A $28.73 Billion Wellness Revolution: Personalized Testing & Supplements Market Rises with Leaders Like Viome, Rootine, and Persona

No longer satisfied with the old one-size-fits-all approach, today’s health seekers demand products that consider and react to their DNA, microbiome, daily activity, eating habits, and biochemistry. In this fast-changing, hyper-customized environment, the Personalized Testing & Supplements market, valued at $28.73 billion by 2030, is transforming from a trend to a core pillar of healthy living.

Understanding the transition from mass-market supplements to precision nutrition

The earlier generations of vitamins and supplements came in one formula with the same dose, blend of micronutrients, herbs, and additives for all. Whether you lived near the equator or a mountain town, ate meat or were vegan, whether you were tall or short, athletic or sedentary, stressed or relaxed, all you needed to do was pop the same bottle, and you were covered. In this new world of omics—genomics, proteomics, microbiomics, metabolomics—the rulebooks are being rewritten as individuals are seeking supplements in tune with their body.

Nutritional genomics or nutrigenomics has emerged as a field that looks at the complex interplay between nutrition and gene expression. From nutrigenomics arise concepts such as nutricosmetics, nutriesthetics, nutrirejuvenation, and nutriepigenetics. It studies the nutritional needs of individuals and how food, nutrients, and supplementation influence genetic material and, by extension, one’s health and disease expression. At-home kits make the process of spit into the tube, sending back reports on vitamin deficiencies, allergies, and genes with the power to enhance your health with small tweaks at a much larger scale.

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Driving forces of the market

Personalization has become a status symbol of a company that has a care towards its customers. Nutrigenomics has gained a lot of traction in the recent past with companies such as Viome, Persona, and Rootine emerging. They offer hyper-personalized solutions driven by genetics data and personal data about their customers.

Omics science has expanded rapidly, with companies making it easier to spit in a tube, pay $250 and receive a personalized regimen a few weeks later.

Rise of At-home Genetic Testing Kits

Market participants are making at-home collection kits simpler to access, so users just have to provide saliva, stool, or blood samples. Easy at-home sample collection followed by complex omics data analysis to produce simple, actionable nutrition, wellness, and supplement guidance is now the model.

Growth in Digital Health and Subscription Services

Integration of mobile apps, wearables, AI-powered dashboards, and data syncing across devices has enabled comprehensive health-tech ecosystems that track and coach. The recurring revenue model from monthly subscriptions for customized supplement bottles and personalized health coaching is also encouraging customer retention.

Predictive Health & Wellness Boom

Personalized supplements are one tool in a larger wellness kit consumers use to proactively manage their energy, immunity, digestion, stress, mental health, chronic disease, and longevity. With healthcare costs rising, consumers are prioritizing prevention to save money in the long run.

Areas of Personalized Supplements and Testing Market

Personalized Genetic Testing + Supplement Bundles

The process of analyzing a person’s DNA to create a customized formula based on their metabolism, vitamin and mineral absorption, enzyme activity, nutrient utilization, and other aspects.

Microbiome-Based Personalized Supplements

Test to analyze the bacteria in a person’s gut to recommend targeted supplements such as probiotics, prebiotics, or specific nutrients to improve overall microbiome health.

Lifestyle-Based Personalization

Assess factors such as age, diet, activity levels, stress, sleep, and environmental exposures to individualize vitamin dosages, blends, and timing or recommend new categories such as adaptogens or collagen.

Smart Supplement Dispensers and Delivery Systems

Emerging hardware such as smart daily dose dispensers, specialized storage, and packaging to ensure freshness and stability or dose precisely based on real-time inputs or biometric feedback.

Key Players operating in the space

Viome: Known for microbiome and RNA testing, personalized food + supplement plans based on gene expression, gut health, and more. Offers comprehensive reports on gene nutrients to use or avoid, superfoods, targeted supplements, daily habits, symptoms to expect, and so on.

Rootine: Supplements based on the company’s proprietary algorithm that looks at the intersection of DNA, biomarkers, and lifestyle data. It uses precision dosing technology with plant-based microbeads that increase absorption and potency of supplements.

Persona (Nestlé Health Science brand): Integrates an in-depth health questionnaire with the analysis of genetic and blood markers to generate a supplement plan that is further reviewed by a pharmacist. It offers personalized daily vitamin packets as part of its subscription-based services.

Others to consider are Care/of, Nourished, Baze, Thorne, among others.

Regional Landscape

North America accounts for a significant share of the market. High wellness spending, early adoption, and streamlined regulations provide tailwinds. Europe and APAC are the fastest-growing regions. Japan and South Korea in APAC stand out with a strong focus on aging populations.

Target Demographics

Millennials and Gen Z make up the vast majority of the customer base, being more health proactive and tech-first, but the 50+ demographic is also adopting in large numbers, interested in longevity and preventive measures.

The Challenges

Data security and complex regulations around genetic health data sharing

The lack of randomized clinical trials or other studies to back up the efficacy of certain personal supplement programs and other related solutions.

The price tag of these personalized testing kits and the ongoing subscriptions are another obstacle.

The Way Forward

Overall, the outlook is promising with a host of players investing in research and development of new products, and consumers are becoming more aware about these products.