According to the latest Mintel research on food and drink trends for 2017, healthy comestibles aren’t just for the privileged anymore. Professionals in particular are so serious about their wellbeing these days that they consider it a necessity, not a luxury. It’s on a daily basis that we’re concerned with the newest foodie trends such as plant-power; keeping things nourishing and sustainable.
So just what is the latest luxury in health? The answer is personalised – and optimised – wellbeing, particularly in the corporate sphere. The wellbeing market, which covers everything from yoga, therapy, meditation, acupuncture, osteopathy, fitness and supplements to wellness travel, is booming. In 2015, the market was valued at $3.4 trillion, three times the size of the pharmaceutical industry.
This month Lawfully Chic caught up with someone whose work revolves around personalising wellbeing: Lorena Puica, founder of innovative health company iamYiam, which aims to transform the way employers and employees feel and perform both at work and at home.
Puica’s mission statement? “I want to bring organisation and structure, as well as professionalism, to the whole space of wellness and wellbeing,” she says. It’s no small undertaking: Puica and her colleagues have vetted 7,000 health professionals to find 150 they were happy with, and have analysed more than 170,000 academic research papers to figure out what kind of exercise, food and therapies work best for different people.
Considering the complexity behind it, iamYiam offers an extraordinarily simple user experience, Puica explains. ”You browse the site, sign in and set the health goal (for example, weight loss, sleeping better, or reducing back pain or stress) and we look at your genetics via a test we send over to you in the post. It’s very simple to carry out – just a saliva test – and the results take a matter of weeks to gather. Once we have those we can consult our research and offer advice and instruction on what types of therapies and nutrients are most effective for a person’s genetic make-up and health goals.”
We think it sounds not just innovative but exciting. Imagine not just guessing whether high intensity training or long slow jogs will work best for your physique, not just wondering if you’re doing the right thing by cutting carbs. Now you could actually know, because your DNA doesn’t lie. Of course DNA testing isn’t particularly new but it’s being accompanied by excellent, easy-to-implement advice. ”Essentially we’ve streamlined the whole decision-making process to help you decide what to do and what to eat and give you the greatest chance of getting good results,” says Puica.