From segmentation to personalization: Experts discuss future of tailored nutrition

11 Mar 2020 --- Despite an increased consumer demand for tailored nutrition, the sector is mostly experiencing segmentation with products that cover wide-ranging needs. Major industry players seek to tap into the segment’s potential and overcome these challenges with innovative launches, such as personalization platforms and bespoke NPD. NutritionInsight speaks to industry experts who discuss current and future trends, NPD and innovations in the tailored nutrition space.

“Currently, most ‘personalized’ products on the market are actually a case of segmentation rather than personalization. Segmentation is where consumers are grouped, and products are offered that are specific to the needs of each group. The products may be different in terms of the ingredients used, or through the positioning and marketing of the product, with the goal to make consumers feel that the product has been specifically designed for their individual needs,” Angus Rowland, Sales Manager of Sports and Active Nutrition Europe at Fonterra tells NutritionInsight.

The rise of personalization and segmentation alike is due to a growing consumer demand for products that address individual needs. As industry tries to enter this market successfully, personalization is expected to see further strides in innovation.

One of the advantages of the personalized nutrition space is that the solutions are not one-shot deals, according to Dr. Jonathan Jones, Product Development Manager and Digital Health Scientific Adviser at Monteloeder. “Consumers are aware that improving or maintaining health and wellness is a constant, life-spanning ordeal. Additionally, our needs change throughout life, as a consequence of either our normal aging process or due to health conditions that can appear without notice,” he states.

The way consumers think about nutrition is changing. “With a growing recognition that all aspects of health and wellbeing – both physical and mental – are interlinked, individuals are adopting a longer-term, more holistic approach to their lifestyle choices. Personalized nutrition has emerged as a promising avenue to provide science-based and data-driven nutritional solutions that are tailored to an individual’s specific requirements,” says Catia Pimenta-de-Sousa, Head of Personalized Nutrition EMEA, DSM Nutritional Products. 

Apps and personalized NPD
Monteloeder positions itself as coming from the dietary ingredient side of the nutrition space. “Our industry has always been very product-focused. However, we have shifted toward a more consumer-centric approach,” comments Dr. Jones.

The rise of personalization and segmentation alike is due to a consumer demand for products that address individual needs. “We have a clinically-validated weight management botanical ingredient, which we combined with an app specifically developed to manage the consumer’s experience while taking the ingredient. The app is linked to the product, and all the messaging and expected outcomes are based on the product’s effects that have been detected in the clinical trials. The end result is a more complete, digitalized health solution, combining behavior change techniques to promote healthy lifestyles along with product consumption management,” he explains. The company has defined this concept as a “Digital Nutraceutical.”

The real challenge, Dr. Jones says, is how to analyze data and interpret it to satisfy industry demands. Due to the massive amount of data that is collected, traditional methods of data assessment are insufficient. Instead, Monteloeder has been working on applying machine learning techniques to assess the data for several purposes including assessing the consumer profile assessment and behavior. It can also be used to identify new consumer needs and to optimize marketing strategies. 

“In the case of the latter, it is possible to detect if an already available product can be recommended to the consumer, but it could be that the unmet need cannot be covered by the currently available products. In this sense, this data can provide the NPD departments new insights as to where they can lead their new developments; ones that are targeted for specific consumers, which may have a higher rate of success in the market,” he underscores.

DSM also offers end-to-end solutions for every step in the personalized nutrition value chain. “We cover everything from measurement to delivery of personalized nutritional products and live coaching. Last November, DSM acquired AVA, a state-of-the-art digital health platform that provides sophisticated data analysis and recommendations,” Pimenta-de-Sousa says.

She continues that one of the key challenges in developing personalized nutrition solutions is translating scientific data into the language of nutrition. “The industry needs access to meaningful data that enables them to target a wide range of health areas, including lifestyle-related diseases, maternal health, healthy aging and sports performance,” she explains.

Overcoming challenges
Addressing the personalized nutrition trend can be done through format and application, as well as through the micro- and macro-nutrient profile of the product, Rowland notes. In terms of application, different ingredients can be used to ensure the format offered fits the consumer’s lifestyle. For Fonterra, this means having functional proteins that can provide the right nutrition in any format.

Angus Rowland, Sales Manager of Sports and Active Nutrition Europe at Fonterra.“Personalized nutrition is creating a drive for ingredient suppliers to fully understand how their different products address the individual needs of consumers. For example, two different consumers may need two different whey proteins. Addressing this, we have a very high branched-chain amino acids (BCAA) whey protein isolate, which would be targeted to trigger muscle anabolism in a high intensity athlete. This is compared with a lower protein protein concentrate containing complex lipids that would be targeted at someone focused on supporting their gut health and cognition,” he adds.

For Pimenta-de-Sousa, a collaborative approach is the way to better personalization. “There is a concerted effort within the industry to establish a clear definition for personalized nutrition and best practice guidelines to support brands in following evidence-based science when developing targeted nutrition solutions. Without this broad acceptance, it will be harder for the industry to break down the barriers to acceptance and gain traction for their solutions in the market,” she highlights.

Moving forward
Looking ahead, the popularity of tools such as DNA kits is likely to grow as new generations become more interested in optimizing their health and nutrition and the price point for the technology becomes more obtainable for the masses, Pimenta-de-Sousa explains. 

“Convenience also comes into play both for brands and manufacturers in the form of nutritional premixes custom made to meet specific requirements, but also in snackable foods and easy-to-integrate supplement formats. These make it simple for consumers to make personalized choices on-the-go,” she adds.

“As test methods such as DNA and microbiome analysis become more accessible, we will see companies that match products to consumers’ physiological needs. This may be in the form of specific probiotics strains which will balance the microbiome or provide specific benefits, or it may be used to produce automated supplement mixes which address vitamin and mineral deficiencies. Data-driven systems such as apps that closely monitor the consumer will become more advanced and link into nutrition subscription packages,” Rowland concludes. 

By Kristiana Lalou