What is Ultra-Personalization?
With more choices than ever, consumers are increasingly seeking out products and services that are ultra-personalized to their specific preferences and lifestyles. Consumers want their individual differences to be addressed and like to engage with brands that seem to speak directly to them.
Ultra-personalization is advancing in large part due to digital technology and AI integrations that are giving brands access to a deeper understanding of the preferences of individual consumers. This, in turn, allows brands to offer consumers the right options at the right time, along with additional products and services that can add value to their lives.
Ultra-Personalization in Food and Beverage
In the food and beverage industry, ultra-personalization is showing up in several different ways. Here’s a look at two of the strategies brands are using to create an ultra-personalized experience for their consumers.
Ways of Eating
Offering products that address consumers’ different ways of eating, particularly by addressing top diet trends, is one effective approach to connecting through personalization. Brands might focus entirely on one particular way of eating (such as gluten-free) or include options in their portfolio that meet certain dietary interests. Some of the diet trends going strong in the U.S. include gluten-free, dairy-free, vegetarian, and low carb, with most of these being driven by Millennials and Gen Z.
In addition, with many consumers looking to shed those extra pounds gained during lockdown, products formulated for the keto diet or to support intermittent fasting are right on-trend and offer the level of personalization these dieters are looking for. A standard weight loss product is no longer enough—consumers are attracted to products that cater to their chosen weight loss approach, which they feel addresses their unique needs.