At-home health testing offers a compelling way for nutrition, personal care, and pet brands to deepen consumer relationships and tailor product solutions.
As companies across the CPG landscape focus more on personalization, technologies like AI-powered algorithms for product recommendations have become common.
Now, some startups are taking personalization one step further with at-home biometric tests. These tests quantify health or biological parameters to provide more uniquely tailored products for consumers across categories like pet, beauty, and nutrition.
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With the Covid-19 pandemic pushing some healthcare and wellness practices into the home, consumers are becoming more comfortable with at-home testing and collecting samples themselves.
In this brief, we analyze how startups are capitalizing on this shift by using consumer health data to create personalized products.
- Biometrics can produce more tailored and effective products than consumer quizzes. Startups using at-home blood tests for customized supplement regimens are gaining traction. This type of customization could have opportunities in categories like pet and baby, where personalization is still mostly limited to quizzes.
- DNA testing services have become popular with consumers, but targeted product recommendations could take them to the next level. Consumers are adopting DNA tests as a means of understanding their genetic health predispositions. Companies in the space should consider partnerships that would help consumers link results with actionable lifestyle changes like diet or exercise plans.
- Continuous health monitoring uses traditional healthcare methods and provides premium at-home preventative care. Consumers can now monitor their health at home with microbiome tests or blood glucose monitoring. Being able to closely and regularly monitor these biometrics allows consumers to invest in their preventative care.