by The global personalized nutrition market was valued at USD 12.5 billion in 2024 and is projected to reach USD 45.6 billion by 2034, expanding at a CAGR of 13.8% during the forecast period (2025–2034). This market is driven by increasing consumer demand for customized health solutions, growing awareness about the link between diet and chronic conditions, and the rise of wearables, diagnostics, and AI-powered health platforms that enable real-time dietary personalization.
Market Overview
The way consumers approach health and wellness is undergoing a profound shift. Personalized nutrition, a concept built on the idea that “one-size-does-not-fit-all”, is revolutionizing the global food, supplement, and wellness industries. Fueled by advancements in genomics, digital health tools, and a growing emphasis on preventive healthcare, the personalized nutrition market is poised for exponential growth.
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Market Dynamics
Drivers: Rising Health Awareness Fuels Demand for Personalized Nutrition
The growing emphasis on holistic health and well-being is driving a significant shift in consumer preferences toward personalized nutrition solutions. As individuals become more aware of how diet impacts their long-term health, there is an increasing demand for tailored dietary plans and supplements that address specific health goals and needs.
Rising disposable incomes, particularly in emerging economies, have further empowered consumers to invest in customized nutrition strategies. This has led to a notable transition from generic dietary products to personalized nutrition plans and supplements designed based on factors such as genetics, lifestyle, age, and health conditions.
One of the key trends shaping this shift is the adoption of genetically based personalized diets, which enable individuals to optimize their nutrition based on their unique DNA profiles. Consumers are becoming more nutrition-specific, moving beyond traditional multivitamins and general health supplements toward precision nutrition that targets their individual health concerns—such as metabolism, immunity, gut health, and weight management. This growing demand for personalization reflects a broader move away from the “one-size-fits-all” approach. As health awareness continues to increase globally, consumers are seeking more personalized, data-driven solutions that align with their unique health goals, thereby fueling the growth of the personalized nutrition market.
Market Growth Factors
- Rising Health Consciousness and Preventive Healthcare
Consumers are more aware than ever of their individual health profiles, with many turning to nutrition to prevent or manage chronic illnesses such as obesity, diabetes, cardiovascular disease, and digestive disorders.
- Technological Advancements in Genomics and Microbiome Testing
Breakthroughs in DNA analysis, gut microbiome research, and blood biomarker testing have made it easier to identify individual nutritional needs, propelling the development of targeted dietary solutions.
- Integration of Digital Health and AI
Smart devices and AI-driven apps allow consumers to track physical activity, food intake, and health vitals, forming the backbone for real-time personalized dietary advice and habit formation.
- Demand for Functional and Fortified Foods
The consumer shift toward functional foods—those designed to deliver specific health benefits—is fueling the demand for tailored nutrient combinations.
- Growing Trend of Personalized Supplements
Personalized vitamins and supplements formulated based on health data and preferences are gaining traction, especially in North America and Europe.
Market Opportunities in the Personalized Nutrition Market
- Growth of Direct-to-Consumer (DTC) Models
Brands offering subscription-based personalized nutrition kits—including DNA testing, health reports, and tailored meal/supplement plans—are experiencing rapid growth.
- Integration with Fitness and Wellness Ecosystems
Collaborations between personalized nutrition brands and fitness apps, gyms, and wellness centers offer consumers holistic lifestyle management platforms.
- Expansion in Corporate Wellness Programs
Employers and insurance providers are increasingly incorporating customized dietary programs into their employee wellness initiatives, creating new B2B opportunities.
- Potential in Pediatrics and Geriatrics
There’s a significant untapped market for age-specific nutrition—from tailored nutrient plans for children’s development to senior-specific metabolic and cognitive support.
- Increasing Interest in Mental Health and Cognitive Nutrition
Personalized solutions targeting brain health, stress, and sleep through nutrition present a growing niche in wellness-focused consumers.
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Recent Developments
- August 2022 – Herbalife Nutrition launched Herbalife One, a major digital transformation initiative aimed at creating a unified, simplified digital platform for its global network of distributors and customers. This initiative is designed to enhance operational efficiency, streamline user experience, and strengthen customer engagement—positioning Herbalife to better support the evolving demands of personalized wellness solutions.
