The global digital personalized nutrition market was valued at USD 590 million in 2023 and is expected to reach USD 1.57 billion by 2029, growing at a CAGR of 17.75%. The market is going to witness significant growth during the forecast period, led by advancements in technology. These technological developments comprise diagnostic tools, including biomarker analysis, microbiome analysis, and DNA sequencing in bodily fluids like saliva, blood, and urine. Furthermore, the growth of tracking and habit-forming devices such as watches, wearable patches, and smart bracelets further led to the growth of the digital personalized nutrition market. Additionally, innovation in new digital technologies has made it easier for users to access nutrition-related information, mainly concerning intolerances, allergies, and metabolic diseases. This increased awareness among consumers has created a demand for digital personalized nutrition.
Recent Developments in the Global Digital Personalized Nutrition Market
- Noom has introduced a new "family plan" option, which enables multiple family members to share personalized coaching and recommendations, promoting healthy habits and community within the household.
- Noom launched a program particularly personalized for managing pre-diabetes and preventing type 2 diabetes, leveraging data analysis to foresee and prevent blood sugar spikes.
- Viome acquired Naring Health, a digital health and wellness company, in 2023 to expand its offering for continuous early disease detection, health monitoring, and personalized care into its services.
- Viome introduced Gut Intelligence Plus, a new program combining their core Gut Intelligence test with ongoing monitoring of blood sugar, sleep patterns, and inflammatory markers. This provides a real-time picture of a person’s responses to diet and lifestyle changes, allowing for continuous modifications to personalized recommendations.
- InsideTracker (Segterra) partnership with Garmin, this collaboration integrated InsideTracker's insights with Garmin's wearables and fitness trackers. Consumers can connect their Garmin devices to InsideTracker, which enables seamless data transfer and a more inclusive view of their health and performance.
MARKET TRENDS & DRIVERS
Increasing Smartphone Penetration and MHealth Application
Factors such as the increased adoption of smartphones and tablets in developing countries have led to the increasing engagement of the population in digital health programs. Moreover, the rising disposable income is enabling the population to purchase smartphones over traditional mobile devices, which is leading to an increasing number of digital personalized nutrition operators, thereby driving the market. As mobile phone usage is pervasive, and mobile apps directed at personalized nutrition are flooding the app market, mobile health (mHealth) interventions, which use technologies and mobile devices for personalized nutrition, are gaining popularity. The rise in the number of smartphones sold and increased familiarity are the primary drivers for the rise in the operators of digital personalized nutrition programs. The increasing penetration of smartphones enables a larger number of consumers to access digital personalized nutrition services easily, thus driving the digital personalized nutrition market.
Rising Integration with Wearables and Apps
Wearables track several health metrics, including sleep patterns, activity levels, blood oxygen levels, heart rate, and even glucose levels, in real-time. This data offers valuable insights into a person's physiological responses to different exercise, foods, and lifestyle choices. Apps seamlessly integrate with wearables to obtain and analyze this data, creating personalized reports and actionable recommendations. Further, there has been a considerable increase in the popularity of smart gadgets and the number of nutritional applications and customized dietary programs. Wearable and mobile sensor technologies are valuable tools in personalized nutrition as they are used to obtain accurate and precise measurements of diet and nutrient intake. Increasing technological advances and an enhanced understanding of the system are helping to pursue personalized interventions for disease prevention and treatment. The smart patch is a significant evolution in wearable health monitoring technology. It combines a sensing platform and stretchable electronics for improving conformity to the skin. This health technology offers personalization as well as power.
Data Privacy and Security Concerns
Security and privacy risks are significant challenges for the digital personalized nutrition market because the nature of data and the way providers are using it are vulnerable to cybersecurity attacks and data theft. Platforms, including wearable and connected medical devices, smartphones, tablets, and remote monitoring systems, are exposed to potential hacks and security breaches, which can adversely impact the safety and effectiveness of the overall outcome of services. The increased connectivity of wearable medical devices through the internet increases the risk of confidential health data being hacked and used for illegal purposes.
INSIGHTS BY PURCHASE MODEL
The global digital personalized nutrition market by purchase model is segmented into subscription and one-time purchases. The subscription-based segment is expected to be the largest revenue segment of the market. The digital personalized nutrition market is growing significantly, with the booming recurring subscription segment. This model provides users ongoing access to personalized meal plans, recipe updates, coaching, and others in exchange for a regular fee. The subscription landscape is continuously growing, with new players emerging to serve niches. These include apps focusing on health conditions such as diabetes or gut health, cultural or religious dietary restrictions like vegan, food allergies and intolerances like gluten-free and dairy-free, and athletic performance and training tailored nutrition plans for athletes. In the digital personalized nutrition market, the recurring subscription segment holds huge potential for continued growth. By understanding user requirements, providing distinctive value propositions, and adapting to growing trends, players in this sector can flourish and contribute to a healthier future.
