Personalised nutrition

Demand for personalised nutrition products and services is expected to reach $550 million by 2030 at around 19% per annum growth.

Personalised nutrition describes the provision of targeted nutrition related advice, products and services to individuals based on their personal characteristics. Emerging products and services include phenotype, genotype and related diagnostic testing to identify nutritional needs; personalised nutrition e-tools that draw on mobile methods and real time sensor technologies.

Domestic demand for personalised nutrition is expected to gain significant momentum over the next decade. While the market for non-personalised nutrition services is expected to grow at 2% per annum, driven largely by growth in population levels and real health expenditure per capita, CSIRO analysis estimates domestic expenditure on personalised nutrition services and solutions to reach $550 million by 2030 as consumer awareness improves and the price of services fall. As an emerging opportunity, near term investment is likely to focus more on research and development, proof-of-concept and clinical trials than on commercialisation. International research has found that about 30% of consumers have expressed a willingness to pay for personalised nutrition services at an average premium of 50% relative to non-personalised nutrition products and services.

However, current trends in overseas markets suggest that high degrees of product and price differentiation will likely exist to meet the diverse needs of each consumer. For instance, personalised nutrition offerings in the United States range from DIY home-test kits ($40 USD) to full program suites that combine genetics testing with personalised meal planning and coaching ($3500 USD per annum). However, realised growth and market share in Australia will be sensitive to changes in willingness to pay and consumer adoption rates. This includes the rate that Australia imports or develops such technologies. Other factors include how service providers deliver and market personalised benefits; manage service effectiveness and information control; and manage privacy risk, information intrusiveness and their perceived integrity to consumers. Estimates in this report are also conservative as it describes expenditure on services and solutions by dietitians, nutritionists and related specialists. Weight-loss programs, gyms and fitness centres, private health insurance providers, grocery stores and speciality stores are also expected to be important channels for personalised nutrition solutions.

See full report for methodology and references.