Trust your gut
A story by Gustavo Silva
What is it
DayTwo is an Israeli company that analyzes your gut microbiomes to offer you a personalized diet. The process works this way: DayTwo sends to patients a stool sample kit, with a small tube, toilet accessory, and a scoop. The stool sample will tell all they need to know about your gut microbiome. Using a patent-pending algorithm based on your biometrics, stool sample, and a health questionnaire, DayTwo will be able to send you back a full report of your gut health and a personalized nutrition app, providing you with meal scores as well as a prediction of how certain foods will affect you.
Why it’s Cool
This seed is not fresh I know, but the idea besides that is still relevant, undeveloped, and with high growth potential.
In our gut alone we have around 100 trillion microbes, similar to the number of cells that we have in our entire body. The gut microbiome is unique to you and influences the way your body reacts to different foods. That’s why it is so important to be analyzed in a personalized way.
This service is currently available only in the US and Israel, but the company already has plans to reach other markets. Even being a relative new service, its reliability is based in a study conducted in 2015 that found its 800 subjects post-meal glucose responses to drastically differ after consuming an identical meal and that gut microbiota was highly correlated with glucose responses (Zeevi D, et al., 2015).
“We have long wondered why one diet works for one person, but not another. Now, we are beginning to understand that how a person processes food depends upon that individual’s gut microbiome, immune system and the community of bacteria in the gut. This is where the concept of designing individualized diets was developed. Given these multiple factors, we are exploring ways to develop customized diets that will maintain wellness and prevent the development of disease”
Heidi Nelson, M.D., director of the Mayo Clinic Center for Individualized Medicine Microbiome Program. (Rosen, S. ,2016)
Why it has Future Growth Potential
According to UBS, the personalized nutrition market will generate annual revenues of $1.3bn by 2025, rising in an upside case to as high as $64bn by 2040. (UBS, 2020) With such growth and still an unexplored market, DayTwo is not alone. Large corporations such as Nestle and Samsung are together to develop a new digital health platform. Startups like Habit, a nutrition tech company partnering with Amazon fresh and Fitbit, are also working together to deliver personalized evidence-based nutrition (UBS, 2019).
“With heightened health awareness among consumers, yet also more people suffering from aliments which are attributable to poor nutrition, there is growing demand for solutions that can improve individual nutritional choices,”
Charles Eden, UBS analyst (Fitzgerald, M., 2020)
References:
Pictures: Kramer, C. (2017). Type 2 Diabetes and your Microbiome. Retrieved from:https://www.daytwo.com/en/blog/diabetes-type-2-and-your-microbiome/
https://medium.com/hngry/this-test-will-personalize-your-future-sweetgreen-ada3b2a89ca4
Newberg, M. (2020). This test will personalize your future sweetgreen. Retrieved from: https://medium.com/hngry/this-test-will-personalize-your-future-sweetgreen-ada3b2a89ca4
This is a story of the Futurists ClubThis is a story of the Futurists Club
By Science of the Time
Written by: Gustavo Silva
Curious by nature and passionate about people, Gustavo Silva is graduated in Marketing and Advertising with a MBA in Trends and Innovation. For the last 7 years he had worked in commercial area, having the opportunity to travel around Brazil supporting several clients as AmBev, Volkswagen, Petrobras and BRF.
After working experiences in different countries as Japan and The Netherlands, his interest in human behavior and culture brought him to Lisbon, where he is currently studying a Masters in Culture and Communication with focus in Trends Studies.
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