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

Lookup NU author(s): Dr Sharron Kuznesof, Professor Lynn FrewerORCiD



The aim of the research was to explore consumer perceptions of personalised nutrition (PN); comparing these across three different levels of “medicalization”: lifestyle assessment (no blood sampling); phenotypic assessment (blood sampling); genomic assessment (blood and bucal sampling). The protocol was developed from 2 pilot focus groups conducted in the UK. Two focus groups (one comprising of only “older” individuals over 30 years old, the other of adults 18-65 years of age) were run in the UK, Spain, the Netherlands, Poland, Portugal, Ireland, Greece and Germany. The analysis (guided using grounded theory) suggested that PN was perceived in terms of benefit to health and fitness. Barriers to uptake were linked to broader technological issues associated with data protection and trust in regulator and service providers. Perceived risk associated with PN did not emerge as an issue. Services that required a fee were expected to be of better quality and more secure. No important cross-cultural differences were observed, other than those linked to communication infra-structure or local health care provision. Future quantitative research will permit more systematic cross-cultural and demographic comparison, as well as information relevant to consumers “willingness-to-pay” for such services.

Publication metadata

Author(s): Stewart-Knox B, Kuznesof S, Robinson J, Rankin A, Orr K, Duffy M, Poínhos R, de Almeida MD, Macready A, Gallagher C, Berezowska A, Fischer ARH, Navas-Carretero S, Riemer M, Traczyk I, Gjelstad IMF, Mavrogianni C, Frewer LJ

Publication type: Article

Publication status: Published

Journal: Appetite

Year: 2013

Volume: 66

Pages: 67-74

Print publication date: 01/07/2013

Date deposited: 29/09/2014

ISSN (print): 0195-6663

ISSN (electronic): 1095-8304

Publisher: Elsevier BV


DOI: 10.1016/j.appet.2013.03.001


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