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Demand Grows For Personalized Formulations Of Vitamins And Dietary Supplements

July 31, 2013: 12:00 AM EST
Nutritional supplements companies are using scientific research to develop and market vitamins and dietary supplements formulations personalized for individual consumers. Demand for VDS is driven in part by the growing popularity of nutrigenomics, also called nutrigenetics, which Food4Me Project describes as “combining the study of genetics and nutrition” to identify how tiny changes in genetic make-up determine the effects of nutrients on human bodies and how humans metabolize the food they eat.
US-based geneME creates a personalized formulations of VDS based on the results of a DNA test to identify variations in 12 genes associated with the body’s various functions, such as the ability to use vitamin D. In the UK, Beyond Nutrition offers a DNA Diet program, which includes personal consultations to review DNA test results linked to factors, such as ideal nutrient intakes.
Analyst Insight by Stephanie Prymas, Analyst - Consumer Health, "Made Just for You: Customization in Vitamins and Dietary Supplements (VDS)", Euromonitor International, July 31, 2013, © Euromonitor International
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