The global personalized nutrition market is estimated to rise to $37.6 billion by 2030 – more than 2.5 times its size in 2022. While estimates vary based on what is included in the definition, it's hard to debate that the market for personalized nutrition is large and growing.  

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As we explore opportunities and innovations in this expanding market, let's look at trends shaping today's landscape, including initial insights from our latest quantitative study of 3,000 U.S. consumers. This landmark study focuses on a deep understanding of people's attitudes toward personalized nutrition and health and the requirements for the successful delivery of personalized programs and products. We look forward to sharing more learnings with you soon.

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CONSUMERS PRIORITIZE "WHOLE BODY HEALTH"

​​Although recession worries loom, consumers are spending on health and wellness. A study by Nielsen IQ showed health and well-being are on par with consumers' financial priorities.

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‍73% of consumers worldwide say they expect companies to understand their unique needs, underscoring the desire for personalization in all aspects of their lives.

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At the same time, priorities are changing as people feel the stresses of an uncertain world. In fact, we found that 42% of people interested in personalized nutrition experience anxiety, and 34% experience depression. Sleep, energy, mental and emotional health, and quality of life are among the most sought-after attributes. Not surprisingly, health priorities are shifting to be more holistic or "whole body" focused, integrating mental, emotional, and physical benefits.

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DIRECT TO CONNECT

An estimated 55% of consumers prefer buying directly from brands vs. multi-brand retailers. Companies that develop a direct-to-consumer model can enable efficient data collection and, in turn, better personalization.

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Our research shows that people interested in personalized nutrition but don't currently have a plan want to know what foods and ingredients to avoid and what food and ingredients they should eat more often. They are seeking recipes and want advice that considers their activity goals. We share some companies working to address these needs through meal planning, meal subscription services, and smart appliances below.

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Personalized meal planning

• Zoe starts with an at-home test kit that includes a nutrition challenge to understand how your body responds to food. This type of testing can help detect small changes in key biomarkers before disease. Prediction model-derived personalized food recommendations are provided, including recipes and tracking tools. 
• Digbi Health utilizes glucose responses to food, gut microbiome, and genetic markers. Their AI algorithm provides biology-based food guides, recipes, and one-on-one support through coaching.

Meal subscription services 

• Factor 75 delivers customized meals based on dietary preferences such as reduced calories, extra protein, and low carb.
• Trifecta delivers ready-made meals personalized to goals based on quiz responses, coaching, and meal-tracking tools. 

Smart appliances

• Natural Machines has developed Foodini, a 3D food printer that allows macronutrient and micronutrient personalization and creativity in meal preparation.
• Read more on the future of software-controlled cooking in Nature.

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GETTING MORE PERSONAL‍

There's momentum catering to the unique needs of women–like Stripes, a line by Naomi Watts offering a range of products and solutions, including supplements, for menopause. In addition, there's growth in female-focused supplements for reproductive health, menopause, and libido boosters. With a predicted CAGR of 4.5% through 2030, there's substantial opportunity for growth and innovation in women's health.

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Personalized multivitamin brands continue gaining traction:

• HUM Nutrition: after a short quiz, recommendations include supplements formulated to address gut health, mood and stress, and hormonal balance for women. 
• Gainful: personalized protein powders (with flavor add-ins), workout supplements, and hydration formulas customized to fit specific needs and goals.
• Vous: a multivitamin personalized (one tablet) to give effective doses of unique nutrients based on quiz results.

SO MANY DEVICES + SO MUCH DATA = NOW WHAT? 

As consumers get more comfortable tracking health data through wearables (two in five U.S. adults use health apps, and 35% use wearables), the demand for helping users make sense of the data and translate it into personalized plans is increasing.

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While AI will play an increasingly important role in translating data into recommendations, providers are missing an opportunity to help users make sense of the data they are collecting. Companies that can integrate existing user data into their products and services can make personalization more accessible to consumers and help drive behavior change by using data that consumers already care enough to collect.

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IN THE LITERATURE

A recent paper by de Hoogh and colleagues highlights that personalized nutrition advice systems must include  personalized recommendations and behavior change techniques in addition to biological and lifestyle inputs.

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This underscores the need to keep the person at the center of any personalized program. A successful program should be precise when collecting data and personalized to individual understanding, motivations, and behaviors to drive better business and health outcomes.