Research by the independent market analyst has revealed that nearly half (47%) of UK consumers now find the idea of using information about their genes to provide nutritional and diet-related advice appealing.
Mark Whalley, analyst at Datamonitor, says: “Consumers have always wanted food and beverages that cater to their individual needs. However, it’s only in the past few years that manufacturers have really woken up to this fact and begun to create grocery products that consumers feel identify with their personal attitudes and requirements.
“They are constantly asking themselves ‘what does this product say about me and how does it specifically benefit me?’. It’s little surprise considering that our research shows that two in every three UK citizens attach importance to the concept of individuality and being able to express themselves.”
The research has revealed that, since functional foods have hit the mainstream, there has been an increase in consumers who want more sophisticated technology to tailor food and drink to individual needs. Inevitably, gene-based technology (referred to as nutrigenomics) will come to the fore, determining how a food or beverage can most effectively benefit a consumer using their own unique genetic information.
A particularly appealing example of this concept in action would be food and drinks that can more effectively address a particular health condition, such as having a weak immune system. Genetic flavour preferences could also be established, allowing for goods that taste better to the consumer.
“As interest among consumers increases, we expect to see a surge in the number of food and drink companies launching products with DNA/genetic influences over the next few years,” says Whalley, “probably originating from smaller niche companies looking to find gaps in the market. The larger brands will likely wait to see what products are launched and how these are received by consumers.”
Source: Datamonitor
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