Personalized Nutrition Market

Market Overview

The global personalized nutrition market size was valued at USD $9.02 billion in 2022. It is estimated to reach USD $35.19 billion by 2031, growing at a CAGR of 16.33% during the forecast period (2023–2031). The global personalized nutrition market will expand due to rising consumer desire for healthier lifestyles, particular food selections, and preventative health measures in the customized food and healthcare industries. Google has a stake in the market for wearables that measure health through its Fit and Google Wear health platforms. Such factors drive market growth.

The personalized nutrition approach is based on customized nutritional intake and a personal diet per an individual's health goals. Personalized nutrition plans improve health and minimize risks associated with developing chronic conditions such as obesity, type II diabetes, and cardiovascular diseases. Each individual has unique dietary requirements, as some people opt for customized food for good hair, skin, and nails, while others prefer foods with the least environmental impact. Several consumers adopt ideal diet plans based on their genetic makeup, lifestyle, and environment. Nutrient intake and dietary plans can be adjusted according to the personal health goals of people.

Market Dynamics

Personalized Nutrition Market Drivers

Growing Focus on Digital Healthcare

Digital healthcare solutions contribute to the enhancement of individual health and wellness. From wearable devices to ingestible sensors and mobile health applications to artificial intelligence, digital healthcare encompasses it all. The nutritional requirements and responses to dietary consumption could vary from person to person. Thus, healthcare professionals offer customized dietary recommendations through personalized digital tools such as mobile applications as people seek quick diagnosis, timely advice, treatment, and reassurance about adequate nutritional intake.

Adopting deep-learning and AI approaches to analyze customer interactions contributes to the development of sophisticated chatbots and other customer feedback analytics tools. Such tools will enable consumers to get customized recommendations based on past interactions. Further, the global transformation in digital health is being driven by significant technological companies. For example, 

The foundation of personalized nutrition is the idea that one size does not fit all. Personalized nutrition uses genetic testing to customize the medical treatments of an individual. These dietary recommendations are based on consumers' genetic profiles, metabolism, microbiome composition, and personal wellness goals. Genetic testing kits enable a better understanding of an individual's nutrient intake and nutritional requirements through DNA testing and further understanding of ancestry and family heritage. Gene testing may uncover genetic variants that influence dietary components.

Personalized nutrition uses genetic testing to tailor dietary recommendations to an individual's specific needs based on their genetic profile, metabolism, microbiome composition, and wellness goals.

Consumer Inclination toward Healthy Lifestyles

Consumers are starting to identify the link between healthy food intake and preventing diseases such as type II diabetes and cardiovascular diseases. The growing prevalence of chronic diseases like cancer, diabetes, and heart disease is accelerating the demand for weight management products such as diet products, fitness equipment, and appropriate nutrition. Additionally, the increase in disposable income has increased the purchasing power of consumers, which could boost the procurement of weight management products in the forecast period. 

Consumers are increasingly opting for immune-supporting nutraceuticals and healthy foods. Moreover, nearly nine in ten consumers actively take measures to prevent sugar contained in products. People understand the significance of nutrition for a healthy lifestyle, which has made it imperative for manufacturers, businesses, and governments to collaborate and drive the revolution forward. Consumers worldwide are shifting toward data-driven and science-based personalized nutrition products, such as dietary supplements and nutraceuticals, functional foods and beverages, sports nutrigenomics, and digitalized DNA, driving market growth.

Personalized Nutrition Market Restraint

Costly Dietary Supplements and Nutrition Plans

Cost and affordability are obstacles to obtaining sufficient, cheap, nutritious food that satisfies dietary demands and food preferences for an active and nutritious life. Healthy diets can be found worldwide for between USD 3 and USD 5 per day. Healthy diet costs are often high and exceed most countries' per capita food expenditures. Over 57% of the population in Sub-Saharan Africa and Southern Asia cannot afford these diets. Similarly, over 3 billion people worldwide do not earn sufficient income to purchase the cheapest forms of healthy foods and dietary supplements, restricting market growth.

