It appears that the shift towards individualised or personalised nutrition in our culture will alter people’s perceptions of food and its function in health at a later stage
The popular saying “One size does not fit all” has seized the spotlight in the field of nutrition and brings our attention to the space of Personalised Nutrition (PN).
The concept of personalised nutrition has two crucial applications: First, for the dietary management of people with specific conditions or who need special nutritional support. Second, for the creation of more effective public health interventions. It has focused on maximizing the advantages of dietary changes while minimizing the negative effects on the individual.
Personalized Nutrition has targeted almost all the segments in India. From children to older adults, weight loss to stress relievers with considerations of both genders.
At present, there are a number of players developing and offering services to the consumers in this space. For instance, Bengaluru-based Leucine Rich Bio provides personalised nutrition and supplements to fight out lifestyle-based diseases.
Bhookha Haathi, in Bengaluru, is another player that focuses on personalised health services & nutraceutical supplements for a healthy diet.
With artificial intelligent (AI) nutrition coach Ria, Bengaluru-based HealthifyMe aims to do what Siri and Google Assistant cannot.
Up north, in Gurugram, Supp Nutrition is offering a personalised pack of daily vitamins to its users.
Although there are numerous players and opportunities in this space, there are practical challenges also associated.
Unexpected consumer reactions can account for a part of the high failure rate, as the consumer is the ultimate arbiter of new product acceptability. Because consumers lack a cognitive paradigm against which to measure the added value of new offers, accurate prediction of consumer acceptability is difficult for technologies that bring novel products or services.
How well an invention is communicated influences which of the variables and psychological constructs have the greatest impact on acceptance. As a result, acceptance is explained not by what technology is or is not, but also by the end-users’ knowledge of it.
The cost of PN services is a considerable impediment. Thereby, one of the biggest challenges lies in the fact that consumers in India look for affordable meals. Hence, regularizing the concept of personalised nutrition requires it to be cost-effective.
Yashvee Vaghela, Freelance writer, Bengaluru