Personalized Nutrition Market Size, Share, Growth Strategies & Trends, 2026

Market Overview
According to Fortune Business Insight, The global personalized nutrition market size was valued at USD 11.88 billion in 2023. The market is projected to grow from USD 13.45 billion in 2024 to USD 46.87 billion by 2032, exhibiting a CAGR of 16.84% during the forecast period.
Personalized nutrition is an emerging approach to tailoring nutrition supplements for individuals using genetics, lifestyle patterns, and lab-test data. The market is driven by growing disposable income, increased spending on health & wellness, and technological advancements in the supplement industry. The COVID-19 pandemic further accelerated growth as consumers prioritized immunity boosters and multivitamins.

Major Players Profiled in the Market Report:
• Amway (U.S.)
• Herbalife International of America, Inc. (U.S.)
• DSM SE (Netherlands)
• Metagenics (U.S.)
• Nestle Health Science (Switzerland)
• Viome Life Sciences, Inc. (U.S.)
• Bayer AG (Germany)
• Harbin Pharmaceutical Group Co., Ltd (GNC Holdings Inc.,) (U.S.)
• DNAFit (U.K.)
• Zoe Nutrition Private Limited (India)

Segments
Capsules Hold Leading Market Position with its High Affordability & Flexibility
Based on form, the market is divided into tablets, capsules, powder, liquid, and others. Capsules hold the largest market share due to high affordability, convenient packaging, and accessibility. The powder segment is projected to grow at the highest CAGR, driven by the popularity of fitness and bodybuilding among youths requiring personalized protein supplements.

Increasing Concern for Overall Well-being to Drive Standard Supplements Demand
Based on application, the market is classified into standard supplements and disease-based supplements. Standard supplements hold the largest share as they help fulfill multiple requirements, including immunity boosting and physical endurance. However, the disease-based supplements segment is projected to grow at the highest CAGR due to the rising prevalence of lifestyle-related problems.

Influence of Digitally Driven Solutions is Likely to Drive Demand for Active Measurement
By product type, the market is classified into active measurement and standard measurement. The active measurement segment accounted for the largest market share in 2023. This is attributed to digital solutions that assist players in offering DNA-based diet plans and individualized solutions using genomic kits and apps, which offer higher accuracy than standard measurements.

High Exposure for Personalization from Direct-to-Consumer Channels Primarily Influences its Prominence
By distribution channel, the market is classified into direct-to-consumers (D2C), wellness & fitness centers, hospitals, and others. The D2C segment accounted for the largest market share as it allows companies to collect consumer data directly for accurate product customization. Wellness & fitness centers are anticipated to grow at the highest CAGR.

Source: https://www.fortunebusinessinsights.com/personalized-nutrition-market-106054

Report Coverage
The report offers:
• Quantitative and qualitative insights into market size, share, and growth rates.
• Detailed regional and global industry analysis.
• Overview of related markets and competitive landscape.
• Recent industry developments including mergers & acquisitions.
• Regulatory scenarios in critical countries.
• Key industry trends and drivers.

Drivers & Restraints
Rising New Entrants and Government Support to Fuel Market Growth
Numerous players are entering the industry with innovative ideas, supported by increasing venture investment. For instance, companies like VitaminLab have raised significant funding to enhance operations. Additionally, favorable government policies, such as South Korea's Sandbox project, are encouraging new store openings and promoting nutritional awareness, further propelling the industry.

However, Volatile Regulatory Landscape and Technological Complexity impede market growth. The collection of personal data (genotype, lifestyle) raises privacy concerns, leading to complex compliance requirements like GDPR in Europe. Furthermore, the high cost and specialized resources required for advanced technologies like DNA testing and AI tools can hinder operational efficiency.

Regional Insights
North America Dominated the Market
North America dominated the personalized nutrition market with a market share of 35.77% in 2023. The region's growth is supported by major players like Amway and Viome Life Science investing heavily in marketing, as well as new entrants securing financial assistance to launch novel products.

Asia Pacific is projected to expand at the highest growth rate. This is driven by international players entering the Asian market and a rise in local start-ups, such as Bookhahaathi in India. Increasing health consciousness in China, Japan, and India is motivating consumers to adopt health-enhancing customized supplement products.

Personalized Nutrition Market Future Growth:
The market is poised for rapid expansion driven by the emergence of joint ventures and partnerships that facilitate the development of innovative products. There is a strong trend toward integrating advanced technologies—such as DNA testing, blood tests, and AI—to deliver highly tailored nutritional solutions. As consumers increasingly seek preventive health measures for immunity and chronic disease management, the demand for digitally-driven, subscription-based personalized nutrition services is expected to surge.

Competitive Landscape
Incorporating Merger & Acquisition Activities to Expand Geographical Presence
The market is highly fragmented with intense competition. Key players are adopting M&A strategies and partnerships to expand their geographical presence and retail capabilities. For example, Hologram Sciences partnered with Maeil Health Nutrition to expand into the Korean market. Companies are also increasingly utilizing Direct-to-Consumer (D2C) channels to better understand individual requirements and deliver customized products.

Key Industry Development
• April 2024: Vitamyna launched an innovative personalized pack builder feature for custom daily vitamin packs.
• December 2023: Monolabs entered the personalized nutrition sector in China by launching “I AM” services via WeChat.
• October 2023: AHARA launched a free version of its customized nutrition plan including health assessments and guidance.