Personalized Testing & Supplements Market Size, Share & Trends Analysis Report By Service (Personalized Testing, Personalized Recommendations), By Application, By Service Provider, By Region, And Segment Forecasts, 2024 - 2030

Market Size & Trends

The global personalized testing & supplements market size was valued at USD 10.22 billion in 2023 and is projected to grow at a CAGR of 16.04% from 2024 to 2030. The market has experienced significant growth due to the increasing consumer demand for tailored health solutions. As people become more health-conscious, they seek products that align with their specific nutritional needs, genetics, and health conditions. This shift towards personalization has led companies to innovate and develop customized supplements, resulting in a more engaging consumer experience. Personalized health tests, such as DNA analysis and microbiome assessments, provide insights that enable individuals to make informed decisions about their health and wellness.

The COVID-19 pandemic has further accelerated this trend, highlighting the importance of preventive healthcare and immunity support. Consumers have become more aware of their health and are increasingly investing in supplements to boost their immune systems and overall well-being. The pandemic also prompted a surge in online health consultations and testing services, making personalized health solutions more accessible. As telehealth gained popularity during lockdowns, many companies pivoted to offer virtual consultations and personalized supplement plans, catering to the growing demand for home-based health management.

The rise of e-commerce has played a crucial role in expanding the personalized testing and supplements market. With more consumers shopping online, companies have seized the opportunity to enhance their digital presence, offering tailored products and services directly to consumers. This shift not only provides convenience but also allows for more effective customer engagement through targeted marketing and personalized recommendations. As the online health marketplace continues to evolve, companies are leveraging data analytics to refine their product offerings and improve customer experiences.

Furthermore, the increasing focus on mental health and wellness has driven demand for personalized supplements that support cognitive function and emotional well-being. Consumers are looking for holistic solutions that address both physical and mental health, leading to the development of specialized formulations that target stress, anxiety, and overall mental clarity. The interplay between physical health, nutrition, and mental wellness is becoming increasingly recognized, prompting the industry to adapt and innovate in response to consumer needs, ultimately driving the growth of the market.

Market Concentration & Characteristics

The personalized testing and supplements industry is experiencing vibrant innovation driven by progress in ingredient formulations, delivery methods, and technology integration. Businesses are consistently investing in research and development to enhance efficacy, safety, and consumer satisfaction in this dynamic industry. In addition, breakthroughs in genomics, AI-driven analysis, and precision nutrition are paving the way for companies to incorporate technologies related to DNA, microbiome, and metabolic testing, allowing them to provide tailored solutions.

The level of collaboration and partnership in the personalized testing & supplements market remains moderate as companies form strategic partnerships to strengthen their market presence and capitalize on the emerging trends in health and wellness. 

Regulation significantly impacts the North American personalized testing & supplements industry by ensuring product safety, efficacy, and accurate labeling. Stringent regulations, such as those from the FDA and FTC, shape product development, marketing strategies, and consumer trust, driving industry compliance and safeguarding public health. 

Service expansion in the market is evident through the introduction of innovative formulations targeting diverse consumer needs, including fat reduction, metabolism support, and appetite control.

The market is experiencing substantial regional growth as companies strategically focus on different geographic regions to leverage diverse consumer preferences, health trends, and regulatory frameworks. This approach enhances market penetration and fosters overall growth.

Service Insights

Based on service, the personalized supplements segment dominated the overall market with a revenue share of 82.43% in 2023. There is a growing consumer demand for tailored health solutions that cater to individual nutritional needs, genetic makeup, and lifestyle. With the increasing awareness about the benefits of preventive health rises, consumers are increasingly turning to personalized supplements to optimize their well-being. Technological advancements in DNA analysis, microbiome testing, and AI-driven assessments have made it easier for companies to offer customized products, enhancing user engagement and effectiveness, thereby propelling the market's growth. 

The personalized testing segment is expected to grow at the fastest CAGR from 2024 to 2030. With growing awareness of the impact of genetics and lifestyle on health, consumers seek personalized insights to make informed dietary and supplement choices. Furthermore, the increasing availability of affordable genetic testing kits and AI-based analysis have made personalized testing more accessible, encouraging more individuals to adopt these solutions thereby driving market growth.

Service Provider Insights

Based on service provider, the personalized testing & supplement companies (DTC) segment dominated the market with a share of 54.36% in 2023 and is expected to grow at the fastest CAGR from 2024 to 2030. The rising consumer preference for direct-to-consumer (DTC) models that offer convenience, accessibility, and customization is fueling the segment growth. Consumers increasingly want tailored health insights and products delivered to their doorstep, fueled by advancements in at-home testing kits, data analytics, and online platforms. This DTC approach allows companies to gather valuable data, offer more personalized recommendations, and maintain a closer connection with customers, which enhances brand loyalty and drives market growth.

