U.S. Personalized Nutrition And Supplements Market To Reach $17.6 Billion By 2033

U.S. Personalized Nutrition & Supplements Market Growth & Trends

The U.S. personalized nutrition and supplements market size is anticipated to reach USD 17.6 billion by 2033 and is projected to expand at a CAGR of 14.2% from 2026 to 2033, according to a new report by Grand View Research, Inc. Increasing consumer health awareness and growing demand for retail nutrition products are expected to drive the market growth.

The impact of the COVID-19 has led to a decline in the growth rate of the U.S. personalized nutrition & supplements market. Owing to the lockdown norms across the globe, users were prevented from accessing clinics and stores, while professionals were compelled to halt testing on which the recommendations are based. Various organizations have recognized the importance of personalized nutrition in relation to COVID-19. For instance, in March 2020, the American Nutrition Association announced the launch of a resource hub for personalized nutrition and COVID-19. The portal contains a rapid review by the professional to educate healthcare professionals. This factor has impelled the growth of the market and is anticipated to propel exponentially over the forecast period.

In addition, 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 rise in demand for retained nutrition products. With the increase in the incidence of various illnesses, U.S. citizens 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. Thereby propelling the growth of the U.S. personalized nutrition & supplements market over the forecast period.

Moreover, supplements are highly regulated and monitored by officials. The purpose of the regulation is to increase consumer protection and ensure the fulfillment of labeling requirements by companies. The U.S. FDA regulated dietary ingredients and finished supplement products under conventional foods & drug products. Under the regulations, manufacturers and distributors of supplements are prohibited from marketing products that are misbranded or adulterated. Thereby, challenging the growth of the market over the forecast period.

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U.S. Personalized Nutrition & Supplements Market Report Highlights

• Based on ingredient, the vitamins segment held the largest market share of 31.7% in 2025 based on ingredients. Vitamin supplements provide an easy way to fill any nutrient gaps that people might have in their diets. On the other hand, herbals/botanic are anticipated to grow at the fastest CAGR over the forecast period.

•  In 2025, the tablets/capsules segment is anticipated to dominate the market share for the dosage form segment. However, the liquid segment is expected to grow at the fastest CAGR of 16.5% over the forecast period driven by its easier customization by adding various dosages of different nutrients to develop a personalized mix.

•  Based on age group, Adults held the largest revenue share, accounting for 49.4% in 2025. The substantial share reflects the growing adoption of supplements among adults for maintaining overall health and addressing specific wellness needs.

•  Sales of U.S. personalized nutrition & supplements through the supermarket segment held the largest revenue, accounting for a share of 42.9% in 2025. The strong position of supermarkets is supported by their broad product assortment, convenient accessibility, and frequent consumer visits for everyday health and wellness purchases.

U.S. Personalized Nutrition & Supplements Market Segmentation

Grand View Research has segmented the U.S. personalized nutrition & supplements market by ingredient, dosage form, distribution channel, age group:

U.S. Personalized Nutrition And Supplements  Ingredient Outlook (Revenue, USD Million; 2021 - 2033)

• Proteins & amino acid

• Vitamins

• Minerals

• Probiotics

• Herbal/botanic

U.S. Personalized Nutrition And Supplements  Dosage Form Outlook (Revenue, USD Million; 2021 - 2033)

• Tablets/Capsules

• Liquids

• Powders

• Others

U.S. Personalized Nutrition And Supplements  Distribution Channel Outlook (Revenue, USD Million; 2021 - 2033)

• Supermarkets/Hypermarkets

• Specialty Stores

• Retail Pharmacies

• Online pharmacies & E-commerce sites

U.S. Personalized Nutrition And Supplements  Age Group Outlook (Revenue, USD Million; 2021 - 2033)

• Pediatric

• Adults

• Geriatric

List of Key Players in the U.S. Personalized Nutrition And Supplements Market

• Viome Life Sciences, Inc.

• DSM Nutritional Products AG

• Thorne

• HUM Nutrition, Inc.

• GenoPalate Inc

• Pharmavite

• GNC Holdings, LLC

• The Vitamin Shoppe

• Nestlé Health Science (Nestlé)

• Baze Labs

• InVite Health