Shifting Towards a Personalized Nutrition Future

Updated: Jul 14

The pandemic has taught us that physical and mental health will remain a priority for millions of people.

Consumers across nations plan to increase their spending on personal health, appearance, fitness, and more. If the pandemic has taught us one thing, it’s that physical and mental health will remain a priority for millions of people. Personalized Nutrition is a fast-growing market around the world. It has recently become more popular during quarantine of the COVID-19 Pandemic due to the increase in usage of personalized products to boost the immune system and has excelled ever since. Just as the global market is growing, Israel’s personalized nutrition industry has some of the leading startups in the world.

What is Personalized Nutrition

Personalized nutrition is an evolutionary invention in health and wellness which allows people to take control of their diets and seek solutions to their health problems through products that meet their individual needs. People around the world are shifting towards personalized nutrition as a way to treat and prevent chronic illness because they can maintain a healthy lifestyle through a diet that is tailored specifically to their genotype. Different companies focus on a variety of aspects of health with personalized nutrition. For example, some companies focus on tracking the nutrients in foods, a specific chronic health issue, tracking metabolism, microbiomics, nutrigenomics, stress management, etc.

Global Personalized Nutrition Trends

Because of the increasing awareness of digital health solutions, the personalized nutrition market is embellishing. As of 2020 the personalized nutrition market was worth 8.2 billion USD and is expected to grow to 16.4 billion USD by 2025. Researchers are now better understanding human nutrition at the molecular level of gene expression. Within the last three decades, nutrigenomics research has advanced the interest of personalized nutrition therapy.

The application of nutrigenomics to human health paves the interaction between metabolic processes and environmental influences, in both disease and optimal health. By using these techniques, companies have started developing affordable technology for personalized nutrition. This is when the industry started to gain attraction. For example, Habit uses consumer DNA to suggest optimized meal plans. The at-home nutrition test kit helps a person discover their biology via blood samples and cheek swab tests. With this, chefs can create hand-crafted, high-quality meals that are tailored to each customer body’s ratio. The emerging field of personalized nutrition is driven by big data or vast amounts of genetic, lifestyle, and other data that can be analyzed to individualize a food product or diet. One of the leading trends in the industry is that personalized nutrition allows for the consumer to take control of their health data. The U.K.- and U.S.-based startup Zoe, founded in 2017, is using data from two large-scale microbiome studies to build its first algorithm. Zoe created a home testing kit that enables program participants to and get personalized nutrition advice and learn how their body responds to different foods.

Personalized Nutrition in Israel

Israel is one of the leading nations in the personalized nutrition sector because of its successful startups. DayTwo has received worldwide attention on their personalized nutrition product for metabolic disease based on the microbiome. Founded in 2015, DayTwo has raised $90 million to help people improve their health and manage metabolic diseases like diabetes. MyAir, a company that makes individualized plant-based nutrition bars. Rachel Yarcony Goldstein, the Founder and Co-CEO of myAir explains that “we at myAir believe that the physiological and psychological data has the best connection with mind and body to create our personalized products,”. Israel’s startups, including myAir and DayTwo, utilizes the global trend to their advantage and creates unique technology to showcase their product.

Future Trends of Personalized Nutrition

Personalized nutrition determines the food products people buy, shifting the entire ecosystem to supply the products that consumers demand. This may lead to food manufacturers and health specialists joining together to create the market reality of personalized nutrition. Furthermore, it is possible that the personalized nutrition sector will be fragmented, meaning that there will be some sort of spectrum from highly per