Personalised Nutrition to break through to the mainstream?

According to Mintel research, 70% of UK consumers would be interested in vitamins, minerals and supplements tailored to their own specific needs – and a similar number in home testing kits to identify where they need to improve their diets.

Innovations appear to be accelerating with no shortages of start-ups in the field, but a breakthrough with consumers might be closer now given both growing interest from larger players – Nestle has rolled out a personalised vitamin service – and the increasing consumer interest in health, on an upward trend since the outbreak of the pandemic.  Not only do people want to eat more healthily, they have had more time to think about their lifestyles.

Consumers are already sharing a lot of personal data with brands – think of heart rate, activity levels, sleep duration via digital fitness apps: ‘with increasing advances in connection speed between digital devices and fitness tracking aids afforded by 5G, it is very possible we will see real-time analysis of health markets that could be shared directly with suppliers,’ adds Rick Miller of Mintel.