Upcoming Issue Highlights
Home Subscribe Advertise Sourcebook Free Product Info Home

Spice is the Variety of Life: New Ideas for Developing Custom Formulations


Personalized or precision nutrition focuses on an individual rather than a group of people, and it’s becoming increasingly popular among consumers, health practitioners, and researchers worldwide. It’s reported that the global personalized nutrition and supplements market size was valued at $43.40 billion in 2022 and is expected to grow at a CAGR of 15 percent from 2023 to 2030, reaching $131.62 billion.1

The personal health category has become so popular that more than 350,000 health-tracking apps are available in Apple and Android stores. Seven out of 10 people report using these apps to track their health, specifically to monitor their exercise, nutrition, weight management, sleep, blood pressure and mental health.2

When it comes to supplementation, about 75 percent of Americans use dietary supplements to maintain health and adopt healthier lifestyle habits. Compared to previous years, the Council for Responsible Nutrition reported that more than half of the surveyed consumers (52 percent) said taking a specialty supplement,3 with younger generations holding great promise as supplement users. When it comes to thinking about their daily health, 70 percent of Millennials, versus 54 percent of Baby Boomers, are always looking for ways to be healthier, and Generation X falls evenly between the two generations. However, the use of supplements is more evenly distributed across all three generations as a means to support overall health and wellness.4

As a full-service toll provider and manufacturer of customer specific, novel ingredients and formulas, Ingredients by Nature (IBN) has also witnessed this steady interest and uptick in CPG brands asking for personalized nutrition products. Specifically developing formulations to aid in digestive and gut health, women’s specific health concerns, ingredients that offer multifunctional benefits, and even pet health.

Four Health Categories Growing in Popularity

1. Gut Health

When it comes to digestive and gut health, the microbiome is vital. As many of us understand, the gut microbiome plays a crucial role in one’s overall health and wellness. Each person has a unique microbiome, consisting of trillions of microorganisms, including bacteria, fungi, parasites and viruses, with the small and large intestines housing most of the microbes. In a healthy person, these microbes mostly have a symbiotic relationship. However, if there is a disturbance in the balance, it could lead to a lower-functioning immune system and other health-related issues.5 One recently published study explored the association between a patented Eriocitrin extract from lemons and the commonly prescribed medication metformin using the Simulator of Human Intestinal Microbial Ecosystem or SHIME, which was inoculated with pre-diabetic microbiota. It’s been suggested that those who don’t process insulin properly have lowers levels of a certain type of bacteria that produces a type of fatty acid called butyrate.6 The study results showed an increase in the production of short-chain fatty acids acetate and butyrate, which promote the maintenance of normal intestinal metabolism and improve blood glucose.

Furthermore, the combination showed an increase in bacteroides and subdoligranulum bacteria. Bacteroides constitute the largest fraction of the microbiota (intestinal bacteria) and are associated with producing acetic and propionic fatty acids, which benefit the body. Overall, combining the Eriocitrin blend with metformin improved the composition and metabolism of the intestinal microbiota.7

Finished product brands are aware of just how important supplementation can be when it comes to maintaining a healthy microbiome, which is why we’ve seen an increase in personalized nutrition products with pre- and probiotics, monk fruit fiber, psyllium extract, and citrus and fruit-derived fibers.

2. Women’s Health

The women’s dietary supplement space continues to evolve and grow due to the rise in health-conscious consumers and the active aging population. Grand View Research reported that the global women’s health and beauty supplement market size was valued at $53.4 billion in 2022 and is expected to grow at a CAGR of 5.1 percent from 2023-2030,8 reaching an impressive $79.29 billion. The types of supplements women lean toward include digestive health, pre and post-natal, menopause support, and bone health.9 At IBN, we’ve had an influx of requests to develop specific formulas and blends to aid in women’s vaginal health and menopause support with probiotics.

