Page 36 - FoodFocusThailand No.197 August 2022

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The Personalized Nutrition Industry

is Expanding

The healthy food trend is one of the current trends in society, stemming from both the COVID-19 pandemic,
which made people more conscious of their health and the food they consumed, and the popularity of tailored
to fit consumption. Obviously, everybody has different needs, and that’s why some people are more interested
in personalized food than others.

It actually began with a meal in a restaurant and finally evolved into 2. Innovations and advancements in FoodTech and HealthTech
the ready-meal industry. This popular consumer trend is also important are propelling the concept forward. For example, the DNA profiling
because its market value in Thailand could possibly grow at 14.2% per technique brings DNA testing technology to health care by analyzing
year, reaching 55 billion baht in 2025, while the global market value will the relationship between genetics and food nutrition requirements for
rise to 96,820 million USD, or more than 3 trillion baht, representing an each individual. It is also known as nutrigenomics, and it assists in
average growth rate of 12% per year. determining how much nutrition the body requires in order to create
Personalized food means food that contains necessary nutrients and a nutrition, health care, and exercise plan for each individual.
is suitable for each person’s lifestyle, health, and genetics to achieve Gut Microbiome Analysis is a medical technology that analyzes
sustainable health behaviors. It can be classified as follows: microbes in the gut system to reveal the secrets of individual health
1. Personalized ready meals for specific groups problems.
Kewpie, a food company in Japan develops food for the elderly such 3D Printing Food is an innovative food printing method that reduces
as soft and easy-to-chew steaks, chicken hamburgers, and shrimp steps and complications in cooking while also caring for the
dumplings. These products could help with chewing issues, loss of taste, consumer’s health. It is expected that the 3D printed food market
and difficulty swallowing. around the world will be worth about 425 billion USD in 2025, growing
2. Ready-made meals for personalized diets at 54.7% annually.
Nestle starts to analyze DNA to create a menu for each person in the 3. COVID-19 is a factor that has accelerated people’s attention
USA. and made them choose food that meets their specific health needs.
3. Personalized restaurants for specific groups However, at this time, entrepreneurs should prioritize developing
Verdisy, a FoodTech in the Netherlands, creates personalized menu personalized ready-meals or restaurants for particular groups.
options for specific groups of diners, such as those who limit their sodium Because the personalized nutrition market for individuals is still not
and carbohydrate intake. large enough in terms of investment values, despite the fact that it
Ton Kla Fha Sai Restaurant develops diet and weight control menus meets the consumer's needs more specifically, and consumers are
as well as recipes for the elderly, diabetics, and those wanting to control willing to pay an extra 40-50% higher than for regular food. When
their sugar consumption. ready-to-eat food, healthy drinks, and healthy restaurants are
4. Restaurants for personalized diets combined, they are now worth approximately 120 billion baht, and
Vita Mojo, a restaurant in the UK, collaborates with DNAfit, a healthtech many entrepreneurs will continue to develop new products to add
professional, and offers technology that helps consumers choose foods value to the sector.
suitable for their DNA. Giving consumers information about the benefits of good health
Sushi Singularity in Japan sends a DNA testing kit to consumers after and how important it is to them, including how to get a health check,
booking and adapts sushi ingredients to each person’s DNA. will encourage them to buy more. Also, there should be a collaborative
5. Personalized vitamins effort between those who provide testing services, health and nutrition
Personalized vitamins are customized for each individual. Many anti- specialists, and food ingredient producers who follow the personalized
aging specialists claim that there is no best vitamin brand as the best food trend. Currently, Thai dietary trends are very consistent with
vitamin subscriptions should be based on each person’s particular international market trends. Weight-control diets, low-sodium
conditions. diets for those with kidney problems, sports foods, and so on are just
some of the interesting examples. Although Thailand's personalized
Why is personalized food becoming more popular? food sector is expected to be at the start of its business cycle in the
1. It is in response to behavior of modern consumers who are seeking next 3-5 years, it is a fascinating market with significant growth
more specific nutrients. According to a survey, 58% of consumers say that potential.
personalized food influences their purchasing decisions, while 42% of
consumers want personalized food, and a third want food that adheres to
nutritional principles. More Information Service Info C005

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