Global Personalized Testing & Supplements Market Size, Share & Trends Analysis Report By Application (General Health & Wellness, and Deficiency Management & Others), By Service, By Service Provider, By Regional Outlook and Forecast, 2025 - 2032

The Global Personalized Testing & Supplements Market size is expected to reach $29.52 billion by 2032, rising at a market growth of 15.9% CAGR during the forecast period.

Wearables such as smartwatches, fitness trackers, and continuous glucose monitors (CGMs) are gaining widespread adoption as consumers seek continuous and non-invasive health-tracking solutions. The integration of AI, machine learning, and cloud-based health data storage allows users to monitor key biomarkers, receive personalized health insights, and adjust their diet, supplements, and lifestyle in real-time. Thus, the wearable device & app-based tests segment recorded 33% revenue share in the market in 2023. Additionally, the growing focus on preventive healthcare, fitness optimization, and chronic disease management has made wearable and app-based testing an integral part of the personalized health ecosystem.

Consumer behavior has significantly shifted toward preventive healthcare and personalized wellness in recent years. People are becoming more proactive about their health, seeking tailored solutions rather than generic, one-size-fits-all approaches. The increasing recognition that the genetic composition, lifestyle choices, and dietary habits of an individual are essential to their overall well-being is the driving force behind this change. Consumers are now actively investing in customized health plans, supplements, and testing kits to maintain optimal health and prevent potential illnesses before they arise. Hence, these factors will aid in the expansion of the market.

Additionally, the rapid advancement of genetic and microbiome testing is revolutionizing the market by providing precise, data-driven health recommendations. Innovations in DNA sequencing, gut microbiome analysis, and biomarker testing enable individuals to understand their unique genetic predispositions and nutritional needs. Unlike traditional one-size-fits-all solutions, personalized nutrition leverages scientific insights to create customized supplement formulations that optimize health, enhance nutrient absorption, and address specific deficiencies. This approach is particularly beneficial for people with digestive issues, food intolerances, and metabolic diseases because it makes it possible to apply specialized dietary and supplemental plans. Therefore, such developments will drive the expansion of the market.

The COVID-19 pandemic had a mixed impact on the personalized testing and supplements market, with negative and positive effects shaping its growth trajectory. The availability of basic materials and ingredients necessary for personalized supplements was significantly impacted by supply chain disruptions. The increased costs for both businesses and consumers were the result of delays in production and distribution caused by lockdowns, restrictions on international trade, and labor shortages. Many companies struggled to source essential nutrients, probiotics, and specialized ingredients, impacting their ability to deliver customized supplements on time. These challenges limited the adoption of personalized health solutions, particularly in regions where supply chains were heavily disrupted. Thus, the pandemic had an overall positive impact on the market.

However, the expense of genetic sequencing, which plays a crucial role in personalized nutrition and wellness, remains significantly high despite advancements in biotechnology. Comprehensive DNA analysis, microbiome testing, and metabolic profiling require sophisticated laboratory equipment and skilled professionals to interpret results accurately. Analyzing genetic markers, gut microbiome composition, or metabolic responses to nutrients is highly specialized and often not covered by insurance, placing the financial burden entirely on consumers. This lack of affordability discourages many potential users from opting for personalized health solutions, even if they recognize their potential benefits. Hence, while personalized testing and supplements offer highly targeted and effective health solutions, their financial inaccessibility remains a major challenge.

Service Outlook

Based on service, the market is classified into personalized testing, personalized recommendations, and personalized supplements. The personalized recommendations segment procured 34% revenue share in the market in 2023. The growing adoption of AI-driven health analytics and expert-driven consultations fuels the personalized recommendations segment. As more consumers undergo personalized testing, the need for accurate interpretation of results and tailored health recommendations has increased significantly.

Personalized Supplements Outlook

The personalized supplements segment is classified into vitamins, proteins & amino acid, probiotics & minerals, herbal/botanic, and others. The vitamins, proteins & amino acid segment procured 53% revenue share in the market in 2023. This dominance is driven by the widespread consumer focus on boosting immunity, enhancing physical performance, and addressing nutritional deficiencies. The increasing popularity of tailored nutrition plans, especially among fitness enthusiasts and health-conscious individuals, has significantly contributed to the demand for these supplements.

Personalized Recommendations Outlook

The personalized recommendations segment is subdivided into fixed, repeat, and continuous. The fixed segment witnessed 46% revenue share in the market in 2023. The fixed recommendations segment is primarily driven by the growing demand for one-time, science-backed health insights that help consumers make informed decisions about their diet, supplements, and lifestyle choices. Fixed recommendations appeal to individuals who prefer a cost-effective, non-recurring approach to personalized health management, as they require only a single test or assessment to generate tailored suggestions.

