Taking control of health was one of the most prominent trends of 2017, especially when it came to diet.
The notion of Upstreamism, or combatting health problems where they begin, was translated into a raft of new service providers that offered food as a source of medical healing. Leading the way was Euphebe, a meal-delivery service that offers subscribers 28 days of portioned meals with nutritional coaching to break the fast food cycle and ensure fundamental changes in food behaviour.
As early adopter consumers increasingly treat their food as medicine, growing numbers of doctors are prescribing nutrition as the first step to healthy living, a trend we expect to continue to increase in 2018. At the end of 2017, NHS GP Dr Rupy Aujla is releasing The Doctor’s Kitchen, a cookbook based on his online platform, where he provides nutritionally balanced recipes backed by science.