U.S. Personalized Nutrition and Supplements Market (By Ingredients: Proteins & Amino Acid, Vitamins, Minerals, Probiotics, Herbal/Botanic; By Dosage Form; By Age Group; By Distribution Channel) - Industry Analysis, Size, Share, Growth, Trends, Revenue, Regional Outlook and Forecast 2024-2033

U.S. Personalized Nutrition and Supplements Market Size and Trends

The U.S. personalized nutrition and supplements market size was estimated at around USD 4.58 billion in 2023 and it is projected to hit around USD 20.72 billion by 2033, growing at a CAGR of 16.29% from 2024 to 2033.

Key Pointers

• By Ingredient, the vitamins segment registered the maximum market share of 27% in 2023.
• By Ingredient, the herbal/botanic segment is estimated to expand the fastest CAGR of 17.18% from 2024 to 2033.
• By Distribution Channel, the supermarkets/hypermarkets dominated with a market share of 44% in 2023.
• By Distribution Channel, the online pharmacies & e-commerce segment is expected to experience the fastest CAGR from 2024 to 2033.
• By Dosage Form, the tablets/capsules contributed the largest market share of 65% in 2023.
• By Age Group, the adults segment led the market with the largest market share of 50% in 2023.

U.S. Personalized Nutrition and Supplements Market Overview

The U.S. personalized nutrition and supplements market is witnessing robust growth, driven by evolving consumer preferences towards health and wellness. Personalized nutrition caters to individualized dietary needs based on genetic makeup, lifestyle factors, and health goals.

U.S. Personalized Nutrition and Supplements Market Growth Factors

The U.S. personalized nutrition and supplements market is experiencing significant growth due to the rising awareness among consumers about the importance of preventive healthcare and personalized wellness solutions. Advances in nutrigenomics have enabled the development of tailored nutritional supplements that align with individual genetic profiles, enhancing nutrient absorption and effectiveness. Integration of technology, such as digital health platforms and wearable devices, allows for personalized data insights, empowering consumers to make informed dietary choices. Favorable regulatory environments support innovation and ensure safety standards, driving product development in the market.

U.S. Personalized Nutrition and Supplements Market Trends:

• Growing Consumer Awareness: Increasing awareness about personalized healthcare and preventive wellness is driving demand for tailored nutritional supplements.
• Advancements in Nutrigenomics: Innovations in nutrigenomics are enabling personalized formulations that cater to individual genetic profiles, optimizing nutrient absorption and efficacy.
• Rising Demand for Functional Foods: Consumers are increasingly seeking functional foods and beverages that offer specific health benefits tailored to their needs, further driving market growth.
• Shift Towards Preventive Healthcare: The shift towards proactive health management is encouraging individuals to adopt personalized nutrition plans to address specific health concerns and optimize overall wellness.

U.S. Personalized Nutrition and Supplements Market Restraints:

• Limited Scientific Validation: Despite growing consumer interest, there is a need for more robust scientific validation of personalized nutrition approaches, which may hinder widespread adoption.
• Privacy Concerns: Gathering and utilizing personal health data for personalized nutrition solutions raises privacy concerns among consumers, impacting adoption rates.
• Lack of Healthcare Provider Integration: Limited integration of personalized nutrition into mainstream healthcare practices and insurance coverage may impede market growth.
• Consumer Education and Awareness: Many consumers remain unaware of the benefits and specifics of personalized nutrition, requiring education efforts to drive adoption.

Ingredient Insights

In 2023, the vitamins segment captured the largest market share at 27%, driven by widespread recognition of their essential role in maintaining overall health and preventing nutrient deficiencies. The accessibility, variety, and well-documented benefits of vitamins solidify their foundational position in personalized nutrition strategies within the U.S. market.

The herbal/botanic segment is poised to exhibit the highest compound annual growth rate (CAGR) of 17.18% during the forecast period. This surge is fueled by increasing consumer preferences for natural and plant-based ingredients. Heightened awareness of the health benefits associated with herbal and botanical supplements, coupled with a rising interest in holistic wellness approaches, continues to drive demand for products derived from herbs, roots, flowers, and other botanical sources.

Distribution Channel Insights

In 2023, supermarkets/hypermarkets dominated with a market share of 44%. The segment benefits from high consumer foot traffic, positioning supermarkets as convenient one-stop destinations for grocery and supplement purchases. Collaborations between key players and supermarkets are enhancing sales opportunities, supported by a significant increase in consumer visits to supermarkets in recent years.

The online pharmacies & e-commerce segment is expected to experience the fastest CAGR over the forecast period. Factors contributing to this growth include competitive pricing, doorstep delivery convenience, and the ability to compare products across multiple platforms. Increasing participation of companies and startups in online retail is anticipated to further boost demand for personalized nutrition and supplements through digital channels.

Dosage Form Insights

In 2023, tablets/capsules led the market with a revenue share of 65%. Known for their safety, cost-effectiveness, and efficient nutrient delivery, tablets and capsules offer versatility in shape and size, catering to diverse consumer preferences. Their relatively lower production costs contribute to affordability, while quick disintegration ensures rapid nutrient absorption and effectiveness.

The liquid segment is forecasted to grow at a rapid CAGR of 17.54%, driven by the flexibility to customize nutrient dosages and the ease of consumption, particularly appealing to children and older adults. Liquid supplements provide faster absorption into the bloodstream, addressing the needs of consumers seeking efficient nutrient uptake.

Age Group Insights

The adults segment dominated in 2023 with a market share of 50% and is expected to grow at a rapid pace during the forecast period. Increasing consumer focus on health, wellness, and preventive care drives demand for personalized nutrition solutions tailored to address specific health concerns such as cardiovascular health, weight management, and overall well-being. High supplement usage among adults underscores their proactive approach to health maintenance.

The geriatric segment is anticipated to grow significantly, supported by advancements in technology such as DNA analysis and AI-driven dietary recommendations. These innovations enable highly personalized nutrition plans that consider genetic predispositions and health conditions, enhancing overall well-being among older adults and driving demand for specialized supplements tailored to their unique needs.

U.S. Personalized Nutrition and Supplements Market Key Companies

• 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

Recent Developments

• In November 2022, IFF announced its strategic partnership with UK-based digital company Salus Optima to accelerate its entry into the personalized nutrition sector. This collaboration will initially target metabolic health issues such as obesity, pre-diabetes, high cholesterol, and pre-hypertension.
• In September 2020, Viome launched Viome Precision Supplements, a groundbreaking personalized formula based on cellular, mitochondrial, and gut microbiome health data. This innovation allows consumers to undergo at-home retesting multiple times a year, enabling adjustments to their supplement formulas based on their body's response.
• In January 2020, Nestlé Health Science’s Atrium Innovations acquired LivingMatrix, a platform focusing on personalized functional medicine. LivingMatrix employs technology-driven data and algorithms to support healthcare providers in delivering tailored health solutions.

U.S. Personalized Nutrition and Supplements Market Segmentation:

By Ingredient

• Proteins & Amino Acid
• Vitamins
• Minerals
• Probiotics
• Herbal/Botanic
• Others

By Dosage Form

• Tablets/Capsules
• Liquids
• Powders
• Others

By Age Group

• Pediatric
• Adults
• Geriatric

By Distribution Channel

• Supermarkets/Hypermarkets
• Specialty Stores
• Retail Pharmacies
• Online Pharmacies & E-commerce Site