The dieticians & nutritionists segment is expected to grow at a significant CAGR over the forecast period. There is growing consumer demand for expert guidance on individualized health and nutrition plans as more people are seeking customized solutions based on genetic, lifestyle, and health data. The dieticians and nutritionists are increasingly leveraging personalized testing to offer tailored recommendations. This trend boosts the adoption of personalized supplements, as clients are more likely to follow precise guidance, enhancing the efficacy of these health solutions and driving growth in this sector.

Application Insights

Based on application, the general health and wellness segment dominated the market with a revenue share of 64.79% in 2023 and is expected to grow at the fastest CAGR from 2024 to 2030. As individuals seek to maintain long-term health, they are turning to personalized solutions that cater to their unique genetic makeup, lifestyle, and health goals. This has led to a surge in demand for tailored supplements and health testing, allowing consumers to address specific deficiencies, optimize their nutrition, and manage potential health risks more effectively.

The deficiency management segment is expected to grow at a significant rate over the forecast period. The key market driver for deficiency management in the market is the growing awareness of nutrient deficiencies and their impact on overall health. Advances in diagnostic technologies make it easier for individuals to detect nutrient gaps, enabling targeted supplementation, which drives demand and growth in this segment.

Regional Insights

North America personalized testing & supplements market held the largest global revenue share of 56.63% in 2023, driven by various factors, including increasing health consciousness, rising disposable incomes, and the prevalence of sedentary lifestyles. In addition, the increasing consumer awareness of preventive health and wellness, combined with the region's advanced healthcare infrastructure, is driving the market in this region. In addition, the expansion of direct-to-consumer (DTC) platforms and e-commerce channels makes personalized testing and supplements more accessible, further fueling market growth in the region.

U.S. Personalized Testing & Supplements Market Trends

The personalized testing & supplements market in the U.S. is expected to grow over the forecast period. With rising health awareness, consumers are increasingly adopting personalized solutions for nutrition and fitness, driven by advancements in genetic testing, AI-based health assessments, and the popularity of personalized nutrition. The widespread availability of direct-to-consumer testing kits and online platforms, along with the high prevalence of chronic diseases, also accelerates the adoption of tailored health solutions in the U.S. market.

Europe Personalized Testing & Supplements Market Trends

The personalized testing & supplements market in Europe is projected to grow significantly due to rising health concerns, increasing awareness, and consumer preference for natural products. Key growth factors include higher demand for personalized nutrition, technological advancements, and the prevalence of obesity in the region. For instance, in 2019, the European health interview survey revealed significant variations in the proportion of overweight and obese adults across different countries in the European Union (EU).

The personalized testing & supplements market in the UK held a significant share of the European regional market in 2023. The UK market is witnessing significant growth, aligning with the increasing prevalence of obesity. This highlights the public need for effective solutions to combat this health issue. For instance, in the Health Survey for England 2021, it was found that 25.9% of adults in England are obese, while 37.9% are overweight, indicating a growing concern for public health and the need for effective weight management solutions.

France personalized testing & supplements market is experiencing growth, mirroring the rise in obesity rates. In 2020, overweight and obesity affected nearly half of the adult population in France. Among them, 47% were classified as overweight, with 17% specifically struggling with obesity. This highlights the growing concern for public health in the country.

The personalized testing & supplements market in Germany is growing due to a combination of factors such as a health-conscious population, advanced healthcare infrastructure, and the availability of high-quality products. A 2022 report by NIH revealed that over 53% of adult Germans grapple with overweight issues, with men experiencing it more frequently than women. Both sexes faced an obesity prevalence of 19%. Notably, the occurrence of overweight and obesity tends to rise with age in both genders.

Asia Pacific Personalized Testing & Supplements Market Trends

The Asia Pacific personalized testing & supplements market is projected to grow at a significant CAGR over the forecast period, largely driven by factors such as increasing health consciousness, rising obesity rates, and a growing preference for natural and herbal products. With a population that is becoming more health-aware and proactive in managing their weight, the demand for effective personalized testing & supplements market has surged. Several factors contribute to the market's expansion in this region. Firstly, the rising prevalence of obesity and lifestyle-related diseases has led consumers to seek alternative solutions to maintain a healthy weight. Moreover, the growing middle class with disposable income is more inclined to invest in self-care and wellness products.

The personalized testing & supplements market in China is experiencing significant growth, driven by factors such as increasing health consciousness, a rising middle class, and the growing prevalence of obesity and lifestyle-related diseases. As more Chinese citizens become aware of the importance of maintaining a healthy weight and adopting healthier lifestyles, the demand for effective personalized testing & supplements market has risen. In a study conducted in August 2023, it was found that among the participants, 34.8% were classified as overweight, while 14.1% were identified as obese in China. Notably, the prevalence of overweight and obesity was higher in males than in females across the overall study population.

