
Study Period | 2019 - 2030 |
Base Year For Estimation | 2024 |
Forecast Data Period | 2025 - 2030 |
Market Size (2025) | USD 23.57 Billion |
Market Size (2030) | USD 36.43 Billion |
CAGR (2025 - 2030) | 9.10 % |
Market Concentration | Low |
Major Players![]() *Disclaimer: Major Players sorted in no particular order |
Europe Dietary Supplements Market Analysis
The Europe Dietary Supplements Market size is estimated at USD 23.57 billion in 2025, and is expected to reach USD 36.43 billion by 2030, at a CAGR of 9.1% during the forecast period (2025-2030).
The European dietary supplements industry is experiencing significant transformation driven by evolving consumer preferences and technological advancements in delivery formats. Manufacturers are increasingly focusing on innovative delivery mechanisms such as direct-dose powders, chews, and gummies to enhance consumer experience and compliance. This shift is evidenced by recent product launches, such as Nutrigums' introduction of new dietary supplements in gum formats in February 2023, including Happy Fibre for digestive health and Magnesium Citrate for muscle function and bone health. The industry's distribution landscape is also evolving, with community pharmacies playing a crucial role in supplement accessibility, as demonstrated by the presence of 11,414 community pharmacies in England in 2022, according to NHS Business Services Authority.
The market is witnessing a strong inclination towards natural and clean-label products, particularly in the vegan and plant-based segments. This trend is reflected in significant investments in production capabilities, exemplified by ADM's USD 30 million investment in a new production facility in Valencia, Spain, in April 2023, aimed at meeting the growing demand for postbiotics, probiotics, and other health supplement products. Consumer awareness regarding supplement benefits has reached notable levels, with the German Federal Institute for Risk Assessment reporting that approximately one-third of the German population consumes vitamins through food supplements at least weekly as of 2022.
The industry landscape is being reshaped by strategic consolidations and portfolio expansions, as evidenced by STADA's acquisition of consumer healthcare brands from Sanofi across multiple European countries in July 2023. This consolidation trend is accompanied by a growing focus on personalized nutrition solutions, with companies developing targeted nutraceuticals for specific demographic groups and health needs. The market is also seeing increased adoption of subscription-based models and direct-to-consumer channels, revolutionizing traditional distribution patterns.
The European market is characterized by strong regional variations in consumer preferences and regulatory frameworks, influencing product development and marketing strategies. According to a SYNADIET survey in 2022, 30% of respondents in France specifically consumed omega-3, omega-6, and omega-9 dietary supplements, highlighting regional preferences for specific supplement categories. Companies are responding by developing region-specific formulations and marketing approaches while ensuring compliance with varying regulatory requirements across different European countries. This regional diversity is driving innovation in product formulations and creating opportunities for specialized market segments.
Europe Dietary Supplements Market Trends
Escalating Consumer Investment in Preventive Healthcare Products
The European market has witnessed a significant transformation from curative practices to preventive management in healthcare, making it a prime growth factor for dietary supplements. This shift is supported by substantial healthcare expenditure across the region, with 2022 data showing per capita healthcare spending of USD 8,049 in Switzerland, USD 8,010 in Germany, USD 7,898 in Norway, and USD 7,357 in the Netherlands. The high healthcare costs have prompted consumers to consider dietary supplements as preventive measures, particularly evident in the increasing demand for vitamin supplements. For instance, according to NHS Business Services Authority reports, more than 25.706 million products of cholecalciferol were dispensed in England in 2022, followed by thiamine hydrochloride (3.276 million) and vitamin B compound (1.167 million).
