The supplement industry is undergoing a shift. Consumers are increasingly skeptical of generic, one-size-fits-all multivitamins, and a new wave of personalized vitamin services is rising to meet this demand. Companies like Ritual and others now dominate online ads, promising tailored nutrition based on individual needs. But does this approach actually work, and is it necessary for optimal health?
The Debate Over Multivitamins
Roughly 60% of Americans over 20 take a daily multivitamin, yet the science behind their effectiveness remains controversial. Some studies suggest minimal benefits, while others show potential for improved cognitive function in older adults and blood pressure control. Intriguingly, research among Chinese centenarians (people aged 100+) found only 1 in 10 regularly used supplements. This underscores the idea that long life isn’t necessarily tied to vitamin intake.
However, context matters. Modern diets often fall short of essential nutrients, making supplementation potentially valuable for those with dietary gaps. As Dr. Ian Smith notes, “Generally, we are better off getting the essentials through whole foods, but most people don’t eat this way.”
How Personalized Services Work
The core concept behind personalized vitamins is simple: recognize that everyone’s needs differ. Instead of a standard formula, these services use questionnaires assessing factors like gender, age, diet, lifestyle, and health goals to create custom recommendations.
Some companies, such as Bioniq and VitaminLab, go further with blood tests or even DNA analysis (leveraging data from services like 23andMe) for even greater precision. The supplements are then delivered monthly via subscription.
The Upsides: Convenience and Customization
Personalized vitamins offer clear benefits: convenience and targeted nutrition. Having supplements delivered eliminates the need for frequent store visits, potentially increasing consistent use. More importantly, these services attempt to address individual deficiencies that a standard multivitamin might miss. For example, vegetarians are often low in B12 and calcium — a personalized approach can rectify this.
According to Caitlin Self, a registered dietitian-nutritionist, “Grocery store multivitamins use data from thousands of people, while personalized vitamins try to use data from people closer to your demographic.”
The Downsides: Reliability and Regulation
Despite the sophistication, personalized vitamin services aren’t without flaws. Quiz-based recommendations rely on self-reported data, which can be inaccurate. Blood tests, while more reliable, are subject to human error in collection and handling.
Crucially, the FDA does not approve these products, meaning quality control can vary widely. Many companies lack third-party testing to verify purity and efficacy. As Trista Best, an environmental health specialist, points out, “The issue may be human error, considering that those doing the test are not trained in drawing, handling, and storing blood.”
What Experts Say
Experts agree that personalized approaches are better than generic multivitamins but still fall short of optimal nutrition. Registered dietitian-nutritionists can identify specific gaps through clinical assessment and recommend whole-food solutions first. “I do believe these personalized approaches are better than the average grocery store multivitamin, but not nearly as good as a clinical signs and symptoms assessment by a nutritionist,” Self says.
Making an Informed Decision
If you choose to try personalized vitamins, do your homework. Verify dosages, research potential side effects (using resources like MedlinePlus), and consult with your doctor. Look for third-party certifications (NSF, ConsumerLab.com, USP) to ensure product quality. Ritual is one brand that currently participates in third-party testing.
Ultimately, investing in your health is worthwhile. But remember, supplements should complement a balanced diet, not replace it.
The bottom line: Personalized vitamins can fill nutritional gaps, but whole foods remain the foundation of good health. Third-party testing is crucial for ensuring safety and efficacy if you decide to explore these services.
