GVR Report cover Personalized Nutrition And Supplements Market Size, Share & Trends Report

Personalized Nutrition And Supplements Market Size, Share & Trends Analysis Report By Ingredient (Vitamins, Minerals), By Dosage Form (Liquids, Powders), By Age Group, By Distribution Channel, And Segment Forecasts, 2023 - 2030

  • Report ID: GVR-4-68040-015-8
  • Number of Report Pages: 130
  • Format: PDF, Horizon Databook
  • Historical Range: 2018 - 2021
  • Forecast Period: 2023 - 2030 
  • Industry: Healthcare

Report Overview

The global personalized nutrition & supplements market size was valued at USD 10.59 billion in 2022 and is expected to expand at a compound annual growth rate (CAGR) of 16.55% from 2023 to 2030. The increasing consumer health awareness and growing demand for retail nutrition products are expected to drive the global industry. Furthermore, increasing accurate data collection is anticipated to assist companies in personalizing supplements in any form. For instance, in December 2020, Revieve announced the launch of a digital advisor solution known as the AI Nutrition Advisor. The advisor is expected to allow users to discover their body’s optimal requirement for vitamins and supplements.

Global personalized nutrition & supplements market size, by ingredients, 2020 - 2030 (USD Billion)

The increasing incidence of lifestyle diseases, growing concerns about inadequate nutrition, and a large geriatric population are some of the key factors responsible for the rising demand for retained nutrition products. With an increase in the incidence of various illnesses, people are adopting a healthy lifestyle to obtain optimum nutrition for preventing them. According to Diana Food, the COVID-19 pandemic shifted consumers’ preference toward personalized nutrition. Around 70% of the U.K. population would like to understand the impact of lifestyle on long-term health, 40% of the people in Germany reported preferring using personalized supplements, and 72% of Chinese are open to sharing health data to receive personalized services.

Moreover, the introduction of wearable solutions that offer a broader and more relevant depiction of an individual’s health and physical activity is an example of product innovation in this sector. This covers heart rate and calorie intake along with detailing their sleeping patterns and stress levels. Wearable devices are trending as they play an instrumental role in making users conscious of their health and assist in monitoring their vitals & wellness. Companies in the wearables market for personalized nutrition are engaged in product development, such as hearables, smart glasses, and clothing.

Furthermore, in May 2022, ProPhase Labs announced a 211% increase in sales of genomics tests for the first fiscal quarter of 2022, to USD 47.5 million from USD 15.3 million at the end of the March 2021 quarter. The company stated that the growing demand for tests in personalized nutrition, coupled with the rising need for COVID-19 tests, contributed to the growth in revenue. Companies are incorporating various indicators in their testing portfolio to gain a competitive edge. Key indicators are food intolerance, genetic markers, eating behavior, weight management, cardiometabolic health, and genetic information.

However, supplements are highly regulated and monitored by officials across the globe. The purpose of the regulation is to increase consumer protection and ensure the fulfillment of labeling requirements by companies. In the U.S., the FDA regulates dietary ingredients and finished supplement products under conventional foods & drug products. Under the regulations, manufacturers & distributors are prohibited from marketing products that are misbranded or adulterated. While, in India, nutraceuticals are regulated by the Food Safety and Standards Authority of India (FSSAI), under the Food Safety & Standard Act 2006.

Ingredient Insights

The vitamins segment dominated the industry in 2022 and accounted for the largest share of more than 27.47% 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.

Through 3D printing, users can incorporate a dose of vitamin D3, which is six times more powerful than the previous version. The study showed that vitamin D3 supplements can increase the count of T cells. Probiotics ingredient is expected to be the fastest-growing segment during the forecast period. Foods, such as yogurt, are the key natural sources of probiotics. Probiotics are emerging as a popular dietary supplement. According to the National Institutes of Health, the sales of probiotics supplements are projected to be more than USD 64 billion in 2023.

Dosage Form Insights

The tablets/capsules segment dominated the industry in 2022 and accounted for the largest share of more than 64.86% of the overall revenue. Tablets are the most common form of supplement and thus accounted for the largest revenue share in 2022. They are safe to consume, inexpensive to produce, and effective at delivering nutrients. Tablets can be produced 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 have additives that enhance their texture, appearance, or taste. While others have a coating to avoid breakdown before going through the small intestine, where the major nutrients are adsorbed.

Similarly, capsules are another form of supplement. Although in capsules, the nutrition is encapsulated in an outer shell, which breaks down in the digestive tract, then it is absorbed into the bloodstream to be metabolized and distributed. The advantage of liquid-form supplements and vitamins is that they are easier to customize by adding various dosages of different nutrients to develop a personalized mix. The liquid form segment is expected to witness the fastest growth rate during the forecast period due to the increasing usage by children and older adults. Supplements in this form are easy for the aging population to consume, and also get absorbed faster into the system.

Distribution Channel Insights

The supermarkets segment dominated the industry in 2022 and accounted for the largest share of more than 43.49% of the overall revenue. The key driver of this segment is the frequency of users visiting supermarkets since it is considered to be a one-stop destination for groceries supplies. A large number of players are initiating collaboration with supermarkets to increase their sales. For instance, Renovatio is an Australia-based company that offers immune-boosting supplements through its website and numerous pharmacy stores. In October 2020, the company collaborated with Woolworths, a supermarket giant, to offer its products via the supermarket.

