Daily multivitamins are no longer a one-size-fits-all application. Customized ingredients that target individual needs, along with the belief that a few tests can accurately project which vitamins and minerals an individual needs, is now the wave of the future.
The personalization trend is all about complementing, not interrupting, the natural rhythms of a consumer’s body. Beyond health and lifestyle surveys, consumers can undergo genetic testing, microbiome testing, and biomarker tests to discover their specific needs. “From home-testing kits that distinguish deficiencies to swallowable sensors that can relay suggestions in real-time, consumers will be able to respond to their body’s every need,” states Mintel.
The business of tailoring supplements to meet individual needs is projected to grow over the next few years. According to Nutrition Business Journal, “The personalized supplement market is expected to grow from an estimated $281 million in 2019 sales to a forecasted $4.3 billion in 2023, representing 6.4% of U.S. supplement sales by the end of that period.”
In today’s world of new technology and apps, consumers have unprecedented access to real-time information that could play a vital role in the success of these tailored regimens. According to market researcher Euromonitor International’s Global Health and Nutrition consumer survey in 2020, “Just over 46% of consumers would be “extremely comfortable” (19.5%) or “very comfortable” (26.8%) using personalized nutrition online and app-based services.” E-commerce and direct-to-consumer subscription services could add more fuel to the fire, increasing the ease with which consumers can manage their supplements and change their preferences as time goes on.