Personalized Nutrition And Supplements Market (2025 - 2033) Size, Share & Trends Analysis Report By Ingredient (Probiotics, Vitamins), By Dosage Form (Powders, Liquids), By Distribution Channel, By Age Group, By Region, And Segment Forecasts

Personalized Nutrition And Supplements Market Summary

The global personalized nutrition and supplements market size was estimated at USD 14.02 billion in 2024 and is projected to reach USD 48.57 billion by 2033, growing at a CAGR of 14.92% from 2025 to 2033. Increasing consumer health awareness and growing demand for retail nutrition products are expected to drive the global industry's growth.

Prevalence of diet-related diseases

A key factor driving the industrial growth is the increasing prevalence of diet-related diseases. Exceptional diet-related diseases such as obesity, type 2 diabetes, cardiovascular disease, and metabolic syndrome continue to rise globally. People are looking for ways to take control of their health with personalized solutions through diet. These diseases are primarily caused by unhealthy eating habits, including excessive intake of highly processed foods, excessive sugar consumption, and insufficient intake of essential vitamins and minerals. Consequently, there is a growing realization that simplistic, one-size-fits-all dietary advice fails to address the needs of any individual, let alone an entire population.

Moreover, healthcare providers and nutritionists have begun embracing personalized nutrition in the treatment protocols for individuals with chronic disease processes. Digital health and telehealth platforms have facilitated remote access to personalized patient-specific solutions. In addition, insurance companies and wellness programs find increasing value in preventive health strategies, including customized nutrition, as reducing long-term healthcare costs is becoming a common policy. This institutional support is contributing to the momentum in the market.

Wide range of program options with respect to type and price

There are numerous program options for companies to extend their messages to a broad audience, from value-based consumers to premium health and wellness consumers, increasing the overall market reach and customer opportunities. Technology has facilitated the adaptation of personalized nutrition brands to provide their services across varying levels of cost and sophistication. For instance, in the budget space, brands like Care/of and Persona Nutrition provide subscription-based vitamin packs that are personalized based on easy-to-take lifestyle quizzes. These are appropriate for users looking for basic entry-level personalization without spending on more expensive programs.

Flexible pricing structures like monthly subscriptions, tiered plans, and pay-as-you-go or one-time purchase options make it easy for customers to choose a program that suits their personal and economic choices. Rootine, for example, provides precision multivitamins designed to meet an individual's unique needs via a DNA test and blood nutrient test, and it is personalized to meet the desired body composition. Evaluation takes the basic body composition test and adds pricing plans/options based on additional testing and personalization. Similarly, Baze develops personalized supplement kits based on blood nutrient levels. With Baze, the same concept as Rootine, but the customer determines the plan that meets their health goals and financial desires.

Market Concentration & Characteristics

The personalized nutrition and supplement industry is characterized by a high degree of innovation, driven by advancements in genomics, AI, and digital health platforms. Companies are integrating DNA testing, microbiome analysis, and real-time health monitoring to create tailored vitamin solutions. Using AI-powered platforms to analyze lifestyle data and provide precise nutritional recommendations has gained traction, fostering competition and differentiation among market players. For instance, in September 2025, Joi + Blokes introduced a Smart Supplement program delivering personalized daily supplements based on symptoms, lab results, and clinician review.

The personalized nutrition and supplements industry is witnessing increasing mergers and acquisitions as companies aim to enhance their capabilities and expand their market presence. Notable examples include Nestlé’s acquisition of Persona Nutrition and Bayer’s purchase of Care/of, highlighting the strategic focus on personalized health. Such activities consolidate market share and accelerate innovation by leveraging acquired expertise and technologies.

Regulatory frameworks significantly impact the personalized nutrition and supplements industry, with a growing emphasis on transparency, safety, and labeling standards. Governments and organizations implement stricter regulations to ensure consumer safety and product efficacy. For example, compliance with FDA and EFSA guidelines has become critical for market players, shaping product formulations and marketing strategies.

Product expansion remains a key strategy as companies diversify their offerings to cater to broader consumer needs. New formulations, such as vegan, allergen-free, and sugar-free supplements, are being developed to align with health trends. Companies are also expanding into niche segments like disease-based supplements and functional wellness products to capture emerging market opportunities.

Regional expansion is pivotal for market growth, with players targeting high-growth regions such as the Asia Pacific and the Middle East. Rising disposable incomes, urbanization, and growing awareness of personalized health in these regions provide lucrative opportunities. Companies leverage localized marketing strategies and distribution channels to establish a strong foothold in these emerging markets.

Ingredient Insights

The vitamins segment dominated the industry in 2024 and accounted for the largest share of 29.90% of the overall revenue. Vitamin supplements provide an easy way to fill any nutrient gaps that people might have in their diets. According to the study published in June 2022 in JAMA Network Open, 31% of surveyed respondents use multi-mineral supplements. In January 2022, Dr. Heather Moday recommended three essential vitamins for the human body in her article on CNBC. Furthermore, product development in the segment is expected to boost market growth. For instance, in February 2022, Nourished announced the launch of a vegan-based vitamin D3 ingredient.