The first shipment would include approximately 32,000 units with a retail valuation of USD 0.71 million (AUD 1.1 million) and is anticipated to deliver products worth USD 3.25 million (AUD 5 million) by the end of the year. A specialty store is defined as a marketplace with a specific category of goods available for sale. Specialty stores hold a significant share of Personalized Nutrition & Supplements. Furthermore, to enhance the sales of products, stores arrange educational sessions for consumers. For instance, Natural Grocers offers free education on personalized nutrition along with a wide range of supplements and vitamins collection across its 162 stores.

Age Group Insights

A large proportion of users 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 lack of nutritional foods, increases nutrition deficiency. According to the survey conducted by Council for Responsible Nutrition (CRN) for the year 2022, 75% of U.S. citizens are consumers of dietary supplements. The usage is higher among older adults, women, and higher-income & and more educated individuals.

Global personalized nutrition & supplements market share, by age group, 2022 (%)

Furthermore, increasing awareness of the impact of personalized nutrition on infants is anticipated to boost its adoption by pediatric clinics. For instance, in January 2021, a study published by the National Library of Medicine stated that personalized diets tailored to individuals’ needs are more effective for preventing chronic diseases. Moreover, Artificial Neural Networks (ANNs) algorithms are emerging as an important technology in pediatric settings, which help professionals offer personalized nutrition.

Regional Insights

North America accounted for the largest share of 43.49% in 2022 owing to the presence of major companies, extensive government funding, and an increase in research activities in the region. 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 personalized supplements and online programs on nutrition. GenoPalate is enhancing its nutritional health data platform on the web- and mobile-based applications.

Personalized Nutrition And Supplements Trends by Region

Asia Pacific, on the other hand, is expected to grow at the fastest growth rate during the forecast period owing to robust product pipelines in personalized nutrition & supplements and a large patient population. Similarly, India is emerging as a hub for startups in the personalized nutrition and supplements market. 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.

Key Companies & Market Share Insights

The constant demand for personalized nutrition & supplement solutions by multiple end-users has created numerous growth opportunities for major players to capitalize on. For instance, in August 2022, Amway announced that it will invest in a microbiome-based startup called Holzapfel Effective Microbes (HEM) to offer tailored probiotic supplement solutions. Amway committed to the second-round investment with HEM, which assists individuals with incurable diseases associated with microbiome dysfunction. The company is actively searching for collaboration opportunities with startups from the U.S., South Korea, Thailand, China, and Indonesia. Some of the key players in the global personalized nutrition and supplements market include:

  • Amway Corp.

  • Abbott

  • Superior Supplement Manufacturing

  • Herbalife International of America, Inc.

  • Metagenics, Inc.

  • GX Sciences, LLC

  • Nutralliance

  • DNAfit

  • Archer Daniels Midland Company (ADM)

  • Viome Life Sciences, Inc.

Personalized Nutrition And Supplements Market Report Scope

Report Attribute


Market size value in 2023

USD 12.16 billion

Revenue forecast in 2030

USD 35.52 billion

Growth rate

CAGR of 16.55% from 2023 to 2030

Base year for estimation


Historical data

2018 - 2021

Forecast period

2023 - 2030

Quantitative units

Revenue in USD million/billion and CAGR from 2023 to 2030

Report coverage

Revenue forecast, company ranking, competitive landscape, growth factors, and trends

Segments covered

Ingredients, Dosage Form, Distribution Channel, Age Group, and Region

Regional scope

North America; Europe; Asia Pacific; Latin America; MEA

Country scope

U.S.; Canada; Mexico; Germany; UK; France; Italy; Spain; Denmark; Sweden; Norway; China; Japan; India; South Korea; Australia; Thailand; Brazil; Argentina; South Africa; Saudi Arabia, UAE; Kuwait

Key companies profiled

Amway Corp.; Abbott; Superior Supplement Manufacturing; Herbalife International of America, Inc.; Metagenics, Inc.; GX Sciences, LLC; Nutralliance; DNAfit; Archer Daniels Midland Company (ADM); Viome Life Sciences, Inc.

Customization scope

Free report customization (equivalent up to 8 analyst’s working days) with purchase. Addition or alteration to country, regional & segment scope.

Pricing and purchase options

Avail customized purchase options to meet your exact research needs. Explore purchase options


Global Personalized Nutrition And Supplements Market Segmentation

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For the purpose of this study, Grand View Research has segmented the global personalized nutrition & supplements market report on the basis of ingredient, dosage form, distribution channel, age group, and region:

  • Ingredient Scope Outlook (Revenue, USD million, 2018 - 2030)

    • Proteins & Amino Acid

    • Vitamins

    • Minerals

    • Probiotics

    • Herbal/Botanic

    • Others

  • Dosage Form Scope Outlook (Revenue, USD Million, 2018 - 2030)

    • Tablets/Capsules

    • Liquids

    • Powders

    • Others

  • Distribution Channel Scope Outlook (Revenue, USD Million, 2018 - 2030)

    • Supermarkets/Hypermarkets

    • Specialty Stores

    • Retail Pharmacies

    • Online Pharmacies & E-Commerce Site

  • Age Group Scope Outlook (Revenue, USD Million, 2018 - 2030)

    • Pediatric

    • Adults

    • Geriatric

  • Regional Scope Outlook (Revenue, USD Million, 2018 - 2030)

    • North America

      • U.S.

      • Canada

      • Mexico

    • Europe

      • UK

      • Germany

      • France

      • Italy

      • Spain

      • Denmark

      • Sweden

      • Norway

    • Asia Pacific

      • Japan

      • China

      • India

      • South Korea

      • Australia

      • Thailand

    • Latin America

      • Brazil

      • Argentina

    • Middle East & Africa

      • South Africa

      • Saudi Arabia

      • UAE

      • Kuwait

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