The market is experiencing robust growth driven by manufacturers' focus on innovation and natural supplement offerings. Companies are actively expanding their product portfolios by aligning with ongoing trends, particularly in the probiotic supplement segment. For example, in February 2022, Optibac Probiotics launched vegan gummies to support gut and immune supplement health among adults, featuring the probiotic strain Bacillus Coagulans Unique IS-2, along with daily doses of vitamin D, zinc, and calcium. The supplement industry's advertising efforts are increasingly focused on strengthening consumers' self-directed behavior by educating them about product benefits, while the intense focus on preventive healthcare systems, coupled with robust endorsements and marketing efforts for lifestyle enhancement products, continues to drive market growth.
Weight-Loss Dietary Supplements are Capturing the Market
The growing prevalence of obesity across European countries has become one of the greatest burdens on healthcare systems, leading consumers to pivot their requirements toward natural ingredients and health products. According to the WHO European Regional Obesity Report 2022, overweight and obesity affected almost 60% of adults, with nearly one in three children (29% of boys and 27% of girls) living as overweight or obese. This health concern has driven significant growth in the fitness sector, with countries like Germany generating approximately EUR 5 billion in revenue in 2022, contributing to the increased demand for weight management supplements. The German fitness sector alone serves more than 10 million fitness enthusiasts across nearly 9,200 commercial facilities.
The market is witnessing innovative product launches targeting weight management concerns. For instance, in November 2022, TargEDys partnered with SymbioPharm to introduce SymbioLife Satylia, a precision weight management supplement in Germany. Similarly, in November 2022, Laboratoire PYC, a French manufacturer, introduced a new range of slimming food supplements, including a flat belly food supplement that tackles digestive issues and abdominal fat concerns, featuring Sicilian blood orange extract, chromium, and fennel. The increasing demand for self-medication and personalized supplementation has enhanced the likelihood of Europeans purchasing more self-specific dietary supplements tailored to their bodily needs, particularly in weight management.
Segment Analysis: By Type
Vitamins and Minerals Segment in Europe Dietary Supplements Market
The vitamin supplement and mineral supplement segment dominates the European dietary supplements market, accounting for approximately 51% of the total market share in 2024. This segment's prominence is driven by growing discretionary spending and a greater emphasis on improving the quality of life among European consumers. The segment has shown remarkable growth potential, expected to grow at around 11% during 2024-2029, the highest among all segments. This growth is primarily attributed to the increasing awareness about vitamin deficiencies and the rising trend of preventive healthcare practices. The segment's growth is further supported by the strong penetration of multivitamin supplements gaining popularity due to their beauty supplement and skin properties. Manufacturers are actively launching innovative products in different formats like gummies and chewables to enhance consumer appeal. The segment's robust performance is also bolstered by various health organizations' recommendations and increasing consumer awareness about the importance of vitamin D supplementation in European countries.

Remaining Segments in Europe Dietary Supplements Market
The European dietary supplements market encompasses several other significant segments, including herbal supplements, protein supplement and amino acid supplement, probiotic supplement, enzymes, fatty acids, and other types. Herbal supplements represent the second-largest segment, driven by the increasing preference for natural and organic supplements. The protein supplement and amino acids segment has gained significant traction due to the rising fitness consciousness and growing vegan population. Probiotic supplement have established a strong presence in the market due to increasing awareness about gut health and immunity. The enzymes segment caters to specific dietary needs and digestive health concerns, while fatty acids supplements, particularly omega-3, continue to be popular for heart and brain health benefits. Each of these segments contributes uniquely to the market's diversity, offering consumers a wide range of options for their specific health and wellness needs.
Segment Analysis: Distribution Channel
Pharmacies and Drug Stores Segment in Europe Dietary Supplements Market
Pharmacies and drug stores dominate the European dietary supplements market, accounting for approximately 57% of the total market share in 2024. This channel's prominence is attributed to consumers' strong preference for purchasing dietary supplements through pharmacies due to the perceived credibility and authenticity of products sold through these establishments. Pharmacies and drug stores offer a comprehensive range of health supplement catering to different dietary requirements while providing valuable counseling services through qualified pharmacists who help customers make informed choices. The segment's growth is further supported by the increasing number of community pharmacies across Europe, particularly in countries like the United Kingdom, where over 11,400 community pharmacies operate, making supplements easily accessible to the public. Additionally, these stores maintain dedicated sections for health and wellness supplements, offering branded products from established manufacturers while ensuring product quality and safety through proper storage and handling protocols.
