Have you ever heard about the science of nutrigenomics? No? I thought so. Wikipedia explains that nutrigenomics is a branch of nutritional genomics and is the study of the effects of food and food constituents on gene expression. This means that nutrigenomics is research focusing on identifying and understanding molecular-level interaction between nutrients and other dietary bioactives with the genome.
The reason why I’m writing about this is to explain the importance of the development of this science and how it will change food industry. First of all, it is important to explain that currently some of the largest food companies are investing a lot of money in R&D. Moreover, scientists are explaining that the science of nutrigenomics is very young and business will have to wait a bit for any substantial research to be done.
However, the unique value proposition and benefit for a consumer is very clear and simple. According to your genome science will be able to determine what kind of products, ingredients you have to consume and which one you have to avoid. For example, your genome shows that you have a higher risk to have problems with your gut when you will grow older. In this case you will have your unique menu of food with active ingredients which will decrease the risk to face these problems.
This science will put functional beverages industry to the second level. New category will emerge which will be called personalized functional beverages. Consumers will have a capability to get their individual products according to their needs. You know what? This is what I call functional product…