Personalised nutrition presents growth opportunity

Personalised nutrition is a key growth opportunity for food and beverage companies as consumers increasingly turn to individually tailored diets, says New Nutrition Business.

“Personalisation is about consumers taking back control,” says Julian Mellentin, director of New Nutrition Business. “They want to feel more empowered and confident to create their own healthy eating patterns. It goes hand in hand with growing awareness that diet is a personal matter – and it’s another stage in the long slow death of ‘one size fits all’ dietary recommendations.

“The industry can tap into the personalisation trend in three ways. First, smart companies will create a portfolio of brands made to meet the needs of different consumer diets and preferences. Second, they will invest in a multi platform approach, offering support and tailored dietary advice. This means partnering with entities providing advice on diet planning or with fitness gadgets. Finally, they should invest in e-commerce, as it has proven to be a main route to niche consumers.”