Precision Nutrition: welcome to the genetically personalised supplement revolution
We may have reached the end-game of supplement taking and this is not a drill. Today, consumers are demanding more than Vegan capsules and organic ingredients from the vitamin and mineral industry- we are reaching new realms of optimisation through DNA insights straight from the lab. A growing number of health companies are now working with consumer’s DNA and nutrition test results to pinpoint exact personal requirements such as deficiencies and the body’s ability to absorb and react to certain minerals. Supplements and other immunity-boosting products have seen a sharp rise in growth since the pandemic, so much so that the global dietary supplements market size is expected to be worth $402.20 billion by 2034 according to Precedence Research. Meeting this huge demand for health and wellness in a bottle is a new wave on the horizon- the ultra-personalised, data-driven supplement experience. Names like SNiP Nutrigenomics and Vitl are ones to watch, reframing the way we take supplements by taking a deep-dive into customer’s genetic codes.
The ability to consult with a health specialist online to receive a unique course of supplements is nothing new, with consumers sharing information on diet, sleep and lifestyle. Even wellness clinic REVIV design personalised IV drips based on the clients’ DNA using their 10X HEALTH Precision Genetic Test. However, the bespoke supplement industry is steadily evolving, going beyond surface level information; data-crunching genetics, gene expression, SNPs (Single Nucleotide Polymorphisms- which help scientists understand how we inherit traits and develop certain diseases) and longevity results are fast being positioned as the most accurate way to select the correct vitamins and minerals. Off-the-shelf
testing kits have also grown in popularity, such as the My Health Checked Vitamins & Minerals DNA Test from Concepta Diagnostics which checks for common deficiencies using lab testing. This detailed new approach also cuts out the guesswork of finding supplements that work in harmony with the individual, and could become as commonplace as a GP prescribing specific medication after analysing results from a blood test.
We are already seeing the personalisation mirrored in the medicine, skincare and makeup industries, but this rise in interest may call for tighter restrictions across the board. This may be especially true when technological advances are concerned, with customised vitamin companies such as Nourished using AI and 3D printing. Alana Sandel, Chief Experience Officer at Marketing For Wellness told Forbes; “Companies should stay ahead by engaging with policymakers, investing in clinical validation and fostering consumer education to ensure responsible adoption.” As this new era of holistic medicine colliding with tech rushes in, it feels like anything is possible.
As personalised wellness becomes more mainstream, we can expect a surge in demand for products and services that offer tailored insights and targeted outcomes. It may only be a matter of time before leading nutrition and supplement brands such as Wild Nutrition, Nutrition Geeks, and Huel embrace this individualised direction. By integrating biometric feedback, genetic testing, or AI-driven recommendations, these companies have the opportunity to move beyond one-size-fits-all formulas and deliver truly customised wellness solutions.
© Higher Self Experience
