Overview
Global Personalized Nutrition Market reached US$ 17.4 billion in 2022 and is expected to reach US$ 48.9 billion by 2030, growing with a CAGR of 13.8% during the forecast period 2023-2030.
The personalized nutrition market is a dynamic and rapidly evolving sector within the broader health and wellness industry. It stands out for its tailored approach to dietary recommendations, using an individual’s genetic makeup, health data, and lifestyle to create precise nutritional plans. This shift away from generic dietary advice recognizes the unique ways our bodies respond to nutrients, allowing individuals to optimize their nutrition for improved health outcomes.
Through customized dietary plans, real-time monitoring, and easy accessibility via digital platforms, personalized nutrition is transforming how we approach our diets and is positioned to be a pivotal player in shaping the future of nutrition and health management. Active measurement type of personalized nutrition market holds over 50% in the global market share.
In August 2023, the Sincerely Health platform of Albertsons Companies, Inc. underwent a recent digital upgrade that includes a nutrition insights tool that compares supermarket purchases to the MyPlate recommendations of the USDA. Customers are enabled to make informed food decisions based on their dietary preferences, household size, and age group through the "Nutrition" functionality inside the Sincerely Health experience.
Dynamics
Increasing Product Innovations
Product innovation in this sector is being seen in the development of portable solutions that offer an expanded and accurate gauge of a person’s health and physical activity. This includes information on their heart rate, stress levels, and caloric intake in addition to their sleeping habits. Wearable gadgets are popular because they let users monitor their vital signs and overall wellness while also playing a crucial part in raising their awareness of their health.
Companies in the personalized nutrition wearables market are developing products including clothes, smart glasses, and hearing devices. For instance, a new class of consumer biowearables was launched by Abbott in January 2022. Companies in health technology wants to capitalize on personalisation trends in areas including weight loss, sports nutrition, and health and wellbeing.
Additionally, ProPhase Labs reported a 211% rise in sales of genomics tests for the first fiscal quarter of 2022, from USD 15.3 million at the conclusion of the March 2021 quarter to USD 47.5 million in May 2022. According to the business, the rise in demand for COVID-19 testing and tests for personalized nutrition both contributed to the increase in income.
Advancements in Genetic and Health Data Analysis
The driving force propelling the personalized nutrition market forward is the remarkable progress achieved in genetic and health data analysis. Genetic testing, which was once characterized by complexity and high costs, has become increasingly accessible and budget-friendly due to these breakthroughs. Consequently, consumers now have a simplified means of obtaining their genetic profiles, unearthing valuable insights into how their genes influence aspects such as nutrient absorption, metabolism, and susceptibility to specific health conditions.
Armed with this knowledge, individuals can receive personalized dietary guidance precisely aligned with their genetic makeup. For example, those genetically predisposed to lactose intolerance can access recommendations for dairy alternatives, while individuals with an elevated risk of heart disease can receive dietary strategies to lower cholesterol levels. This level of precision surpasses generic nutritional advice, offering an exceptionally targeted approach to optimizing health.
Furthermore, the integration of digital health platforms has magnified the impact of genetic and health data analysis. Mobile applications, wearable devices, and online health portals have bridged the divide between genetic insights and practical dietary choices. These platforms empower users to seamlessly link their genetic test results and health data with real-time, actionable recommendations.
In July 2023, The pioneer in diagnostic information services, Quest Diagnostics, today announced the availability of its first customer-initiated genetic test through the company’s consumer health division at questhealth.com. With the use of cutting-edge technology and comprehensive support that includes individualized health assessments and access to genetic counseling, the new service, known as Genetic Insights, enables people to better understand their potential risk of acquiring specific inheritable health issues.
Cost and Accessibility
The cost associated with personalized nutrition can exacerbate socioeconomic disparities in healthcare. Individuals with higher incomes and greater financial resources are more likely to access and afford personalized nutrition services. In contrast, individuals with lower incomes may find themselves without access to these potentially beneficial interventions.
Another cost-related issue pertains to the limited availability of qualified experts in personalized nutrition. Registered dietitians and nutritionists possessing expertise in genetics and personalized nutrition are not always readily accessible, and their services can be expensive when they are accessible.
The cost of personalized nutrition can also give rise to ethical concerns. It could lead to a situation where only affluent individuals can avail themselves of the potential health advantages offered by personalized nutrition, leaving marginalized communities at a disadvantage in terms of enhancing their dietary choices and overall health.
Lack of Standardization and Oversight
The lack of regulation and standardization renders consumers vulnerable to misinformation and exploitation. In the absence of clear guidelines and regulatory oversight, individuals may invest in personalized nutrition services that offer minimal to no tangible health benefits. Despite the promising concept of personalized nutrition, further extensive research and concrete evidence are required to substantiate its efficacy.
The absence of standardized methodologies and data collection mechanisms hinders the capacity to undertake large-scale, methodical studies that can validate the advantages of personalized nutrition. In certain instances, personalized nutrition recommendations that lack a robust scientific foundation can be detrimental.

