Can advances in personalized nutrition democratize health, wellness?

Can advances in personalized nutrition democratize health, wellness?

In 2020, Bayer bought New York-based Care/of, a rising star in the space, for $225 million. The acquisition helped solidify the industry into one that was well-defined and well-funded within the health market. Just one year later, there were over 425 personalized nutrition companies​ including standouts at the time such as Persona, which was purchased by Nestlé for an undisclosed amount in 2019. Dutch life sciences firm DSM invested $100 million to launch AI-focused Hologram Sciences in 2021. 

Care/of was initially successful because it asked consumers to fill out an 5-minute online questionnaire—a quick, straight-forward process that would unlock which vitamin regimen users should take. Vitamin packs were delivered by mail. Experts said the company’s popularity rose during the Covid-19 pandemic as consumers prioritized health and purchased more supplements and wellness products​.

The honeymoon did not last. Bayer experienced a series of financial difficulties, including those tied to the outcomes of Monsanto lawsuits. The company also restructured earlier this year. One source told NutraIngredients-USA​ that Care/of was only partly a casualty of the parent company’s greater financial strains, although growth is forecasted​ in the Bayer Consumer Health branch. Experts suggest that Care/of made a fatal business mistake by entering the retail space without a clear vision of how to compete with other well-established brick and mortar supplement players.  

Dr. Arielle Levitan, MD,​ co-founder of Vous Vitamin, which offers all-in-one vitamin blends based on a lifestyle and health questionnaire, said Care/of was a strong competitor for many years and played a critical role in the formation of the personalized vitamin sector.

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