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The Disruption of the Dietary Supplement Aisle in 2018

personalised nutrition
According to a 2017 study, 80 percent of consumers are more likely to do business with a company if it offers a personalised experience.

Technology, science, and research are turning the world into a personalised powerhouse—products are made specifically for individual users and delivered to their doorsteps within hours. In fact, according to a 2017 study, 80 percent of consumers are more likely to do business with a company if it offers a personalised experience. Personal fitness trackers log steps, sleep and heart rates; personal trainers design fitness routines customised for the consumer; and health care plans are integrating family history, lifestyle choices and even genetics. With all this personalisation surrounding health, why are nutrition supplement options still delivering the same cookie cutter solutions found in store aisles?

Luckily, the industry is beginning to catch on. Last year proved to be a big year for personalised vitamin and supplement subscription start-ups, which are changing the way consumers shop for and consume dietary supplements. The vitamin and supplement shopping experience is becoming more personalised through four distinct movements that are shifting the dietary supplement aisle.

Personalised customer experience

Vitamin aisles are missing a nutritional assessment for every shopper. In today’s personalised supplement experience, consumers can take a five-minute online assessment that captures their dietary preferences, fitness levels, allergies, lifestyle habits and medication use to curate an extremely personalised recommendation of nutrients and vitamins.


Instead of adding ‘buy more supplements’ to the to-do list, consumers automatically receive their personalised subscriptions monthly and on their doorstep. There’s the added bonus of being able to connect with a live expert from the click of a keyboard if there are questions about the supplements or if a change needs to be made with the monthly subscription. 

Packaging technology

Taking a cue from the pharmaceutical industry, personalised vitamins and supplements can now be delivered in convenient tear-away daily packs. Each pack includes the curated combo of vitamins and nutrients with an imprint of the consumer’s name.


A major obstacle when trying to maintain a consistent nutrition regimen is travel—from packing the appropriate amount of vitamins to varying health needs while on-the-run (e.g. energy, sleep or immunity), to overlooking when to take the supplements throughout the day. However, when combined, personalisation, convenience, and packaging technology make it extremely easy for people to stick with their supplement regimen, especially when on the go. 

Jason Brown, founder and CEO of Vitamin Packs, will be speaking in the Vitafoods Europe 2018 Education Programme Personalised Nutrition Workshop. View the full programme and register to attend here.

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