Despite these advances, the personalised nutrition sector is currently being held back by technological limitations. Most brands in the space use information from surveys and questionnaires to personalise food or supplements, rather than real time data for each individual. Companies that offer truly personalised products currently have barriers that represent a red line for many consumers. Microbiome start-up Thryve Inside, for instance, creates personalised probiotic blends but requires consumers to send a faecal sample for analysis. Mintel predicts that the COVID-19 pandemic, which has exposed the vulnerability of certain groups, such as seniors, expectant mums, and chronic disease sufferers to an increased risk of falling seriously ill, will further promote the trend for personalisation. However, the category’s biggest breakthrough will come with the development of technology that allows the consumer to look at real-time ‘omic’ data and make truly personalised dietary decisions as a result.47
Industry focus points Spotlight on an industry challenge: Feel or fail? Bars and RTD beverages are popular formats for many functional ingredients because they can be consumed on-the-go. The one-time consumption occasion of snacks and drinks means consumers are happy to experiment with novel ingredients and the product can deliver an instant dose.48 However, this can create formulation problems. Julian Mellentin, founder and director of New Nutrition Business pointed out that;
“The difficulty with many of these ingredients is that you need a large dose to feel the effect […] but if you add too much of an active ingredient to food, you could end up with taste problems that need masking. The reason coffee has been nature’s energy drink for hundreds of years is because people feel the benefit. That’s the benchmark; you have to feel the benefit for some things.”49 Brand marketers may wish to choose their wording carefully, so consumers do not expect to feel euphoric after eating a CBD gummy or to instantly fall into a sleep oblivion after drinking a hop-infused beverage. That said, many functional products fetch a significant price premium, which could mean many consumers will want to see some sort of ‘return’ on their investment. Finnish-American brand Four Sigmatic, which blends coffee with functional mushrooms, challenges consumers to ‘feel the difference, or it’s free’. The slogan conveys the brand’s confidence in its own health claims and encourages curious consumers to try the product. Many consumers are embracing the concept that health and wellness is a long-term goal, built on a foundation of healthy eating, physical activity, and replenishing sleep. A balanced diet packed with essential nutrients is therefore important – explaining the popularity of science-backed functional ingredients – but these individuals may not expect to feel an instant effect after consuming a given product.
12 | L earn more about Fi Global CONNECT: Health Ingredients in the Spotlight
