Nature Made enters personalized nutrition market

By Danielle Masterson

- Last updated on GMT


Related tags nature made vms vitamin subscription personalized nutrition

Pharmavite, the manufacturer of Nature Made vitamins, has debuted nurish, a monthly vitamin subscription service based on individual data culled from an assessment that asks about life stage, diet, lifestyle, health and allergies.

Alan McNamara DVP, Corporate Communications at Pharmavite, told NutraIngredients-USA​ that these inputs are factored into a vitamin recommendation that prioritizes delivering the right nutrient at the precise dose for just the right amount of time. 

How it works 

“Nurish by Nature Made was developed with a science-based approach to personalized nutrition that assesses key nutrient needs based on research and nutrition science evidence. While our proprietary algorithm uses an in-depth understanding of core nutrient needs based on age, diet, lifestyle, fitness, wellness goals and general health, we also consider important individual input ranging from where someone lives and environmental factors to whether they’re in an office job and the amount of screen time,” ​explained McNamara.


Upon completion of the assessment, consumers will receive a customized plan of core essentials, along with additional recommendations that can be added to the monthly pack. As individual health needs change, so can the personalized packs, and customers have the option to pause or cancel at any time.

In addition to the personalized recommendation, the company also began offering an Immunity Support pack after seeing a significant uptick in customers seeking immunity products. 

The era of customization

Nurish joins the ranks of Persona​, Ritual, Care/of, Rootine, Vitafive and other personalized vitamin subscription services that factor in demographics, allergies and health goals. 

“The personalized nutrition trend is growing exponentially, especially with younger consumers,”​ said McNamara.  “The VMS category is perfect for personalization because it gives consumers confidence in starting a new regimen designed specifically for them. Launching nurish by Nature Made leverages the size and scale of Nature Made to make personalized nutrition accessible to everyone, using the highest quality supplements consumers know and trust, and delivering them right to your door.”

According to the current analysis by market research firm Reports and Data, the global personalized nutrition market was valued at $5.6 billion in 2018 and is expected to reach over $11 billion by 2026.

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