GenoPalate launches personalized vitamins based on DNA

By Danielle Masterson

- Last updated on GMT

Image courtesy of GenoPalate
Image courtesy of GenoPalate

Related tags personalized nutrition genomics Nutrigenomics Personalization

The rising need for customized solutions has resulted in a growing number of players entering the personalized nutrition game. GenoPalate is taking it to the next level by offering supplements based on genetics.

GenoPalate just launched GenoVit, a new line of personalized supplements. The nutritional genomics company characterizes the product as a bespoke, cost-effective solution for those looking to optimize their vitamin and supplement intake with specific DNA-based nutrient needs at the heart of the offering. 

Using its at-home DNA kit, the Milwaukee-based company analyzes DNA to develop a personalized formula according to genetics, age, gender and current diet. 

"Based on our research, 80% of our customers take vitamins and supplements. We provide an innovative way for health-conscious consumers to take their health a step further by personalizing their supplement formula to their genetic-based nutrient needs," said Yi Sherry Zhang, PhD, GenoPalate's founder. "We are thrilled to be at the front line of this exciting health approach, and we look forward to helping our customers achieve optimal health through personalized nutrition."

How it works 

Using a DNA swab or existing DNA data, the company extracts the user’s genetic results to reveal their genotype. This information, along with GenoPalate’s proprietary nutritional database, allows them to create a nutrition analysis and formulate a customized supplement formula. 

Simply put, the company said “Your Genotype + Your Age, Gender, & Diet + Our Proprietary Algorithm = Your Supplement Formula.” 


A GenoPalate spokesperson explained that it’s very common to see vitamin D deficiency, given that over a third of Americans are estimated to be deficient.

“There are likely a lot more that have an insufficiency, meaning they may not have a  deficiency, but they are not at optimal levels. This is especially true for people who live in the northern part of the country or don't get enough sunshine on a consistent basis.”

The spokesperson added that an omega 3 deficiency is less common, however, most Americans do not get the recommended amounts of DHA and EPA from their diets. 

And since vitamin B12 is primarily found in animal products, GenoPalate commonly recommends supplementation for vegans and vegetarians. 


“While we recommend getting the proper nutrition from the food you consume, it's not always feasible to receive all the micronutrients your body requires from your diet alone,” the spokesperson told us. “Pairing genomics research with our proprietary algorithm, we saw an opportunity to help people get the exact micronutrients their bodies genetically require.” 

GenoVit is hoping to capitalize on this rapidly growing market for personalized nutrition.

According to Arizton's latest research report, the personalized nutrition market​ to grow at a CAGR of 16.61% during 2022-2028. Rising technology innovation and advancements, growth opportunities through collaborations and strategic partnerships, and personalization shaping the food & healthcare industry are significant factors driving the market. North America accounts for the largest share of the personalized nutrition market. 

"We are at the forefront of providing genetically personalized supplements," said Zhang. "When it comes to health, everyone deserves high-quality nutrition solutions, not a one-size-fits-all approach. GenoVit is the next step in personalized nutrition and will change the way people think about vitamins and supplements."

Related topics Markets Personalized Nutrition

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