3. Multifunctional Ingredients

As active aging and aging healthfully are continually adopted by consumers, there’s also been an increase in products that fall under personalized nutrition that offer multifunctional properties. For instance, a finished product that aids in supporting a healthy inflammatory response and promotes antioxidant activity, or a product that can boost immune and gut health, or a multivitamin combined with superfoods, and so on. These multifunctional products offer consumers balance and control for proactive, whole-body health. For instance, our highly requested citrus flavonoids blend, Eriomin, has two published clinical trials demonstrating its multifunctional approach to addressing elevated blood glucose levels, inflammation levels, oxidative stress, and its ability to naturally increase glucagon-like peptide-1 (GLP-1), helping to neutralize the cyclical progression of prediabetes,10,11 which currently affects one in three Americans.12

4. Pet Health

For nearly all of us, pets are considered a part of the family, and more consumers are treating their furry friends to better health through their kibble and added supplementation. In fact, the global pet health supplement market was valued at $1.91 billion in 2022 and is predicted to grow to $3.12 billion by 2030.13 At IBN, developing custom pet formulations and blends accounts for more than 40 percent of our business, and in the past year, finished product companies have been increasingly interested in formulating animal products with probiotics, vitamins, minerals, phytonutrients and fatty acids with our branded alfalfa concentrate, Vitalfa, being amongst the most requested product due to it being a complete source of nutrition (high plant protein, vitamins, minerals and phytonutrient), and is a natural green coloring agent that can replace synthetic dyes and coloring. Another growing area in pet health is probiotics for improved skin and coat and gut health. Products that can easily be added as a topper to kibble or as a chewable supplement are the formats typically requested.

With 90 years of experience developing custom formulations and with more than 300 ingredients and extracts, we deeply understand and appreciate how nutraceuticals can complement a healthy lifestyle. And whether it be for humans or animals, custom formulations are here to stay. As long as suppliers and manufacturers continue to provide efficacious, personalized nutrition, we can not only help improve health, but we will continue to grow this category and the industry as a whole. NIE


1 www.grandviewresearch.com/industry-analysis/personalized-nutrition-supplements-market-report.

2 https://vicert.com/blog/health-apps-usage-statistics/.

3 www.crnusa.org/newsroom/crn-reveals-survey-data-2022-consumer-survey-dietary-supplements.

4 www.naturalproductsinsider.com/supplements/understanding-consumer-needs-supplement-industry-infographic?utm_campaign=HLN00INS-CB-ITB-ThematicInfo-011223&utm_emailname=HLN00INS-CB-ITB-ThematicInfo-011223&utm_medium=email&utm_source=Eloqua&utm_MDMContactID=62f31a7a-4ec2-446a-946c-9947e6f50ab4&utm_campaigntype=Digital&eM=97b6ca651ab81c8fbc5661deb2cdeaf89acdc6f85b578b474c47f170e0ca6ed3&eventSeriesCode=ES_ NATPRINSDRDGTL&eventEditionCode=HLN00INS&sessionCode=S_DGTL&sp_eh=97b6ca651ab81c8fbc5661deb2cdeaf89acdc6f85b578b474c47f170e0ca6ed3.

5 www.hsph.harvard.edu/nutritionsource/microbiome/.

6 www.cedars-sinai.org/newsroom/gut-bacteria-may-play-a-role-in-diabetes/#:~:text=The percent20microbiome percent20is percent20thought percent20to,of percent20fatty percent20acid percent20called percent20butyrate.

7 www.mdpi.com/1424-8247/16/5/650.

8 www.grandviewresearch.com/industry-analysis/women-health-beauty-supplements-market.

9 www.nutraingredients-usa.com/Article/2023/04/19/Women-s-supplements-trend-towards-reproductive-digestive-and-bone-health.

10 https://pubmed.ncbi.nlm.nih.gov/31183921/.

11 https://pubmed.ncbi.nlm.nih.gov/35796695/.

12 www.yalemedicine.org/news/prediabetes.

13 www.petfoodindustry.com/news-newsletters/pet-food-press-releases/press-release/15469822/global-pet-supplement-market-predicted-to-grow.

Rob Brewster is the president of California-based Ingredients by Nature. As a third-generation ingredient manufacturer for the natural products industry, Brewster is proud to be part of the health and wellness world. He followed in his grandfather’s and father’s footsteps, helping their company Brewster Foods grow since he joined in the 1990s and then partnering with Syntech to form Ingredients by Nature, a world leader in citrus bioflavonoids and extracts. As president, Brewster invests heavily in citrus flavonoid science for condition-specific applications and holistic wellness. For more information, visit IngredientsbyNature.com.