The global personalized nutrition and supplements market size was estimated at USD 14.02 billion in 2024 and is projected to reach USD 48.57 billion by 2033, growing at a CAGR of 14.92% from 2025 to 2033. This strong growth trajectory is largely driven by increasing consumer awareness regarding health, wellness, and disease prevention, as individuals seek customized nutritional solutions tailored to their unique needs. Rising demand for retail nutrition products including vitamins, probiotics, and specialized dietary supplements is further supporting industry expansion. As consumers increasingly prioritize healthy lifestyles and individualized dietary approaches, the personalized nutrition market continues to gain significant momentum worldwide.
A core factor contributing to the market’s growth is the rising prevalence of diet-related diseases across the globe. Conditions such as obesity, type 2 diabetes, cardiovascular disease, and metabolic syndrome continue to escalate due to widespread unhealthy dietary patterns, including excessive intake of processed foods, high sugar consumption, and chronic deficiencies in essential micronutrients. As a result, more people are turning toward personalized nutrition to better manage or prevent such conditions by addressing their specific nutrient needs. This trend reflects a growing recognition that generic dietary guidelines often fail to meet individual requirements, particularly in diverse populations with varying genetic, metabolic, and lifestyle factors. Consequently, the shift toward more tailored dietary recommendations is becoming an essential component of preventive healthcare and long-term wellness strategies.
The personalized nutrition and supplements industry is characterized by rapid innovation led by breakthroughs in genomics, artificial intelligence, and real-time digital health monitoring. Companies are increasingly incorporating DNA testing, microbiome profiling, wearable health data, and lifestyle analytics to create highly customized supplement plans. AI-driven platforms are becoming mainstream, enabling more precise analysis of consumer behavior, dietary habits, symptom patterns, and biometric data. For example, in September 2025, Joi + Blokes launched a Smart Supplement program that provides personalized daily supplements tailored to individual symptoms, lab test results, and clinician evaluations. Such advancements are enhancing product accuracy, enabling hyper-personalization, and intensifying competition among market players eager to differentiate through scientific and technological capabilities.
The market is also experiencing a rise in mergers and acquisitions as companies aim to bolster their expertise, expand product portfolios, and strengthen market positions. Major acquisitions such as Nestlé’s purchase of Persona Nutrition and Bayer’s acquisition of Care/of highlight the strategic focus on personalized wellness solutions. These corporate movements allow companies to integrate advanced personalization technologies, enhance consumer engagement, and accelerate innovation pipelines. As consolidation continues, it fosters a more competitive and technologically advanced market landscape while increasing consumer access to tailored nutritional solutions.
Key Market Trends & Insights:
- North America dominated the personalized nutrition and supplements market with a 40.66% share in 2024, supported by the presence of major industry players, significant government funding, and extensive research activities. The U.S. market is expected to see strong growth due to rising consumer interest, adoption of digital health tools, and expanding innovation in genomics and AI-enabled nutrition platforms.
- By ingredient, the vitamins segment held the largest share of 29.90% in 2024, driven by widespread use in daily health routines. The probiotics segment is expected to grow at the fastest rate, supported by rising awareness of gut health, increasing digestive health issues, and expanding scientific evidence highlighting microbiome-related immune and wellness benefits.
- Based on dosage form, tablets and capsules held the highest share in 2024, reflecting consumer comfort and convenience. The powders segment is projected to experience the fastest CAGR as consumers increasingly seek customizable and easily mixable supplement formats that fit diverse lifestyles.
- By distribution channel, online pharmacies and e-commerce platforms led the market in 2024, driven by rising digital adoption and the convenience of personalized online assessments. The specialty stores segment is expected to grow significantly during the forecast period, supported by demand for personalized services, expert consultation, and curated product offerings that appeal to health-conscious consumers.
- Based on age group, the adult segment accounted for 69.56% of total revenue in 2024. The geriatric segment is poised for strong growth due to increasing awareness of preventive healthcare among seniors, rising disposable incomes, and enhanced access to personalized health solutions.
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Market Size & Forecast:
- 2024 Market Size: USD 14.02 Billion
- 2033 Projected Market Size: USD 48.57 Billion
- CAGR (2025-2033): 14.92%
- North America: Largest market in 2024
- Asia Pacific: Fastest growing market
Key Companies & Market Share Insights:
The personalized nutrition and supplements industry is led by several major players—such as Amway Corp., Abbott, Superior Supplement Manufacturing, Herbalife International of America, Inc., and Metagenics, Inc. that leverage extensive product portfolios, advanced research capabilities, and strong global distribution networks. Their ability to offer evidence-based, high-quality nutritional products positions them as dominant forces within the market.
Emerging companies, including Fagron Genomics S.L.U., Nutralliance, DNAfit, Archer Daniels Midland Company (ADM), and Viome Life Sciences, Inc., are expanding their presence through innovative solutions grounded in genetics, microbiome science, and individualized lifestyle assessments. These companies are capturing a growing consumer base of health-focused individuals, fitness enthusiasts, and aging populations seeking tailored nutritional guidance.
The market continues to evolve due to dynamic interactions between established players and agile startups, with rising competitive activity in areas such as formulation science, data analytics, and digital health integration. Companies that successfully merge scientific innovation with consumer-centric personalization strategies are best positioned to achieve sustained growth in this rapidly transforming industry.
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Conclusion:
The personalized nutrition and supplements market is set for strong long-term growth, driven by rising health awareness, increasing prevalence of diet-related diseases, and growing consumer demand for tailored wellness solutions. Advancements in genomics, AI, microbiome science, and digital health platforms continue to strengthen the industry by enabling more precise and individualized nutritional recommendations. Institutional support from healthcare providers, insurers, and wellness programs further accelerates adoption by emphasizing preventive care and long-term cost savings. Competitive activity including mergers, acquisitions, and innovation from both established companies and emerging startups is enhancing product quality and technological sophistication across the market. As consumers increasingly shift toward personalized, science-backed nutritional products, the industry is positioned for sustained expansion. Overall, personalized nutrition is becoming a central component of future health and wellness strategies worldwide.