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Strategic Partnerships between the Food and Health Sectors and the Interaction between Various Technological Innovations will Support the Growth of the Freedom and Personalised Nutrition Markets
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This Growth Opportunity Series focuses on trends, challenges, and opportunities in the freedom food and personalised nutrition markets. It also identifies and profiles companies that are active in the markets, taking advantage of the trends through innovation, and consequently highlights opportunities that still exist in the market.The freedom food category is made up of foods that are free of unwanted/undesired attributes. These include food such as sugar-free, gluten-free, genetically modified organism (GMO)-free, fair trade, halal, and kosher foods. It can also be termed as free-from market. This market category is expected to continue to experience growth as more relatively small companies enter the market and provide innovative products. Furthermore, freedom food products now go beyond catering to consumers with allergies and food intolerances and increasingly benefit health-conscious consumers (a growing trend).There is an established link between health and nutrition which has led to the food and beverage industry to move towards individualised nutrition, as people react to various foods differently when it comes to the health benefits. This established link between health and nutrition has led to the rise of the personalised nutrition/nutrigenomics trend, which is mostly about the link between genes and nutrition. However, personalised nutrition might still mean different things to different people–ranging from personalised sizes of products to the use of personal health data to recommend customised diets. Although personalised nutrition is recognised as the future of the food and beverage industry, it is yet to get into the mainstream, as the market still has a number of challenges to circumvent. These challenges mostly create opportunities for the market, and all these are discussed in this series.It remains to be seen if this is really the future of healthy nutrition; however, the concept continues to develop. Companies in the agriculture and nutrition market space need to stay ahead of the competition by exploring the ability of their products or services to cater to the personalised nutrition market. While these two markets are expected to grow considerably due to factors such as enhanced nutrition and health, changing demographics, innovation, increasing research, and the rise of Big Data plus access to information.Strategic partnerships with the health sector and the coming together of various technological innovations will support the growth of the freedom and personalised nutrition markets. Furthermore, Big Data analytics and capabilities will be valuable for the market growth in the personalised nutrition market space.
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