Consumer perception of “archetypical” personalised

One of the objectives of the Food4Me project is to determine the application of personalised nutrition, through the development of suitable business models, research on technological advances, and validation of delivery methods for personalised nutrition advice. As a part of the Food4Me project WP 1 tries to develop concepts of business and value creation models for personalised nutrition services and explore their feasibility in view of the present and future economic and societal environment. Business models are defined in the broadest socio-economic sense, thus including any possible form of organised value creation from commercial approaches by companies to systems put in place by government or other societal interest groups. Hence WP 1 will explore opportunities to improve the public health situation that may contribute to both economic wealth (financial) and social wealth (health) creation. Personalised nutrition can only be successful if the personalised nutrition services that are marketed are considered worthwhile by consumers (Ronteltap et al. 2009; Stewart-Knox et al. 2009). For that reason one of the tasks of WP1 (D1.2.) is to record consumer perceptions of “archetypical” personalised nutrition services. The focus of this report is therefore to provide an exploratory overview of consumer perceptions towards “archetypical” personalised nutrition services. Earlier research in this work package (D1.1. Ronteltap et al. Submitted ) shows that personalised nutrition services can be characterised by five dimensions potentially related to consumer uptake of the service: 1) The service is offering a personalised rather than a generic service, 2) The service needs to gather personal data from the consumer, 3) The service should convincingly link the personal data to nutrition knowledge, 4) The service should deliver the advice to the consumer. 5) Consumer loyalty to service and the nutrition advice