The provision of personalised meal plans to top level athletes during Covid-19 could fast track the adoption by wider society.

With all sport on hold, personalised meal plans are being provided to top level athletes in order to maintain their high levels of fitness in the wake of the coronavirus pandemic. Sports teams have been early adopters of personalised meal plans, aiming to gain any advantages in such a competitive industry.

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In line with this, consumer interest in prepared meal kits has been increasing due to the growing importance of the health and wellness trend, along with increasingly busy lifestyles, which has limited time consumers can spend on cooking.

Furthermore, the recently implemented restrictions on movement and shift of focus towards food delivery present meal kit providers with a great opportunity to move towards premimusation.

Prepared meal kits offer a ready-made selection of meals that consumers can choose from based on their tastes and preferences. Consumers are able to tailor their kits based on individual factors such as height, weight and body type, along with lifestyle factors such as health goals and occupation. The result being nutritional optimisation based on what each consumers’ body needs.

In a period where many feel cooped up and deprived of their fitness goals – maintaining balanced diets and regular exercise routines being difficult when under quarantine – such targeted and functional health claims will become increasingly appealing, both regarding mental and physical wellbeing. What’s more, influencers such as key athletes or sports teams have already popularised these kits in fitness circles, and the shift to digital consumption that Covid-19 is spurring will only help increase this exposure to all consumers.

Financial uncertainty and low levels of consumer confidence however, will likely be a barrier in early wider adoption. Although consumer interest in personalised meal plans will grow as a result of top level athlete’s adoption and the unique circumstances presented due to the outbreak of the coronavirus, financial confidence and concern could hinder the speed of adoption.

In the medium to long term, the unique circumstances presented by Covid-19 could present greater opportunities for personalisation across numerous industries, with meal-kits set to blaze the trail.