Personalized Vitamins Market Report 2025

The personalized vitamins market size has grown rapidly in recent years. It will grow from $5.78 billion in 2024 to $6.52 billion in 2025 at a compound annual growth rate (CAGR) of 12.9%. The growth in the historic period can be attributed to increasing consumer awareness about nutrition, rising popularity of general wellness supplements, growing e-commerce penetration in health products, expansion of health-focused retail chains, and rising adoption of preventive healthcare.

The personalized vitamins market size is expected to see rapid growth in the next few years. It will grow to $10.75 billion in 2029 at a compound annual growth rate (CAGR) of 13.3%. The growth in the forecast period can be attributed to growing interest in dna-based nutrition, rising demand for precision wellness solutions, increasing adoption of at-home health testing kits, rising focus on chronic disease prevention, and growing availability of direct-to-consumer platforms. Major trends in the forecast period include technological advancements in nutrigenomics, innovation in vitamin delivery systems, investment in research and development, developments in ai-driven health analysis and integration with wearable devices.

The forecast of 13.3% growth over the next five years reflects a modest reduction of 0.4% from the previous estimate for this market. This reduction is primarily due to the impact of tariffs between the US and other countries. Tariff barriers are expected to hamper the U.S. by increasing the cost of personalized vitamin blends and nutraceutical ingredients sourced from Italy and Denmark, thereby reducing consumer accessibility and elevating preventative healthcare expenditures. The effect will also be felt more widely due to reciprocal tariffs and the negative effect on the global economy and trade due to increased trade tensions and restrictions.

The increasing health awareness is expected to drive the growth of the personalized vitamins market in the future. Health awareness involves individuals' understanding of how to maintain and improve their health, including the significance of regular checkups, balanced diets, exercise, hygiene, and disease prevention. This rising awareness is mainly fueled by better access to health information through digital platforms, which help individuals gain a deeper understanding of health risks, preventive measures, and healthier lifestyle choices. Personalized vitamins play a key role in promoting health awareness by helping individuals understand their specific nutritional needs and make informed health decisions. For example, a 2022 survey conducted by the International Food Information Council found that 52% of American adults aged 18-80 and Gen Z consumers (ages 18-24) followed a specific diet or eating pattern, up from 39% in 2021. Popular approaches included clean eating (16%), mindful eating (14%), and calorie counting (13%). Thus, growing health awareness is fueling the personalized vitamins market.

Leading companies in the personalized vitamins sector are focusing on creating innovative solutions, such as genomic-based personalization, to develop tailored supplement regimens. Genomic-based personalization involves analyzing a person’s DNA to identify their specific nutritional needs, allowing companies to offer more accurate and effective health solutions. For example, in January 2023, GenoPalate Inc., a US-based nutritional genomics company, introduced GenoVit, a personalized supplement line created using DNA analysis. GenoVit offers custom vitamin formulas based on an individual’s genetic profile, age, gender, and current diet. This also includes an at-home DNA kit to analyze users' nutrient needs, providing science-backed, personalized nutrition. The supplements aim to eliminate guesswork and help individuals meet their precise nutrient requirements, supporting overall wellness. This launch highlights GenoPalate’s commitment to offering precision-based, affordable health solutions instead of a one-size-fits-all approach.

In May 2022, Nestlé Health, a Swiss company offering nutrition products, acquired Puravida, a US-based personalized vitamins company, for an undisclosed sum. This acquisition was aimed at strengthening Nestlé Health’s presence in Brazil’s health and wellness market by utilizing Puravida’s portfolio of natural, organic, and plant-based nutritional products to cater to the growing demand for healthier lifestyle choices in the region.

Major players in the personalized vitamins market are BASF SE, Bayer AG, Amway Corporation, Viome Life Sciences Inc., Vitagene Inc., Biovencer Healthcare Private Limited, VitaminLab Inc., Habit Food Personalized LLC, HUM Nutrition Inc., InsideTracker, Nutrigenomix Inc., Persona Nutrition, Vous Vitamin LLC, Nourished, Tespo Inc., Elo Health Inc., Genetic Direction LLC, GX Sciences LLC, Rootine Inc., Vitl Ltd.

North America was the largest region in the personalized vitamins market in 2024. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in personalized vitamins report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East and Africa. The countries covered in the personalized vitamins market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The personalized vitamins market consists of sales of personalized multivitamins, DNA-based supplements, blood test-based vitamins, lifestyle-based vitamins, and condition-specific supplements. Values in this market are ‘factory gate’ values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

Note that the outlook for this market is being affected by rapid changes in trade relations and tariffs globally. The report will be updated prior to delivery to reflect the latest status, including revised forecasts and quantified impact analysis. The report’s Recommendations and Conclusions sections will be updated to give strategies for entities dealing with the fast-moving international environment.

The sudden escalation of U.S. tariffs and the resulting trade tensions in spring 2025 are having a significant impact on the pharmaceutical sector. Companies are grappling with higher costs on imported active pharmaceutical ingredients (APIs), glass vials, and laboratory equipment - many of which have limited alternative sources. Generic drug manufacturers, already operating with minimal profit margins, are particularly affected, with some scaling back production of low-margin medications. Biotech firms are also experiencing delays in clinical trials due to shortages of specialized reagents linked to tariffs. In response, the industry is shifting API production to regions like India and Europe, building up inventory reserves, and advocating for tariff exemptions on essential medicines.

The personalized vitamins market research report is one of a series of new reports that provides personalized vitamins market statistics, including the personalized vitamins industry global market size, regional shares, competitors with the personalized vitamins market share, detailed personalized vitamins market segments, market trends, and opportunities, and any further data you may need to thrive in the personalized vitamins industry. This personalized vitamin market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenarios of the industry.

Personalized vitamins are customized dietary supplements designed to meet an individual’s specific health profile, lifestyle, genetic composition, and nutritional requirements. This approach generally involves gathering data through online health assessments, DNA tests, or blood tests to determine particular deficiencies or health objectives. Based on this information, a personalized mix of vitamins, minerals, and other nutrients is recommended to enhance overall wellness, energy, immunity, or address specific health issues.

Personalized vitamins mainly fall into two categories wellness supplements and disease-focused supplements. Wellness supplements are designed to improve overall health by meeting individual nutritional needs and supporting daily well-being. These supplements come in a range of formats, including tablets, capsules, powders, gummies, chewables, liquids, and softgels. They are available through various distribution channels, such as supermarkets, hypermarkets, specialty stores, retail pharmacies, online pharmacies, and e-commerce platforms. Personalized vitamins are used by a broad spectrum of consumers, including direct-to-consumer services, wellness and fitness centers, hospitals, clinics, and more.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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