Personalized testing Outlook

Personalized testing is further segmented into blood, DNA, wearable, and app-based tests. The DNA tests segment recorded 29% revenue share in the market in 2023. The DNA tests segment is experiencing rapid growth due to the rising awareness of genetic predispositions and the impact of nutrigenomics on personalized nutrition and wellness. Consumers increasingly turn to genetic testing to understand their unique metabolic responses, food intolerances, and inherited health risks, driving demand for personalized health solutions.

Service Provider Outlook

On the basis of service provider, the market is divided into personalized testing & supplement companies (DTC), dieticians & nutritionists, and others. The personalized testing & supplement companies (DTC) segment witnessed 63% revenue share in the market in 2023. With advancements in DNA-based testing, microbiome analysis, and AI-driven supplement formulation, DTC companies have revolutionized how consumers access personalized health insights and tailored nutrition plans. The widespread adoption of subscription-based supplement models, e-commerce platforms, and mobile health apps has made it easier for consumers to receive customized wellness solutions without needing in-person consultations.

Application Outlook

By application, the market is segmented into general health & wellness, deficiency management, and others. The general health & wellness segment procured 54% revenue share in the market in 2023. Consumers are increasingly seeking personalized health solutions that help optimize energy levels, immune function, gut health, cognitive performance, and overall well-being. The growing popularity of customized vitamins, tailored nutrition plans, and AI-driven health assessments has fueled the demand for personalized supplements and testing kits in this category. Additionally, the adoption of digital health platforms, wearable devices, and self-monitoring tools has empowered consumers to proactively manage their health, contributing to the strong market position of this segment.

Regional Outlook

Region-wise, the market is analyzed across North America, Europe, Asia Pacific, and LAMEA. The Europe segment witnessed 28% revenue share in the market in 2023. Consumers in Europe are increasingly embracing personalized dietary solutions driven by advancements in nutrigenomics, microbiome analysis, and AI-powered health assessments. Stringent regulations around supplement quality and health claims have also influenced the preference for clinically validated personalized health products.

Recent Strategies Deployed in the Market

• Mar-2024: The Vitamin Shoppe unveiled Pure Encapsulations, a top professional supplement brand, in-store nationwide. This marks Pure Encapsulations' first retail launch, expanding accessibility beyond healthcare professionals. They ensure high-quality, science-backed supplements like O.N.E. Multivitamin and Berberine UltraSorb reach more consumers through expert in-store guidance and online availability.
• Nov-2023: Viome Life Sciences, Inc. announced the acquisition of Naring Health to enhance personalized nutrition. Viome, known for AI-driven at-home health tests, will integrate Naring's clinical data and patents to refine diet and supplement recommendations, advancing precision health, early disease detection, and longevity through food-based medicine.
• Mar-2022: Thorne HealthTech announced the acquisition of Nutrativa LLC, integrating its 2D high-speed printing technology for dissolvable supplement discs. The first product, a children’s multivitamin disc, offers a sugar-free, eco-friendly alternative. Thorne aims to expand into new markets and private labeling, enhancing sustainability and innovation in health and wellness.
• Jul-2021: Pharmavite LLC announced the acquisition of Uqora, a leading urinary health brand, to expand its women’s health offerings. Uqora addresses UTIs with science-backed solutions. The acquisition boosts research and innovation, enhancing access to effective urinary health products beyond antibiotics.
• Sep-2020: Viome Life Sciences, Inc. unveiled Precision Supplements, a first-of-its-kind, made-to-order nutrition solution based on Health Intelligence tests that analyze gut, cellular, and mitochondrial health. Personalized formulas adapt with retesting, optimizing probiotics, vitamins, and more. Delivered monthly, they enhance immunity, sleep, energy, digestion, and focus, ensuring dynamic, science-driven health improvements.

List of Key Companies Profiled

• Viome Life Sciences, Inc.
• Amway Corporation
• Thorne HealthTech
• Pharmavite LLC (Otsuka Pharmaceutical Co., Ltd.)
• GNC Holdings, LLC
• The Vitamin Shoppe
• Nestle S.A.
• VTMN Inc.
• myDNA Life Australia Pty Ltd.
• Lifenome Inc.

Global Personalized Testing & Supplements Market Report Segmentation

By Application

• General Health & Wellness
• Deficiency Management & Others

By Service

• Personalized Supplements

Vitamins, Proteins & Amino Acid

Probiotics & Minerals

Herbal/Botanic & Others

• Personalized Recommendations

Fixed

Repeat

Continuous

• Personalized Testing

DNA Tests

Blood Tests

Wearable Device, App-based Tests & Others

By Service Provider

• Personalized Testing & Supplement Companies (DTC)
• Dieticians & Nutritionists
• Other Service Provider

By Geography

• North America

US

Canada

Mexico

Rest of North America

• Europe

Germany

UK

France

Russia

Spain

Italy

Rest of Europe

• Asia Pacific

China

Japan

India

South Korea

Singapore

Malaysia

Rest of Asia Pacific

• LAMEA

Brazil

Argentina

UAE

Saudi Arabia

South Africa

Nigeria

Rest of LAMEA