INSIGHTS BY END-USERS
The direct consumer end-user segment is expected to be the largest revenue segment of the global digital personalized nutrition market. The digital personalized nutrition market for direct consumers has witnessed considerable growth in recent years, led by advancements in technology and increasing awareness of the significance of personalized health and wellness. This market leverages digital platforms to provide personalized nutrition plans and recommendations based on a person’s requirements, preferences, and health goals. Using data analytics, algorithms, and sometimes even genetic information, users can access personalized data that direct them in making well-versed dietary choices. This approach enhances user engagement by providing a more interactive and responsive experience. The ease of digitally accessing these services has further propelled the market's expansion, enabling users to take control of their health through a tech-driven and customized approach to nutrition.
INSIGHTS BY APPLICATION
The global digital personalized nutrition market by application is segmented into generic health & fitness, disease-based, and sports nutrition. The generic health & fitness segment is expected to be the largest revenue segment of the global market in 2023. The digital personalized nutrition market for generic health and fitness includes weight management, addressing food allergies, optimizing gut health, and improving overall well-being; these platforms provide personalized solutions that allow individuals to make personalized and informed choices for their health. Weight management is a critical component of personalized nutrition, and digital tools surpass in offering precise recommendations. Further, addressing food allergies is another major aspect of digital personalized nutrition. By analyzing genetic data and considering known allergies, these platforms can advise alternative food options that align with a person's nutritional requirements. Gut health and microbiome optimization are increasingly gaining recognition as vital elements of overall well-being. Due to the continuous technological advancements, the potential for even more sophisticated and comprehensive approaches to personalized nutrition has a promising future where individuals can attain and maintain optimal health through highly customized strategies.
North America held the largest share of the global digital personalized nutrition market, accounting for over 42% in 2023. The increasing awareness of health and wellness, as well as the spread of highly nutritious products and services, is driving the demand for digital personalized nutrition in North America, as eating habits are one of the major causes of lifestyle diseases. People are facing lifestyle disorders due to changes in lifestyle and irregularities in nutrition consumption, thereby driving the demand for digital personalized nutrition in the region.
The increasing trend of personalizing food to obtain a better diet and awareness of healthy foods are the factors driving the growth of the digital personalized nutrition market in Europe. Furthermore, Germany is the largest market for digital health & wellness in the European region. The digital personalized nutrition market vendors in the country are consistently striving to attract a significant number of customers. In addition, there is an increased focus on quality, and vendors are beginning to shift their emphasis from mass-market products and services to custom designs and requirements.
APAC is one of the fastest-growing regions in the global digital personalized nutrition market during the forecast period. Increasing consumer awareness of health, a better understanding of adequate health and fitness, and rising adoption of digital healthcare. In addition, due to the rising acceptance of digital personalized nutrition solutions, the regional market is expected to register the fastest growth. The digital personalized nutrition market in Latin America is witnessing growth due to the growing prevalence of health disorders, which has increased the adoption of a healthier lifestyle to improve overall health.
The digital personalized nutrition market is highly competitive due to the presence of numerous players. The rapid technological improvements are adversely impacting market vendors as consumers are expecting continuous innovations and upgrades in products. Most major vendors are adopting innovative technologies to retain their industry position.
The key players in the global digital personalized nutrition market include Nutrigenomix, 23andMe, Viome, Noom, and Atlas Biomed. Furthermore, the market is characterized by the presence of diversified global and regional players. As international players increase their footprint in the market, regional vendors are likely to find it increasingly difficult to compete with global players. The competition will be based solely in terms of features such as quality, quantity, technology, services, and price. The industry competition is expected to intensify further with an increase in product/service extensions, growth in technological innovations, and an increase in mergers and acquisitions.
Further, companies with better technical and financial resources can develop innovative products that could pose a threat to competitor products, making them non-competitive and even obsolete before they can recover R&D and commercialization costs. Therefore, vendors have to develop new technologies and need to remain up-to-date with upcoming innovations to have a competitive advantage over other vendors. Players are offering digital personalized nutrition with innovative product specifications.
ABOUT THE REPORT
The global digital personalized nutrition market is provided for the forecast years 2024 to 2029 and the base year of 2023. Purchase model, end-users, application, and geography segment the market. The report provides a holistic approach to the global digital personalized nutrition market to enable customers to analyze the industry thoroughly.