Next Generation Functional Food and Drinks: Opportunities in Personalized Nutrition

This report focuses on the differing components of personalized nutrition ranging from the choice of products to express self identity through to science-led nutritional developments such as nutrigenomics. In doing so, it comprehensively examines the opportunities of aligning food and drink products more closely with consumers' individual nutritional requirements, aspirations and preferences.

Report Highlights
The evidence about the interaction of nutrients, genetic variations and health implications is uncertain. This helps explain why in France, Germany, the Netherlands, Sweden, the UK, Japan and Korea, more than 50% of consumers think that using information about their genes to provide them with nutritional and or diet related advice is not appealing

Advances in 'personalized nutrition' mean that there is considerable potential to develop more tailored solutions to help consumers overcome age related ailments and nutritional deficiencies. At the other end of the scale, there is a huge focus on children's nutrition, in light of escalating childhood obesity

More personalized choices satisfying more specific shopper needs potentially has negative implications. Datamonitor's consumer survey showed a high level of agreement with the statement that, ""there is too much choice when doing grocery shopping."" This the paradoxical situation of choice being perceived as a burden and a benefit
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Table of figures 3
Table of tables 4
THE FUTURE DECODED 5
INTRODUCTION: Personalized nutrition is an emerging yet potentially influential trend 5
TREND: Intensifying health concerns are driving interest in more sophisticated and effective forms of nutrition 6
Many consumers are demonstrating high levels of concern about their dietary choices 8
Consumers continue to make concerted efforts to improve their diet 9
The growing interest in food labeling highlights the importance of diet and nutrition to consumers and that shoppers are looking for nutritional information that is personally important to them 11
Key takeouts and implications: as general health concerns engulf the mass population, dietary concerns will evolve to become more specific 12
TREND: Personalized nutrition overlaps with a number of other food and beverage trends and themes but is now evolving with complex nutritional science focusing on genetics 13
Personalized nutrition is a relatively broad concept and it is not solely focused merely on health and nutrition 13
Growing consumption of functional food and drinks reflects the demand for more personalized, targeted dietary solutions 14
Usage occasion and demographic specificity, and catering to specific dietary requirements, are also important platforms for personalized nutrition 16
Consumers are empowered by additional choice and the new possibilities to adjust and adapt the taste/flavor benefits 19
Nutrigenomics facilitates dietary customization according to an individual's genetic make-up 20
Personalized nutrition, and the megatrend it is aligned with, is also linked to self identity, self-expression and self indulgence 24
Key takeouts and implications: there are numerous innovation platforms for offering personalized nutrition 27
INSIGHT: Consumers are attracted by the prospect of custom solutions but the desire for personalized benefits is secondary to most other aspects influencing dietary choices 29
There are a number of personal motivations/benefits associated with customization opportunities 29
Consumers place high importance on products and services being designed for their specific needs 30
When considering a wider set of food and beverage considerations, customization/personalization benefits are less important to consumers 32
Key takeouts and implications: personalization/customization benefits fulfill important needs but are not typically top-of-mind when making general food and beverage choices 35
INSIGHT: Many consumers appear skeptical about personalized nutrition, especially nutrigenomics 36
Consumers are skeptical of health and nutritional claims 36
Consumers in more developed markets are skeptical about food and beverages aimed at children 38
Many consumers express mixed feelings towards food and beverages that are customized to meet specific needs 39
Skepticism surrounds using genetic information to inform and direct food and beverage choices 41
Key takeouts and implications: consumer skepticism and a lack of awareness will inhibit the adoption of sophisticated functional foods and the more scientific forms of personalized nutrition 44
INSIGHT: The desire for personalized choices conflicts with the desire for simplified choices, a less complicated lifestyle and value conscious purchasing 45
The issue of consumer choice is complex, but it has implications for the appeal of personalized nutrition 45
The desire for a simpler life may be at odds with some more complex innovation platforms associated with personalized nutrition 47
Price/value is a key influencer of food and beverage choices which may negatively impact the wider acceptance of higher priced personalized nutritional products 49
