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U.S. Nutraceutical Trends: Personalization

Personalization is an emerging trend in the supplement industry. Related, longer-term trends are digitization and genetically-targeted nutrition, says a new Business Intelligence study from PMMI.

U.S. Nutraceutical Trends: Personalization
U.S. Nutraceutical Trends: Personalization

Personalization is emerging within the supplement market specifically., says the report, “2019 Nutraceuticals Market Assessment.” Individual needs assessment may be achieved through dedicated apps, analytical devices, or specific laboratory methods.

In fact, the study reports that 19% of Americans say they have taken a DNA test for dietary reasons.

Several supplement start-ups have emerged that will tailor a monthly vitamin regimen to consumer needs and send portable daily pouches.


  • Some companies pioneering this trend are Persona and Care/of. These companies allow customers to take an online questionnaire and will then tailor daily pill packs to their needs.
  • Another company, Ixcela, offers an at-home microbiome test and sends consumers personalized supplements based on test results.
  • DSM and Panaceutics are developing tailored supplements in a fruit puree or gel suspension, eliminating the need for taking multiple supplements. These personalized purees and gels are based on digital data on daily habits, genomics, biomarkers.

“The new way to sell online is often driving different solutions. One company is making customized products that essentially allow people to design their own daily pill packs,” said a Global Insights Manager.

“With personalized nutrition, you can group people by need. Instead of making something for everyone you group the population in segments, and you can customize by segment. Possibly, equipment can help with segmented manufacturing. It will no longer be one size fits all,” predicts a Business manager for a functional foods company.

Download your FREE 20-page Executive Summary, or, PMMI members can download the entire report here.

Looking for an answer to your nutraceutical packaging challenge? Make plans to visit Healthcare Packaging EXPO Las Vegas, Sept. 23-25 for the latest materials and machinery.

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