Introduction to personalized nutrition from the Quisper launch event: Quality information services for personalized nutrition and lifestyle advice ( www.quisper.eu) developed during the FP7 funded QuaLiFY project.

1. Quisper
Personalised nutrition
***
Introduction and concept
Jo Goossens
shiftN
Quisper introduction, Leuven 8 Dec 2015

2. • The background of the idea
• What personalised nutrition (PN) is
• Why the time is right
• How PN services could take shape
• How Quisper can be at the core of PN services
• How the Quisper service is organised
• The mission and vision of the Quisper organisation
• The suggested operational basis for Quisper
Quisper, Leuven – 8/12//2015Jo Goossens - shiftN 2

3. EU FP7 projects at the basis of Quisper
• Explore barriers and opportunities in scientific, business and
consumer aspects of personalised nutrition
• To consider the future of health and nutrition and develop novel
business model concepts for personalised nutrition
• 2011-2015
• Create an operational platform as a basis for business and
research initiatives in personalised dietary and lifestyle
advice services
• Integrating data and results from previous EU-projects with
existing and new commercial activities of SMEs
• 2014-2015
Quisper
Quisper, Leuven - 8/12/2015Jo Goossens - shiftN 3

4. EU FP7 projects at the basis of Quisper
• Create an operational platform
• 2016 >>>
Quisper
SMEs
Research Partners:
Quisper, Leuven - 8/12/2015Jo Goossens - shiftN 4

5. WHAT IS PERSONALISED NUTRITION?
Quisper, Leuven – 8/12//2015Jo Goossens - shiftN 5

6. Working definition of personalised nutrition
Nutrigenomics
(University of California, Davis)
The science of how foods affect our genes, how individual genetic
differences can affect the way we respond to nutrients and how this
gene-nutrition interaction affects diet-related diseases
The recommendation of a dietary behaviour that is appropriate
for an individual to maintain optimal health.
It takes into account the individual’s dietary and lifestyle patterns
and preferences, phenotypic (biomarker) status and genetic
background and delivers advice about food choice, eating
patterns and lifestyle relevant to nutrition and health
Quisper, Leuven - 8/12/2015Jo Goossens - shiftN 6

7. The essence of personalised nutrition
Biological status
- Physical (weight,…)
- Genetics (SNPs)
- Physiological
(biomarkers)
Nutrition behaviour
- food choices
- eating patterns
Lifestyle
- physical
- psychological
- emotional
- societal
Metabolic
factors
Behavioral
factors
Quisper, Leuven - 8/12/2015Jo Goossens - shiftN 7

8. The essence of personalised nutrition
Assess risk/benefit profile
PN advice
Dietary
behaviour
change
Effectiveness
Personal goals
and preferences
- Health
- Food
- Lifestyle
- Performance
- Beauty
- PN process
Metabolic
factors
Behavioral
factors
Quisper, Leuven - 8/12/2015Jo Goossens - shiftN 8

9. Measurement – Analysis - Assessment
Coaching
The essence of personalised nutrition
Assess risk/benefit profile
PN advice
Effectiveness
Dietary
behaviou
r change
Personal goals
and preferences
Personal goals
and preferences
- Health
- Food
- Lifestyle
- Performance
- Beauty
- PN process
Metabolic
factors
Behavioral
factors
Quisper, Leuven - 8/12/2015Jo Goossens - shiftN 9

10. Personalised nutrition – dual action
Significant
improvement of the
reliability and
appropriateness of
the dietary advice
Genetic background
Metabolic profile
Influence of external
factors
Evolution over time
Actual condition
(biomarker analysis)
Tools and coaching
approaches that
allow adopting a
lasting dietary
behaviour change
Food preferences
Lifestyle preferences
Feedback mechanisms
(monitoring and analysis)
Interface preferences
Socio-psychological
factors
Quisper, Leuven - 8/12/2015Jo Goossens - shiftN 10

11. metabolic
group level
3 types of personalisation
biomarkers<>nutrient<>genotype
interactions
Optimal nutrient requirements
phenotyping
(physical parameters and biomarkers)
genotyping
(SNP profile)
Basic personal nutritional recommendations
individual
level
dietary intake
food preferences
lifestyle preferences
Individual recommendation for dietary behaviour
interface, tools, feedback
preferences,
psycho-social factors
Personalised
nutrition
Quisper, Leuven - 8/12/2015Jo Goossens - shiftN 11
interface, tools, feedback
preferences,
psycho-social factors
dietary intake
food preferences
lifestyle preferences
phenotyping
(physical parameters and biomarkers)
genotyping
(SNP profile)

12. The essence of personalised nutrition
is about
adjusting nutritional advise
using all individual metabolic/genetic information,
and personal coaching the adoption of
a healthier diet and lifestyle
recommending dietary patterns that fit individual preferences
Quisper, Leuven - 8/12/2015Jo Goossens - shiftN 12

13. Gene-based science and technology
The human genome analysis has allowed us to
understand gene-nutrition relationships
(nutrigenomics) and to better interpret biomarker-
nutrition relationships.
Knowing the genetic make-up of an individual
provides us with new capabilities to understand how
food and dietary behaviour influences individual
health and to asses individual risk for disease.
A capability
Quisper, Leuven - 8/12/2015Jo Goossens - shiftN 13

14. Health costs – a huge societal burden
Largely due to obesity and chronic diseases, which are
essentially a consequence of inappropriate food habits
and lifestyles
Important changes to the health care systems are
expected for societies to cope with the rising costs
However the locus of control of health is the
individual, raising issues of social responsibility in
maintaining individual health
A need
Quisper, Leuven - 8/12/2015Jo Goossens - shiftN 14

