Europe Dietary Supplements Market Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

Europe Dietary Supplements Market Trends and Insights

Preventive healthcare trends are driving regular supplement consumption

European households are now making supplements a staple in their daily preventive healthcare routines, moving from occasional to regular use. Spending on preventive health is outpacing overall healthcare expenditures. Countries like Germany, France, and the Netherlands are emphasizing immunization, nutrition counseling, and routine health screenings. This commitment has led to a consistent, year-round demand for supplements. As Europeans increasingly prioritize proactive health management, there's been a notable uptick in supplement consumption, especially for immunity, gut health, and age-related issues. Preventive health management is being driven by rising awareness of the long-term benefits of maintaining overall well-being and reducing the risk of chronic diseases. Responding to this trend, European brands such as Doppelherz, Orkla Health, and Vitabiotics are broadening their product lines. They're focusing on daily use, personalized nutrition, and solutions tailored to specific conditions, bolstering their retail presence with these targeted formulations. These brands are also leveraging advancements in research and development to create innovative products that cater to evolving consumer needs, further solidifying their position in the market.

Supplements targeting women consumers fueling growth

The European dietary supplements market is experiencing growth in women-specific formulations, particularly in segments related to fertility, menopause, and beauty-from-within products. Products labeled "for her" demonstrate higher basket attachment rates and lower price sensitivity compared to gender-neutral alternatives. Innovation in this segment focuses on mood and stress relief supplements, addressing the intersection of hormonal changes and work-life demands. Companies effectively communicating emotional well-being benefits have gained traction, particularly in the United Kingdom and France, where mental health awareness has increased. Women's health supplements continue to influence broader ingredient trends, as active ingredients initially tested in female-focused trials expand into general wellness products. For instance, in May 2025, Optibac introduced Women's Wellbeing, a probiotic supplement combining friendly bacteria with essential vitamins. The product features a blend of live cultures complemented by Vitamin D, C, B6, and Biotin, designed to support energy levels, mental function, immune system, skin health, hormone balance, and gut microbiome health.

Europe's aging population boosts demand for age-related supplements

The demographic shift in Europe is driving demand for supplements that address age-related health concerns, as the population aged 65 and above is projected to reach 30% by 2050, according to the Centre for the Promotion of Imports from Developing Countries^{[2]Source: CBI Centre for the Promotion of Imports from Developing Countries, “Which Trends Offer Opportunities on the European Market for Natural Ingredients for Health Products,” CBI, cbi.eu} . According to the data from Eurostat, Italy has the highest older population in Europe, with around 24.30% as of 2024^{[3]Source: Eurostat, “Eurostat Data Browser,” European Commission, ec.europa.eu} . This aging population is increasing the demand for supplements focused on bone and joint health, cognitive function, and cardiovascular support. The market is evolving from general multivitamins toward specialized products that target specific age-related health issues. Additionally, collagen supplements for joint health and beauty applications have gained particular prominence. Manufacturers are investing in scientific research to validate age-related benefits, exemplified by clinical studies of PEPTAN collagen peptides that show improvements in hair quality and reduced hair loss. This focus on scientific evidence is essential for building credibility with older consumers, who carefully evaluate supplement effectiveness.

Consumers' inclination towards clean-label and natural supplements

The growing demand for clean-label products is transforming ingredient supply chains in the European dietary supplements industry. Manufacturers are seeking clean-label ingredients. For instance, in July 2024, Lonza unveiled new additions to its portfolio of clean-label dosage forms. The introduction of Capsugel Vcaps Plus Red Radish and Spicy Yellow capsules expanded the range of plant-based, food-colored capsules available for supplement brands seeking to create visually distinctive products. Companies using plant-derived excipients are anticipated to reduce consumer inquiries about additive safety, leading to improved customer service efficiency and lower product returns. The trend has also increased partnerships between supplement manufacturers and European farmers who grow specialty botanicals under traceability programs, benefiting rural communities while reducing transportation emissions. These developments indicate that regional ingredient sourcing may become as significant a competitive factor as pricing or brand history. 

Presence of counterfeit products hampering the growth

The presence of counterfeit supplements remains a significant constraint in the market, particularly affecting high-margin beauty capsules sold through online channels. While mandatory unique identification codes have reduced seizures reported by enforcement agencies, discounted grey-market listings continue to appear on cross-border platforms. In response, brands have increased their investments in brand-protection software to monitor marketplaces and initiate takedown procedures. Companies are also leveraging their anti-counterfeit measures as marketing tools by emphasizing authenticity guarantees in their brand messaging, effectively transforming a regulatory requirement into a trust-building feature. In March 2024, the European Commission (EC) launched a formal investigation into a Chinese e-commerce giant for potential violations of the Digital Services Act (DSA). The investigation focuses on the platform's management of illegal or harmful products, including counterfeit medicines, food, and dietary supplements, along with influencer involvement in promoting these items^{[4]Source: Victor Rudebeck and Alexis Rayon, “Breaking the Counterfeit Supply Chain: A Global Perspective,” Control Risks, controlrisks.com} .

