Nearly a third of UK adults would be interested in personalised ready meals or meal kits based on factors such as weight, height and heath goals, according to new research.
The study of over 2,000 adults by Leatherhead Food Research found 32% were interested in personalised meals, while 31% would buy meal kits if they were based on factors like health goals and taste preferences.
The online research also revealed over a quarter (26%) had an appetite to access ready meals tailored to their DNA, as well as likes and dislikes.
Chris Wells, MD of Leatherhead Food Research, said the findings showed food and beverage personalisation needed to become more sophisticated, particularly for millennials.
“Food and beverage brands need to start thinking about innovation goals firmly aligned with shifting consumer expectations,” he said. “Personalisation is a major trend of the digital age, and demand is escalating as millennials begin earning more and have greater spending power. It can go much further than simply adding people’s names and photos to products. In the years to come, personalisation will need to strike deeper to help people achieve specific health goals, such as weight loss or muscle gain.”