Personalized Nutrition Market Opportunities

Personalization in the Food and Healthcare Industry

The markets for functional foods and nutraceuticals have expanded significantly in recent years. Integrating several technologies based on DNA profiling and gut microbiome analysis provides an in-depth understanding of the dietary sources of vitamins and minerals and overall fitness and health.

For instance, Segterra, a provider of online health tools, has developed its InsideTracker application to offer a personalized nutrition model based on questionnaires, blood samples, and genetic makeup. The application helps track health and food intake as per individual requirements. Similarly, Amazon Fresh collaborated with Habit, a personalized nutrition company, to offer consumers optimal nutrition and customized nutrition plans. Researchers from industry and academia collaborate to run comprehensive studies such as PREDICT, which aims to decipher individual responses to food and make dietary recommendations accordingly, creating opportunities for market expansion.

Regional Analysis

Based on region, the global personalized nutrition market is bifurcated into North America, Europe, Asia-Pacific, Latin America, and the Middle East and Africa.

North America is the most significant personalized nutrition market share holder and is estimated to exhibit a CAGR of 15.24% over the forecast period. The rising health consciousness among clients and growing demand for highly nutritious products drive the region's adoption of personalized nutrition products. People are facing lifestyle disorders due to changes in lifestyle and irregularities in nutrition consumption, which also triggers the demand for personalized nutrition products. The market is expected to expand during the forecast period due to the growing use of nutritional products to maintain and improve the immune system. Furthermore, factors such as the increasing popularity of digital solutions and preference for customized diet plans drive the market's growth. Poor dietary choices are one of the key factors in the increasing prevalence of lifestyle diseases in the region. Changing lifestyles and irregularities in the consumption of adequate nutrients also contribute to the surge in lifestyle disorders. Therefore, all these factors will accelerate the demand for personalized nutrition in this region. Personalized nutrition is gaining popularity in North America as people seek to improve their health and well-being.

Europe is anticipated to exhibit a CAGR of 13.94% over the forecast period. The expansion of personalized nutrition in this area is driven by the rising trend of customizing food to achieve a healthier diet, raising awareness of healthy foods, and promoting health and nutrition. The personalized approach toward health and wellness helps achieve specific goals within a specified time frame. Furthermore, the increasing innovations in customer-facing technologies give customers access to information about customized nutritional solutions. The region's growing popularity of personalized nutrition has caused a major shift in food consumption patterns. The rising demand for natural foods is also a key factor in the market. Moreover, market players are constantly working on personalized nutrition and health products, which will drive the personalized nutrition market in this region. Inadequate nutrition is contributing to lifestyle disorders, particularly among the elderly population, which is driving the retail sales of nutrition and health products in the region.

Asia-Pacific accounted emerged as one of the fastest-growing regions in the global market. Consumers' growing health consciousness, a better understanding of proper fitness and health, and an increase in the use of digital healthcare are some of the key growth drivers for the industry. Additionally, the growing acceptance of personalized nutrition solutions will enable the regional market to grow fastest during the forecast period. Despite the COVID-19 epidemic, the business has expanded as more people choose nutritional items to strengthen their immune systems. Also, the market is expected to maintain growth during the post-pandemic phase.

In Latin America, the personalized nutrition market is expanding due to the growing prevalence of health disorders, which has increased the adoption of a healthier lifestyle to improve overall health. In addition, changing lifestyle patterns have encouraged consumers to adopt personalized nutrition solutions. The market has developed as people focus on healthy lifestyles and well-being. The market has also grown due to the increasing use of wholesome food products to improve health.

The Middle East and Africa market has grown significantly due to high consumer preference for a healthy lifestyle and healthier dietary choices. Initially, the regional market had witnessed slow growth due to unperceptive changes in individual approaches to wellness and well-being. Despite the COVID-19 outbreak, the market has witnessed steady growth due to increased consumption of nutritional products to boost the immune system.

Segmental Analysis

Based on the product, the global personalized nutrition market is bifurcated into dietary supplements and nutraceuticals, functional food and beverages, sports nutrigenomics, and digitalized DNA. 

