4 Trends Fueling The Personalized Nutrition Boom

The personalized nutrition industry is on track to nearly double in size over the next five years. Here’s what’s driving the $31 billion boom

Personalization is the name of the game these days, from Spotify playlists to Peloton workouts, and nutrition is no exception. As consumers increasingly demand custom-fit health and fitness solutions, a new report suggests the personalized nutrition market is about to explode.

Valued at $15.8 billion in 2025, the category is expected to nearly double to $31 billion by 2030, according to a new report from MarketsandMarkets. The projected surge presents an opportunity to capture consumers who are all-in on preventive healthcare and digital self-care tools.

Here are four key trends shaping the future of personalized nutrition and some of the companies making early moves in the space:

1.) Wearables & Digital Platforms

Digital tools and platforms are emerging as the fastest-growing corner of personalized nutrition. Instead of static meal plans, consumers are gravitating toward mobile apps, wearables, AI analytics and cloud-based health dashboards that can adjust recommendations in real-time. And since most people are already glued to their phones, tracking nutrition data feels convenient and familiar, the same way they already use tech to monitor workouts, sleep and recovery.

For businesses, the digital model offers something even more compelling: recurring subscription revenue and opportunities to build strategic partnerships.

The momentum is already clear. Zoe, a U.K.-based at-home nutrition testing startup, raised an additional $15 million last year as part of an extended Series B, bringing its total funding to $118 million. The platform combines stool, blood and glucose testing with app-based food scores, recipes and retesting options. New York-based RxDiet is also making moves in the space, having secured $3 million in seed funding to expand its AI-powered “food as medicine” platform. The app creates personalized nutrition programs, generates recipes and delivers the ingredients directly to users.

2.) Active Measurement & Biomarkers

The next wave of personalization goes beyond calories and macros. Driving much of the growth in personalized nutrition is active measurement (tools that track blood glucose, microbiome activity and nutrient absorption) by continuous data collection from wearables, biomarker tests and connected devices.

Such tools create precise and actionable adaptive health profiles that deepen consumer engagement and open new revenue streams for companies selling devices, as well as subscription analytics.

The trend is already playing out in fitness and wellness. Human performance wearable brand Whoop recently launched Advanced Labs, a blood-testing platform powered by Quest Diagnostics that integrates lab results with insights from the company’s wearable. Members can sync bloodwork covering cholesterol, hormone health, vitamin levels and blood glucose directly into the Whoop app, pairing lab diagnostics with 24/7 wearable monitoring. The launch generated significant demand, with more than 350,000 members signing up for the waitlist before release. As Whoop founder and CEO Will Ahmed put it, “Whoop Advanced Labs bridges two worlds: lab diagnostics and 24/7 continuous monitoring.”

San Francisco-based Superpower is focused on making active measurement more affordable. The celebrity-backed startup recently introduced a $199 annual membership that includes more than 100 biomarker tests, personalized health scores and concierge-level medical support. The platform also integrates with wearables like Oura Ring and Whoop.

London-based Myoform is also leaning into precision performance. The startup recently launched its genetically personalized supplement platform, combining whole-genome sequencing, biometric profiling and AI analysis to generate individualized supplement dosing. In beta testing with more than 500 athletes and active consumers, Myoform reported performance gains of up to 23.5% across aerobic capacity, recovery and endurance within three months.

Bioniq is also making waves with a hyper-personalized supplement solution built on blood biomarker analysis. Its platform lets consumers create custom formulas for allergies, intolerances and unique health needs, using an AI engine that evaluates biomarker data alongside lifestyle inputs. 

3. Preventive Health & Consumer Demand

Rising healthcare costs and an increased focus on wellness are fueling demand for nutrition as prevention. Consumers, particularly millennials and Gen Z, see personalized nutrition as part of a broader self-care routine, aligning food choices with long-term health goals and chronic disease management. As demand grows, partnerships between nutrition companies, tech platforms and healthcare providers are expected to become a major driver of adoption.

One of the most visible players is Nourish, which raised $70 million in a Series B round, bringing its total funding to $115 million. The virtual nutrition care platform connects patients, registered dietitians and insurance payers, with 94% of patients paying $0 out of pocket. Its app combines AI meal tracking, recipes and wearable integrations.

Fay, valued at $500 million after raising $50 million in a Series B led by Goldman Sachs, has quickly built one of the largest dietitian networks in the U.S. The platform works with major insurers like UnitedHealthcare, Aetna, Cigna and Humana, and has signed employer partnerships with Amazon, Microsoft and Pepsi to provide in-network nutrition care for employees.

Consumer apps are also getting smarter. Earlier this year, Lifesum partnered with Consupedia, a food insights platform spun out of Sweden’s KTH Royal Institute of Technology, to bring academic-grade nutrition data into its AI-powered tracking app. The integration gives users a deeper view of how food choices impact their health, building on Lifesum’s recent acquisition of biomarker-based personalized nutrition startup Lykon. 

Partnerships are also extending into retail. The Vitamin Shoppe recently teamed with GenoPalate to offer $199 at-home DNA nutrition kits online. Customers receive personalized reports analyzing more than 400 genetic markers, complete with recipes, supplement recommendations and a consultation with a registered dietitian.

4. The Asia-Pacific Region

The fastest-growing regional market for personalized nutrition is Asia-Pacific, driven by a rising middle class, lifestyle diseases and rapid adoption of mobile-first health platforms, according to the report. Notably, it’s also become a hotbed for wellness tourism. Countries like China, Japan, South Korea and India are embracing genetic testing, microbiome-based solutions and digital nutrition apps at scale.

Government incentives for preventive health, coupled with a strong digital infrastructure, are also accelerating uptake in the region. For both global players and startups, APAC represents an essential frontier in the race to capture a share of the $31 billion market.