Explore the Nutrition Tech Market in United States: Insights for 2024

The global personalized nutrition market is experiencing robust growth, with its size valued at USD 11.88 billion in 2023 and projected to reach USD 46.87 billion by 2032, reflecting a compound annual growth rate (CAGR) of 16.84%. North America, particularly the United States, dominates this market, holding a 35.77% share in 2023. The U.S. personalized nutrition and supplements market alone was estimated at USD 4.55 billion in 2023 and is expected to grow at a CAGR of 16.28% from 2024 to 2030. This growth is driven by increasing health awareness, technological advancements, and consumer demand for customization. Key players such as Viome, ZOE, and 23andMe are leveraging advancements in genetic testing, artificial intelligence (AI), and data analytics to offer tailored dietary solutions. Opportunities abound in disease-specific nutrition, AI-driven meal planning, and wearable integrations, though challenges such as regulatory hurdles and high costs remain.

The global personalized nutrition market is on a significant upward trajectory, with its size valued at USD 11.88 billion in 2023 and projected to grow to USD 46.87 billion by 2032, achieving a CAGR of 16.84%. North America, particularly the United States, leads this market, accounting for 35.77% of the global share in 2023. The U.S. personalized nutrition and supplements market was estimated at USD 4.55 billion in 2023 and is expected to grow at a CAGR of 16.28% from 2024 to 2030. This growth is fueled by increasing health awareness, technological advancements, and consumer demand for tailored dietary solutions. By 2033, the U.S. personalized nutrition market is anticipated to reach USD 15,677.3 million, driven by factors such as preventive healthcare, chronic disease management, and the affordability of genetic testing. Additionally, the U.S. clinical nutrition market, particularly for metabolic disorders, is expected to exceed USD 9 billion by 2032, supported by the rising prevalence of conditions like heart disease and type 2 diabetes. The nutrition technology platforms market is also expanding rapidly, growing from USD 12.26 billion in 2023 to USD 14.5 billion in 2024, with a CAGR of 18.3%. By 2028, this market is projected to reach USD 28.54 billion, driven by advancements in nutrigenomics, AI-driven meal planning, and telehealth services.

The U.S. nutrition tech industry, particularly the personalized nutrition market, is highly segmented, driven by advancements in technology, increasing health awareness, and consumer demand for tailored dietary solutions. This analysis segments the market based on end-use, product type, application, and technology to provide a comprehensive understanding of the market landscape.

Key Segments

1. End-Use Segmentation

   • Direct-to-Consumer (DTC): This segment involves the delivery of personalized nutrition solutions directly to consumers through online platforms, mobile applications, and telehealth services. It includes services like genetic testing kits, online health assessments, personalized meal plans, and nutritional coaching.
   • Wellness & Fitness Centers: These centers offer personalized nutrition plans to clients seeking to optimize their health and fitness goals.
   • Hospitals & Clinics: This segment focuses on providing personalized nutrition for disease management and recovery.
   • Institutions: Includes schools, universities, and corporate wellness programs that integrate personalized nutrition into their offerings.

2. Product Type Segmentation

   • Active Measurement: This segment utilizes advanced techniques like genetic testing, metabolomics, and AI-driven analytics to provide precise dietary recommendations.
   • Standard Measurement: Relies on traditional methods like questionnaires and basic health assessments to offer dietary advice.

3. Application Segmentation

   • Generic Health & Fitness: Focuses on overall wellness and preventive health.
   • Disease-Based: Targets chronic conditions like diabetes, obesity, and metabolic disorders.
   • Sports Nutrition: Caters to athletes and fitness enthusiasts seeking performance optimization.

4. Technology Segmentation

   • Genomics: Uses genetic data to tailor nutrition plans.
   • Metabolomics: Analyzes metabolic profiles to provide dietary recommendations.
   • Digital Platforms: Includes AI-driven apps and online tools for personalized nutrition.

Segment Comparison

Analysis of Potential and Challenges

• Direct-to-Consumer (DTC): The DTC segment is the largest and fastest-growing, driven by the convenience of digital platforms and the increasing preference for telehealth services. However, competition is intense, with global players like 23andMe and Viome dominating the market.
• Wellness & Fitness Centers: This segment benefits from the growing fitness culture and consumer interest in optimizing health. However, it requires significant investment in training and technology to provide accurate and effective nutrition plans.
• Hospitals & Clinics: The rising prevalence of chronic diseases creates a strong demand for personalized nutrition in healthcare settings. However, regulatory hurdles and the need for clinical validation can slow adoption.
• Active Measurement: This segment is expected to dominate due to its ability to provide precise and comprehensive dietary recommendations. However, high costs and the need for consumer education may limit adoption.
• Generic Health & Fitness: As the largest application segment, it benefits from the growing focus on preventive healthcare and overall wellness. However, competition from generic supplements and traditional dietary advice can limit growth.
• Disease-Based Nutrition: The increasing prevalence of chronic diseases creates significant growth opportunities. However, it requires collaboration with healthcare providers and clinical validation to gain trust and adoption.