The dietary supplements and nutraceuticals segment dominates the global market and is projected to exhibit a CAGR of 13.54% over the forecast period. Dietary supplements include minerals, vitamins, herbs, amino acids, and enzymes. Dietary supplements combine several ingredients, such as vitamins, minerals, herbs, and amino acids. Some dietary supplements could provide adequate essential nutrients to supplement the low intake of nutritious food. However, food should not be substituted with dietary supplements. A food or food component known as a nutraceutical provides health advantages, such as illness treatment and prevention.

Nutraceuticals have an advantage over medicines as they do not have side effects and are natural dietary supplements. Nutraceutical products include isolated nutrients, dietary supplements, and diet plans based on genetics, herbal products, and processed foods (cereals, soups, and beverages). The supplements are more popular among people aged 50 and older who are affected by arthritis. Glucosamine is the most commonly used supplement to manage joint pain related to arthritis.

Based on form, the global personalized nutrition market is segmented into tablets, capsules, powders, liquids, and others.

The tablet segment dominates the global market and is predicted to exhibit a CAGR of 13.23% during the forecast period. Tablets are one of the many forms of dietary supplements that can be taken. There are many different kinds of tablets, including coated, uncoated, and chewable ones, as well as lozenges, time- and sustained-release pills, and enteric-coated ones. The tablets are currently coated with an aqueous coating solution since it makes them safe, protected, and simple to consume.

Chewable tablets, such as vitamin C tablets, are preferred by children and people who experience difficulty swallowing or prefer not to swallow. Although a lozenge is similar to a chewable tablet, it remains in the mouth until it is completely dissolved and does not require chewing. The size may vary, as these tablets deliver more effective nutrients when absorbed through the lining of the mouth. The time- and sustained-release tablets incorporate special non-active ingredients that control the release of nutrients over a specified period.

Based on application, the global personalized nutrition market is bifurcated into standard supplement, sports nutrition, and disease-based segments.

The standard supplement segment owns the highest market share and is predicted to exhibit a CAGR of 13.84% over the forecast period. A minimum of one food component, such as a vitamin, herb, mineral, amino acid, botanical, or enzyme, is present in standard supplements. The multivitamin is a popular supplement that reduces the daily intake of dozens of pills. Calcium, echinacea, fish oil, ginseng, garlic, and vitamin D are the most popular dietary supplements. Regular dietary consumption can help avoid several chronic diseases.

Additionally, it aids in boosting the immune system, which needs essential vitamins and minerals to operate at its best. Furthermore, healthy nutrient intake supports mental well-being as nutrition requirements for iron and omega-3 fatty acids are found in protein-rich foods. Such nutrients are essential for the overall mental well-being of a person and protect against mental health issues.

Based on end-user, the global personalized nutrition market is divided into direct-to-consumers, wellness and fitness centers, hospitals and clinics, institutions, and others.

The direct-to-consumer segment is the most significant contributor to the market and is estimated to exhibit a CAGR of 12.57% over the forecast period. Traditionally, a food ingredient organization supplies raw ingredients to food manufacturers and distributes products to retail outlets that sell directly to consumers. Several players have added new steps to the value chain, including data collection, data analytics, and recommendations to increase the sales of their personalized nutrition products. These companies collect health information or nutritional status through tests or devices and interpret it to offer guidance for ingredients based on the consumer's dietary requirements. The ingredient supplier creates products, including powders or liquids, and delivers them directly to consumers. Some common direct-to-consumer genetic tests include disease risk and health, ancestry, and lifestyle.

Recent Developments

• March 2023: Natural Grocers®, America's Nutrition Education ExpertsSM and the greatest family-owned organic and natural grocery retailer in the U.S., announced the availability of its Personalized Shopping Experience at select locations.
• January 2023: NourishedRx, a digital healthcare company, announced the launch of a new dietary benefits management platform on Google Cloud, allowing it to provide personalized nutrition support to members of health plans.