Digitisation has democratised knowledge. Information is available anytime and anywhere, and at the same time interest in different forms of nutrition has increased. Nowadays, food is no longer just for nutrition, it must offer added value for mental and physical health and holistic well-being. In doing so, every consumer follows his or her own personal path, from which he or she hopes to achieve the success he or she desires. For the food industry, this represents both a challenge and an opportunity. Products specifically tailored to individual needs (e.g. lactose-free, gluten-free, probiotic) generate growth potential in various segments.