15. Individualism and freedom of choice
…requires significant empowerment of individuals to
be able to make informed and responsible choices
… which is very difficult in complex and very
emotional issues like food and health due to the
difficulty to access and understand the knowledge
… unless enabling tools become available,
appropriate and user-friendly
A desire
Quisper, Leuven - 8/12/2015Jo Goossens - shiftN 15

16. Personalised nutrition
is
an opportunity
at the confluence of
these 3 major trends
Quisper, Leuven - 8/12/2015Jo Goossens - shiftN 16

17. Quisper, Leuven 8/12/15shiftN – Jo Goossens 17
Risk perception
Benefit
perception
Health
commitment
Perceived
efficacy control
and regulation
Internal health
locus of control
+0.252*0.648*
-0.097*
+0.095*
+0.065
+0.043*
+0.123* +0.111*
Poinhos, van der Lans, Rankin, Fischer, Bunting, Kuznesof,
Stewart-Knox and Frewer, i2015, PLoS one.
Self efficacy
Attitude
towards PN
Intention to
adopt PN

18. Consumer perceived risks: privacy protection
Not securely stored
Misuse by authorities
PN not effective
Misuse by insurance
Misuse by advertisers
Quisper, Leuven 8/12/15shiftN– Jo Goossens 18

19. Consumer perceived risks: trust in
providers
Food retailers
On-line PN companies
Food Manufacturers
News media
Family doctor
Dietician/Nutritionist
Quisper, Leuven 8/12/15shiftN– Jo Goossens 19
Friends, families,
trainers, universities,
etc...

20. Attributes to differentiate
Group support ⇔ one-to-one guidance
groups may motivate to adhere to advice
Dietary intake data ⇔ phenotypic data ⇔
genotypic data
dietary intake data often seen too general
phenotypic data is most acceptable, familiar
genotypic data is often too far-fetched
Scientific evidence ⇔ alternative evidence
there is a niche favoring experience-based
evidence
Individual payment ⇔ sponsored program
government or employer sponsored programs
are viable option for some
Personal food preferences ⇔ radical change
in dietary patterns
dietary advice based on personal food
preferences is easier to comply to, but for some
it is too much in conflict with health needs
What do consumers expect from a PN
service?
Essential attributes
Regular
support
& guidance
Exercise &
lifestyle
Qualified
expert
advice
Personal
contact
Quisper, Leuven 8/12/15shiftN– Jo Goossens 20

21. Who can organise this?
Information collection
questionnaires
analytics
quantified self
sampling
lifestyle/food,
habits &
preferences
monitoring tools
biological
status
Risk/benefit
-
Advice
generation
databases
scientific
advisory
algorithms
Delivery
feedback
interface
personal
contact
mobile tools
Behaviour
supporting
tools
personalised
food delivery
shopping
assistants
intelligent
kitchen
Who will handle all of these activities?
A new networked system is likely to emerge
…
which will influence all food and health systems,
from food manufacturers to distributors,
from health advisors to all actors involved in
food related health services
Quisper, Leuven - 8/12/2015Jo Goossens - shiftN 21

22. Individual clients (consumers, patients, employees,…)
New business models – new integrating actors
PN service
integrators
Medical
appliance
industry
Database
service
providers
Knowledge
rule
developers
Diagnostics
industry
Analytical
laboratories App
interface
providers
Household
appliance
industry
Hospitals
Medical
profession
Dieticians/n
utritionists
Retailers
Wellness/Fitne
ss centres
Employers
Schools
Day-care
Public
health care
Insurance
Database
service
providers
Knowledge
rule
developers
Quisper, Leuven - 8/12/2015Jo Goossens - shiftN 22

23. Technology will be adding significant drive
Diagnostic and monitoring tools
reduce the barrier to ‘quantify yourself’,
both on metabolic status and behaviour
awareness about
the actual personal
health status
Nutrigenomics
is deepening insights in the link between
metabolism and health
more reliable
and appropriate
nutritional and
dietary advice
Mobile interfaces
make information ubiquitous and
instantly available
facilitate instant
informed decision
making in food
choices (shopping,
menu-choice,
activity)Quisper, Leuven - 8/12/2015Jo Goossens - shiftN 23

24. HEALTH
Management
Programm
Data
Center
HEALTH CARE
SERVICE-
PROVIDER
A vision of the future
Technology will integrate many aspects
Quisper, Leuven - 8/12/2015Jo Goossens - shiftN 24
on-line monitoring devices
genetic testing
Body weight
Blood pressure
Blood metabolites
Exercise monitoring
CONSUMER
food intake quantification
SUPERMARKET
RESTAURANT
Home delivery
3D-printer
Quisper aims to be the scientifically reliable
database/interpretation tool

25. Personalised nutrition <> societal impact
Value creation concepts for personalised nutrition are
inherently linked to a change in the societal context
Personalised nutrition value
creation concepts
Changing perceptions in society
on the value of food and its role in health
Personalised nutrition
concepts are very likely to
result in societal changes
Societal changes to resolve
the nutrition and health
issue are very likely to
trigger personalised
nutrition concepts
Quisper, Leuven - 8/12/2015Jo Goossens - shiftN 25

26. Common features
of future value creation concepts
Gradually emerging in a changing environment
(transition dynamics)
Networked structure
Initiators and integrators driving the development
Distributed profit centres
Community driven and society encompassing
approaches
Public private partnerships will be most relevant to
accommodate societal impact
Quisper, Leuven - 8/12/2015Jo Goossens - shiftN 26

27. Quisper
10/09/14Buisness & Activity Model Consolidation 2
7
www.quisper.eu
www.qualify-fp7.eu
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This project has received funding from the European Union’s Seventh
Framework Programme for research, technological development and
demonstration under grant agreement no 613783.
Thank you