How the U.S. supplement industry is reinventing wellness with personalization

The supplement market in the U.S. continues to grow, with nearly 77% of the population using such products. A range of companies now offer tailored, natural, or benefit-focused options to meet diverse health needs. Several brands are taking unique approaches to supplements. Vitable creates personalised vitamin packs and includes a tracking app for users. Gainful provides athletes with custom supplement plans after they complete a short quiz.

Other companies focus on specific benefits or ingredients. Seed Probiotics designs custom probiotic blends for targeted health outcomes. Spacegoods specialises in all-in-one mushroom-based drinks and supplements. Gem makes brownie-like bites packed with minerals, superfoods, and probiotics.

For broader health support, Feel sells supplements grouped by their benefits for different parts of the body and mind. Transparent Labs offers all-natural sports nutrition products. Codeage ensures its supplements are natural, non-GMO, and gluten-free. Ketone-IQ, formerly known as HVMN, provides Nootrobox, a mix of nootropic supplements for cognitive enhancement. The industry caters to a wide audience with varied preferences. Companies now combine personalisation, natural ingredients, and specific health goals in their products. This reflects the growing demand for supplements tailored to individual lifestyles.