ABSTRACT
Information that is personalized to take into account a targeted individual’s characteristics and situation is more effective in influencing that person’s health behavior than general information. The central factor for effectiveness is perceived personal relevance. In most theoretical models of behavior change, concepts relating to this personal factor are included, such as perceived personal risk, effectiveness of recommended actions, self-efficacy, and cost-benefit evaluation. In the field of nutrition, communication can be tailored to an individual’s food-related needs, habits, preferences, and interests shaped by his or her physical and social
circumstances. When the messages are also delivered in a location and at a time desired by the individual, we can speak of personalized nutrition communication. The innovative field of nutritional genomics (nutrigenomics) is expected to lead to more insights into the interaction between diet, genes, proteins and metabolites, and health. This will hopefully lead to evidence-based strategies for the development of stronger health messages that will influence both the perceived severity and effectiveness of the actions recommended in nutrition communication. Nutrigenomics aims to use genetic testing to assess “personal vulnerability” to the development of nutrition-related illnesses. Such a test could contribute to perceived personal vulnerability and to the perceived effectiveness of recommended actions, thereby influencing the perceived personal relevance of healthy eating. Next to a personalized assessment, the availability of a personalized “solution” by means of a diet, product, or nutrient that helps prevent nutrition-related diseases is a prerequisite for the concept of personalized nutrition to become integrated in health behavior change strategies.
