Personalized nutrition and the future of beverage industry

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…

Author - Adomas Pranevičius

Adomas Pranevicius is the co-founder and CEO of MyDrink Beverages, a premier supplier of functional ingredient solutions to beverage industry . Adomas specializes in beverage concept development, start-up beverage projects, business development and brand building. During his career he co-founded NapNock energy shot, Dragoon vitamin drink, HighVit functional vitamin drinks and Simply Umai beauty drink. He enjoys developing new beverage concepts and generating marketing ideas for them. Currently he is focusing on international expansion of MyDrink Beverages. Adomas is also writing a blog about latest beverage trends and innovations. His insights and ideas have been quoted in, Soft Drinks International, Beverage World and other media sources.

  • muhammad zaman

    Dear Mr.Adomas
    We are the poineer of Coca cola plant in Kabul and due to my some personnal experience in kabul i would like to say that it very difficult to replace the coca cola or pepsi cola products in Afghanistan due to their production in Afghanistan,Coca cola is running its production since 2006 and Pepsi cola may be in september 2013.yes,may be the nutrigenomics products can give a tuff time by its demand and availability.A hard work can change the culture of beverage as red bull is alraedy doing this there a no of other energy drink which are strengthning their position but i would like to say that only the availability.I think cola and juices are developing their position by establishing their industry in Afghanistan so like them it will be better to establish your brand through your industry.