Dietary Supplements in an Age of Personalized Nutrition ; How the trend towards personalized health will impact the dietary supplements market

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• Personalized nutrition offers manufacturers the chance to develop an ongoing relationship with consumers rather than a single transactional approach. This benefits both suppliers, who can build a base of loyal customers, and consumers, who gain a personalized and dedicated service.

• Although the growth of the global market for vitamins, minerals, and supplements has slowed in recent years, the personalized nutrition trend will push growth at a CAGR of 6.5% from an estimated total value of $93bn in 2015 to $127bn in 2020.

• In 2015, WellPath joined forces with 23andMe and FitBit to offer a service to customers that provides customized packages of monthly supplements based on an unprecedented level of personal information.

Scope

The objective of "Dietary Supplements in an Age of Personalized Nutrition" is to examine the effects of personalized nutrition on the global dietary supplements industry. The content outlines the different approaches to personalized nutrition, with current examples of innovation and best practice within the marketplace. The report considers how the rise of personalized nutrition will impact on the global market for dietary supplements over the short-to-medium term, and offers suggestions and recommendations to manufacturers for achieving success within this new landscape.

Reasons to Buy

• Assess the different approaches to personalized nutrition, with current examples of innovation and best practice within the marketplace.

• Use market data to examine the current value in the market, and how this will change moving forward.

• Consider recent controversies in personalized nutrition, including ethical concerns, lack of regulation, data confidentiality, and gene patenting.

• Identify companies and collaborations that have achieved success in this market.

WellPath
23andMe
FitBit
FitNatic
Wellness FX
Nordic Naturals
Lipid Technologies
Cleveland HeartLab
Pure Encapsulations
geneME
GenoVive
Genova Diagnostics
Geneplanet
Google
Apple
Sciona
Interleukin Genetics
Nestlé
Wyeth
Danone
Cargill
Unilever
DSM
Roche
BASF
Alticor
Coca-Cola.

Table of Contents

About the author

Disclaimer

Executive summary

The rise of personalized nutrition

Innovations in personalized nutrition

Dietary supplements market

Strategies for success

Chapter 1 Introduction

Food versus medicine

The dietary supplements market

Trends fueling growth

Trusted ingredient sourcing

Integrative medicine

Genetic modification

Innovation

Adulteration

Commodity costs

Mega-markets

Personalization

Personalized nutrition: a key consumer trend

Nomenclature

Report objectives

Chapter 2 The rise of personalized nutrition

Summary

Introduction

The trend towards personalization

Human Genome Project

Personalized medicine

Examples of personalized medicine in practice

Cancer

Cardiovascular disease

Phenylketonuria

Personalized nutrition

Benefits of personalized nutrition

Controversies in personalized nutrition

Ethical considerations

Regulation

Data confidentiality

Patenting

Social implications

Evidence base

Chapter 3 Innovation in personalized nutrition

Summary

Introduction

Supplement opportunities arising from personalized nutrition

Personalization at the demographic level

Personalization at the level of individual preference and lifestyle

Online services

Home supplement dispenser

Personalization at the level of biological testing

Personalized nutrition: an emerging industry in its own right

Technologies

Diagnostics

Apps

Wearables

Delivery models

Existing and emerging players in personalized nutrition

Chapter 4 Dietary supplements market

Summary

Introduction

Consumer acceptance of personalization nutrition

Market analogs

Impact of personalized nutrition on supplements market

Projected growth of dietary supplements market

Regional variation in dietary supplements market

Diagnostic testing market

Face-to-face consultation

Devices

Chapter 5 Strategies for success

Summary

Introduction

Profile of the motivated consumer

Strategic imperatives

1. Build partnerships and collaborations with complementing industries

2. Build ongoing relationships with customers

3. Increase the at-home and online offering

4. Maintain credibility

Invest in research

Invest in PR

5. Drive costs down

6. Leverage familiarity with personalized medicine

7. Develop protocols for data security

8. Increase branding to improve product differentiation

Appendix

Scope

Methodology

Companies and consortia active in personalized nutrition

Glossary/abbreviations

Bibliography/references

Table

Table 1: Personalized medicine and the food industry supply chain

Table 2: Summary of recent studies investigating public attitudes to genetic testing

Table 3: Projected growth in key segments of the health and nutrition market with relevance to the personalized nutrition market

Table 4: Genetic testing companies directly involved in nutrigenomics (part 1)

Table 5: Genetic testing companies directly involved in nutrigenomics (part 2)

Table 6: Consortia influential in the personalized nutrition market

Figures

Figure 1: The divisions between foods and medicines are increasingly blurred

Figure 2: Prevalence of reported motivations for use of dietary supplements among adults in the US (%), 2007-10

Figure 3: Examples of recent negative press around dietary supplements, April 2015

Figure 4: Levels of characterization through which an personalized approach to nutrition and supplementation may be achieved

Figure 5: The personalized "Share a Coke" campaign was credited for turning around Coca-Cola sales after an 11-year decline

Figure 6: Principle of personalized medicine

Figure 7: Benefits of personalized nutrition

Figure 8: Increasing cost with increasing degree of personalization

Figure 9: Dietary products personalized through consumer demographics

Figure 10: The Nourish "intelligent," personalized countertop supplement system

Figure 11: InsideTracker home blood testing kit; analysis includes a unique customized food, lifestyle, and exercise plan

Figure 12: Emerging role of smartphone apps in different aspects of personalized nutrition

Figure 13: The Nutrino app – an example of smartphone apps used in personalized nutrition

Figure 14: Supplement sales by channel (%), 2012

Figure 15: US supplement sales growth by channel (%), 2011-12

Figure 16: Global personalized medicine market, by product ($bn), 2012-22

Figure 17: Supplement sales by product type (%), 2012

Figure 18: Supplement sales growth by product type (%), 2012

Figure 19: Projected growth in the global market for vitamins, minerals, and supplements, 2015-20

Figure 20: Distribution of market for vitamins, minerals, and supplements by region (%), 2015

Figure 21: Projected rate of growth in the market for vitamins, minerals, and supplements by region (%), 2015-20

Figure 22: Acceptance of personalized nutrition through a combination of "push and pull"

Figure 23: Characteristics of individuals who express an interest in personalized nutrition, 2015

Figure 24: Complementary skill sets and deficits of pharmaceutical and food companies entering the market in personalized nutrition

Figure 25: Amount of US consumers willing to pay for a genetic test (%), 2014

Frequently asked questions

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