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Almost Half Of U.K. Consumers Want Nutrigenomics-Based Foods And Beverages

January 27, 2011: 11:16 AM EST

A study by Datamonitor reveals that almost half (47 percent) of consumers in the U.K. want to use their genetic information to personalize their food and beverage choices. Underlying the market potential of personalized foods, Datamonitor also found that 42% of consumers would view more favorably a 'customized/personalized' grocery product. A possible impediment is that proliferation of products is leading to ‘choice paralysis’ (over half of U.K. consumers agree there is too much grocery product choice) that leaves consumers unresponsive to new products and causes them to instead turn to known brands. Products with specific benefits and highly targeted markets look set to do well in the early stages of market development, like MANFLU that delivers a shot of cough and cold remedy and Custom Choice that allows celiac suffers to create their own gluten free breakfast cereal.

Joanna Cosgrove, "U.K. trends indicate a greater consumer interest in specialized foods", Nutraceutical World, January 27, 2011, © Rodman Publishing
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