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Personalised nutrition is another trend that is having a big impact on new product development, according to Innova Market Insights.

In the US, six per cent of consumers said they followed the keto diet in the past year, three per cent for paleo, nine per cent for plant-based, 13 per cent for high protein, and three per cent for vegan.

In line with this trend, new food and beverage launches with these dietary claims also rose – keto more than 76 per cent, paleo by more than 32 per cent, plant based by more than 28 per cent, high in protein more than 17 per cent, and vegan more than 14 per cent.

Innova points to technological advances and expanding choices in food service and retail, which are enabling consumers to adopt a more individual approach to eating.

Personalised nutrition apps are a part of the trend, along with packaging personalisation, with examples being personalised M&Ms and Nutella.

“E-commerce domains enable bespoke packaging personalisation, which aids in creating a relationship with consumers and building brand loyalty,” Innova says.

Although we are not there yet, personalised nutrition based on individual dietary needs is going to become more important, according to the market researcher.

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