Global Personalized Testing & Supplements Market Size, Trend & Opportunity Analysis Report, by Service (Personalized Testing (Blood Tests, DNA Tests, Wearable Device & App-based Tests, Others), Personalized Recommendations (Fixed, Repeat, Continuous), Per

Market Definition and Introduction

The global personalised testing & supplements market was valued at USD 11.25 billion in 2024 and is anticipated to reach USD 64.47 billion by 2035, expanding at a CAGR of 17.20% during the forecast period (2024–2035). Personalised testing and supplements signify a paradigm shift in the wellness and healthcare industries, driven by increasingly precision-engineered health solutions rather than generic offerings that place consumer behaviour on the periphery. Convergence in biotechnology, genomics, and digital health platforms grants companies access to what they term advanced testing methodologies to decode biomarkers, microbiome compositions, and genetic predispositions. Such a science-led approach has now given consumers the empowerment to resort to their own bespoke recommendations and supplements that fit into their unique biological needs, lifestyle patterns, and long-term health aspirations. So, selling products is not what the market is up to; it is about orchestrating skills-haulage wellness experiences where effectiveness and versatility intertwine.

Increasing demand for such personalised health solutions is driven by the upsurge of awareness in preventive healthcare, an increasing willingness of the consumer to invest in personalised nutrition, and a shift towards evidence-based wellness regimes. In particular, these two cohorts, millennials and Gen Z, are actively searching for tangible results, thus pushing companies to innovate beyond the traditional one-size-fits-all framework. The revolution is being led by direct-to-consumer (DTC) testing and supplement providers, who have come up with integrated platforms that bring at-home testing kits, digital health tracking, and algorithm-based nutrition advice together. It is exactly this convenience and science that forms a sticky value proposition it enabling the establishment of long-term relationships with customers.

Custom wellness market is also transforming the supply side due to investments in advanced technologies such as AI health recommendation engines, nutrigenomics, and supplements designed from microbiomes. Such technologies not only increase precision but also scale up as personalised healthcare changes from a luxury niche to a mainstream consumer offering. Competitive options for players are becoming diversified, including subscription-based delivery of supplements, adaptive recommendation systems, and partnerships with pharmaceutical and biotechnology companies to lend clinical validation to their products. Such dynamic evolution heralds that the industry is gradually shifting forward from an emerging trend into an indispensable pillar of the global wellness economy.

Recent Developments in the Industry

In March 2024, 23andMe continued to enhance partnerships with biopharma companies to anonymise genomic data to enhance nutraceutical products and export a clinically validated personalised range of supplements into the markets.

In January 2025, Viome announced next-gen precision supplements, developed with AI and microbiome sequencing, and focusing on anti-inflammatory pathways connected to lifestyle-related chronic conditions.

In June 2024, Thorne HealthTech merged machine learning algorithms into its supplement delivery vehicle and announced strategic retail partner initiatives to scale access to its personalised health kits.

Market Dynamics

Move towards precision wellness and health span extension is gaining wider market acceptance.

Growing consumer trends toward longevity, disease prevention, and lifestyle optimisation are giving impetus to personalised testing and supplementation. Consumers are moving away from a one-size-fits-all product category for generic products towards solutions that consider their genetics, lifestyles, and biomarkers. The surge is further catalysed by the increase in lifestyle diseases, making consumers now feel the need to pursue personalised solutions to address their long-term health outlook.

High prices and concerns about data privacy restrain acceptance in developing economies.

In the overall scheme of things, while highly advanced markets have seen scale growth, affordability and consumer scepticism are other big deterrents for disruptive growth in emerging markets. Genetic testing, microbiome sequencing and subscription to personalised supplements remain on the high end of the pricing spectrum, causing such interventions to become accessible only for a certain segment of society. Further, privacy concerns entailing sensitive health and genetic information constitute another inhibitory factor towards adoption among consumers when they exercise caution.

Integration of AI and big data analytics is unlocking innovation opportunities.

Artificial intelligence is creating immediate ripples across the space, enabling the tracking of health metrics of consumers in real time, with recommendations. This development is relatively disruptive since it permits companies to customise formulations for supplements with adaptive recommendations, hence engaging consumers and fostering their trust. Big data analytics also permits extensive clinical validation, subsequently increasing the credibility of such findings across most regulatory frameworks.

Regulatory frameworks are shaping trust and industry credibility.

The increasing glare of scrutiny by health authorities worldwide is changing the business models in this sector. Stricter regulations are being enforced about accuracy in lab testing, quality of supplements, and marketing claims for health benefits, thereby pushing companies to conform to scientific standards. Such initiatives may hold back market entry for a while, but they earn the consumer's trust in the end, allowing premium players to distinguish themselves from others.

Growing awareness of preventive healthcare is availing untapped growth opportunities.

As the health expenditure is globally on the rise, consumers are now being proactive to avert chronic diseases, thus propelling the growth of acceptance toward personalised testing and supplements. Given that insurers and employers are beginning to appreciate the economic benefit behind personalised wellness programs, the ability to enter into institutional partnerships may grow into a great lever for their growth.