Online Channels Segment in Europe Dietary Supplements Market
The online channels segment is experiencing the most rapid growth in the European dietary supplements market, projected to expand at approximately 11% CAGR from 2024 to 2029. This accelerated growth is driven by the increasing consumer preference for convenient shopping options and the rising adoption of e-commerce platforms. Online retailers are attracting customers through competitive pricing, extensive product selections, and attractive discount schemes. The segment's growth is further bolstered by major brands focusing on launching their products through various online retail stores with compelling product claims to enhance market penetration. The convenience of home delivery services, coupled with detailed product information and customer reviews available online, is making this channel increasingly popular among younger consumers. Additionally, the integration of advanced delivery options, including drone delivery services announced by major e-commerce players for implementation in countries like Italy and the United Kingdom, is expected to further boost the segment's growth trajectory.
Remaining Segments in Distribution Channel
The supermarkets/hypermarkets and other distribution channels segments continue to play vital roles in the European dietary supplements market. Supermarkets and hypermarkets serve as crucial points of sale due to their high penetration levels and ability to attract mass consumer bases across Tier 1 and Tier 2 cities. These retail formats benefit from consumers' preference for bulk purchasing and the convenience of one-stop shopping experiences. The other distribution channels, including convenience stores, direct selling channels, and specialty retail stores, provide alternative access points for consumers. These channels often cater to specific consumer needs through personalized service and specialized product offerings, while warehouse clubs and health food stores contribute to the market's diversity by offering bulk purchases and specialized health supplement products respectively.
Europe Dietary Supplements Market Geography Segment Analysis
Dietary Supplements Market in Italy
Italy represents the cornerstone of the European dietary supplements market, commanding approximately 21% of the total market value in 2024. The country's market is propelled by health-conscious consumers, an aging demographic, and rising demand for natural and organic supplements with minimal additives and clean labels. Italian consumers demonstrate a sophisticated understanding of the relationship between diet and health, which enhances the demand for dietary supplements. The market is characterized by strong distribution networks through pharmacies and health food stores, which serve as trusted channels for supplement purchases. Local manufacturers in Italy have been particularly successful in developing products that align with Mediterranean wellness traditions while incorporating modern nutritional science. The country's regulatory framework, while stringent, has created a stable environment for supplement manufacturers, ensuring product quality and safety while fostering innovation in formulations and delivery formats.
Dietary Supplements Market in United Kingdom
The United Kingdom's dietary supplements market is poised for remarkable expansion, projected to grow at approximately 12% annually from 2024 to 2029. The market's dynamism is driven by increasing consumer spending on healthcare and growing awareness of preventive health measures. British consumers are increasingly adopting personalized nutrition approaches, with a particular focus on vitamin supplements such as vitamin D due to the country's geographical location and limited sunlight exposure. The market has witnessed significant innovation in delivery formats, with gummies and liquid supplements gaining popularity among younger demographics. The UK's robust e-commerce infrastructure has facilitated direct-to-consumer sales channels, making supplements more accessible to consumers. The trend toward plant-based and vegan supplements has been particularly strong in the UK market, reflecting broader dietary shifts in the population. Additionally, the market has seen increased demand for supplements targeting specific health concerns such as immune support, mental wellness, and sports nutrition.