The probiotics segment is expected to grow fastest over the forecast period, driven by rising consumer awareness of gut health, increasing prevalence of digestive disorders, and scientific evidence supporting immunity and wellness benefits. As consumer focus shifts toward preventive and holistic health management, the personalized probiotics segment is expected to continue its strong upward trajectory.

Dosage Form Insights

The tablets/capsules segment dominated the industry and accounted for the largest share of 60.40% of the overall revenue in 2024. Tablets/capsules are the most common form of supplement. They are safe to consume, inexpensive to produce, and effective at delivering nutrients. Tablets can be made in various shapes and sizes. These are developed by adding powdered ingredients to create a solid tablet that can easily break down inside the digestive tract. Furthermore, most tablets and capsules have additives that enhance their texture, appearance, or taste. At the same time, others have a coating to avoid breakdown before going through the small intestine, where the major nutrients are absorbed.

The powders segment is expected to witness the fastest CAGR over the forecast period due to increasing consumer preference for customizable, easy-to-mix nutritional solutions. Applications include weight management, digestive health, immunity boosting, sports nutrition, and general wellness. Online retail, pharmacies, specialty stores, and supermarkets are key distribution channels, with online sales rapidly gaining traction.

Distribution Channel Insights

The online pharmacies & e-commerce site segment dominated the industry and accounted for 40.23% of the overall revenue in 2024. The convenience of online shopping, coupled with advancements in digital health tools such as AI-driven recommendations, DNA testing kits, and mobile apps for dietary tracking, empowers consumers to make informed decisions about their health. These platforms often provide a wider product variety, detailed ingredient transparency, and subscription models, enhancing customer loyalty and further driving the market segment demand.

The specialty stores segment is expected to grow significantly over the forecast period, driven by demand for customizable, easy-to-mix solutions. Personalized service, expert guidance, and curated product offerings that cater to health-conscious consumers further boost the demand for specialty stores in the industry.

Age Group Insights

The adult segment accounted for the largest revenue share of 69.56% in 2024. A large proportion of consumers of personalized nutrition & supplements are adults. An unhealthy lifestyle at the age of 21 to 55 years increases the risk of diet-related issues. The acceleration of stress levels, coupled with alcohol intake and a lack of nutritional foods, increases dietary deficiencies. According to the survey conducted by the Council for Responsible Nutrition (CRN) for 2022, 75% of U.S. citizens are consumers of nutritional supplements. The usage is higher among older adults, women, and higher-income & and more educated individuals.

The geriatric segment is projected to grow significantly during the forecast period. Older consumers increasingly adopt tailored nutritional solutions to support healthy aging, improve bone and joint health, boost immunity, manage chronic conditions such as diabetes and cardiovascular diseases, and enhance overall quality of life. This growth is further supported by rising awareness of preventive healthcare, increasing disposable income among seniors, and the availability of healthcare.

Regional Insights

North America personalized nutrition and supplements market accounted for the largest share of 40.66% in 2024, owing to major companies, extensive government funding, and increased regional research activities. The presence of well-developed infrastructure for developing AI-based platforms for personalized nutrition is one of the major factors responsible for market growth. For instance, in October 2022, GenoPalate, Inc. announced an investment of USD 5.6 million through equity financing to support its product line in personalized nutrition. The company provides customized supplements and online nutrition programs. GenoPalate is enhancing its nutritional health data platform through web and mobile-based applications, further leading to regional market expansion.

U.S Personalized Nutrition And Supplements Market Trends

The personalized nutrition and supplements market in the U.S. leads North America, driven by high consumer awareness, advanced healthcare infrastructure, and the widespread adoption of genetic testing and AI-based solutions. Companies like Persona Nutrition and Care/of dominate with subscription-based personalized supplements, supported by e-commerce platforms. The rising focus on preventive healthcare and condition-specific supplements has further fueled the growth of the customized nutrition & supplements industry. For instance, in February 2025, Cepham in the U.S. launched its Life Phases and Stages (LPAS) Blends, offering pre-formulated, science-backed nutraceutical solutions targeting specific life-stage nutritional needs.

Europe Personalized Nutrition And Supplements Market Trends

The personalized nutrition and supplements market in Europe is growing due to increasing health consciousness, an aging population, and a strong emphasis on preventive care. Advancements in nutritional science and genetic testing are enabling tailored supplement solutions. Countries like Germany and France are key contributors due to their high disposable incomes and the adoption of innovative health products.

The UK personalized nutrition nd supplements market benefits from strong awareness about health and wellness trends and rising interest in personalized nutrition. The integration of online platforms and in-store kiosks for customized health assessments has driven growth. Regulatory support for dietary supplements also enhances personalized nutrition and supplements industry opportunities.

The personalized nutrition and supplements market in Germany is growing steadily. This growth comes from its strong biotechnology ecosystem, established pharmaceutical industry, and robust research infrastructure. The country benefits from strong collaborations between universities, specialized biotech startups, and contract development and manufacturing organizations (CDMOs).