Scientific skepticism reduces consumer trust in unproven products

European consumers increasingly demand peer-reviewed evidence for supplement products, particularly following media reports of vitamin C dosage inconsistencies in German supplements. Retailers have reduced shelf space for brands without efficacy data, making scientific validation a key market entry requirement. Pharmacists now serve as primary advisors, recommending products with clinical support and driving higher sales of scientifically validated probiotics compared to generic alternatives. In response, supplement brands are collaborating with universities to conduct independent trials, recognizing that scientific evidence helps convert skeptical consumers into loyal customers.

Segment Analysis

By Product Type: Vitamins Dominate and Probiotics and Prebiotics Accelerate

In 2024, vitamins commanded a dominant 33.21% share of the European dietary supplements market. This stronghold is bolstered by a robust scientific consensus, their prevalent use in preventive health measures, and their endorsement in public health initiatives. Highlighting the industry's evolving focus, ILSI Europe launched its Vitamin K2 Task Force in 2024, spotlighting emerging micronutrients. These nutrients, especially those targeting bone and cardiovascular health, are expanding the appeal of the category beyond mere general wellness.

Prebiotics and probiotics, set to grow at a 9.61% CAGR from 2025 to 2030, are riding the wave of heightened consumer awareness about gut health and its pivotal roles in immunity and mood regulation. Products tailored to specific strains enjoy elevated repeat purchase rates, and collaborations with fermented foods amplify both trial and adoption rates. Minerals hold consistent demand, driven by a healthcare spotlight on micronutrient deficiencies. Meanwhile, omega-3s experience surges in popularity during cardiovascular health campaigns. Additionally, protein and amino acid supplements are carving out spaces in general wellness sections, touted for their muscle benefits and role in promoting satiety.

Note: Segment shares of all individual segments will be available upon report purchase

By Form: Diverse Formats Drive Market Growth

Tablets currently hold the largest market share with 28.17% in 2024, while gummies are expected to grow at a CAGR of 10.01% during 2025-2030. Tablets are the dominant form of dietary supplements, offering advantages such as convenience, cost-effectiveness, efficient manufacturing, and extended shelf life. Their precise dosage control and consumer familiarity contribute to their widespread adoption in the market. The increasing consumer preference for gummies stems from pill fatigue and the enhanced consumption experience. The development of starch-free gummy formulations enables manufacturers to incorporate temperature-sensitive active ingredients, broadening their application scope. Premium travel-size pouches have gained market share over larger bottles in specific regions, indicating consumer willingness to pay more for convenience and product freshness. Capsules and softgels remain dominant in specific segments, particularly for fish-oil concentrates, due to their superior oxidation protection, while powders maintain popularity among consumers who incorporate supplements into smoothies.

Liquid formulations address the needs of elderly consumers and children who have difficulty swallowing, highlighting the importance of accessibility in product development. New formats, such as liquid-filled gummy capsules, combine the benefits of softgels with gummy appeal. These delivery format innovations serve as product differentiators, enabling companies to distinguish themselves beyond their ingredient offerings.

By Source: Evolving Ingredient Preferences and Supply Chain Dynamics

In 2024, synthetic or fermentation-derived ingredients command a 56.11% share of the market, owing to their consistent quality, scalability, and year-round availability. These key attributes not only support large-scale production but also help in adhering to regulatory standards. Such ingredients allow for precise dosing and a standardized bioactive content, aligning perfectly with EU quality control mandates and fostering broader product innovation.

Meanwhile, plant-based alternatives are on track to expand at a robust CAGR of 9.81%. Many consumers view botanical ingredients as both safer and more sustainable. Companies are quick to highlight this perception, prominently featuring certification logos on their packaging. Catering to the nutritional needs of vegans, plant-based supplements also champion sustainability and health. The market showcases a variety of protein sources, from peas and rice to hemp, all rich in essential amino acids vital for muscle development and upkeep. These offerings resonate especially with active individuals and fitness aficionados in search of vegan options. In May 2025, Eat Just rolled out a single-ingredient vegan protein powder boasting 30g of protein per serving. While marine-based omega-3s hold sway in segments with clear bioavailability evidence, it's worth noting that the dominance of plant-based ingredients can differ across product categories.

By Consumer Group: Gender and Age Demographics Drive Market

In 2024, women emerged as the dominant consumer group, commanding a 34.12% market share. This surge was fueled by a robust demand for supplements targeting hormonal health, skin aging, and menopause-related concerns. In June 2024, brands such as Sirio Pharma spotlighted their innovative approach, unveiling personalized platforms tailored to women's health. Their offerings spanned from collagen and fertility products to those supporting menopause. Europe's aging female demographic, particularly in nations like Germany, further bolstered this growing market share.

Projected to expand at an 11.01% CAGR until 2030, the children's segment is witnessing growth, largely due to heightened parental awareness surrounding preventive care. This trend encompasses a surge in the use of multivitamins and probiotics, emphasizing immunity and cognitive support. A testament to this trend, Nutriburst rolled out Despicable Me 4-themed gummies in 2024, highlighting the appeal of child-friendly formats that boost engagement and sales.

