Personalised nutrition and the future of ingredients interview with Rick Miller, Associate Director, Specialised Nutrition, Mintel Consumers are increasingly looking to personalised nutrition in order to meet specific dietary and health needs. We spoke with Rick Miller, Associate Director of Specialised Nutrition at Mintel, to find out how this trend is shaping the ingredients sector, and also how technological innovation is opening up new opportunities. What is driving this trend towards personalised food products – what are consumers expecting? “The drive towards personalisation has been developing for quite some time. Mintel’s consumer trend ‘Make it Mine’ explains that consumers view Rick Miller Associate Director Specialised Nutrition Mintel
personalisation – that is, the ability to purchase bespoke and customised products or services to their needs – as a right, not a privilege. This is set against a backdrop of increasing sophistication in health wearables technology, such
as smart watches, and reducing prices for direct-to-consumer health testing, such as DNA tests. Consumers expect technology to continue to improve as well as brands and suppliers to react, creating food and drink products and services that are more seamlessly integrated with their unique health and performance needs.”
What have been some of the challenges manufacturers have faced in meeting these demands? “There are a number of challenges that manufacturers have faced but the most obvious is where a product has been launched at a time when consumers are not ready for it.”
Where have we seen most success in using personalised ingredients? “The vitamins, minerals and supplements (VMS) sector has seen marked success in the personalisation sector. Brands and their respective suppliers have been quick to use a variety of methods to personalise VMS, including using online assessment tools, health assays (e.g., results from blood tests) and healthcare professional support. This has led to a surge in brands entering the personalised VMS market and expanding into new demographics, such as children’s VMS.”
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