Key takeouts and implications: customization/personalization is seemingly at odds with other important factors directing consumption behavior 50
ACTION POINTS 51
ACTION: Develop a broad range of functional food and beverage products offering antidotes to the myriad of health problems consumers face 51
Recognize that targeted functional food and drinks offering bone and joint and oral health benefits will have added relevance as populations age 52
Offer a broad range of products promoting heart health 54
Develop digestive health products that communicate both 'softer' and 'hard health' benefits associated with immunity and gut ailments respectively 57
Pursue opportunities in the relatively niche area of cognitive health by capitalizing on the desire for optimal day-to-day performance in all forms of life 59
Use antioxidant rich ingredients to tout immunity health against the rigors of daily life 61
Capitalize on the strengthening crossover between health and beauty 65
Target the desire for improved physical health with energizing and vitality enhancing products 68
Target the need for relaxation with calming food and beverages that offer 'antidotes to reality' 70
Develop product lines with individual SKUs each delivering different targeted benefits 73
ACTION: Develop age, gender and occasion targeted food and beverage solutions 76
Target gender specific dietary needs 76
Assess innovation opportunities associated with age personalization 80
Targeting lifestyle/interest groups and more specific occasions is another route to offering personalized nutrition 83
Develop specific lines for those suffering from food allergens and intolerances but recognize that it is still a niche market segment 86
ACTION: Be future focused and invest in the opportunities presented by developments in nutritional science such as nutrigenomics 87
APPENDIX 90
Definitions 90
Methodology 90
Further reading and references 91
Ask the analyst 92
Datamonitor consulting 92
Disclaimer 92
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Table 1: Consumer survey: the importance that individuals attach to diet and nutrition in creating a feeling of wellbeing or wellness, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 6
Table 2: Consumer survey: the influence of health on food and beverage product choices in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 8
Table 3: Consumer survey: the propensity to take active steps to eat more healthily more or less often, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 10
Table 4: Functional food and drink market value in Europe, the US and Asia Pacific (US$ millions), by country, 2002-2012 15
Table 5: Consumer survey: the importance that individuals attach to diet and nutrition in creating a feeling of wellbeing or wellness, in 15 countries across Europe, Asia Pacific, South America and the US, by country and gender, 2008 18
Table 6: Consumer survey: the importance consumers attach to individuality and self-expression, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 24
Table 7: Consumer survey: the importance attached to brands which match their attitudes and outlook on life, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 25
Table 8: Consumer survey: the importance of using products and or services designed for specific needs, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 31
Table 9: Consumer survey: the perceived influence of customization or personalization benefits on food and beverage product choices in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 33
Table 10: Consumer survey: trust in health and nutritional claims made by food and drink manufacturers, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 37
Table 11: Consumer survey: trust in food and beverages aimed at children, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 38
Table 12: Consumer survey: the appeal of food and beverage products formulated with specific nutritional needs in mind, in 15 countries across Europe, Asia Pacific, South America and the US, by country 40
Table 13: Consumer survey: the appeal of using information about genes to provide nutritional and or diet related advice, in 15 countries across Europe, Asia Pacific, South America and the US, by country 42
Table 14: Consumer survey: agreement with the statement, ""there is too much choice when doing grocery shopping"", in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 46
Table 15: Consumer survey: importance attached to living a less complicated lifestyle, in 15 countries across Europe, Asia Pacific, South America and the US, by country 48
Figure 1: Personalized nutrition reflects a crossover between the health and individualism megatrends 5
Figure 2: More than three-quarters of consumers consider diet and nutrition to be an important factor in creating a feeling of wellbeing 7
Figure 3: Diet and nutrition is one of six dimensions associated with the broader notion of wellness 7
Figure 4: Health considerations have a significant amount of influence on food and beverage choices 9
Figure 5: Consumers demonstrate a high level of interest, at least attitudinally, towards label information 11