The U.S. personalized nutrition market is highly segmented, with each segment offering unique opportunities and challenges. Companies that can innovate and effectively address these challenges will be well-positioned to capitalize on the growing demand for personalized nutrition solutions.

The U.S. personalized nutrition market is characterized by a mix of established players and innovative startups leveraging advancements in genetic testing, artificial intelligence (AI), and data analytics. Below are the top 10 key players in the industry, along with their strengths and weaknesses:

1. Amway

   • Description: A global leader in health and wellness, Amway offers personalized nutrition products through its Nutrilite brand.
   • Strengths: Strong brand recognition, extensive distribution network, and a focus on holistic health.
   • Weaknesses: Limited integration of advanced technologies like AI and genomics.

2. Herbalife Nutrition

   • Description: Known for its weight management and nutritional supplements, Herbalife has ventured into personalized nutrition with tailored meal plans.
   • Strengths: Robust marketing strategies and a loyal customer base.
   • Weaknesses: Reliance on traditional supplement formulations rather than cutting-edge tech.

3. Viome Life Sciences

   • Description: Viome specializes in microbiome testing and personalized dietary recommendations based on gut health analysis.
   • Strengths: Advanced AI-driven insights and a focus on gut health, a growing area of interest.
   • Weaknesses: High cost of testing kits may limit accessibility.

4. ZOE

   • Description: ZOE offers personalized nutrition plans based on blood sugar, blood fat, and gut microbiome responses.
   • Strengths: Strong scientific backing and user-friendly digital platforms.
   • Weaknesses: Limited product range compared to competitors.

5. 23andMe

   • Description: Primarily a genetic testing company, 23andMe has expanded into personalized nutrition by offering dietary insights based on DNA analysis.
   • Strengths: Extensive genetic database and strong brand trust.
   • Weaknesses: Limited focus on nutrition compared to its core genetic testing business.

6. Nestlé Health Science

   • Description: Nestlé’s health-focused division offers personalized nutrition products, including its recent GLP-1 Nutrition platform for weight management.
   • Strengths: Strong R&D capabilities and global reach.
   • Weaknesses: High pricing and slower adoption of digital tools.

7. Habit (by Campbell Soup Company)

   • Description: Habit provides personalized meal plans based on individual biomarkers and lifestyle data.
   • Strengths: Integration of biomarker testing and dietary recommendations.
   • Weaknesses: Limited market penetration and brand awareness.

8. InsideTracker

   • Description: InsideTracker uses blood biomarkers to provide personalized nutrition and lifestyle recommendations.
   • Strengths: Evidence-based approach and comprehensive health insights.
   • Weaknesses: High cost of blood testing may deter some consumers.

9. Persona Nutrition (by Nestlé)

   • Description: Persona offers personalized vitamin packs based on health questionnaires and lifestyle data.
   • Strengths: Customizable vitamin plans and ease of use.
   • Weaknesses: Limited focus on broader dietary recommendations.

10. Thrive Market

    • Description: An online retailer offering personalized nutrition products based on dietary preferences and health goals.
    • Strengths: Affordable pricing and a wide range of products.
    • Weaknesses: Less emphasis on advanced personalization technologies.

North America dominates the global personalized nutrition market, accounting for over 42% of the market share in 2023. The U.S. is the largest contributor, driven by robust healthcare infrastructure, high consumer awareness, and technological advancements. Key players like Nestlé, Amway, and Herbalife Nutrition have significant market presence, with Nestlé leading in enteral nutrition products.

The competitive landscape of the U.S. nutrition tech industry is shaped by a combination of technological innovation, consumer awareness, and market consolidation. Established players like Nestlé and Amway dominate through their extensive distribution networks and brand loyalty, while startups like Viome and ZOE are driving innovation with AI and microbiome-based solutions.

The market is increasingly focused on preventive healthcare, with personalized nutrition addressing chronic conditions like obesity and diabetes. However, the degree of innovation remains moderate, as many companies still rely on traditional methods and face regulatory challenges. The rise of digital platforms and wearable devices is enhancing accessibility and customer engagement, further propelling market growth.

The U.S. personalized nutrition market is experiencing significant growth, driven by advancements in technology and increasing consumer awareness of health and wellness. Key trends include the integration of genetic testing, artificial intelligence (AI), and data analytics to provide tailored dietary recommendations and supplements8. Additionally, the rise of wearable devices and digital platforms has enhanced accessibility and deepened customer engagement9. The market is also seeing a surge in demand for disease-specific nutritional solutions, particularly for managing conditions like obesity, diabetes, and cardiovascular diseases6.

