The European Institute of Innovation and Technology (EIT) Food Consumer Observatory emphasizes the importance of consumer engagement in personalized nutrition for its success. Despite consumer awareness of personalized nutrition, concerns regarding data privacy, effectiveness, and costs hinder the widespread adoption of available tools.
According to the EIT Food Consumer Observatory’s report titled “Personalized Nutrition — A Category Exploration of Personalized Nutrition Services,” it is recommended to enhance accessibility to these tools based on consumer feedback.
The report, emphasizes the need for personalized nutrition companies and stakeholders to build consumer trust by addressing data privacy concerns transparently. Transparency is key in gaining consumer confidence and dispelling skepticism about the effectiveness of personalized nutrition products.
Consumer skepticism towards personalized nutrition was highlighted in the study, involving 91 participants from the Citizen Participation Forum. Most consumers expressed concerns about data privacy, effectiveness of tools, lack of interaction with professionals, and perceived costs.
Key consumer concerns identified include:
· Data privacy
· Effectiveness of tools
· Lack of direct contact with professionals
· Costs
Consumers also worry about the credibility of personalized nutrition products, questioning whether they are scientifically grounded or merely marketing tactics. They prefer interaction with healthcare professionals for a sense of trust and security.
Furthermore, consumers desire flexibility in personalized nutrition services to make autonomous decisions without feeling coerced. It is recommended to maintain transparent pricing to dispel the misconception that personalized nutrition tools are costly, encouraging consumer engagement with these services.
Development of Tools for Personalized Nutrition
The EIT Food Consumer Observatory identified two key types of personalized nutrition tools: assisting consumers in either collecting or interpreting their lab results, or aiding them in determining lifestyle changes necessary to reach specific health objectives.
The report highlights that consumers are eager to enhance their understanding of their health status and areas for improvement. However, they express concerns about the complexity of conducting tests or analyzing lab results without expert guidance.
It is crucial for companies to provide clear explanations of how the tests and procedures function, along with considering the option for consumers to engage with professionals who process their data.
Consumers seek a holistic approach to health, emphasizing connections to mental well-being and the integration of various tools into a single platform whenever feasible. Nonetheless, the report cautions that such integration would require a level of consumer data sharing that they may not be comfortable with.
Nearly half of the respondents indicate a preference for self-funding personalized nutrition services, with health insurers following as the next popular option. Only 5% of participants express a desire for their employer to cover the costs of these tools.
The Trend of Personalized Nutrition is Growing
The report indicates that current users of personalized nutrition tools mainly consist of health-conscious individuals, active consumers, or those dealing with specific health concerns.
Looking ahead, there is a prediction of a gradual increase in adoption, expecting a wider variety of approaches, variations in the data requested from consumers, and the type of guidance provided. The future will likely introduce more tools that blend advice from nutritionists with suggestions generated by algorithms.
Consumers play a central role in our food systems, underlining the significance of comprehending consumer insights for businesses, manufacturers, governments, policymakers, and other stakeholders in the food industry.The hope is for these stakeholders to utilize the insights provided as a valuable asset in shaping decisions that ultimately affect the well-being and lives of European consumers.
Key take outs
· Consumers need to be more engaged in personalized nutrition for its success.
· Data privacy, effectiveness, and costs are concerns hindering tool utilization.
· Recommendations include enhancing accessibility based on consumer insights and establishing trust through clear communication and transparency.
· Companies should address skepticism by providing scientific insights and offer flexible, transparent, and healthcare-connected services.
· Tools should assist with lab results analysis, lifestyle changes, and mental well-being.
· Consumers are willing to pay for personalized nutrition services themselves or through health insurers, but privacy concerns persist.
For more information or to download the report https://www.eitfood.eu/reports/consumer-perceptions-on-personalised-nutrition
