Food

Series: The Future of Food 2030 (3) -Advanced technology that supports “personalization of food”-| DATA INSIGHT

In the video, we’ve provided some examples of getting food and health data to improve the consumer experience.
As a starting point for realizing such a world view, we believe that it is important to utilize “Frictionless Technology,” which is a mechanism that allows consumers to easily provide data without burden.

Figure 4: Example of Frictionless Technology (partial excerpt from

Figure 4: Example of Frictionless Technology (partial excerpt from “Video: The Future of Food”)

By leveraging “Frictionless Technology”, consumers will benefit from easy, convenient and healthy service.
On the other hand, on the corporate side, it is thought that there will be merits such as improvement of service utilization rate and continuation rate, and expansion of customers (digging up potential demand such as those who are not highly conscious of health and elderly people).
We also believe that it will be an opportunity to raise awareness of poor physical condition that consumers have not noticed until now.
In fact, in Korona-ka, vital data such as body temperature and heart rate are automatically acquired by a band-type activity meter, and by continuously monitoring the physical condition, potential infected persons can be identified and the infection spreads. There are also cases (* 3) that lead to prevention.

“Frictionless Technology” is expected to develop and become more widespread in the future due to factors such as improved sensor measurement accuracy, lower costs, and higher processing capacity. I think there are two major directions for its evolution: “stationary type” and “daily wear type”.

Figure 5: Evolution of Frictionless Technology

Figure 5: Evolution of Frictionless Technology

“Deferred type” means technology that can acquire data more naturally in furniture, home appliances, etc. installed in daily life. For example, there is a “smart toilet” that has a sensor attached to the toilet and is converted to IoT.

It is effective to collect urine and stool samples to understand the health condition, but for that purpose, it is necessary to collect samples using a test kit and mail them to a medical institution.
However, if the health condition can be visualized by using the toilet, various frictions (loads and burdens) such as sampling, mailing, and waiting for the results to be received can be eliminated.

On the other hand, “smart wear” is an example of “everyday wear”, which is an approach to acquire data from clothes and shoes that are worn on a daily basis.
For example, at present, it is common to acquire vital data through a band-type activity meter.
On the other hand, there are many people who are reluctant to wear a dedicated device on a part of their body.
If vital data can be measured at all times just by wearing clothing that is as close as possible to everyday wear, we can expect to eliminate such friction.

Figure 6: Example of a company working to popularize

Figure 6: Example of a company working to popularize “Frictionless Technology”


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