ZOE Health Study

What ZOE Health Study does

ZOE Health Study is a UK-based consumer health and biotechnology research company, founded in 2019 and headquartered in London, that operates a personalized nutrition platform anchored by the world's largest nutrition study. Its core offering combines an at-home Gut Health Test (microbiome and blood-based diagnostics) with a mobile app that uses computer vision to scan meals, reads food labels, and delivers personalized dietary recommendations derived from individual biological responses. The platform is supported by a content ecosystem including the ZOE Science & Nutrition Podcast, which the company claims is the world's #1 nutrition podcast, and a Learn educational content library.

The company monetizes through three primary streams: an app membership subscription providing personalized nutrition advice, one-time test kit sales, and the Daily30 plant-based supplement (sold as a subscription or one-time purchase), with additional revenue from the Gut Health Bar and MenoScale menopause symptom tracker. Its stated customer base spans health-conscious individuals and menopause-age women across the United Kingdom, United States, Ireland, and the Netherlands, with 18,000+ community members who have reportedly become ZOE owners — an unusual community-equity structure that doubles as both a retention mechanism and a brand asset.

Name

ZOE Health Study

Legal name

ZOE

Website

https://health-study.joinzoe.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

ZOE Health Study is a London-based consumer health company that combines at-home gut health testing, a food-scanning mobile app, and the world's largest nutrition study to deliver personalized nutrition advice. It serves health-conscious consumers across the UK, US, Ireland, and the Netherlands via subscriptions, test kits, and supplements.

Ownership category

akta.pro rank

Product category

Personalized Nutrition

NAICS

Software Publishers (5132), Food (Health) Supplement Retailers (456191)

akta.pro primary industry

Healthcare & Wellness Personalization (HDAAAGAI)

Keywords

• Personalized nutrition
• Gut microbiome testing
• Mobile health app
• Plant-based supplements
• Computer vision food scanning

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Supply Chain, Operations

Revenue model

1. App Membership Subscription: ZOE App membership provides personalized nutrition advice powered by the company's science. Users access the food scanning feature and personalized recommendations through a subscription model.
2. Test Kits: Gut health testing kits provide biometric data that powers the personalized nutrition recommendations. Next-generation testing experience currently in development.
3. Daily30 Supplement: Daily30 is a plant-based supplement product containing 30+ plants, sold as a subscription or one-time purchase to complement the nutrition program.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

ZOE provides a personalized nutrition platform that combines a mobile app with computer vision-based food scanning, at-home gut health test kits, and AI-driven dietary recommendations. The offering is sold primarily as a bundled membership (test kit + app subscription) directly to health-conscious consumers, with supplementary plant-based supplements (Daily30) and functional food products (Gut Health Bar).

Product overview

ZOE Health Study offers a unified health platform centered on personalized nutrition, combining a mobile app with at-home testing and functional food products. The core offering includes the ZOE App (for food scanning and personalized advice), Gut Health Test (at-home diagnostic kit), and membership access. Complementary products include Daily30 (plant-based supplement), Gut Health Bar (functional food), and MenoScale (menopause symptom tracker). The platform is powered by the world's largest nutrition study and delivers personalized recommendations based on individual gut health responses.

Differentiator

Problem solved

Functional benefit

Brands

• Daily30: A supplement product with 30+ plant ingredients designed by ZOE gut health scientists
• MenoScale
• Gut Health Bar
• Gut Health Test
• ZOE Science & Nutrition Podcast

Products and services

• ZOE App A mobile health app that uses computer vision to scan photos of meals and read food labels, providing personalized nutrition guidance powered by gut health science. Available on iOS and Android via the App Store and Google Play. Sold as a subscription membership to individual consumers.
• Gut Health Test An at-home diagnostic test kit that analyzes gut microbiome markers to provide personalized nutrition insights. Sold as a one-time purchase, typically bundled with ZOE App membership.
• Daily30 A daily plant-based supplement containing 30+ crunchy whole plants, designed by ZOE gut health scientists to support gut health as an alternative to synthetic pills and powders. Sold via subscription or one-time purchase.
• Gut Health Bar A functional food bar designed to support gut health, part of ZOE's line of gut-health-focused food products sold direct-to-consumer.
• MenoScale A menopause symptom tracking and scoring tool that helps women understand and quantify their menopause symptoms, providing a personalized score to guide nutrition-based management.

Quantifiable outcome

• Results are life changing for many members

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature2 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Noom: Large incumbent weight-management subscription app combining coaching, food logging, and behavior change. Overlaps with ZOE on weight management and consumer subscription food/nutrition, but at much broader scale.
• MyFitnessPal: Incumbent food-scanning and calorie-tracking app with very large consumer reach. Overlaps with the ZOE App's food scanning capability as a broad, well-funded incumbent comparator.

Direct peers

• Viome: Sells at-home gut microbiome test kits paired with personalized nutrition scores and recommendations. Closely mirrors ZOE's gut-test-plus-app-plus-food offering and competes head-to-head for the same science-led consumer.
• DayTwo: Microbiome-based personalized nutrition platform offering member subscriptions, CGM-guided insights, and food recommendations. Direct overlap on the gut-test-to-personalized-food playbook that ZOE runs.
• Care/of: Personalized daily vitamin/supplement packs delivered on subscription, sold DTC with a quiz-driven app experience. Direct overlap on personalized supplement product lines like ZOE's Daily30.
• NutriSense: Subscription CGM-based personalized nutrition service providing 1:1 dietitian coaching and food logging. Direct competitor on continuous biometric-driven personalized nutrition advice.
• Levels: Consumer CGM-based metabolic health platform with an app that translates glucose data into personalized nutrition guidance. Competes with ZOE in the premium subscription, science-led, personalized-foods category.
• Persona (personanutrition): Personalized daily vitamin and supplement packs delivered DTC on subscription, driven by a personalization quiz. Closely comparable to ZOE's daily-supplement subscription offering (Daily30).

Emerging players

• Elo Health: Personalized nutrition service combining food logging, glucose monitoring, and tailored recommendations. Emerging player with meaningful but partial overlap to ZOE's personalization plus biometric offering.

Others

• Oura: Premium consumer wearable (smart ring) brand with an engaged health-focused community. Not a nutrition play, but a strong analog for ZOE in the premium science-led consumer health category and community-building model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@joinzoe

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ZOE Health Study