Factors influencing European consumer uptake of personalised nutrition. Results of a qualitative analysis.

Barbara Stewart-Knox, Sharron Kuznesof, Jenny Robinson, Audrey Rankin, Karen Orr, Maresa Duffy, Rui Poinhos, Maria Daniel Vaz de Almeida, Anna Macready, Caroline Gallagher, Aleksandra Berezowska, Arnout R. H. Fischer, Santiago Navas-Carretero, Martina Riemer, Iwona Traczyk, Ingrid M. F. Gjelstad, Christina Mavrogianni, Lynn J. Frewer*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

33 Citations (Scopus)


The aim of this research was to explore consumer perceptions of personalised nutrition and to compare these across three different levels of "medicalization": lifestyle assessment (no blood sampling); phenotypic assessment (blood sampling); genomic assessment (blood and buccal sampling). The protocol was developed from two pilot focus groups conducted in the UK. Two focus groups (one comprising only "older" individuals between 30 and 60 years old, the other of adults 18-65 yrs of age) were run in the UK, Spain, the Netherlands, Poland, Portugal, Ireland, Greece and Germany (N = 16). The analysis (guided using grounded theory) suggested that personalised nutrition was perceived in terms of benefit to health and fitness and that convenience was an important driver of uptake. Negative attitudes were associated with internet delivery but not with personalised nutrition per se. Barriers to uptake were linked to broader technological issues associated with data protection, trust in regulator and service providers. Services that required a fee were expected to be of better quality and more secure. An efficacious, transparent and trustworthy regulatory framework for personalised nutrition is required to alleviate consumer concern. In addition, developing trust in service providers is important if such services to be successful. (C) 2013 Elsevier Ltd. All rights reserved.

Original languageEnglish
Pages (from-to)67-74
Number of pages8
Early online date13 Mar 2013
Publication statusPublished - 01 Jul 2013


  • Personalised nutrition
  • Nutrigenomics
  • Consumer
  • Qualitative
  • Barriers
  • Acceptance
  • Focus group
  • Food4Me
  • FOOD


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