Menu for me: Consumers want customised products to help deal with their specific health goals As stressed throughout this report, consumers in South America are becoming more conscious about their health, and this is a trend that will intensify. For instance, society is ageing, which increases in more people being vulnerable to disease and illness. The impact of COVID-19 is something that continues to linger, meaning people will remain on a heightened alert over their health. Finally, consumers will continue to be conscious of their diets and lifestyles and the impact it has on their immediate and long-term health. As consumers seek out instant and effective solutions to their health concerns, they will increasingly question whether available products on the market are suited for their specific needs. This will drive an opportunity for personalised and customised health products. Across South America, a high proportion of consumers say that they have favourable perceptions of food and drink products that are customised to address their specific health needs. Such products tend to be associated with providing real-time and specific health information. Consumers find these products appealing because they are associated with helping facilitate healthy ageing, which is important as consumers take a proactive and long-term approach to health maintenance. This creates opportunities around concepts such as nutrition genetic testing, whereby consumers exchange DNA samples in return for a health assessment and personalised health products catered to their specific needs. Whilst such products appeal to consumers, there are a variety of factors that need to be taken into consideration. For instance, consumers will want reassurance about the safety of information provided to third parties, especially their DNA samples. It is also important that products and services are deemed affordable, that scientific evidence is provided to validate claims made, and that consumers are aware of the benefits and limitations of such products. Nevertheless, as concerns about health continue to grow in South America, there will be more scope than ever to target consumers with personalised and customised product offerings.
20 | L earn more about Fi Global CONNECT: Regions in the Spotlight
