Food, Personalized – Is the End of Mass-Produced Food Upon Us?

The latest craze in food is personalized nutrition – individual, personalized nutrition plans based on your physical characteristics, with the aim of an overall healthier diet. Although personalized nutrition can be characterized as emerging technology, it is part of a broader trend, based on several strong drivers, and it will become a game-changer in the food industry.

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Report summary

According to Maartje van den Berg, Senior Analyst – Consumer Foods: :"The currently developing personalized nutrition solutions mainly benefit fresh-food consumption and ingredients players. For already pressured processed-food companies, personalized nutrition adds to their struggle and means they need to investigate their strategic options."

Personalized nutrition – or perhaps, in a broader sense, ‘nutrition as a service,’ or even ‘nutrition as a solution’ – will prove to be a game-changer in the food industry. Branded processed-food companies must find ways to join the fray – for instance, by adapting their branding, becoming more successful when it comes to their selections, investing in personalized nutrition, cooperating with personalized-food players along the value chain, or making their production setup more flexible. There may be other suitable strategies – but there is no alternative to taking action.