Personal solutions

Moving beyond personalised diets, there is a growing consumer desire for a personalised wellbeing plans that tackle the range of modern day health issues. These are increasingly based on accurate, tech-enabled measurement.

How is this sub-trend evolving?

How it was

Personalised diets based on allergies and intolerances

UK Food supplier Bidvest 3663 recently launched a ‘gluten-free made simple’ guide

How it is

Holistic, personalised and often tech-enabled plans

Dynamic running therapy courses are growing in popularity in London

How it will be

Solutions that are tied to the unique DNA of your body

DNAfit provides you with a saliva swab to create a truly personalised plan to fit with your body

In-market examples from around the world

What: Jawbone is now partnering with San Francisco’s Munchery meal delivery service to automatically transmit nutritional data to its app called Up. The app is designed to help customers manage their weight, and is now informed by their individual take-out orders!
Why: This automated logging gives the consumer comprehensive nutritional information from the food seller including calories, fibre and fat, and doesn’t allow them to cheat when inputting information about that meal.
What: British salad chain ‘Tossed’ has rolled out its breakthrough ordering system, where customers are presented with a digital salad bar to build their own speedy lunch option.
Why: ‘Healthy doesn’t have to be boring’ is the Tossed mantra, and their plethora of on-screen options means an enormous variety of salad options and sizes for each consumer.
What: Smartplate Topview is a platform designed to be a personal nutritionist, using advanced photo recognition and AI technology to identify, analyse and track everything consumers eat in seconds. You just need to point it at your plate and the platform does everything else.
Why: This replaces the need for manual data entry and keeps close track of how peoples’ ongoing consumption is affecting their health. Most importantly, it makes suggestions before mealtimes of the kinds of nutrients its user needs, or may want, to take on board. This is a big step towards health management becoming automated and passive.
What: Health smoothie partnership between LifeSum and Crussh.
Why: LifeSum diet app collects exercise and diet data from its users. Using this data, food and drink retailer Crussh created the perfect ‘city smoothie’ based on the nutrients that Londoners are deficient in!
What: The Saffolalife website in India lets users perform an instant health and fitness assessment, then download diet and exercise plans that will work for their body type and fitness level, to provide clear advice for gradual improvement.
Why: Creating a simple online toolkit that assesses dietary needs, and then offers easy diet and exercise recommendations seems essential product for a today’s health conscious consumer.
What: Máquina is a Brazilian fitband that tracks people’s movement and sleep patterns and then suggest healthier practices. The gadget is, somewhat surprisingly, produced by a juice company.
Why: Following small tailored daily changes like walking a little further, not using the elevator and controlling the food intake can dramatically change people’s health and wellbeing and produce relatively swift results.
What: Athos is an American high-tech fitness outfit that is looking to infuse the capability of wearables into the actual fabric of the apparel. The sensors, which utilize electromyography, record and measure muscle movement and sync the results with a smartphone app.
Why: By giving users the real-time information and feedback they need, Athos apparel offers a valuable tool for achieving fitness goals. The company tagline, “upgrade your gear, upgrade yourself”, demonstrates the brands’ ultimate purpose: letting consumers fine-tune their workouts so they can maximize efficiency and avoid injury.