Update on our Top 10 Global Consumer Trends for 2018: It’s in the DNA – I’m so Special

Challenging full disclosure

Growing consumer concerns about privacy, and emerging understanding of the commercial value of personal data on the internet and the way it can be breached may be putting a brake on growth in the “It’s in the DNA –I’m so special” trend. Our view is that this concern is short term, provided security can be tightened, as the collective value of the DNA data information pool is so powerful to users.

Personalisation

Most growth is in personalisation of products and services, particularly in the beauty and personal care market. Operators are offering DNA and AI tech as a personalisation tool to improve and simplify the user experience.

Meal plans

Operators are developing meal plans to suit body types and genetic make-up. In Japan, for example, Radishbo-ya home delivers custom-built meal solutions, building on the home delivery trend.

New applications

As the “It’s in the DNA –I’m so special” trend becomes more established, new directions are emerging and, in some cases, into new species. Operators are moving into the lucrative pet care arena and are echoing the same concerns around fitness and nutrition as for their owners.