Tell me who you are, and I will tell you what you should eat

Transcription

1 Tell me who you are, and I will tell you what you should eat A consumer perspective on personalised nutrition Dr Amber Ronteltap MAPP Conference, November 25, 2015

2 Food choices What should I have?

3 Source: Cell, 19 November 2015

4 Convergence of events

5 Personalised nutrition What is it? What do we know about consumer perceptions?

6 What is personalised nutrition? Tailored dietary advice or even food products that are optimally aligned with a person s profile Profile Physical Psychological Social Combination

7 Personalisation, conceptually Personalisation = Tailoring certain offerings (info, service, product)...by a provider (website, company, dietician)...to the needs of their consumers (customers, patients)...based on knowledge about them (behaviour, DNA)...through an iterative process (involving feedback)...with certain goals in mind (relationship, health). Source: van Trijp & Ronteltap, 2007

8 Personalisation as an ongoing process Source: van Trijp & Ronteltap, 2007

9 Current PN market Analysis of currently available PN offerings in the market 76 cases from 13 countries (e.g. USA, France, Australia, South Africa, Spain, Canada, India) Analysed to derive underlying business models (target group of clients, value proposition, organisation, revenue streams) 9 archetypes found, e.g. Employee lifestyle guidance Standing strong together Do-it-yourself healthy diets Ronteltap et al, Genes&Nutrition 2013

10 Business models for PN More business models focus on phenotypic information than on genetic testing Strong focus on people wanting to loose weight Health benefit and commercial success only with customer retention privacy calculus Ronteltap et al, Genes&Nutrition 2013

11 Food industry Very different from mainstream business model for food But interest is growing

12 Consumer perceptions General associations Framework for acceptance Results from consumer studies

13 Attitudes towards genetic testing and PN 6 EU countries, 1000 participants each 66 % willing to undergo genetic testing and 27% to follow a personalised diet Who would be interested: Willing to take genetic test for PN more often high blood cholesterol or obesity Aware of health problems related to metabolic syndrome most positive toward PN Source: Stewart-Knox, et al, BJN 2009

14 Conceptual framework for acceptance Innovation features x Individual characteristics COMMUNICATION PN is an innovation in the field of nutrition risk perception, cost/benefit perception, perceived norm, behavioural control Response Source: Ronteltap, van Trijp, Renes & Frewer, Source: Ronteltap et al, Appetite Appetite

15 Consumer response to PN critical factors and psychological processes Framing Agreement Perceived cost/benefit Perceived risk and uncertainty Beneficiary Ease of use Freedom of choice Subjective norm Consumer response to personalised nutrition Perceived behavioural control Ronteltap, van Trijp & Renes, BJN 2009

16 Consumer associations with PN Qualitative study (8 countries, 16 participants each) PN should deliver benefits for health or fitness be convenient be delivered face-to-face Paid services expected to be better and safer Barriers to uptake Data protection Trust in regulators and service providers Stewart-Knox et al, Appetite, 2013

17 Consumer evaluation of business models Business model archetypes basis for consumer study Qualitative (8 countries, 16 participants each) Support for privacy calculus Face-to-face contact mitigates risk perception and amplifies benefit perception Convenience, social support and having a qualified expert enhance benefit perception PN should be embedded in lifestyle advice Source: Berezowska et al, Public Health Genomics 2014

18 Willingness to pay for PN Survey in EU countries Norway, Netherlands, Germany, Greece, UK, Spain, Poland, Portugal N=1,000 per country, nationally representative Willingness to pay increases with income and decreases with age and in countries with comprehensive national health systems (e.g. UK) Fischer et al, submitted

19 Wrap-up: consumers and PN Time is now True value creation Benefits, either direct or indirect More interest if there is a health issue to solve Convenience Customer retention ( lock-in ) Necessary for sustainable business ánd health effect Privacy calculus: finding the optimum Hesitance towards commercial interests Freedom of choice highly valued

20 Challenges What is the optimal profile to personalise on? How can available data be integrated into an algorithm? How effective is PN advice (compared to other solutions)? How does PN fit in the current food production chain? What is the role of privacy and data protection? And who should manage the data and provide the advice? Who and what are the driving forces behind PN?

21 Thank you for your attention Part of the reported research was carried out within the EU funded Food4Me project Contract No. KBBE , Project No