Personalized nutrition refers to the customized nutrient profile formed on the basis of individual requirements. This is formulated through testing, which gives a reading of the required nutrient within the body of an individual. The increasing demand for personalized solutions due to the rising health awareness, the growing trend of digital solutions for healthcare, and the aging population across regions are some of the significant factors that are projected to help in the growth of personalized nutrition. Furthermore, the shifting consumer trends, such as an increase in the preference for high-quality nutritional food according to their nutrient profile, are projected to encourage the development of personalized approaches for nutrition, contributing to the market growth.
COVID-19 IMPACT ON PERSONALIZED NUTRITION, BY REGION
Note: Bar graphs in the above figure represent a favorable degree of impact on meat and meat substitutes due to COVID-19.
Source: Secondary Research, Primary Interviews, Related Research Publications, Industry Journals, Press Releases, and MarketsandMarkets Analysis
North America is estimated to be the largest personalized nutrition market. The growth of personalized nutrition in this region is largely driven by rising awareness among consumers about their health. The region is witnessing an increase in the number of obesity rates. In addition, hectic and busier lifestyles have encouraged consumers to opt for specialized dietary supplements that are tailored to their specific requirements. However, growth is likely to get impacted due to the COVID-19 scenario. The COVID-19 pandemic is set to affect the European region the most. Consumers are gradually welcoming the idea of genetic testing for personalized nutrition. But the changing scenario worldwide post COVID-19 and then, the related health concerns are likely to boost the demand for personalized nutrition-based services and products.
COVID-19 Impact On Personalized Nutrition Products
Active measurement tools such as applications, testing kits, and programs, usually give a more accurate and customizable nutrient profile based on an individual’s requirements. Therefore, the active measurement will continue to grow along with the increasing adaptability and acceptance of personalized nutrition. The changing preferences and increasing awareness about the overall health of individuals have led to an increase in the number of people opting for standard measurement. Consumers are increasingly becoming aware of deficiencies and nutrient requirements, which is a key factor that is projected to drive the demand for standard supplements.
Post COVID-19, it is the active measurement type that involves using real-time data, and more personalized testing will grow the fastest. Consumers want to know about their profile, which is more individual-oriented rather than being general. This is going to be a crucial driver that will boost the growth of the active measurement tools in personalized nutrition post-COVID-19.
Regulations In The Personalized Nutrition Market:
Personalized nutrition is a niche segment, and hence, the products are designed to be precise in their monitoring of the wellbeing of consumers. Some of the products such as genetic testing that provide solutions based on the testing result, have grown in popularity. This has resulted in regulatory bodies such as the FDA to take extra precautions and necessary steps. A few key regulations that are involved with personalized nutrition are as follows:
- FDA’s guidance allowing “healthy” claims for higher-fat foods that contain a healthy balance of fatty acids, even though the rule in the Code of Federal Regulations (CFR) does not include this provision, adding that this guidance was partly in response to the most recent dietary guidelines.
- FDA is currently allowing medical device data systems (MDDSs) and many medical mobile applications to be marketed without meeting the requirements for medical devices, even though their makers call their products medical devices. This latter policy, she remarked, is intended to avoid overregulation of promising lower-risk health information technology (HIT) applications.
- Existing CMS and FDA frameworks for regulating genetic tests (a part of personalized nutrition), include LDTs that are used in DTC products and services.
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Post COVID-19, the regulations are likely to get more stringent as personalized nutrition will continue to grow. Consumers gaining awareness and involving themselves in personalized nutrition profile will continue to form the base of these regulations that will protect as well as guide in the long run. This is crucial even for the prominent players who are investing in the personalized nutrition segment.
The companies that are entering into the personalized nutrition segment are closely monitoring the individual preferences of consumers and are working on making the services more personalized. The services are getting more innovative, along with the products. COVID-19 has brought up all the hidden avenues for business growth as companies are providing unique products to understand and assess the well-being of an individual. Hence the COVID-19 will continue to act as an important driver for the personalized nutrition segment in the long run.
