![]() Those needs can be determined remotely using tests completed on devices such as smartphones, smart watches, and fitness trackers or through in-person medical exams using blood, microbiome, or DNA tests. Personalized nutrition takes that a step further, with companies selling dietary compounds and related substances that are tailored to the circumstances or needs of much smaller groups, and even to specific individuals. The food industry has long sold products tailored to the tastes and preferences of specific consumer groups, such as power bars for athletes. Because such businesses may fall outside their core competencies, these companies should consider expanding through mergers, acquisitions, corporate ventures, or partnerships. They need to move beyond simply supplying products and use their experience and expertise to expand into new services, such as providing diagnostics and data-enabled recommendations. But to succeed, they must approach it as a new business. But existing industry players are well-positioned to make an impact, including chemical companies that have long supplied ingredients for packaged foods and nutritional products.įood ingredient suppliers have the scientific know-how, financial means, and existing partner ecosystems needed to win in this emerging industry. Startups have been the front-runners in this budding business, attracting venture capital to fund their efforts. As it does, it is creating a market for the ingredients, devices, and services related to these products that new and existing companies are eager to jump into. The ability to produce such highly customized nutritional compounds may sound futuristic, but it is becoming more commonplace. ![]() Or someone with a chronic illness preparing a meal with the exact nutrients necessary to keep the condition from getting worse. Imagine a runner whipping up a morning smoothie with supplements customized to their specific metabolism that help them hit peak performance during a race. ![]() Technology, Media, and Telecommunications. ![]()
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