Dietary Supplements Market in Germany
Germany's dietary supplements market is characterized by its sophisticated consumer base and strong preference for scientifically validated products. The country's market benefits from a well-established pharmaceutical industry infrastructure and stringent quality standards that enhance consumer trust. German consumers show particular interest in nutritional supplements supporting urogenital health, vitamins, minerals, and probiotics. The market is supported by a robust network of pharmacies and drug stores, which serve as primary distribution channels and sources of professional advice. Natural and herbal supplements have gained significant traction, aligning with the country's strong tradition of natural medicine. The market has also witnessed increased demand for supplements targeting specific demographic groups, such as seniors and athletes. German manufacturers have been at the forefront of developing innovative formulations and delivery systems, particularly in the areas of bioavailability and sustained release technologies.
Dietary Supplements Market in France
France's dietary supplements market reflects the country's sophisticated approach to health and wellness, with a strong emphasis on preventive healthcare. The French market is distinguished by its consumer preference for high-quality, premium supplements that complement the country's renowned culinary traditions. Local manufacturers have successfully developed products that align with French consumers' preference for natural ingredients and clean labels. The market has witnessed significant innovation in beauty supplements, reflecting the country's strong beauty and cosmetics culture. Distribution channels in France are well-developed, with pharmacies playing a crucial role in providing expert advice and building consumer trust. The country's regulatory environment has fostered the development of scientifically validated products while maintaining high safety standards. French consumers show particular interest in supplements targeting specific health concerns such as digestive health, stress management, and beauty enhancement.
Dietary Supplements Market in Other Countries
The dietary supplements market in other European countries, including Spain, Russia, and the Nordic nations, exhibits diverse characteristics reflecting local health priorities and consumer preferences. These markets are characterized by varying levels of maturity and different regulatory frameworks that influence product development and marketing strategies. Spain shows strong potential in natural and herbal supplements, while Russia demonstrates growing interest in immunity-boosting products. The Nordic countries maintain a strong focus on vitamin supplements like vitamin D and omega-3 products, reflecting regional dietary needs. Eastern European markets are experiencing rapid growth as consumer awareness of preventive healthcare increases. These markets benefit from improving distribution networks and rising disposable incomes, though consumer preferences and purchasing patterns vary significantly by region. The diversity of these markets provides opportunities for both local and international manufacturers to develop targeted products that address specific regional needs and preferences.
Europe Dietary Supplements Industry Overview
Top Companies in Europe Dietary Supplements Market
The European dietary supplement market features prominent players like Haleon PLC, Bayer AG, Procter & Gamble, Perrigo Co PLC, and Herbalife Nutrition Ltd leading the industry. Companies are heavily investing in product innovation and development, with a strong focus on launching new formulations targeting specific health concerns and consumer segments. The industry witnesses continuous strategic partnerships and collaborations to enhance distribution networks and market penetration. Operational agility is demonstrated through the adoption of multi-channel distribution strategies, including both traditional retail and e-commerce platforms. Companies are expanding their presence through geographic expansion, particularly in emerging European markets, while simultaneously strengthening their research and development capabilities to meet evolving consumer preferences and regulatory requirements. The market is characterized by substantial investments in marketing and branding initiatives, with companies leveraging digital platforms and social media to enhance consumer engagement and brand awareness.
Dynamic Market Structure Drives Industry Evolution
The European dietary supplements market exhibits a mix of global conglomerates and specialized regional players, creating a diverse competitive landscape. Global pharmaceutical and consumer goods companies leverage their extensive research capabilities and established distribution networks to maintain market dominance, while specialized regional players capitalize on their local market knowledge and agile response to regional preferences. The market demonstrates moderate consolidation, with larger players actively pursuing mergers and acquisitions to expand their product portfolios and geographical presence. Companies like Nestlé have strengthened their position through strategic acquisitions of specialized supplement manufacturers, while others focus on forming joint ventures to enhance their market presence and technological capabilities.
The industry is witnessing increased participation from private label manufacturers and emerging direct-to-consumer brands, challenging traditional market dynamics. Major players are responding through vertical integration strategies, investing in manufacturing facilities, and developing innovative delivery formats. The competitive landscape is further shaped by cross-border partnerships and licensing agreements, enabling companies to access new markets and technologies. Market leaders are also focusing on sustainability initiatives and transparent supply chain practices to differentiate their offerings and build consumer trust.