Segment Analysis
The global personalized nutrition market is segmented based on type, dosage form, distribution channel, application, end-user and region.
Active Measurement Fuel Surge in Personalized Nutrition Market
The active measurement segment held 54.1% in the global market share. Consumers are increasingly looking for personalized nutrition plans that can adapt in real-time based on their ever-changing health status, objectives, and preferences. Active measurement allows for ongoing data collection, enabling immediate adjustments to dietary advice.
Many individuals are not only interested in addressing existing health conditions but also in optimizing their overall health and well-being. Active measurement supports a proactive approach to health management by continuously monitoring crucial health indicators and adjusting dietary recommendations to promote better health outcomes.
Active measurement is particularly vital for those managing chronic diseases such as diabetes, hypertension, or obesity. It enables close monitoring of relevant health parameters, such as blood sugar levels or blood pressure, and offers dietary recommendations to effectively manage these conditions.
Active measurement also offers valuable insights into behavior. By continually tracking dietary habits, physical activity, and other lifestyle factors, individuals gain a deeper understanding of their behaviors and can make informed decisions to enhance their overall health and nutrition. Active measurement aligns with this trend by providing individuals with data-supported insights into their nutrition and health.
In September 2022, Diet ID, a platform for nutrition and wellbeing based on science, GoMo Health?, a behaviorally based healthcare engagement company, and HealthrageousTM, a health experience company focused on fusing prepared meal delivery with digital engagement, are delighted to announce the launch of the Made Easy MealsTM program with a customized and interactive Healthy Eating Score.
Geographical Penetration
Adoption of Dietary Supplements in North America
The North America personalized nutrition market held the largest market share of 38.3% in 2022 in the personalized nutrition market analysis. North America boasts a substantial population of health-conscious consumers who prioritize their overall wellness. Many individuals are actively seeking proactive methods to enhance their health, mitigate chronic ailments, and elevate their overall quality of life.
Healthline media statistics of 2023 report that approximately 30.7% of people in the U.S are overweight whereas slightly more than 42% of the adult population in the country are obese. Overweight or obese conditions impact over two-thirds of the American population overall. Nevertheless, obesity affects 41.5% of the population over the age of 60 and 39.8% of persons between the ages of 20 and 39. The increasing prevalence of obesity is increasing demand for personalized nutrition.
Genetic testing and genomic analysis have become increasingly accessible and cost-effective in North America. This accessibility enables consumers to gain insights into their genetic predispositions related to nutrition and health. Personalized nutrition services frequently incorporate genetic data to provide precise dietary recommendations, making it an attractive choice for those who seek a data-driven approach to their dietary choices.
North America stands as a hub for technological innovation, and this extends to personalized nutrition. Mobile applications, online platforms, and wearable devices enhance consumers’ access to personalized nutrition recommendations and enable them to monitor their progress. These technological strides elevate the convenience and appeal of personalized nutrition services.

Competitive Landscape
The major global players in the market include NutraGene, Nestl? Health Science, Nutrigenomix Inc., Nutrafol Inc., DNAfit Ltd., Symrise, GenoPalate Inc., 23andMe Inc., Viome Inc. and BASF SE.

