Preferences and willingness to pay for personalized nutrition interventions: Discrete choice experiments in Europe and the United States

This study gives insight into what intervention-related factors are crucial for using personalized nutrition (PN) interventions, as well as what the general population is willing to pay for PN. This was done by focusing on two different types of PN (i.e., PN advice and personalized meals) in two discrete choice experiments (DCEs). The DCEs were conducted in four European countries and the United States, including at least 500 respondents per country aged 18–65 years. Panel mixed multinomial logit models were used to evaluate the preferences. Results show that for both types of PN in all countries, the total expenditure on nutrition was the most crucial factor when choosing a PN intervention. The participation rate for specific hypothetical scenario’s varied but was considered high overall (maximum 81 % for ‘PN advice’ and 87 % for ‘personalized meals’ in Spain). Moreover, highest willingness to pay estimates were found for six kilograms of weight loss. For example, Polish respondents were willing to spend an extra 25.78 euros per week for ‘personalized meals’ for a 4-month period to lose six kilograms. Our models showed preference heterogeneity between, but also within, the different countries. In conclusion, this study showed that people seem willing to pay for and participate in PN interventions. Since PN interventions may improve health outcomes, policymakers should consider subsidizing some of the costs, financially incentivizing PN interventions or introducing commitment lotteries to encourage uptake. More research is needed to study heterogeneity in preferences.