrition and Technology
Delivering bespoke experiences with flexible innovations
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MultiplyLabs
100Nuts
VITL
DNAFit
Personalised Nutrition and Technology
Delivering bespoke experiences with flexible innovations
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Personalised Nutrition
Nestle Wellness Ambassador in Japan
Blood and DNA Testing Social Media
Artificial Intelligence Vitamin Supplementation
Progress?
With the platform initially launched in March 2017, the program has around 100,000 customers. Based in Japan, where the median age is roughly 46 years old, the company has been smart to target a market with a longstanding focus on longevity and minimizing the impact of an aging population.
47.3
48.2
49.0
49.9
50.8
2017 2018 2019 2020 2021 2022 2023 2024 2025
Japan's Median Age
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Personalised Nutrition
Habit personalises consumer food habits
DNA Testing Habit App
Metabolic Testing Lifestyle
Progress?
Habit has stopped progress on its deliverable meals, instead focusing on ensuring financial stability in its core services.
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Personalised Plates
Vita Mojo and Eatsa aim to personalise plates
Ultrapersonalisation Transparency
Sustainability Delivery
85%
57%
23% 11% 9% 4%
What is your preferred consumption format for health-
enhancing ingredient
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Meal Boxes
Freshly, Blue Apron, Gusto cater to home cooking
Healthy Eating Food Waste Reduction
Home Cooking Delivery
Problems?
Meal boxes are often criticized for their packaging, which with todays consumers being increasingly concerned about environmental and sustainability issues constitutes a problem.
74%
13%
9% 4%
What is your preferred approach at meal times?
Cooking at Home Eating a Ready Meal
Eating Out Ordering a Takeaway
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Key Take Outs
Trends towards wellness, convenience, individualism and the proliferation of nutritional guidance on the internet are key drivers of the personalised nutrition market.
Personalised nutrition can be a useful tool in offsetting future healthcare costs and that resonates with consumers in both the developed and developing world.
A variety of approaches continue to develop, including supplement subscriptions, smart shopping apps, nutritional lifestyle apps, and personalised plates away from home.
Obstacles in the global supply chain and in consumer attitudes remain. Established companies looking to enter the market must remain cautious of pushing too hard too fast.
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