Plant food bioactives represent a tremendous potential for innovation in the field of food, nutrition, and health. The role of phytochemicals in the health benefits of plant-based foods has been underestimated so far. A full consideration of plant food bioactives in future preventive strategies implies research that tackles the factors responsible for interindividual variability. A better understanding of interindividual variability in response to plant food bioactives is needed to: Refine dietary recommendations towards foods that are particularly rich in specific bioactives. Broaden perspectives for the food industry to develop strategies for future personalised food products targeted to specific consumer groups.