Daily diet offers brands a route to personalization

For today’s individualistic consumers, finding products which are personalised to their needs is essential.

Looking at food alone, 58% of consumers globally are often or always influenced by how well a product is tailored to their needs and personality when making purchasing decisions.

Dietary preferences represent an important way by which brands can personalise their offerings. In particular diet is now often indicative of wider lifestyle choices and preferences creating opportunities not just in food and drink but also across other sectors such as personal care.

While the majority of consumers do not have dietary preferences, a significant proportion do, such as following low meat or high meat diets, and being vegetarian. Variation in daily diet is most prominent among younger consumers with 18-24 year olds being most likely to follow high meat or vegetarian diets, while 25-34 year olds are most likely to be pescetarian or vegan. In comparison, seniors are most likely to have no dietary requirements at all.

Utilising diet related cues can assist in offering a more personalised, tailored solution – in particular when combined with lifestyle orientation which is often connected to which diet they follow. For example high meat diets can be linked to fitness and strength building, while vegan can be aligned with “clean living” mantras. This is likely to be a key way to resonate with younger consumers who are most likely to follow specific diets and move beyond conventional personalisation approaches such as age and gender based cues.

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