Diet by DNA
“The influx of processed food has many consumers seeking alternatives and embracing “ancient” and superfood ingredients. Diet By DNA can be as simple as consumers looking to the principles of ayurvedic and/or traditional Chinese medicine for natural ingredients that could help their health concerns.”
Zeigler cites the popularity of turmeric as an ingredient in better-for-you products that has caught on well. Food and drink companies can harness this trend by offering more ancient ingredients, products or recipes for consumers to use in their “historical” cooking and eating.
“Products that already feature some of the ingredients that are traditionally believed to be functional should target consumers who may be looking for these historical solutions. We may also see a growth in products that tout the historical roots of their ingredients or formulations,” she says.
"As this individual approach progresses, we could see more interest in the field of nutrigenomics, which explores the relationship between diet, health and one’s genes. This could lead more consumers to understand that diet is a very individual decision, rather than something that can be addressed by traditional diet plans. While likely still far in the future, this could usher in a new era in personalized nutrition in which consumers know what foods to eat and which ones to avoid based on their DNA."
European trend status: Emerging