Food and beverage executives must consider personalized nutrition as one of the changing patterns of consumer behavior. DNA studies, more advanced sensor systems, smartphones, and fitness devices allow customers to track more and more about their wellbeing and wellness. Such innovations are likely to change consumer buying patterns and create unexpected challenges and new prospects for food and beverage producers.
Habit, a start-up based in San Francisco, is perhaps the most famous customized diet service.
Users submit blood samples for analysis and based on the tests; they create a personalized meal schedule. The system enables customers to subscribe to a package in which Habit prepares and delivers specific meals tailored to the subscribers’ nutritional requirements.
Another example is a company called FoodMarble. What they do is produces a personal digestive tracker called Aire.
Aire allows consumers to perform a breath check that tests their system’s gas level. FoodMarble then measures how the gut of a person responds to carbohydrates such as fructose and lactose. According to the results, a customized diet is created for the consumer and his specific digestive system.
Two other firms demonstrated sensor technology for allergens identification in finished goods at CES. Allergy Amulet and Nima provide customers with devices to check goods for the existence of allergens. Nima markets peanuts and gluten checking tools directly to customers.
Allergy Amulet users may inject a single-use test strip into several packaged food items or a restaurant meal. The strip is then primed and can be loaded into a reader until it is analyzed. A linked mobile app will then collect the findings and alert users of allergens.
A United Kingdom start-up seeks to inspire people to embrace healthy habits. DnaNudge is a program that allows customers to buy according to their genetic makeup. Users give DNA samples through a mouth swab. The tests are analyzed, and customers will choose customized options according to their genetic profile using what the firm calls “DNA mapping program.” Users may check the barcode of a store product into the DnaNudge program, and the device approves the selected product or suggests an alternative. For example, users can configure the program if they want to prevent specific ingredients.
Customized food industry
It’s early on in the customized food industry, and it’s still unknown what business strategies will work. There are business potential and customer desire. With the market gaining traction, managers and entrepreneurs must consider the effect and find the best ways to capitalize on the phenomenon.