For many individuals, maintaining an improved dietary regimen can be inordinately challenging. Part of the problem is that what constitutes a healthy diet for one person may be inadequate for another, due in large part to genetic differences from one individual to the next. Enter personalized nutrition programs, which utilize information about an individual’s genetic and metabolic characteristics to design a bespoke plan comprising specific foods and supplements. As an alternative to conventional, one-size-fits- all strategies, personalized nutrition allows consumers to be more disciplined about maintaining a healthier dietary regimen, whether using wearable gadgets for monitoring weight, height, heart rate and other data, or taking advantage of emerging services such as genetic profiling and gut-microbiome testing. The recent growth of personalized nutrition services has been fueled by four key factors: increased demand for customized experiences, greater appreciation for healthier foods and better fitness, the ability to track health data on a DIY basis using wearable solutions, and ongoing breakthroughs in personalized or precision medicines. The tailored trend. Personalized nutrition is part of a broader trend toward customization found in segments such as food service (including meal customization offered by the likes of Chipotle and The Counter), as well as media (on-demand video and music platforms from Netflix, Spotify and others). Millennials in particular have shown less affinity for mainstream offerings and are therefore likely to be more receptive to these disruptive and/or customized brands and services. Focus on healthier eating. Increased demand for organic/ natural food products has also played a key role. Recent L.E.K. research found that some 70% of adults at least partially identify with health and wellness themes and/or purchase H&W-oriented products. Two-thirds of consumers currently report eating healthier than they have in the past, including purchasing natural food products in an effort to increase overall health and wellness (according to Consumer Reports, 83% of domestic consumers now regularly buy organic foods). With consumers becoming better informed about their dietary intake, demand for innovative health and wellness products is expected to maintain its present trajectory. Self-help solutions. Giving rise to the so-called Quantified Self Trend are wearable technologies such as health apps and fitness trackers, which provide information ranging from daily movements and sleep patterns to BMI and body-fat levels, allowing individuals to be better informed about their personal well-being. According to market research firm eMarketer, by the end of 2017 the number of wearable-device users is expected to approach 75 million, a threefold increase over the past three years alone; by decade’s end, over a third of Americans are expected to utilize watches, wristbands and other wearables in an effort to be more disciplined about their eating and fitness habits. Personalized medicines. The dramatic decline in the cost of genome sequencing (which recently fell below the $1,000 mark) over the past 10-15 years has made personalized or precision medicines — including pharmacogenomic therapies that target an individual’s specific biomarkers or genotype — increasingly practical for consumer applications. Companies such as San Diego-based Pathway Genomics, which offers complete genetics testing along with tailored dietary plans/nutritional recommendations for several hundred dollars, represent the leading edge of this movement.

3D-Printed Vitamins