Amy Bond, Assistant Librarian & Information Specialist, Bord Bia - The Irish Food Board
The above video from New Nutrition Business sets out the key drivers of the personalisation trend, which they describe as the death of the one size fits all approach to diet and health (New Nutrition Business, 2019). Consumers now feel that their individual needs require tailored attention, and they are willing to put in the time and effort to research the best solutions and products to match these requirements.
One reason people are willing to do this work themselves is that they no longer trust the advice of experts. Scepticism has grown from the fact that many ingredients have seen their health status shift over the years. Many products once considered healthy we are now told to limit, and other demonised ingredients may not be as bad as once thought. This leaves consumers confused as to what they should be eating. Therefore, many are simply trying out different diet trends for themselves and seeing what feels best for them. An example of this is seen in the growth of gluten free foods. Most consumers driving this growth were not diagnosed with a gluten intolerance or coeliac disease (New Nutrition Business, 2019).
As outlined in GlobalData’s Guided Health trend, technology is a huge enabler of this (GlobalData, 2019). Consumers now have a huge choice of tools to help them understand the conflicting health information they encounter. There are also many systems available to allow them to track their own health and help them achieve their goals. Food producers need to be aware of how consumers may be monitoring the foods they eat. These type of consumers will appreciate clear nutritional labelling and information so they can easily incorporate your products into their diet.
As explored in Bord Bia’s Health and Wellbeing consumer lifestyle trend, consumers are empowered by access to this data to help shape their own personal lifestyles ("Bord Bia Consumer Lifestyle Trends", 2019). And they are not simply focused on counting calories, they now have a more nuanced view of the body’s systems and how they interact with each other, like the connection between the gut and the brain. Consumers closely watching their diet are also probably tracking their sleep and exercise as well.
Food and drink producers working in the health and wellness space need to be aware that the type of consumers looking to personalise their health plan have already done their research and will expect you to prove and claims you make. They have also often made up their mind for themselves on what they think is right for them. But clear communication of the benefits of your product and how it can fit in with different lifestyle choices will help them feel confident incorporating it in to their diet.
References
Bord Bia Consumer Lifestyle Trends. (2019). Retrieved 14 September 2019, from https://www.bordbiaconsumerlifestyletrends.ie/
GlobalData. (2019). Trendsight Analysis 2019: Guided Health. GlobalData. Retrieved from https://www.globaldata.com/
New Nutrition Business. (2019). Personalisation Drivers 2019 [Video]. Retrieved from https://www.youtube.com/watch?v=Z8-QsdHrtFI