Innovation and Adaptability Drive Future Success
Success in the European dietary supplement market increasingly depends on companies' ability to innovate and adapt to changing consumer preferences. Market leaders are investing in advanced research facilities and collaborating with scientific institutions to develop clinically validated products. Companies are also focusing on personalized nutrition solutions, leveraging digital technologies and data analytics to offer customized supplement recommendations. The ability to navigate complex regulatory environments while maintaining product quality and safety standards has become crucial for sustained market presence. Manufacturers are strengthening their supply chain resilience and implementing rigorous quality control measures to maintain competitive advantage.
For emerging players and contenders, success lies in identifying and serving niche market segments with specialized products. Companies need to develop strong online presence and direct-to-consumer capabilities to counter the high bargaining power of traditional retail channels. The threat of substitution from functional food supplements and beverages necessitates continuous product innovation and clear communication of supplement benefits. Future market success will also depend on companies' ability to address increasing consumer demand for natural, sustainable, and transparently sourced ingredients. Building strong relationships with healthcare professionals and opinion leaders while maintaining compliance with evolving regulatory requirements will be crucial for market expansion and brand credibility.
Europe Dietary Supplements Market Leaders
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Bayer AG
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Haleon PLC
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Procter & Gamble Co
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Perrigo Co Plc
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Herbalife Nutrition Ltd
- *Disclaimer: Major Players sorted in no particular order

Europe Dietary Supplements Market News
- October 2023: Nestlé introduced its proprietary blend, “Sinergity.” It combines probiotics with six human milk oligosaccharides (HMOs) to support age-adapted infant development and unlock specific health benefits.
- September 2023: In Sweden, BioGaia launched Prodentis for kids, an apple-flavored lozenge with probiotics and xylitol for oral health. The company claims the product is available via BioGaia's Swedish webshop and MEDS and Apotea online pharmacies.
- June 2023: Nestlé Romania integrated 150 new products into its Nestlé Health Science portfolio. This portfolio has eight products categorized under the Consumer Care, Medical Nutrition, and Resource range. The Malnutrition segment includes the Nutren range, featuring Nutren Junior and NutrenOptimum, which provide a nutrient-rich diet for children (including year-old infants) and adults. The allergy products category includes ALTHERA, ALFARÉ, and ALFAMINO, which are extensively hydrolyzed formulas.
Europe Dietary Supplements Market Report - Table of Contents
1. INTRODUCTION
- 1.1 Study Assumptions and Market Definition
- 1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET DYNAMICS
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4.1 Market Drivers
- 4.1.1 Consumer Spending on Preventive Healthcare Products
- 4.1.2 Weight-loss Dietary Supplements Capturing the Market
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4.2 Market Restraints
- 4.2.1 Escalating Functional Food Consumption
- 4.2.2 An Environment of Austere Regulations
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4.3 Porter's Five Forces Analysis
- 4.3.1 Threat of New Entrants
- 4.3.2 Bargaining Power of Buyers/Consumers
- 4.3.3 Bargaining Power of Suppliers
- 4.3.4 Threat of Substitute Products
- 4.3.5 Intensity of Competitive Rivalry
5. MARKET SEGMENTATION
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5.1 Type
- 5.1.1 Vitamins and Minerals
- 5.1.2 Enzymes
- 5.1.3 Herbal Supplements
- 5.1.4 Proteins and Amino Acids
- 5.1.5 Fatty Acids
- 5.1.6 Probiotics
- 5.1.7 Other Types
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5.2 Distribution Channel
- 5.2.1 Pharmacies and Drug Stores
- 5.2.2 Supermarkets and Hypermarkets
- 5.2.3 Online Channels
- 5.2.4 Other Distribution Channels
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5.3 Geography
- 5.3.1 Spain
- 5.3.2 United Kingdom
- 5.3.3 Germany
- 5.3.4 France
- 5.3.5 Italy
- 5.3.6 Russia
- 5.3.7 Rest of Europe
6. COMPETITIVE LANDSCAPE
- 6.1 Most Adopted Strategies
- 6.2 Market Share Analysis
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6.3 Company Profiles
- 6.3.1 Amway Corporation
- 6.3.2 Glaxosmithkline PLC
- 6.3.3 Bayer AG
- 6.3.4 Procter & Gamble Company
- 6.3.5 Perrigo Plc
- 6.3.6 Nestle SA
- 6.3.7 Herbalife Nutrition Ltd.