The primary drivers of these trends include the increasing prevalence of lifestyle-related diseases, which has heightened consumer interest in preventive healthcare and personalized dietary solutions1. Technological advancements, such as AI-driven health assessments and genetic testing, have made personalized nutrition more accessible and appealing6. Additionally, the robust healthcare infrastructure in the U.S. and the presence of key market players like Viome, ZOE, and 23andMe have further fueled market growth9.

The personalized nutrition market presents significant opportunities, particularly in the development of AI-driven meal planning, nutrigenomics, and blockchain-based food traceability1. However, challenges remain, including regulatory hurdles and the limited widespread adoption of advanced technologies6. Companies must also navigate the complexities of consumer education and trust in personalized nutrition solutions.

The U.S. personalized nutrition market primarily targets health-conscious consumers who are increasingly aware of the benefits of tailored dietary solutions. While specific demographic data is not provided in the references, we can infer that the market likely appeals to a broad age range, including younger adults seeking preventive health measures and older adults managing chronic conditions. The market is also likely gender-neutral, as both men and women show growing interest in health and wellness. Income levels may skew toward middle to upper-income groups, given the affordability of genetic testing and personalized nutrition services6. Additionally, education levels may play a role, as more educated consumers are often more informed about the benefits of personalized health solutions10.

Demographic characteristics significantly influence purchasing behavior in the personalized nutrition market. For instance, younger consumers are likely drawn to preventive healthcare solutions, while older adults may prioritize managing chronic conditions such as heart disease and diabetes12. Higher-income groups are more likely to invest in advanced genetic testing and AI-driven health assessments, which are key components of personalized nutrition8. The growing awareness of health and wellness across all demographics is driving demand for customized dietary solutions, particularly as lifestyle diseases become more prevalent3. Technological advancements, such as genetic testing and data analytics, further enhance the appeal of personalized nutrition, making it accessible to a wider audience2.

In the US personalized nutrition market, consumers typically engage in a multi-step decision-making process. It often begins with heightened awareness of health and wellness, driven by concerns over lifestyle diseases such as obesity and diabetes3. Consumers then seek out data-driven and science-based solutions, such as genetic testing or AI-driven recommendations, to understand their unique nutritional needs9. The direct-to-consumer model plays a significant role here, as companies like Viome and 23andMe offer at-home test kits and personalized dietary plans4. Finally, consumers evaluate the convenience, cost, and perceived efficacy of these solutions before making a purchase.

Several factors influence purchasing behavior in this market. First, technological advancements in genetic testing and data analytics are critical, as they enable highly tailored solutions8. Second, the emphasis on preventive healthcare and the growing awareness of the role of nutrition in managing chronic conditions drive demand10. Third, the direct-to-consumer model, which simplifies access to personalized nutrition products, is a significant driver4. Lastly, the lack of formal Health Technology Assessment (HTA) in the US means pricing is often based on macronutrient content rather than health outcomes, influencing consumer choices7.

Consumers in the US are increasingly shifting toward personalized nutrition products, such as dietary supplements, functional foods, and digitalized DNA-based solutions4. The demand for immune-supporting nutraceuticals and low-sugar products is also rising, reflecting a broader trend toward preventive health measures4. Additionally, the adoption of digital personalized nutrition platforms is growing, driven by the need for convenience and actionable insights into dietary habits13. This trend is further supported by aggressive marketing and promotional activities by key players like Amway and Herbalife Nutrition11.

The U.S. Nutrition Tech industry is primarily governed by the U.S. Food and Drug Administration (FDA), which regulates clinical nutrition products under distinct guidelines separate from traditional food and drug products. The Dietary Supplement Health and Education Act (DSHEA) of 1994 is a cornerstone regulation, prohibiting the marketing of misbranded clinical nutrition products and granting the FDA authority to take action post-market12. Additionally, stringent FDA guidelines on health claims, ingredient safety, and labeling requirements are critical for ensuring consumer protection6. While personalized nutrition solutions are still in a developmental stage and largely unregulated globally, data protection regulations, such as the EU’s GDPR, are beginning to influence the industry11.

The regulatory framework significantly impacts market entry and competition. Compliance with FDA guidelines necessitates substantial investment in research, testing, and documentation, which can be particularly challenging for smaller companies and startups6. This creates a barrier to entry, favoring established players with greater resources. Furthermore, the lack of a formal Health Technology Assessment (HTA) in the U.S. for medical nutrition products means pricing is based on formulation components rather than demonstrated health outcomes, potentially skewing market dynamics7.

