woman looking at juice

A Look at 2021 Mega Trends #3: Ultra-Personalization

Our Glanbia Nutritionals Mega Trends are trends with the potential for far-reaching impact across industries and regions, with the ability to change daily life in important ways. Here we explore the rising mega trend of ultra-personalization, how it’s influencing the food industry, and ways brands can offer consumers the ultra-personalized products they seek.

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.

woman eating granola bar

Nostalgia

Products that tap into nostalgia can also deliver a food or beverage experience that feels highly personalized to a consumer. This might mean expanding a protein bar line to include nostalgic flavors like cookie butter or peanut butter graham cracker or launching a new sports drink in marshmallow or cotton candy. An understanding of what’s nostalgic to different generations can allow a brand to further fine-tune their offerings.

Favorite childhood flavors in a healthy product for adults can also make the product a permissible indulgence. Besides nostalgic flavors, brands can incorporate nostalgic themes to appeal to consumers on an emotional level or bring back beloved products as limited time offerings. Nostalgia and comfort foods have been some of the top trends in food during the pandemic, making now the perfect time to consider this personalization approach.

Addressing the Needs of Today’s Consumers

As consumers’ needs and expectations continue to evolve, understanding the trends will be key to food and beverage brands delivering the products consumers are looking for. To explore our latest findings on how the industry is reimagining convenience for consumers cooking at home, watch our latest MegaTrends webinar on demand.

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