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IT may appear to be a wee problem, but when you really "need to go" it can be dangerous.
Luna Van Den Berg
Melbourne researchers won an Ig Nobel Prize for medicine for discovering that the need to go to the bathroom is as distracting as having a .05 blood-alcohol level or major sleep deprivation.
Caulfield Hospital's aged psychiatry research co-ordinator Dr Matthew Lewis said it had a negative effect on attention and memory.
The pilot study results, published in the Neurology and Urodynamics journal, said cognition remained 'relatively normal' until the point where a person 'absolutely positively' needed to go to the toilet.
At that point, the level of impairment was the same as being slightly tipsy or being awake for 24 hours.
Such a full bladder also reduced the speed at which drivers could make decisions.
Dr Lewis's study won an Ig Nobel Prize, which honours achievements that first make people laugh, and then make them think.
Originally published asDrivers' No.1 problem a wee bit serious
The latest craze in food is personalized nutrition – individual, personalized nutrition plans based on your physical characteristics, with the aim of an overall healthier diet. Although personalized nutrition can be characterized as emerging technology, it is part of a broader trend, based on several strong drivers, and it will become a game-changer in the food industry.
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According to Maartje van den Berg, Senior Analyst – Consumer Foods: :'The currently developing personalized nutrition solutions mainly benefit fresh-food consumption and ingredients players. For already pressured processed-food companies, personalized nutrition adds to their struggle and means they need to investigate their strategic options.'
Personalized nutrition – or perhaps, in a broader sense, ‘nutrition as a service,’ or even ‘nutrition as a solution’ – will prove to be a game-changer in the food industry. Branded processed-food companies must find ways to join the fray – for instance, by adapting their branding, becoming more successful when it comes to their selections, investing in personalized nutrition, cooperating with personalized-food players along the value chain, or making their production setup more flexible. There may be other suitable strategies – but there is no alternative to taking action.
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Maartje van den Berg
Senior Analyst - Consumer FoodsRead more
Dr Van Den Berg
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