Paving the way for personalised nutrition solutions!

Thursday, 12 May, Foodvalley's second Personalised Nutrition Community meeting was (again) a great success! About 35 different types of national and international organisations came together.

The community has the ambition to scale up personalised nutrition to the mass market in order to improve health. During the event, insights were shared, success stories came to light and initiatives were launched with the aim of using personalised nutrition to reduce overweight, obesity and malnutrition. Together, the community aims to pave the way for personalised nutrition solutions by empowering their community to collectively address roadblocks that partners cannot solve alone.

Developments in personalised nutrition

During the event Rick Miller, Associate Director, Specialised Nutrition at Mintel shared developments within the personalised nutrition world. His conclusion? Consumer desire for personalised nutrition is growing rapidly and is driven by youth. The younger the consumer, the more they are attracted to products with personalised nutrition.

Personalised nutrition is diverse and hard to quantify in gross value. But an important component is the use of smart wearables which is a simultaneously driving growth in end products (e.g. tailor made meals, recipe advice). Consumers trust the output of these devices.

The roadmap to mass market is becoming easier. COVID-19 has reduced some of the invasiveness barriers to testing and made consumers more health conscious. The barriers to uptake are technological, relevance and affordability. In the future, ecosystem concepts are likely to be the most commonplace mass market product driven by communities of platforms rather than by a single company.

Challenge: Personalised Nutrition for All

The challenge 'Personalised Nutrition for All' was also shared by EIT Food, Foodvalley NL and Food Innovation Hub Europe. Startups, researchers and multi-stakeholder groups are invited to submit their ideas to help reduce obesity and malnutrition in Europe. Six winners will receive €30,000 to further develop their idea, which will allow for further funding from EIT Food to further develop and market their project. Read more about the challenge here.

What’s next?

The Personalised Nutrition Community is growing in partners and strengthening its collaborations and initiatives that contribute to bringing personalised nutrition to the mass market. ‘Make the healthy choice the easy choice' is our motivation. Are you a gamechanger that wants to flourish your personalised nutrition business? Find out more about our community and contact us here.

Questions? Get in touch

Judith van der Horst
Innovation Lead Food & Health
+31 6 139 473 57

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