What is the Future of Personalized Food? – Summary

Abstract

Nutrition-related diseases are one of today's global problems and are still among the leading causes of death in Europe. To improve the trend, consumers need to be made aware that the main cause is lifestyle changes, of which nutrition is an integral part. A significant change in the eating habits of the population is needed, which will require improving the effectiveness of strategies to achieve this. A shift towards personalised nutrition, with the production and consumption of personalised food items as one possible application, could be part of the long-term solution. A number of food companies have seen the potential and have started R&D in this area, but the widespread commercialisation of these products has not yet started. One reason for this is that their production is a very complex and time-consuming process, requiring in-depth multidisciplinary knowledge, as the range and number of factors influencing customisation is very large. In my primary research I conducted an online questionnaire survey among food companies currently operating in Hungary. Although almost two thirds of the 251 companies surveyed had not heard of the concept of personalised food, after a brief introduction to the topic, the majority of them considered that it was unlikely that these products would be widely available in the future. The results suggest that there are several reasons for this. High production/manufacturing costs, inadequate infrastructure/technology and lack of skilled labour all play a role in this scenario. When examining the competences required to create personalised food, it emerged that respondents do not see the Hungarian context as suitable for this either, but they have an even more negative perception of themselves and their situation. Previous surveys have reported that European consumers are open to personalising food, especially if it can preserve their health, and this aspect could become a key driver for food production. The food companies that participated in the research share a similar view, even if their position is not as strong. However, on the demand side, the (high) price of products is one of the main drivers and constraints in the choice. Several studies have reported in the past that consumers now expect a higher sensory quality in addition to the physiological function of food. Confirming this, the companies surveyed consider that the palatability of personalised foods is indeed an important criterion for successful marketing. More and more studies are being done on how 3D printing will reform the food industry, enabling the sophisticated design and implementation of personalised food. One conclusion that can be drawn from the responses received is that many companies see this as a viable vision for the future. In the light of the results obtained, it can therefore be concluded that the mass production and marketing of personalised food is still a long way off, with a number of barriers to effective implementation (high costs, inadequate infrastructure and skills gaps). It is also important to dispel the misconceptions that personalised marketing is not the same as personalised food.