COVID-19 Impact Analysis
The pandemic disrupted global supply chains, causing delays in the production and distribution of personalized nutrition products. This resulted in shortages and affected the availability of certain nutritional supplements and customized dietary items. Economic uncertainties and job losses during the pandemic led to decreased consumer spending.
People scaled back on non-essential expenses, including personalized nutrition products, which had an impact on the market’s growth trajectory. Lockdowns and restrictions limited people’s access to healthcare facilities, including nutrition consultations and genetic testing centers. Many consumers postponed or canceled personalized nutrition assessments, affecting the immediate growth prospects of the market.
On the other hand, the pandemic heightened awareness of the importance of health and wellness. Many individuals became more mindful of their dietary choices and overall well-being. This shift in mindset may lead to a greater interest in personalized nutrition solutions as people seek ways to bolster their immune systems and enhance their general health.
Russia-Ukraine War Impact Analysis
In the event of an escalation or disruptions in trade routes due to the conflict, it perturbed the global supply chain for nutritional supplements and ingredients. Many personalized nutrition products rely on a global network of suppliers for essential components such as vitamins and minerals. Any interruption in this supply chain may result in ingredient shortages or increased costs, impacting the production and availability of personalized nutrition products.
Geopolitical conflicts gave rise to economic uncertainty, both within the affected regions and beyond. Such uncertainty influenced consumer spending behaviors, with individuals becoming more cautious about their financial commitments. In such circumstances, consumers might prioritize essential expenses over discretionary items like personalized nutrition products, potentially leading to a decrease in demand.
By Type


    • Active Measurement
    o Apps
    o Testing Kits
    o Programs
    • Standard Measurement
    By Dosage Form
    • Tablets
    • Capsule
    • Powders
    • Liquids
    By Distribution Channel
    • Supermarkets/Hypermarkets
    • Drug Stores
    • E-Commerce
    • Others
    By Application
    • Standard Supplements
    o Health Nutrition
    o Sports Nutrition
    • Disease Based Supplements
    o Lifestyle
    o Inherited
    By End-User
    • Over-the-counter (OTC)
    • Wellness and Fitness Centers
    • Hospitals and Clinics
    • Others
    By Region
    • North America
    o U.S.
    o Canada
    o Mexico
    • Europe


o Germany
o UK
o France
o Italy
o Russia
o Rest of Europe


  • • South America
    o Brazil
    o Argentina
    o Rest of South America
    • Asia-Pacific


o China
o India
o Japan
o Australia
o Rest of Asia-Pacific


  • • Middle East and Africa
    Key Developments
    • In April 2023, Gainful, a company that offers customized performance nutrition, has announced its first wholesale relationship with Target. According to a press statement issued to Retail Dive, the DTC brand’s products would be sold in 1,800 locations as well as on the mass merchant’s website.
    • In April 2021, a consumer-facing company called Hologram Sciences was launched by Royal DSM, a multinational science-based company in nutrition, health, and sustainable living. Hologram Sciences will develop products that will target different health issues. Hologram Sciences brands will provide customers with more comprehensive ways to manage their health by fusing digital coaching, personalized diet, and health diagnostics.
    • In April 2020, Nestle introduced nesQino, a digital software that allows users to create hot or cold beverages, to expand its personalized nutrition services in the Americas. It also claimed that consumer hoarding increased first-quarter sales in the Health Science sector. Despite the burden that the COVID-19 outbreak has had on the economy’s marketplaces, it still seeks acquisitions.
    Why Purchase the Report?
    • To visualize the global personalized nutrition market segmentation based on type, dosage form, distribution channel, application, end-user and region, as well as understand key commercial assets and players.
    • Identify commercial opportunities by analyzing trends and co-development.
    • Excel data sheet with numerous data points of personalized nutrition market-level with all segments.
    • The PDF report consists of a comprehensive analysis after exhaustive qualitative interviews and an in-depth study.
    • Product mapping available as Excel consisting of key products of all the major players.
    The global personalized nutrition market report would provide approximately 69 tables, 73 figures and 212 Pages.
    Target Audience 2023
    • Manufacturers/ Buyers
    • Industry Investors/Investment Bankers
    • Research Professionals
    • Emerging Companies