The regulatory environment presents both risks and opportunities. On one hand, stringent regulations slow down the introduction of new products and technologies, limiting innovation6. On the other hand, the U.S. benefits from a supportive regulatory environment that fosters technological advancements in genetic testing, AI-driven health assessments, and digital platforms, positioning it as a leader in precision nutrition. Additionally, the focus on consumer protection enhances trust in personalized nutrition products, driving market growth10.

The regulatory environment influences economic factors by shaping market entry barriers, innovation rates, and consumer confidence. While compliance costs may deter smaller players, the emphasis on consumer protection and technological advancement supports the U.S.’s position as a global leader in the personalized nutrition market2.

The United States personalized nutrition market is heavily influenced by macroeconomic factors that shape its growth trajectory. The country’s robust economy and high consumer spending power have enabled significant investment in health and wellness products, including personalized nutrition solutions5. Rising healthcare expenditure, driven by the increasing prevalence of metabolic disorders such as heart disease and type 2 diabetes, has further fueled demand for clinical and personalized nutrition products12. However, the absence of a formal Health Technology Assessment (HTA) framework in the U.S. means that product pricing is often based on ingredient composition rather than demonstrated health outcomes, which could impact market dynamics7.

Regionally, North America, particularly the U.S., dominates the global personalized nutrition market due to its advanced healthcare infrastructure, high consumer awareness, and the presence of key market players10. The focus on preventive healthcare and technological advancements in genetic testing and data analytics further bolster the U.S. market2. In contrast, other regions may lack the same level of infrastructure or consumer awareness, leading to slower adoption of personalized nutrition solutions.

Economic trends indicate that the U.S. personalized nutrition market is poised for significant growth, driven by increasing consumer interest in tailored health solutions and advancements in technology such as AI and wearable devices9. However, stringent FDA regulations on health claims and product labeling pose challenges, particularly for smaller companies, potentially slowing innovation and market entry6. Despite these hurdles, the market is expected to expand, supported by a growing population and increased access to nutritional information through digital platforms5.

The U.S. personalized nutrition market is heavily influenced by technological advancements, particularly in genetic testing, artificial intelligence (AI), and data analytics. These technologies enable the creation of tailored dietary recommendations, products, and services based on individual characteristics such as genetics, health goals, and lifestyle factors8. Wearable devices and digital platforms are also enhancing accessibility and deepening customer engagement, making it easier for consumers to monitor their health and receive personalized nutritional advice9.

Competitors in the U.S. personalized nutrition market are leveraging a mix of traditional methods and cutting-edge technologies. While some companies focus on AI-driven health assessments and tailored supplement formulations, others still rely on generic products and conventional approaches6. The integration of genomics and microbiome research is a significant differentiator, as it allows for more precise and effective dietary solutions9.

Technological advancements are reshaping the market structure by driving demand for personalized nutrition solutions. The growing prevalence of metabolic disorders such as heart disease and type 2 diabetes has increased the need for disease-specific clinical nutrition products12. Consumers are becoming more proactive in managing their health, facilitated by the accessibility of nutritional information through the internet and smartphone applications5. However, stringent FDA regulations on health claims and ingredient safety can slow down the introduction of new technologies, posing challenges for smaller companies6.

Technology also plays a crucial role in shaping consumer feedback by enabling real-time health monitoring and personalized recommendations. Wearable devices and digital platforms allow consumers to track their dietary habits and health metrics, providing valuable data that can be used to refine and improve personalized nutrition solutions9. This continuous feedback loop enhances consumer satisfaction and loyalty, driving further adoption of personalized nutrition technologies5.

The U.S. personalized nutrition market is driven by consumer demand for tailored dietary solutions that address individual health goals, genetics, and lifestyles. Consumers increasingly prioritize preventive healthcare, seeking products that support immune health, manage chronic conditions, and reduce diet-related risks4. The adoption of advanced technologies like genetic testing, AI-driven assessments, and wearable devices has enhanced the ability to deliver personalized recommendations8. However, the industry faces challenges, including limited integration of innovative technologies and regulatory hurdles that slow down widespread adoption6.

A comparison of key competitors reveals distinct strengths and weaknesses. Viome, for instance, leverages AI-driven microbiome testing to focus on immune health and energy levels, but its high cost and limited integration are notable drawbacks6. ZOE emphasizes gut health and metabolic health with real-time dietary feedback, though its product range remains limited4. 23andMe offers strong genetic data and ancestry insights but has less focus on nutrition compared to its core genetic testing business7.

To address these challenges, the industry should focus on enhancing accessibility by lowering costs and improving the integration of advanced technologies6. Regulatory collaboration is also essential to streamline approval processes for innovative products, ensuring faster market entry7. Additionally, expanding product offerings to include functional foods and beverages can cater to diverse consumer needs and drive further growth4.