The personalized nutrition market has evolved considerably in recent years. New tools that offer consumers detailed information about their own genetic profile is converging with product innovations and an advancing delivery infrastructure. At the same time, consumers have access to more information and are hungry for products that align with their own lifestyles.

We caught up with Jeff Hilton, chief marketing officer and co-founder of Brandhive, at Natural Products ExpoWest in Anaheim, CA, to discuss how this personalized nutrition market is changing and what to expect in coming years as consumers and technology disrupt the traditional retail landscape.