Attractive Opportunities in the Market

Genomic Integration in Wellness – Leveraging genetic data to develop personalised supplement lines enhances scientific precision.
AI-Powered Health Platforms – Adaptive algorithms refine supplement recommendations based on evolving lifestyle and biomarker data.
Gut Microbiome Innovation – Next-gen microbiome research fuels customised supplement formulations for digestive and immune health.
Eco-Friendly Packaging Growth – Sustainable and biodegradable supplement packaging captures ESG-conscious consumer segments.
Corporate Wellness Partnerships – Employers adopt personalised testing services to improve workforce health and reduce insurance costs.
Insurance Incentives Expansion – Payers increasingly incentivise preventive care via personalised testing and supplement coverage.
Asia-Pacific Market Surge – Rising middle-class health awareness drives exponential regional adoption of tailored wellness solutions.
Pharma-Nutrition Collaborations – Partnerships validate supplement efficacy and expand credibility through clinical research pipelines.
Subscription-Based Delivery Models – Recurring supplement delivery services deepen customer retention and recurring revenue streams.
Data Security as Differentiator – Platforms offering enhanced data protection protocols gain consumer trust and a competitive advantage.

Report Segmentation

By Service:
Personalised Testing (Blood Tests, DNA Tests, Wearable Device & App-based Tests, Others)
Personalised Recommendations (Fixed, Repeat, Continuous)
Personalised Supplements (Proteins & Amino Acids, Vitamins, Minerals, Probiotics, Herbal/Botanic, Others)

By Service Provider: Personalised Testing & Supplement Companies (DTC), and Others

By Application: General Health & Wellness, Deficiency Management, Others

By Region: North America (U.S., Canada, Mexico), Europe (UK, Germany, France, Spain, Italy, Spain, Rest of Europe), Asia-Pacific (China, India, Japan, Australia, South Korea, Rest of Asia-Pacific), LAMEA (Brazil, Argentina, UAE, Saudi Arabia (KSA), Africa Rest of Latin America)

Key Market Players

23andMe, Viome, Thorne HealthTech, Care/of, Rootine, Persona Nutrition, Baze, Nutrigenomix, DNAfit, and DayTwo

Report Aspects

Base Year: 2024
Historic Years: 2022, 2023, 2024
Forecast Period: 2024-2035
Report Pages: 293

Dominating Segments

Personalised testing will continue to be the epicentre of the industry in this evolving era, as the very first step into precision wellness.

Genetic, microbiome discovery, and epigenetic analyses are data-intensive, offering consumers their supplement and lifestyle proposals. Incidentally, new developments in home testing have changed the realm of testing from being an elite pursuit to one of mass adoption throughout prominent geographies due to less expensive sequencing technologies. Increasingly, health companies would insert themselves into the community by providing integrative health solutions to inspire foresight, tracking, and tracking with digital dashboards, wearable health data, and mobile apps.

Personalised supplements would be a rising segment of speciality formulation.

Personalised supplements are witnessing an explosion in demand as consumers increasingly seek out products tailored to their respective deficiencies and goals. With multivitamins long-time existential to many, the next frontier has been specific formulations centred upon the DNA, microbiome, and blood biomarkers. Subscription-based personalised kits with bioactive monthly packs are being increasingly appreciated to give the market an immense social experience and loyalty values. The growing political promotion of products that are plant-based and packaged with a brand message towards sustainability will have added significance in the development of the personalised supplement category.

Digital platforms behind these personalised recommendations are starting to look bright in the eyes of consumers.

Certainly, products should not be the only factor upon which to rely, as consumers seek advisory service providers to refine complex data into feasible suggestions. The bridge is quite instrumental in converting raw biomarker insights into real health choices. An AI-generated recommendation engine product shipped just by the touch of the thumb, combining genomic-related findings with lifestyle suggestions for companies to grow exponentially. For better behaviour modification and sublime total health, some would give personalised roadmaps that include nutrition and supplementation.

Direct-to-consumer service providers are the new, innovative sensors.

DTC testing and supplements are spearheading services, marking the entry routes via in-home kits and platform consultations. These companies use a subscription model to collaborate in retail and conduct direct shipping, expanding their footprints. The DTC approach is not just an impetus to capturing market: it has been a successful means to creating invaluable health data ecosystems for each company. For now, other interested players such as clinical and institutional service providers are slowly weaving the new personalised mindset into their value propositions; still, it is the DTC ensemble magnetising attention in terms of scale and consumer influence.

Key Takeaways

Testing as Core Driver – Biomarker testing is central to enabling supplement personalisation and consumer adoption.
Rapid Supplement Growth – Customised supplement packs are witnessing exponential uptake across all consumer demographics.
AI-Powered Platforms – Data-driven recommendation engines are unlocking highly personalised health optimisation pathways.
Rising ESG Importance – Eco-conscious packaging and sustainable formulations are shaping competitive positioning.
Preventive Healthcare Boom – Preventive wellness is accelerating adoption as consumers shift from treatment to prevention.
Regional Growth Hotspots – Asia-Pacific emerges as the most dynamic market with rising adoption among the middle class.
Regulatory Scrutiny Rising – Compliance with supplement safety and testing accuracy standards boosts consumer trust.
DTC Model Dominance – Direct-to-consumer platforms lead the market with convenience-driven, subscription-based delivery.
Pharma Collaboration Pathways – Partnerships between supplement and pharmaceutical companies enhance credibility and efficacy.
Data Privacy Imperative – Consumer trust hinges on platforms’ ability to secure sensitive health information.

