Personalised nutrition, as we know it today, has its foundation set in data and technology. Proactive consumers, biohackers and high performance athletes are curious about what personalised nutrition can do for them but is the market meeting their expectations? Data collection and tracking has advanced over the last decade, but several gaps exist for personalised nutrition experts to fill. Charlotte Bastiaanse, associate editor at Vitafoods Insights, chats to Mariette Abrahams, founder of the consultancy, Qina, about market evolution, the role of data and technology in personalised nutrition, consumer concerns, and gaps in current science.