Personalized supplements: Diet ID and Nature’s Bounty partner on no-subscription recommendation tool

12 Oct 2020 --- Digital health company Diet ID has joined forces with vitamin and supplement player Nature’s Bounty to launch a personalized supplement recommendation tool that does not require a subscription.

“Our research shows that more than half of supplement users are interested in personalized nutrition, but this often comes with an expensive subscription,” says Don Kerrigan, president of North America at Nature’s Bounty. 

“Through this partnership with Diet ID, our goal is to meet this growing consumer need by providing individuals with the information on what nutrients their bodies need, including recommendations for the same affordable, Nature’s Bounty products,” he adds.

Available online via the latter’s website, the nutrition assessment quiz helps consumers better determine which Nature’s Bounty supplements and vitamins their bodies need and “shop the brand’s products with more confidence,” the companies say.

The program provides a customized list of products based on an individual’s nutrient intake and health goals.

Consumers can simply click on the “Take the Quiz” tile on the website and complete the Diet ID nutritional assessment – answering a combination of questions about diet and lifestyle. 

Within seconds, the program provides a customized list of Nature’s Bounty products based on each individual’s nutrient intake and health goals.

Personalization reigns
According to Innova Market Insights, consumers want products that suit their personal health, lifestyle and beliefs, thus driving developments in the space of personalized nutrition. This personalization of meals and products is also the result of the convergence of technological and medical trends.

The market researcher reports that consumers are seeking supplementation through functional products. According to a 2019 consumer survey, one in two global consumers has increased their consumption of functional F&B over the past year. 

The survey also found that the preferred form of supplement intake was functional foods for 15 percent of the respondents, while an additional 15 percent preferred functional drinks. Tablets and capsules follow with 10 percent and 8 percent, respectively.

Personalized vitamin services like Persona, Baze and Hum are also enjoying accelerating popularity. Baze has been awarded a patent for its novel “feedback loop approach,” which assesses, recommends and doses personalized nutrients.

NutritionInsight previously reported that despite increased consumer demand, the personalized nutrition sector is mostly experiencing segmentation with products that cover wide-ranging needs.

Measure and improve
Innova Market Insights reports that consumers are seeking supplementation through functional products. Founded by Dr. David Katz, Diet ID is a digital health platform that is can measure and improve dietary intake. The platform combines pattern-based recognition logic with a nutrient algorithm to provide accurate and personalized information to consumers. 

Nature’s Bounty is the exclusive supplements and wellness partner for the platform. “Diet ID is uniquely able to assess dietary intake and determine the exact nutrients an individual needs,” says Katz. 

“Health-conscious people have trusted Nature’s Bounty products for decades. Their consistency and scientific research has resulted in vitamins and nutritional supplements of quality – that’s why we are thrilled to join forces and help make personalized nutrition more accessible to their millions of consumers,” notes Kerrigan. 

Linda Snetselaar, professor in epidemiology at the University of Iowa College of Public Health and editor-in-chief of the Journal of the Academy of Nutrition and Dietetics, adds: “This partnership reflects the great impact that personalized nutrition tools, such as Diet ID, can offer. It also showcases the commitment of Nature’s Bounty to providing the highest quality of care to its consumers.”

Edited by Kristiana Lalou