“It’s personal.” The next big focus in food
Personalized nutrition—the next big focus in food—has the potential to grow into a multibillion-dollar market if offerings evolve to deliver sustained consumer value. Analysts at Lux Research, a provider of tech-enabled research and advisory services about technology innovations, outlined the key commercialization requirements for products and services seeking to deliver personalized dietary recommendations to consumers. Their deep dive defines personalized nutrition, lays out three success factors, maps the current landscape, and highlights potential pitfalls as well as new market opportunities. Find the full analysis here..
Personalized nutrition technologies
Personalized nutrition brands vary in the amount of contact they have with consumers and the measures they use to personalize their products. Some brands, like BitBite, offer constant tracking and feedback, while others, such as InsideTracker, use a single test. Popular brands base personalized nutrition products on physical traits and lifestyles, biomarkers, genetics and the microbiome. Lux Research has identified an opportunity for products that continuously asses the microbiome.
You are what you eat
Personalized nutrition, based on the definition, considers nutrition, and that means products address consumer dietary needs.
Successful eating plans consist of science (how the micro- and macronutrients affect the body), value alignment (such as vegetarian, “natural,” paleo, etc.) and consumer guidance (so people know which foods will best suit them).
Success means diet basics are met
New brands that offer personalized nutrition products can see success if they offer solid science, alignment with consumers’ values and proper guidance. Lux Research notes that Habit, a brand that offers nutrition plans based on at-home genetic tests, offers all three of these aspects.
Opportunity lies in merging healthcare with nutrition
Consumers are increasingly shifting their ideas about the role food plays in their lives. Food used to be only for sustenance and indulgence, and drugs were to help treat diseases. But now foods and supplements are seen as ways to prevent ill health. Personalized nutrition products will sow success if they understand this mindset and help consumers stay healthy.