Personalized nutrition is an approach that leverages human individuality to develop proper nutrition strategies to advise, protect, manage, and treat diseases and help individuals to optimize their health. In simple language, personalized nutrition is a tailored nutritional recommendation that promotes and maintains an individual’s health and helps to fight against existing diseases. Technically, personalized nutrition associates with an individual’s genetic, medical, nutritional, phenotypic, metabolism, biochemistry, and other information to produce healthy eating options as per their needs. The global personalized nutrition market size is estimated to be valued at USD 11.3 Billion in 2022 and is projected to reach USD 23.3 Billion by 2027, recording a CAGR of 15.5%. The market is increasingly driven by shifting consumer preferences, rising health awareness, a growing geriatric population, and the adoption of a healthy diet. Customers are increasingly seeking personalization in their daily experiences, shifting away from the consumption of one-size-fits-all media and meals. The progress toward quantifying personal characteristics to track and improve one’s health drives the need for personalized products. Advancements in genomic science have enabled products to be tailored to an individual’s biomarker or genotype to increase efficacy.

Rising geriatric population to drive market growth

The rising aging population in some countries has increased the demand for developing age-friendly food alternatives with enhanced nutritional value to support their overall health, which has led to an increased demand for personalized nutrition that further supports market growth. With increasing bone health and mobility concerns, consumers have become more aware of healthy aging and disease prevention. Thus, there is an increased demand for personalized nutrition solutions that align with the nutritional needs of aging consumers.

According to a study article titled Personalized nutrition and healthy aging published in Oxford Academic, the genetic influence on lifespan changes with age is thought to be between 20% and 25% before the age of 60, increasing gradually after the age of 60, and more pronouncedly after the age of 90. Therefore, external factors, such as healthy eating habits, are the main determinants of healthy aging and lifespan. This increases the importance of personalized nutrition in healthy aging. According to Ingredients Network, personalized nutrition could effectively tackle health problems associated with an aging population. Given that studies are starting to identify connections between nutrient status and chronic health issues, food firms may significantly focus on how products are tailored to the unique demands of the aged. Omega-3 fatty acids, according to a study by DSM Nutritional Products, may lower the risk of having a heart attack, whereas antioxidants may help prevent age-related macular degeneration.

Aging Population In Japan

Source – World Bank

Future growth lies in increasing innovations and technological advancements

The personalized nutrition business is projected to witness growth in the coming years, and technology will remain one key factor supporting this growth. Various new players in the personalized nutrition market are developing new and innovative solutions, such as genetic tests designed specifically for vegetarians and vegans who prefer plant-based personalized nutrition. These tests are specifically for consumers that follow a plant-based lifestyle.

Technologies like wellness-focused wearables offered by brands such as Fitbit and Apple are helping consumers track their activity levels and nutrient intake, which further enables them to personalize their meal plans. Some technologies help patients to detect their blood pressure levels, which helps them to provide accurate nutritional data to medical practitioners. The Georgia Institute of Technology designed a wearable to monitor salt consumption that helps consumers monitor salt intake in their diets.

Major market players are developing genomic testing and gut health testing kits to provide individualized diets and pills to consumers based on their genomic and metabolic profiles. Increasing advancements in genomic testing technologies have encouraged the analysis of consumers’ nutrition requirements, leading to the growth and development of personalized nutrition programs. Startups, such as Nourished (UK), are developing innovative products, which include 3D-printed edibles like gummies as daily nutrition snacks. These gummy snacks are provided as recommendations for nourishment by studying the response of their proprietary algorithm. 3D-printed personalized supplements are aimed at improving consumer-specific lifestyles and dietary habits. A range of technologies, from DNA-driven dietary recommendations to 3D-printed pills, are projected to offer numerous opportunities for the growth and expansion of the personalized nutrition market.

VALUE CHAIN ANALYSIS

The value chain connects manufacturers of test kits, testing and nutritional plan service providers, suppliers and distributors of personalized supplements, intermediaries, and customers. In the personalized nutrition industry, the value chain commences with the R&D around the tests being conducted to increase efficiency and accuracy and competes with its end-use industries, such as hospitals, clinics, and institutions.

Sampling: Different tests require collecting samples, such as blood, body tissues, stool, and urine. The collection of these samples can be either done at the consumer’s home or in labs and varies according to the services offered by players in the market. Innovative devices are deployed by players, which reduce the painful procedure during sample collection, such as blood. This can help players to attract consumers and provide hassle-free services.

Testing and assessment: There are two product types in personalized nutrition: active and standard measurements. Various gene-based tests are conducted, and genomics is carefully studied. The vulnerability of any individual to any disease or disorder is identified using these tests. Various other tests, such as body mass index, blood tests, and body tissue, are also conducted to identify the personalized nutrition requirements of individuals.

Interpretation & Recommendation: Once done with tests and assessments, nutritional plans are recommended to clients. The recommendation is based on the interpretation of tests and assessment results done by doctors, nutritionists, and registered dieticians. This may be done using digital platforms such as apps, websites, and SMSs, increasing overall convenience. Nutritional recommendations may include diet plans or recommendations for targeted supplements.

Supplementation: Personalized supplements containing targeted dietary supplements or a mix of various ingredients for targeted purposes are supplied to clients. Types of supplementations may include dietary supplements, nutraceuticals, functional & fortified products, herbal supplements, etc. Supplements, such as tablets, capsules, and powders, maybe in various forms. However, packaging these supplements for individuals in different packages may increase the total cost.

End users: The key end users in the personalized nutrition value chain are direct-to-consumer, wellness & fitness centers, hospitals & clinics, and institutions. With increasing stress and hectic lifestyles, various corporate employers are hiring services from players to take care of their employees by means of personalized nutrition.

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THE MARKET ECOSYSTEM EXHIBITS SUPPLY AND DEMAND-SIDE COMPANIES FOR PERSONALIZED NUTRITION

Personalized nutrition falls majorly under the technology and service provider category and targets various end-user industries, such as hospitals & clinics, wellness & fitness centers, hospitals & clinics, institutions, and direct-to-consumer.

The personalized nutrition market ecosystem includes supplement manufacturers, nutrition service providers, regulatory bodies, certification providers, technology providers, and end consumers. Amway and Herbalife Nutrition are some of the major supplement manufacturers, while DNAfit, Wellness Coaches, Atlas Biomed, Viome Life Sciences, and Persona Nutrition are some of the renowned service providers. Silverson Machines, Amixon, and ABB are some of the industry’s identified technology providers for supplement manufacturing.

Testing and assessment: There are two product types in personalized nutrition: active and standard measurements. Various gene-based tests are conducted, and genomics is carefully studied. The vulnerability of any individual to any disease or disorder is identified using these tests. Various other tests, such as body mass index, blood tests, and body tissue, are also conducted to identify the personalized nutrition requirements of individuals.

Interpretation & Recommendation: Once done with tests and assessments, nutritional plans are recommended to clients. The recommendation is based on the interpretation of tests and assessment results done by doctors, nutritionists, and registered dieticians. This may be done using digital platforms such as apps, websites, and SMSs, increasing overall convenience. Nutritional recommendations may include diet plans or recommendations for targeted supplements.