Together with Food Valley & Horizonteer
Who will be the first to adopt Personalized Nutrition?
Personalized Nutrition is booming, projected to hit $16.6 billion by 2025. Yet, scaling remains a challenge. Foodvalley’s VIPS pilot showed early promise, but the key question now is: Who will be the Earlyvangelist? This forward-thinking customer is ready to embrace the risk, seeing PN’s potential to solve urgent food and health issues—and has the resources to back it.
Who will take the leap
The real challenge lies in identifying who will take the leap. While the potential of Personalized Nutrition is clear, many companies struggle to scale because they can’t pinpoint the right early adopters. Unlike typical consumers, Earlyvangelists are a rare breed—customers who see the immediate value and are willing to embrace the risks of untested technology. Without knowing who these trailblazers are, companies can’t gain the momentum needed to move beyond pilot phases and into sustainable growth.
Uncovering key characteristics
To identify these elusive Earlyvangelists, Innoboost, together with Horizonteer, employed a data-driven, multi-step approach. First, we conducted in-depth interviews with HR specialists and nutrition experts to uncover key characteristics of potential adopters. This was followed by a broad survey of over 70 HR professionals and focus groups to refine our findings. By combining real-world insights with desk research, we pinpointed specific traits and behaviors that distinguish these risk-takers from the general market, giving us a clear roadmap to who’s ready to adopt Personalised Nutrition.
Four promising profiles
The Four Earlyvangelist Profiles
Our research identified four distinct Earlyvangelist profiles: The Nutrition Champion, The Nurturing Guardian, The Vitality Innovator, and The Health Tech Fanatic. Each represents a unique approach to adopting Personalised Nutrition, from those focused on personal wellness to tech-savvy enthusiasts eager to integrate innovation into their lifestyle. These profiles provide actionable insights for targeting the right customers who will embrace the service early on.
Accelerating Market Launch
By focusing on these specific Earlyvangelist profiles, Foodvalley and their partners in the VIPS pilot can streamline their approach to market entry. Knowing exactly who to target allows them to tailor their offerings and communication strategies, reducing uncertainty and accelerating the path to scaling their Personalised Nutrition services. This targeted approach will help turn early adopters into advocates, driving growth faster and more effectively.
