Personalized nutrition—a sprawling conglomeration of genetic and microbiome testing, wearable technology, digital platforms and supplements and functional foods—is becoming mainstream, and the natural products industry is uniquely positioned to capitalize on this growing consumer movement toward proactive healthcare and healthspan optimization. Algorithms are growing wicked smart at tracking all available data to predict and prescribe in real time, and brands that develop targeted products and personalized solutions based on this data will thrive. Those that don’t will be left in the dust.

Consumers are increasingly comfortable with at-home testing, and technology is making analysis and individualized recommendations feasible on a larger scale. More than a third of American consumers are now using AI-powered health tools, and more than half are tracking their sleep, fitness, diet and other health and wellness indicators using wearable technology, according to Nutrition Business Journal survey results published in the recently released State of Natural Industry Snapshot. The real-time data they’re generating from these devices are directly influencing their purchasing decisions across the nutrition and personal care industries.

E-commerce is the fastest-growing distribution channel for natural products, NBJ market sizing published in the report shows. Personalized nutrition thrives in digital environments, where AI-driven recommendations and data from wearable technology create seamless, highly individualized shopping experiences.

This shift toward personalized nutrition means consumers are no longer passively purchasing supplements and functional foods—they’re actively engaged in their health journeys. Personalization allows brands to move beyond one-size-fits-all products to offer premium, highly targeted formulations and subscription-based services that continually update recommendations based on real-time biometric feedback. All of this is fodder for long-term customer retention.

The natural products industry stands at the forefront of a revolution in proactive, data-driven health. Brands that harness its potential—leveraging real-time data, AI recommendations and digital platforms—will not only capture customers but will also redefine how health and nutrition products are developed, marketed and sold.