CB Insights September 10, 2019
Zoe Biehl

As wellness becomes an increasing priority for consumers, emerging innovations — from personalized vitamins to DNA-based diets — are transforming the way people approach nutrition.

Personalization is coming for nearly every consumer-facing industry — from algorithm-driven music recommendations to custom-design sneakers. 

Now the rise of the $4.3T wellness industry — which has seen consumers embrace everything from CDB-laced seltzer to wellness-optimized real estate — is prompting an increasing number of nutrition companies to tap into the trend with customizable offerings. Just as with streaming services and footwear, the bet is that potential customers will prefer products that could better reflect their specific needs and preferences. 

Personalized nutrition typically involves creating customized products or services based on factors such...