Concurrently, there's a rising popularity of family-centric supplement bundles, lauded for their convenience and perceived value. Brands such as Doppelherz, Vitabiotics, and Orkla Health are curating multi-generational packs, catering to both adults and children. This strategy not only amplifies household adoption but also sidesteps the need for discount-driven sales, signaling a broader shift towards holistic family wellness solutions throughout Europe.

By Health Application: Growth in Beauty and Wellness Categories

In 2024, the immunity enhancement segment commanded a dominant 22.06% market share, buoyed by heightened health awareness in the wake of the pandemic. Consumers are prioritizing immune resilience throughout the year, leading brands to diversify their offerings with innovative delivery methods and scientifically validated ingredients. For example, Naturacare introduced its latest line of immunity-boosting supplements at Vitafoods Europe 2024, harnessing the power of proven botanical extracts and vitamins, underscoring the sector's vibrant innovation and significance.

On another front, the skin, hair, and nail care segment is set to expand at an impressive 11.52% CAGR, driven by the convergence of beauty and health. With consumers increasingly associating their external appearance with internal wellness, there's been a notable uptick in the demand for nutricosmetics, especially those infused with collagen peptides. Backed by scientific evidence touting benefits like enhanced skin elasticity and joint support, these products have seamlessly transitioned into mainstream retail. This burgeoning demand is also fostering collaborations between supplement and cosmetics firms, broadening their market reach and appeal. Furthermore, multivitamins continue to serve as a foundational product for overall wellness. At the same time, supplements targeting bone and joint health are gaining traction, catering to both the aging demographic and office-bound individuals. Categories focusing on energy and weight management are now spotlighting sustained vitality, emphasizing ingredients like adaptogens and slow-release carbohydrates. 

Note: Segment shares of all individual segments will be available upon report purchase

By Distribution Channel: Online Retail Gains Momentum in European Dietary Supplements Market

Specialty stores hold 46.15% of the market share in 2024, while online retail is projected to grow at a 13% CAGR through 2030, driven by digital accessibility and targeted marketing. For example, Holland & Barrett, one of Europe’s leading health and wellness retailers. In FY2023, the company reported a 10% increase in revenue, marking a significant turnaround driven by strategic store investments and digital integration. Holland & Barrett renovated over 400 stores across Europe and opened approximately 35 new locations, emphasizing modern layouts, improved product navigation, and expert-led customer service. E-commerce platforms efficiently launched new products, accelerating product innovation cycles. Pharmacies incorporating e-prescriptions now include supplement recommendations in their virtual consultations, increasing their online traffic. In October 2024, MD Logic Health® launched its premium health supplements into the European market, with a strategic focus on the online retail channel and limited physical stores. This online-first approach enhances accessibility across Europe, aligning with the region’s rising preference for convenient, personalized wellness solutions. 

Also, direct selling organizations maintain their market position through personalized customer guidance, offering services that online platforms struggle to replicate. In October 2024, Oriflame Spain took the lead as the inaugural market for Oriflame and introduced tailored solutions catering to the distinct nutritional requirements of both brand partners and consumers, under the banner of the Wellosophy brand. However, Supermarkets leverage consumer trust to promote their private-label vitamins, particularly in Southern European markets where price sensitivity is high. The market's distribution channels continue to diversify, favoring companies that can effectively manage inventory and maintain consistent messaging across multiple platforms.

Geography Analysis

Germany dominates the European Dietary Supplements market with an 18.52% share, supported by strict regulations and consumer reliance on pharmacist guidance. Government initiatives promoting micronutrient intake have increased public awareness, resulting in consistent retail sales throughout the year. German consumers demonstrate a willingness to pay higher prices for products with research credentials, indicating that scientific validation drives purchasing decisions. Environmental sustainability has become equally important as product effectiveness, leading manufacturers to emphasize carbon-neutral production and recyclable packaging.

The United Kingdom and France represent major contributors to European Dietary Supplements revenue, with distinct market characteristics. United Kingdom consumers increasingly favor beauty-enhancement and cognitive performance products, driven by corporate wellness programs focusing on stress reduction. French markets emphasize sustainable sourcing and traditional botanical ingredients, with pharmacies selecting products that complement national clean-beauty trends. Regional cultural preferences significantly shape product marketing, requiring companies to customize their messaging for different European markets.

Southern and Eastern European markets show contrasting development patterns. Italy maintains Europe's highest per-capita supplement expenditure, particularly in digestive health products that complement traditional dietary habits. Spain utilizes local botanical ingredients, including olive leaf and citrus bioflavonoids, to create distinctive domestic brands for international markets. Poland exhibits the highest projected growth rate at 7.63% CAGR, reflecting increased disposable income and expanded e-pharmacy accessibility. However, consumer misconceptions between dietary supplements and over-the-counter medications persist. This combination of growth potential and market education needs indicates that expansion strategies in Eastern European regions require robust distribution networks alongside consumer education initiatives.