Personalized nutrition industry takes off

Abstract

Paying a monthly fee to get personalized advice on what foods to eat and dietary supplements to take for optimal health is a growing trend among those who can afford it. Such recommendations are no longer based solely on an individual’s genetics. Companies now offer advice based on the gut microbiome, nutritional biomarkers in blood, food preferences, and lifestyle and health information from digital devices such as smart watches, fitness trackers, and continuous glucose monitors. Products range from simple surveys and diet trackers to more complex at-home kits for collecting stool or blood samples. Consumers mail their specimens to a laboratory and a few weeks later get a list of foods to eat more of and foods to avoid. In some cases, they are also advised to take certain supplements, which are often sold by the same company that provides the advice. Some companies also offer coaching services by a