Could real-time information about gut health and other biometrics change the way we shop for food?
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Some say yes, but others say the food and beverage industry should adjust its products and shopping experiences to align with what they see as growing trends.
Why is this important?To remain competitive, marketers and food manufacturers may have to increasingly cater to individual consumer preferences, including health indicators.
This was the central theme of a recent joint presentation by Nourish Food Marketing and HRA Global, a food marketing and analytics company based in Canada and the UK.
While it’s not the only consumer trend emerging on both sides of the Atlantic, interest in precision nutrition appears to be gaining momentum as new interest in diet and less complicated foods combines with the capabilities of technology.
Customized experiences
People between the ages of 18 and 34 are “getting back on diets at record rates,” says Joan McArthur, president and founder of Nourish. At the same time, AI and other technologies are making it possible to customize food decisions for individuals, for example by making food recommendations based on personality, DNA and an individual’s gut microbiome.
There are urine analysers, apps that provide nutritional information for foods based on a photo, and some stores (notably a well-known health food store in the UK) are even offering shoppers an on-the-spot DNA analysis service.
While not universal yet, MacArthur says demand for precision nutrition is likely to become mainstream.
Hamish Renton, managing director of HRA Global, says some Indian consumers are using fitness and health tracking apps to combine their diet and activity choices. Additionally, they are also interested in precise vitamin intake, with some using very personal health information such as gut microbiome data and blood sugar levels to provide precise vitamin prescriptions.
Ozempic – a drug that leads the trend
They stressed that people are becoming more health-conscious and that obesity is becoming more widely recognized as a chronic disease. The growing interest in Ozempic, a drug that slows digestion and improves insulin resistance and is often used for weight loss, is emblematic of this change.
The drug makes food less satisfying, leading many people to choose quality over quantity when making food choices.
Renton says food companies need to respond by over-refining taste profiles, focusing on protein content and serving them in smaller portions to add “a lot more glitz and sparkle” on the plate.
“I recall people saying that gluten-free was a fad and now it’s gone mainstream, and we may be seeing the same phenomenon happening here,” McArthur said, reiterating that many people who use Ozempic as a weight-loss aid do so without a doctor’s recommendation, exposing them to potential health risks.
“If widely adopted, it could lead to far-reaching changes in the quality and quantity of what we eat. Remember, even if only one person in a family is taking this drug, the whole family will be affected.”
Other Food Trends
A range of other transoceanic trends were highlighted, some of which have been around for many years, such as the desire for sustainability and interest in plant-based products.
Both presenters highlighted the growing interest in “flexitarian” consumption and the general shift away from meat eating, including continued interest in plant-based proteins (fake meat and dairy).
This comes despite an overall downturn in the plant-based protein market, in part due to the initial industry and investor focus on the technical prowess of these products.
“Going forward, we’re going to celebrate what’s best about plants, not what they’re replacing,” McArthur says. “How can we bring back some of the joy of eating plant-based foods? … The language of technology is not the language of gastronomy, and the two should not be confused.”
At the same time, and somewhat conversely, Renton adds that the move towards simple, whole foods is stimulating a desire for “rustic and retro” things – simple, comforting foods that are ethically and locally produced and cater to a health-conscious consumer base.
Other food trends and examples highlighted by MacArthur and Renton include:
- The demand for radical transparency about how food is produced and how effectively some companies are providing that information.
- A larger “curious to drink” demographic and the opportunity for low or no alcohol products.
- The growing Muslim population presents opportunities in a relatively untapped market, particularly for halal products.
For more information, see the joint report from Nourish & HRA Global. Transatlantic food trends (Opens in YouTube).