Japan personalized testing & supplements market is witnessing notable growth. Manufacturers and retailers in Japan are responding to these trends by introducing new, high-quality personalized testing & supplements that cater to the diverse preferences of Japanese consumers. As the market continues to evolve, it is expected that the growth of the weight loss supplement industry in Japan will remain robust, offering ample opportunities for businesses and investors in this sector.

MEA Personalized Testing & Supplements Market Trends

The MEA personalized testing & supplements market has experienced considerable growth in recent years, driven by several factors. Rising health consciousness among consumers, increasing obesity rates, and growing disposable incomes have contributed to the expansion of this market. Additionally, the influence of Western lifestyles and dietary habits has fueled the demand for weight loss products in the region. Moreover, advancements in product formulations, marketing strategies, and distribution channels have further propelled market growth. With consumers increasingly prioritizing health and wellness, the Personalized testing & supplements market in the Middle East and Africa is poised for continued expansion in the coming years.

Saudi Arabia personalized testing & supplements market has experienced steady growth in recent years, paralleling the rising prevalence of obesity in the country. With lifestyle changes and dietary habits shifting, the demand for weight management solutions has increased significantly. A recent study published by the National Institutes of Health in March 2023 reported a significant finding from a comprehensive survey conducted across all regions of Saudi Arabia (KSA). The survey revealed that obesity prevalence in the country stands at 24.7%.

The personalized testing & supplements market in Kuwait is experiencing notable growth, driven by factors such as increasing health consciousness, rising obesity rates, and a growing preference for natural and herbal products. As the population in Kuwait becomes more health-aware and proactive in managing their weight, the growing demand for effective personalized testing & supplements market is on the rise.

Key Personalized Testing & Supplements Company Insights

The market players operating in the personalized testing & supplements industry are adopting product approval to increase the reach of their products in the market and improve the availability of their products, along with expansion as a strategy to enhance production/research activities. In addition, several market players are acquiring smaller players to strengthen their market position. This strategy enables companies to increase their capabilities, expand their product portfolios, and improve their competencies.

Recent Development

• In September 2024, Bioniq announced a new partnership with Truemed. This collaboration allows Bioniq's pharmaceutical-grade nutritional supplements to be recognized as medically necessary, enabling eligible consumers to use HSA and FSA funds for their preventative healthcare routines. Typically, qualified consumers utilizing HSA/FSA funds can enjoy savings of approximately 30%

• In April 2024, Hexis, a UK-based personalized sports nutrition company, announced a strategic integration with "TrainingPeaks," a platform for coaches and athletes. This makes Hexis the first app that dynamically estimates an athlete’s nutritional needs, tailoring them to precise workout requirements.

• In March 2024, reports emerged about the upcoming Samsung Galaxy Ring, which is expected to transform personalized nutrition by providing meal plans based on caloric intake and BMI. It will integrate with Samsung Food to offer tailored recipes​.

• In February 2024, Herbalife unveiled its latest innovation, the Herbalife GLP-1 Nutrition Companion, introducing a new series of food and supplement product combinations. These offerings, available in both Classic and Vegan options, are now accessible in the U.S. and Puerto Rico, offering consumers a diverse array of flavors to choose from.

Personalized Testing & Supplements Market Report Scope

Global Personalized Testing & Supplements Market Report Segmentation

This report forecasts revenue growth and provides an analysis of the latest trends in each of the sub-segments from 2018 to 2030. For this report, Grand View Research has segmented the global personalized testing & supplements market report based on service, service provider, application, and region.

• Service Outlook (Revenue, USD Million, 2018 - 2030)

  • Personalized Testing

    • Blood Tests

    • DNA Tests

    • Wearable Device & App-based Tests

    • Others

  • Personalized Recommendations

    • Fixed

    • Repeat

    • Continuous

  • Personalized Supplements

    • Proteins & Amino Acid

    • Vitamins

    • Minerals

    • Probiotics

    • Herbal/Botanic

    • Others

• Service Provider Outlook (Revenue, USD Million, 2018 - 2030)

  • Personalized Testing & Supplement Companies (DTC)

  • Dieticians & Nutritionists

  • Others

• Application Outlook (Revenue, USD Million, 2018 - 2030)

  • General Health & Wellness

  • Deficiency Management

  • Others

• Regional Outlook (Revenue, USD Million, 2018 - 2030)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • UK

    • Germany

    • France

    • Italy

    • Spain

    • Denmark

    • Sweden

    • Norway

  • Asia Pacific

    • Japan

    • China

    • India

    • Australia

    • Thailand

    • South Korea

  • Latin America

    • Brazil

    • Argentina

  • Middle East and Africa

    • South Africa

    • Saudi Arabia

    • UAE

    • Kuwait