Figure 6: Intensifying health concerns lead to more considered choices governed by a heightened reliance on food labels which in turn is likely to fuel the demand more personalized nutrition 12
Figure 7: Personalized nutrition encompasses four specific sub-trends and associated product benefits 14
Figure 8: Functional food and drinks are formulated to offer specific health and wellness benefits to targeted consumers and consumer needs, and are therefore central to personalized nutrition 16
Figure 9: A high proportion of consumers have no concern over gluten 17
Figure 10: Nutrigenomics is geared towards understanding the response of the body to diets and food factors through various ''omics'' technologies such as transcriptomics, proteomics, and metabolomics 21
Figure 11: Identity based consumption is driven by the importance that shoppers place on 'brand attitude' 26
Figure 12: Enjoying small indulgences to escape everyday pressures has remained a theme in global consumer behavior in 2008 27
Figure 13: Four key personal benefits as well as the additional ease of customizing have driven the trend toward more personalized consumer packaged goods 30
Figure 14: Consumers are attracted to the idea of using products and or services designed for specific needs 31
Figure 15: When considering a wider set of food and beverage considerations, customization/personalization benefits are less important to global consumers 34
Figure 16: Though consumers consider products and or services designed for their specific needs to be important comparatively fewer respondents consider customization/personalization benefits to be an influential factor in their choice of food and beverage products 35
Figure 17: Consumers are unconvinced by the health and nutritional claims made by food and drink products 37
Figure 18: Skepticism surrounds food and beverages aimed at children in developed consumer societies 39
Figure 19: Many consumers express mixed feelings towards food and beverages that are customized to meet specific needs 40
Figure 20: Skepticism surrounds using genetic information to inform and direct food and beverage choices 42
Figure 21: The desire for personalized choices conflicts with the desire for simplified choices, a less complicated lifestyle and value conscious purchasing 45
Figure 22: A large proportion of consumers already feel there is too much choice when doing grocery shopping which means industry players must be careful to make consumers feel confused or overwhelmed by more food or beverage variants offering more targeted benefits 47
Figure 23: The idea of living a less complicated lifestyle resonates with consumer across the globe 48
Figure 24: French, US and Brazilian consumers are the most price conscious food and beverage consumers 49
Figure 25: These consumer needs offer opportunities for targeted food and beverage solutions 52
Figure 26: Bone, joint and tooth strengthening food and beverages are all forms personalized nutrition through targeted functional products 54
Figure 27: Heart health products are prevalent across sectors and categories and range in claim specificity 56
Figure 28: Probiotics and prebiotics are being offered in tandem and across a broader range of product formats 59
Figure 29: Omega-3 DHA is typically the core ingredient for the proliferating lines of brain nourishing food and beverages 61
Figure 30: Antioxidant rich ingredients and probiotics are being used to boost immunity health 65
Figure 31: These products demonstrate just some of the different formats, geographies and ingredients used in beauty food and beverages across the globe 66
Figure 32: Supplements targeted primarily or exclusively at beauty concerns are growing in number 67
Figure 33: Traditional cosmetic companies are increasingly investigating how food ingredients can be beneficial to the skin and hair 68
Figure 34: Targeting the desire for energy and vitality is being done with more intensity and sophistication 70
Figure 35: Mood foods reflect the growing array of products targeting emotional wellbeing 73
Figure 36: Many brands are delivering 'multi-faceted health' by developing product ranges with variants that cater to the differing health needs of consumers 75
Figure 37: Gender specific products are well placed to capitalize on the personalized nutrition trend 79
Figure 38: Parents are increasingly acting out these concerns in their roles as 'gatekeepers' of family grocery purchasing, suggesting that marketers must address parental concerns with healthier kid-focused food and beverage products 81
Figure 39: Personalized nutrition will be particularly important for aging populations 83
Figure 40: Targeting lifestyle/interest groups and more specific occasions are additional routes to offering personalized nutrition 85
Figure 41: With 'FoodFlex', Safeway is demonstrating how retailers can also capitalize on shoppers' desire for more personalized offerings 85
Figure 42: Developing and clearly signposting gluten and lactose free products will become an increasing feature of food and drink product development in the coming years 87
Figure 43: Nutrgenitics and genomics will drive the next generation of health and wellness food and beverages 89
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