Precision nutrition an emerging food trend

Would real-time information on gut health and other biometrics change the way you shop for food?

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Some people say yes, and also say companies working in food and beverage should tailor products, as well as the shopping experience, to what they perceive to be a growing trend.

Why it matters: To stay competitive, marketers and food manufacturers may increasingly have to respond to individualized consumer preferences, including health markers.

This was a central theme of a recent joint presentation delivered by Nourish Food Marketing and HRA Global, Canadian and United Kingdom-based food marketing and analysis firms, respectively.

While not the only consumer trend emerging on both sides of the Atlantic, interest in precision nutrition appears to be gaining momentum as technological capability combines with a renewed interest in dieting and less complex foods.

Customized experiences

Individuals between the ages of 18 and 34 are “going back to dieting at record rates,” says Jo-Ann McArthur, president and founder of Nourish. At the same time, AI and other technologies enable personal customization of food decisions by, for example, giving food recommendations based on personality, DNA and individual gut microbiome.

There are urine analysis devices, apps that provide nutritional information of food based on photos, and in some stores — notably a prominent health food store in the United Kingdom — there are even on-the-spot DNA analysis services for shoppers.

Though not universally common now, McArthur says, the demand for precision nutrition is likely to become mainstream.

Hamish Renton, managing director of HRA Global, says some consumers in his country combine food and activity choices via fitness and health tracking apps. Going further, there is interest in precise vitamin intake, and some consumers use highly personal health information such as gut biome data and glucose levels to derive precise vitamin prescriptions.

Ozempic – a trend setting drug

The pair emphasized that people are more driven by health and an understanding that obesity is a chronic medical condition. Widespread interest in Ozempic, a drug that slows digestion and helps with insulin resistance, symbolizes this shift as it is often being used for weight-loss purposes.

The drug reduces a person’s gratification from eating, which drives many to seek quality over quantity in food choices.

Renton says food companies will have to respond by incorporating “more pop and sparkle” on the plate by overengineering taste profiles, focusing on protein content, and offering smaller portions.

“It brings to mind people talking about gluten free being a fad and now it’s mainstream. We could be looking at the same phenomena here,” says McArthur, while reiterating that many people who use Ozempic as a weight-loss aid are doing so without medical recommendation, thus exposing themselves to potential health risks.

“Widespread adoption could lead to a widespread shift in quality and quantity of what we eat … Don’t forget, even if only one member of your family is on this drug, that affects your whole family.”

Additional food trends

A variety of other cross-ocean trends were highlighted. Some are longstanding, including a desire for sustainability and interest in plant-based products.

Both presenters highlight growing interest in “flexitarian” consumption and a general move away from carnivorous diets, including continued interest in plant-based proteins (faux meat and dairy).

This is despite a general dip in the plant-based protein market due in part to initial industry and investor emphasis on the technological wonder of such products.

“We think moving forward we’re going to celebrate what’s best about the plant rather than what it’s replacing,” says McArthur. “Can we put some of the joy back into eating plant-forward foods? …The language of tech is not the language of gastronomy, so we shouldn’t really confuse the two.”

Simultaneously, and somewhat conversely, Renton adds the movement toward simple, whole foods has spurred more desire for “rural and retro”; that is, simple and comforting foods produced ethically, locally, and that satisfy the requirements of a health-conscious consumer base.

Other food trends and examples highlighted by McArthur and Renton include:

• A desire for radical transparency in how food is produced, and how some companies are effectively delivering that information;
• More “sober-curious” demographics and opportunities for low- or no-alcohol products;
• Opportunities in comparatively unaddressed markets, notably halal products, in part because of growing Muslim populations.

More information is available via a joint report from Nourish & HRA Global, Food Trends Across the Atlantic (opens in YouTube).