Personalized Nutrition And Supplements Market Size, Share & Trends Analysis Report By Ingredient (Proteins & Amino Acid, Vitamins), By Dosage Form (Tablets/Capsules. Liquids), By Distribution Channel, By Age Group, By Region, And Segment Forecasts, 2025 - 2030

Market Size & Trends

The global personalized nutrition and supplements market size was estimated at USD 14.02 billion in 2024 and is expected to grow at a CAGR of 14.59% from 2025 to 2030. The increasing consumer health awareness and growing demand for retail nutrition products are expected to drive growth of 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.

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.

In May 2022, ProPhase Labs announced a 211% increase in sales of genomic 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.

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. For instance, the use of AI-powered platforms to analyze lifestyle data and provide precise nutritional recommendations has gained traction, fostering competition and differentiation among market players.

The market is witnessing an increasing number of 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, which highlight 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 industry, with a growing emphasis on transparency, safety, and labeling standards. Governments and organizations are implementing 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 a broader range of 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 Asia Pacific and the Middle East. Rising disposable incomes, urbanization, and growing awareness of personalized health in these regions provide lucrative opportunities. Companies are leveraging 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 31.82% 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 and accounted for the largest share of 64.41% of the overall revenue in 2024. Tablets are the most common form of supplement. 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 segment is expected to witness the fastest CAGR over the forecast period. The liquid dosage form is gaining demand due to its advantage such as ease of consumption, particularly for individuals with swallowing difficulties, such as the elderly and children. Additionally, the rising popularity of clean-label and natural products has spurred demand for liquid vitamins, often perceived as more natural, and free from fillers or binders. Innovations in flavoring and packaging, such as single-serve bottles or droppers, enhance convenience and consumer appeal, driving growth of personalized nutrition & supplements industry.

Distribution Channel Insights

The supermarkets segment dominated the industry and accounted for the largest share of more than 43.03% of the overall revenue in 2024. 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 online pharmacies & E-commerce site segment is expected to witness the fastest CAGR over the forecast period. 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. Additionally, the COVID-19 pandemic accelerated the adoption of e-commerce, making online channels critical for distributing personalized supplements, especially as health-consciousness and preventive care awareness continue to rise globally.

Age Group Insights

The adults segment accounted for the largest revenue share of 49.15% 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 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.

The 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 48.42% in 2024, 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.

U.S. Personalized Nutrition And Supplements Market Trends

The U.S. leads the personalized nutrition & supplements market, 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 personalized nutrition & supplements industry growth.

Europe Personalized Nutrition And Supplements Market Trends

Europe’s personalized nutrition & supplements industry 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 high disposable incomes and the adoption of innovative health products.

The UK personalized nutrition and supplements market benefits from strong awareness about health and wellness trends, with a 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 & supplements industry opportunities.

The personalized nutrition and supplements market in France is experiencing significant growth in personalized vitamins, driven by consumer demand for clean-label, high-quality products. The country’s focus on holistic wellness and preventive healthcare is encouraging the adoption of personalized supplements tailored to individual health goals.

Germany personalized nutrition and supplements market is expected to witness growth during the forecast period. Germany's advanced healthcare ecosystem and technological innovations in genetic testing support the market growth. The demand for high-quality, locally manufactured supplements further drives the market, as does the aging population’s interest in targeted health solutions.

Asia Pacific Personalized Nutrition And Supplements Market Trends

The Asia Pacific personalized nutrition & supplements industry is expected to grow at the fastest CAGR 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. India is emerging as a hub for startups for various industries including the personalized nutrition and supplements. 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.

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

The Japan personalized nutrition and supplements market’s growth 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 personalized supplements adoption.

India’s personalized nutrition and supplements market is growing due to increasing health consciousness among urban populations and the rising prevalence of chronic diseases. The affordability of genetic testing and the expansion of e-commerce platforms are enabling personalized nutrition solutions to reach a wider audience.

Middle East & Africa Personalized Nutrition And Supplements Market Trends

The Middle East personalized nutrition & supplements industry’s growth is driven by the rising awareness of preventive healthcare and increasing disposable incomes. The demand for personalized solutions is rising, particularly in urban centers, supported by the adoption of advanced diagnostic tools.

Saudi Arabia’s personalized nutrition and supplements market benefits from government initiatives to promote health and wellness as part of Vision 2030. The rising prevalence of chronic diseases and high disposable incomes are encouraging the adoption of personalized supplements.

Growth of the Kuwait personalized nutrition and supplements market is driven by high healthcare spending and growing consumer interest in personalized nutrition. The adoption of online health assessments and e-commerce platforms is further enabling access to tailored supplements solutions.

Key Personalized Nutrition And Supplements Company Insights

The constant demand for personalized nutrition & supplement solutions by multiple end users has created numerous growth opportunities for major players to capitalize on.

Recent Developments

• In November 2024, Persona Nutrition, one of the 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.

• In September 2024, Bioniq announced a partnership with Truemed, a healthcare reimbursement and HSA/FSA spending solution. This collaboration highlights the medical necessity of Bioniq's pharmaceutical-grade nutritional supplements, enabling their inclusion in HSA and FSA spending for preventive healthcare routines.

• 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.

Personalized Nutrition And Supplements Market Report Scope

Global Personalized Nutrition And Supplements Market Report Segmentation

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

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

  • Proteins & Amino Acid

  • Vitamins

  • Minerals

  • Probiotics

  • Herbal/Botanic

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

  • Tablets/Capsules

  • Liquids

  • Powders

  • Others

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

  • Supermarkets/Hypermarkets

  • Specialty Stores

  • Retail Pharmacies

  • Online Pharmacies & E-Commerce Site

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

  • Pediatric

  • Adults

  • Geriatric

• Regional 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