Regional Insights

North America leads the market due to strong consumer acceptance and the presence of highly advanced health-tech ecosystems.

The U.S. stands out in the region due to rising demand for personalised healthcare solutions, buoyant biotechnology innovation, and advanced direct-to-consumer ecosystems. Major players based in North America have benefited from strong R&D pipelines, enabling regulatory frameworks for supplements, and a population that is becoming more and more inclined toward preventive health solutions. Insurance companies and corporate wellness programs are now integrating personalised testing services, generating new institutional demand.

Europe is setting the global standards in light of the regulatory framework and consumer behaviour towards sustainability.

The European personalised testing & supplements market thrives on stringent regulations that enforce health products' safety, quality, and transparency. In terms of adoption, Germany, the UK, and France are in the front seat, with consumers leaning towards eco-conscious packaging and clinically validated solutions. The European Green Deal, health-focused regulatory reforms, and companies' willingness to align with environmental and clinical standards are generating opportunities for firms delivering sustainable, scientifically backed offerings.

Asia-Pacific registers the fastest growth due to health consciousness and digital adoption among the emerging middle class.

Market growth in China, India, and Japan is propelled by increasing disposable incomes, rapid urbanisation, and the rising e-commerce industry. Regional customers are demonstrating an increasing willingness to spend on health and longevity, aided by governmental programs encouraging preventive healthcare. Local start-ups are collaborating with global players to offer affordable, technology-enabled personalised supplements, while demand for mobile-first health advisory platforms supplies rapid adoption.

LAMEA market is witnessing gradual growth owing to rising consciousness of wellness issues and healthcare-related investments.

Latin America, the Middle East, and Africa are on the verge of acceptance of personalised supplements via the emerging trends of offline retail and cross-border e-commerce. Brazil and the UAE, owing to increasing health awareness and the availability of genetic and microbiome testing services, are becoming regional hotspots. However, affordability and infrastructural challenges hinder its penetration in certain parts of Africa. Nevertheless, steady adoption is being fueled in this region by health-conscious millennials and expat communities.

Core Strategic Questions Answered in This Report

Q1: What is the expected growth trajectory of the personalised testing & supplements market from 2024 to 2035?

The global personalised testing & supplements market is projected to grow from USD 11.25 billion in 2024 to USD 64.47 billion by 2035, registering a CAGR of 17.2%. This growth is fuelled by increased consumer demand for personalised wellness, technological innovations in genomics and AI, and expanding accessibility through direct-to-consumer models.

Q2: Which key factors are fuelling the growth of the personalised testing & supplements market?

Several key factors are propelling market growth:

Expanding adoption of preventive and precision healthcare solutions among consumers
Increasing integration of AI, big data, and digital platforms for personalised recommendations
Strategic partnerships between supplement companies and pharmaceutical/biotech firms
Rising middle-class demand in the Asia-Pacific and developing markets
Shift towards eco-conscious, sustainable supplement formulations and packaging

Q3: What are the primary challenges hindering the growth of the personalised testing & supplements market?

Major challenges include:

High costs associated with genetic testing and subscription-based supplement models
Privacy concerns regarding sensitive health and genetic data usage
Limited accessibility and affordability in emerging economies
Regulatory complexity around supplement efficacy and health claims
Consumer scepticism about unverified or poorly differentiated offerings

Q4: Which regions currently lead the personalised testing & supplements market in terms of market share?

North America currently leads the market due to its mature direct-to-consumer landscape, strong biotech ecosystem, and rising consumer awareness of precision healthcare. Europe follows closely with leadership in regulatory compliance and sustainability, while Asia-Pacific remains the fastest-growing region.

Q5: What emerging opportunities are anticipated in the personalised testing & supplements market?

The market is ripe with new opportunities, including:

Expansion of AI-driven adaptive health recommendation platforms
Increased demand for microbiome-based and plant-based supplement formulations
Institutional adoption via insurers, employers, and healthcare providers
Rising influence of eco-conscious packaging and ESG strategies
Strategic pharma-collaborations enabling clinically validated supplement innovations

Key Benefits for Stakeholders

The report offers a quantitative assessment of market segments, emerging trends, projections, and market dynamics for the period 2024 to 2035.
The report presents comprehensive market research, including insights into key growth drivers, challenges, and potential opportunities.
Porter's Five Forces analysis evaluates the influence of buyers and suppliers, helping stakeholders make strategic, profit-driven decisions and strengthen their supplier-buyer relationships.
A detailed examination of market segmentation helps identify existing and emerging opportunities.
Key countries within each region are analysed based on their revenue contributions to the overall market.
The positioning of market players enables effective benchmarking and provides clarity on their current standing within the industry.
The report covers regional and global market trends, major players, key segments, application areas, and strategies for market expansion. Show more