- 6.3.8 Sanofi
- 6.3.9 Pileje SAS
- 6.3.10 Biogaia AB
- *List Not Exhaustive
7. MARKET OPPORTUNITIES AND FUTURE TRENDS
Europe Dietary Supplements Industry Segmentation
Dietary supplements are mainly consumed to enhance the intake of essential nutritional components in the human body.
The European dietary supplement market is segmented by type, distribution channel, and country. By type, the market has been segmented into vitamin, mineral, herbal supplements, proteins and amino acids, fatty acids, probiotics, and other types. By distribution channel, the market is segmented into pharmacies and drug stores, supermarkets and hypermarkets, online channels, and other distribution channels. By geography, the market is segmented by Spain, the United Kingdom, Germany, France, Italy, Russia, and the Rest of Europe.
The market sizing has been done in value terms in USD for all the abovementioned segments.
Type | Vitamins and Minerals |
Enzymes | |
Herbal Supplements | |
Proteins and Amino Acids | |
Fatty Acids | |
Probiotics | |
Other Types | |
Distribution Channel | Pharmacies and Drug Stores |
Supermarkets and Hypermarkets | |
Online Channels | |
Other Distribution Channels | |
Geography | Spain |
United Kingdom | |
Germany | |
France | |
Italy | |
Russia | |
Rest of Europe |
Europe Dietary Supplements Market Research FAQs
How big is the Europe Dietary Supplements Market?
The Europe Dietary Supplements Market size is expected to reach USD 23.57 billion in 2025 and grow at a CAGR of 9.10% to reach USD 36.43 billion by 2030.
What is the current Europe Dietary Supplements Market size?
In 2025, the Europe Dietary Supplements Market size is expected to reach USD 23.57 billion.
Who are the key players in Europe Dietary Supplements Market?
Bayer AG, Haleon PLC, Procter & Gamble Co, Perrigo Co Plc and Herbalife Nutrition Ltd are the major companies operating in the Europe Dietary Supplements Market.
What years does this Europe Dietary Supplements Market cover, and what was the market size in 2024?
In 2024, the Europe Dietary Supplements Market size was estimated at USD 21.43 billion. The report covers the Europe Dietary Supplements Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the Europe Dietary Supplements Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.
Our Best Selling Reports
Europe Dietary Supplements Market Research
Mordor Intelligence provides a comprehensive analysis of the dietary supplement industry. We combine decades of consulting expertise with cutting-edge research methodologies. Our extensive report covers the full range of nutraceuticals, from multivitamin products to probiotic supplement innovations. This analysis is available as an easy-to-read report PDF for download. It examines nutritional supplement trends, sports nutrition developments, and the growing demand for protein supplement and amino acid supplement products across European markets.
The report offers detailed insights into various segments, including vitamin supplement formulations, gummy vitamin alternatives, and health supplement innovations. Our analysis covers antioxidant supplement developments, herbal supplement trends, and the evolution of mineral supplement products. The research thoroughly examines natural supplement and organic supplement markets, alongside immune supplement solutions, beauty supplement products, and wellness supplement offerings. The study also addresses different delivery formats, such as powder supplement, liquid supplement, capsule supplement, and tablet supplement variations. It also explores emerging categories like botanical supplement and functional food supplement innovations.