Personalised supplements surge as DTC startups reshape wellness market

The supplement industry in the U.S. is booming, with nearly 77% of the population now taking some form of dietary supplement. A wave of direct-to-consumer (DTC) startups has emerged, driven by the rise of eCommerce and increasing demand for personalised health solutions. Many of these new companies focus on tailored products. Vitable offers personalised vitamins alongside a tracking app to monitor usage. Gainful targets athletes with supplements designed around a user quiz, ensuring each regimen fits individual needs.

Other brands specialise in niche areas. Ketone-IQ, previously known as HVMN, provides nootropic supplements aimed at enhancing daily cognitive performance. Gem takes a different approach by packaging minerals, superfoods, and probiotics into a convenient, brownie-like bite.

Feel and Seed Probiotics also stand out. Feel sells supplements that address specific mental and physical benefits. Seed Probiotics creates custom probiotic blends for targeted health outcomes. Codeage and Transparent Labs round out the field, with Codeage offering natural, non-GMO, and gluten-free options, while Transparent Labs focuses on all-natural sports nutrition. The growth of eCommerce has made it easier for these DTC startups to reach consumers directly. With a wide range of specialised products, the supplement market continues to expand, catering to diverse health and wellness needs.