# Customized Nutrition Apps Kroger's 'OptUP' App Helps Consumers Make Informed Purchasing Choices By Laura McQuarrie | Published 2018-07-17 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/nutrition-app1 References: [prnewswire](https://www.prnewswire.com/news-releases/kroger-launches-optup-app-300681172.html) & [kroger](https://www.kroger.com/d/optup) [Kroger](https://www.trendhunter.com/trends/upcycled-food-movement) launched a data-driven nutrition app by the name of OptUp, which provides consumers with a wealth of [personalized nutritional information](https://www.trendhunter.com/trends/personalized-nutritions) that can be used to make healthy, informed purchasing decisions. The OptUp app uses a scoring system based on nationally recognized dietary guidelines to make it easy for consumers to quickly and easily identify better-for-you products in-store. With the app, consumers are also able to see their own household OptUP score, get [personalized product recommendations](https://www.trendhunter.com/trends/instacart-smart-shop) and conduct searches for healthier alternatives. The app also lets consumers add items to a digital cart for pickup or delivery. The new app was launched as part of Kroger's Wellness Your Way platform, which ultimately aims to empower shoppers with a holistic approach to self-care. ## Trend Insights (Trend Hunter) - Score: 1.6/10 - Popularity: 18% | Activity: 23% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What's Driving This Trend - **Personalized Nutrition Apps:** Opportunities for customizing nutrition apps based on individual health needs and dietary goals. - **Data-driven Nutrition Guidance:** Opportunities to use data and analytics to provide personalized nutrition advice and recommendations. - **Healthy Food Scorecard Apps:** Opportunities to develop apps that use scoring systems to help consumers make informed purchasing decisions based on nationally recognized dietary guidelines. ### Who This Affects Most - **Grocery:** Opportunities for grocery stores to develop customized nutrition apps to help shoppers make healthier and more informed purchasing decisions. - **Healthcare:** Opportunities for healthcare providers to develop apps that can help patients monitor and manage their nutrition and dietary needs. - **Wellness:** Opportunities for wellness companies to develop data-driven nutrition apps that provide personalized health advice and recommendations. ## Related on Trend Hunter - [Obesity-Tackling Government Apps](https://www.trendhunter.com/trends/government-app.md) - [Nutritional Insight Apps](https://www.trendhunter.com/trends/nutrition-deepdive.md) - [Food-Checking Health Apps](https://www.trendhunter.com/trends/know-your-food.md) - [AI-Powered Food Label Apps](https://www.trendhunter.com/trends/zoe-health-app.md) - [Diet-Recommending Label Tools](https://www.trendhunter.com/trends/scan-by-diet.md) - [Food Transparency Apps](https://www.trendhunter.com/trends/food-transparency-app.md) - [Money-Saving Grocery Apps](https://www.trendhunter.com/trends/schnuck-markets.md) - [Personalized Nutrition Support](https://www.trendhunter.com/trends/nuty-app.md) - [Retailer Health Goal Apps](https://www.trendhunter.com/trends/sincerely-health.md)