Asia Pacific Personalized Nutrition And Supplements Market Trends

The personalized nutrition and supplements market in the Asia Pacific personalized nutrition & supplements industry is expected to grow at the fastest CAGR of 16.01% during the forecast period, owing to robust product pipelines in personalized nutrition & supplements and a large patient population. The market is expanding rapidly due to increasing disposable incomes, urbanization, and growing health awareness. Countries like China, Japan, and India are emerging as key markets, driven by the adoption of personalized healthcare technologies and the rising prevalence of lifestyle-related diseases. For instance, in April 2020, BhookhaHaathi, an Indian nutraceutical startup, launched AI-based personalized nutrition services. The system collects relevant information to offer customized suggestions. The company is extending its current nutraceutical business.

China personalized nutrition and supplements market is fueled by the growing middle class and rising awareness of preventive healthcare. Integrating AI and big data in health assessments has accelerated adoption, with e-commerce giants playing a pivotal role in distribution.

The personalized nutrition and supplements market in Japan is driven by an aging population seeking tailored health solutions and the cultural emphasis on holistic wellness. Advanced technologies and government support for healthcare innovation further boost the adoption of personalized supplements.

MEA Personalized Nutrition And Supplements Market Trends

The personalized nutrition and supplements market in the Middle East is growing due to rising awareness of preventive healthcare and increasing disposable incomes. The demand for customized solutions is rising, particularly in urban centers, supported by the adoption of advanced diagnostic tools.

Kuwait personalized nutrition and supplements market is driven by high healthcare spending and growing consumer interest in personalized nutrition. Adopting online health assessments and e-commerce platforms further enables access to tailored supplement solutions.

Key Personalized Nutrition And Supplements Company Insights

The personalized nutrition and supplements industry is dominated by several established players who leverage strong product portfolios, strategic collaborations, and ongoing investments in research and development to maintain a competitive edge. Key players in the industry, including Amway Corp., Abbott, Superior Supplement Manufacturing, Herbalife International of America, Inc., and Metagenics, Inc., command substantial market shares due to their comprehensive product offerings, extensive distribution capabilities, and ability to offer high-quality, evidence-based nutritional products.

Emerging competitors, including Fagron Genomics S.L.U., Nutralliance, DNAfit, Archer Daniels Midland Company (ADM), and Viome Life Sciences, Inc., are broadening their reach by offering innovative, individualized solutions based on an individual's unique genetics, microbiome, and lifestyle. These companies represent a growing trend involving health-focused consumers, exercise enthusiasts, and the aging population seeking personalized interventions regarding general wellness, immunity, and health-related quality of life.

The market for personalized nutrition and supplements is experiencing a dynamic interaction between traditional companies and innovative startups. Competitive action from these market participants is increasing through partnerships, acquisitions, and growth in technology like formulation science, data analytics, and digital health platforms. Established companies that can combine advanced science with solutions focused on the consumer will stand to gain sustained growth potential in this ever-changing market.

Recent Developments

• In June 2025, The Vitamin Shoppe and GenoPalate partnered to launch an at-home DNA collection kit that analyzes over 400 genetic markers to deliver consumers tailored nutrition insights, personalized supplement formulas, and diet guidance.

• In November 2024, Persona Nutrition, a leader in subscription-based personalized vitamins and supplements, announced the launch of its white-labeling service, designed to support emerging and established businesses or individuals aiming to enter the personalized nutrition industry.

Personalized Nutrition And Supplements Market Report Scope

Global Personalized Nutrition And Supplements Market Report Segmentation

This report forecasts revenue growth and provides an analysis on the latest trends in each of the sub-segments from 2021 to 2033. For this report, Grand View Research has segmented the global personalized nutrition and supplements market based on ingredient, dosage form, distribution channel, age group, and region:

• Ingredient Outlook (Revenue, USD Million, 2021 - 2033)

  • Proteins & Amino Acid

  • Probiotics

  • Herbal/Botanic

  • Vitamins

  • Minerals

  • Others

• Dosage Form Outlook (Revenue, USD Million, 2021 - 2033)

  • Tablets/Capsules

  • Powders

  • Liquids

  • Others

• Distribution Channel Outlook (Revenue, USD Million, 2021 - 2033)

  • Specialty Stores

  • Online pharmacies & E-commerce sites

  • Supermarkets/Hypermarkets

  • Retail Pharmacies

• Age Group Outlook (Revenue, USD Million, 2021 - 2033)

  • Pediatric

  • Geriatric

  • Adults

• Regional Outlook (Revenue, USD Million, 2021 - 2033)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • Germany

    • UK

    • France

    • Italy

    • Spain

    • Denmark

    • Sweden

    • Norway

  • Asia Pacific

    • China

    • India

    • Japan

    • South Korea

    • Australia

    • Thailand

  • Latin America

    • Brazil

    • Argentina

  • Middle East and Africa (MEA)

    • South Africa

    • Saudi Arabia

    • UAE

    • Kuwait