- August 2022 – Amway announced a strategic investment in microbiome-focused startup Holzapfel Effective Microbes (HEM) to advance its personalized probiotic supplement offerings. HEM leverages Personalized Pharmaceutical Meta-Analytical Screening (PMAS) technology to analyze gut microbiota and its impact on individual health and wellness. This partnership underscores Amway’s commitment to innovation and its strategy to lead in the growing personalized nutrition space.
Top Companies of the Personalized Nutrition Market
Mergers & Acquisitions: Expanding Geographical Reach and Retail Capabilities
The global personalized nutrition market is highly fragmented, characterized by a diverse mix of medium- and large-scale players alongside numerous regional companies actively contributing to market growth. This proliferation of new entrants has intensified competition across retail channels worldwide, posing significant challenges for established international companies seeking to expand their footprint. Major global players such as DSM SE, Nestlé Health Science, and Amway face strong barriers when entering new markets due to this competitive landscape. To overcome these challenges, strategic mergers, acquisitions, and partnerships have become key strategies for expansion.
For instance, in October 2022, Hologram Sciences a consumer-centric personalized nutrition company backed by Royal DSM entered into a strategic partnership with Maeil Health Nutrition, a leading nutritional supplement manufacturer in South Korea. This collaboration aims to broaden Hologram Sciences’ geographical presence and enhance its personalized dietary solutions portfolio within the Korean market, strengthening its position in Asia’s growing health and wellness sector.
- 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)
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Segmentation Analysis
By Product Type
- Functional Foods & Beverages
- Fortified cereals, drinks, dairy alternatives, and protein-enriched snacks tailored to individual needs.
- Dietary Supplements
- Personalized vitamins, minerals, botanicals, probiotics, and enzyme formulations.
- Nutrigenomics Services
- DNA and gut microbiome testing for personalized diet planning.
- Meal Kits & Food Delivery
- AI-driven meal plans and DTC custom food delivery based on preferences, health goals, or allergies.
- Mobile Apps & Digital Platforms
- AI-powered nutrition tracking, meal suggestions, and diet optimization platforms integrated with wearables.
By Personalization Level
- Standard Personalization
- Based on general lifestyle preferences, allergies, or fitness goals.
- High-Level Personalization
- Based on DNA, blood markers, microbiome, and biometric feedback.
By End-User
- Sports & Athletes
- Pregnant and Lactating Women
- Chronic Disease Management
- General Wellness Users
- Elderly
- Children and Teens
By Distribution Channel
- Online Retail / E-commerce
- Direct-to-Consumer Subscriptions
- Pharmacies & Health Stores
- Hospitals & Clinics
- Fitness Centers & Wellness Programs
Regional Insights
North America
- Largest market share, driven by strong consumer awareness, robust healthcare systems, and widespread use of wearables and digital health tools.
- Key countries: United States, Canada
- Dominant in genetic testing, app-based nutrition tracking, and DTC supplements.
Europe
- Rapid adoption of personalized diets, especially in Germany, UK, France, and the Nordic countries.
- Favorable regulatory frameworks for nutraceuticals and functional foods.
- High demand for plant-based and allergen-free personalized products.
Asia-Pacific
- Fastest-growing region due to rising middle-class income, urbanization, and increased awareness about diet-related diseases.
- Emerging demand in China, India, Japan, South Korea, and Australia.
- Growing investment in nutrigenomics startups and personalized health tech platforms.
Latin America
- Steady growth driven by rising interest in preventive healthcare and digital wellness platforms.
- Brazil and Mexico lead in demand for functional foods and personalized weight management programs.
Middle East & Africa
- Early-stage market, but with increasing health-conscious consumers, especially in UAE, Saudi Arabia, and South Africa.
- Opportunities exist in diabetes management, a major regional concern, and halal-certified personalized nutrition.
Outlook and Future Opportunities
The personalized nutrition market is at the intersection of technology, healthcare, and consumer wellness, offering a transformative approach to dietary and lifestyle management. As individuals become more proactive about their health, they seek data-driven, individualized solutions that go beyond generic nutrition.
Startups and established players alike must focus on privacy, accuracy, user engagement, and integration with digital ecosystems to succeed in this rapidly expanding market. With the convergence of science, technology, and nutrition, personalized nutrition is not just a trend it’s the future of food and health.
