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Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited
Article Type: Food facts From: Nutrition & Food Science, Volume 41, Issue 4
UK consumers could soon be buying food and drink based on whether it suits their genetic make up as interest in new technology soars, finds Datamonitor.
Research by the independent market analyst has revealed that nearly half (47 per cent) of UK consumers now find the idea of using information about their genes to provide nutritional and diet-related advice appealing.
The research has revealed that, since functional foods have hit the mainstream there has been an increase in consumers who want more sophisticated technology to tailor food and drink to individual needs. Inevitably, gene-based technology (referred to as nutrigenomics) will come to the fore – determining how a food or beverage can most effectively benefit a consumer using their own unique genetic information. A particularly appealing example of this concept in action would be food and drinks which can more effectively address a particular health condition, such as having a weak immune system. Genetic flavour preferences could also be established, allowing for goods that taste better to the consumer.