Europe Dietary Supplements Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)

The Europe Dietary Supplements Market Report is Segmented by Type (Vitamins, Minerals, Herbal Supplements, Proteins, Amino Acids, Fatty Acids, Probiotics, and Other Types), Distribution Channel (Pharmacies and Drug Stores, Supermarkets and Hypermarkets, Online Channels, and Other Distribution Channels), and Geography (United Kingdom, Italy, Spain, Germany, France, Russia, and Rest of Europe). The Report Offers the Market Size in Value Terms in USD for all the Abovementioned Segments.


Europe Dietary Supplements Market Size

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Europe Dietary Supplements Market Summary
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Study Period 2019-2029
Base Year For Estimation 2023
Market Size (2024) USD 21.64 Billion
Market Size (2029) USD 33.30 Billion
CAGR (2024 - 2029) 9.01 %
Market Concentration Low

Major Players

Europe Dietary Supplements Market Major Players

*Disclaimer: Major Players sorted in no particular order


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Europe Dietary Supplements Market Analysis

The Europe Dietary Supplements Market size is estimated at USD 21.64 billion in 2024, and is expected to reach USD 33.30 billion by 2029, growing at a CAGR of 9.01% during the forecast period (2024-2029).

  • Europe has experienced an increase in the consumption of dietary supplements due to their perceived benefits in promoting a healthier lifestyle through the inclusion of macro and micro-nutrients. Many consumers view dietary supplements as self-care tools and immunity boosters that can aid in maintaining overall health, heart and digestive health, immune system, energy, and skin health. The growing awareness among consumers regarding preventive healthcare measures and practices has further driven the demand for these products.
  • To cater to the evolving needs and preferences of consumers, manufacturers in the market are experimenting with different dietary supplement delivery formats. Direct-dose powders, chews, gummies, and other interesting formats have become increasingly popular among European consumers due to their convenience and easy availability.
  • In November 2021, Procter and Gamble entered the market of vitamin C formulations containing zinc and other mineral or herbal ingredients by launching its products co-packaged with two of its best-known OTC drug brands, Vick's DayQuil and NyQuil cold remedies. This move highlights the increasing trend of combining dietary supplements with conventional drugs to create new product offerings and cater to the growing demand for preventive healthcare measures.

Europe Dietary Supplements Market Statistics

European Dietary Supplements Market growth is not evenly distributed across Countries. Italy and Germany are the largest country markets for Europe Dietary Supplements; however, many smaller countries’ market segments are expected to register much higher growth compared to these giants. For example, Italy is one of the Top three Dietary Supplements Markets but lags behind emerging economies such as the United Kingdom, and Spain in terms of future growth.

Italy Dietary Supplements Market Size

The Dietary Supplements Market revenue in Italy was valued at USD 3.98 billion in 2023. It is expected to reach USD 5.22 billion by 2028, growing at a CAGR of 5.54 % during the forecast period (2023-2028). Italian consumers believe that functional foods have significant health benefits. Thus, they are demanding products that are affordable and have functional properties. The market witnessed significant growth with the growing awareness regarding the relationship between diet and health, enhancing the demand for dietary supplements that improve health while providing essential nutrition.

Italy Dietary Supplements Market Size
2023 Market Size 2028 Market Size CAGR (2023-2028)
Italy Dietary Supplements Market Size USD 3.98 billion USD 5.22 billion 5.54%

Germany Dietary Supplements Market Size

The Dietary supplements market size in Germany was valued at USD 2.57 billion in 2023. It is expected to reach USD 3.32 billion by 2028, growing at a CAGR of 5.25% during the forecast period (2023-2028). The German dietary supplement market is driven by the rise in awareness regarding the health benefits of supplements and health consciousness. Thus, supplements for urogenital health, vitamins and minerals, and probiotics are in high demand in the market.

Germany Dietary Supplements Market Size
2022 Market Size 2028 Market Size CAGR (2023-2028)
Germany Dietary Supplements Market Size USD 2.57 billion USD 3.32 billion 5.25%

United Kingdom Dietary Supplements Market Size

The Dietary supplements market in the United Kingdom was valued at USD 2.28 billion in 2023, and it is anticipated to reach a value of USD 3.32 billion by 2028, registering a CAGR of 7.75% during the forecasted period (2023-2028). The overall dietary supplements market in the United Kingdom is witnessing growth due to the recent trend of personalized nutrition and technology. In addition, consumers in the country have better access to knowledge about health and nutrition due to active media telecasts, lifestyle blogs, and social media.

United Kingdom Dietary Supplements Market Size
2023 Market Size 2028 Market Size CAGR (2023-2028)
United Kingdom Dietary Supplements Market Size USD 2.28 billion USD 3.32 billion 7.75%

Spain Dietary Supplements Market Size

The Dietary supplements market in Spain was valued at USD 0.72 billion in 2023, and it is anticipated to reach a value of USD 1.05 billion by 2028, registering a CAGR of 7.46 % during the forecasted period (2023-2028). Spain is one of the most rapidly developing markets for dietary supplements in Europe and is expected to offer a high potential for growth during the forecast period. The growing importance of beauty and wellness, which includes being slim and young, as a social value among Spanish consumers and a proactive attitude are set to be the key factors driving the sales of dietary supplements over the forecast period.

Spain Dietary Supplements Market Size
2023 Market Size 2028 Market Size CAGR (2023-2028)
Spain Dietary Supplements Market Size USD 0.72 billion USD 1.05 billion 7.46%

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Europe Dietary Supplements Market Trends

Escalating Consumer Investment in Preventive Healthcare Products

  • The aging population in Europe is driving the demand for various dietary supplements that can help maintain and enhance overall health and well-being. This trend is further fueled by the high healthcare costs in the region, as Europeans spend a considerable amount out-of-pocket on healthcare expenses for both communicable and non-communicable diseases.
  • For instance, according to the Organisation for Economic Co-operation and Development (OECD), in 2021, in Germany, the average per capita out-of-pocket spending on healthcare was USD 858.4. Vegan and all-natural supplements are some of the fastest-growing categories, as they are gaining popularity due to their perceived health benefits. Probiotics, in particular, have experienced significant growth in recent years as they aid in gut health.
  • Market companies have responded quickly to this trend, expanding their product portfolios to include such supplements. For instance, in June 2022, Procter & Gamble launched a new line of dietary supplements, including in Europe.
Europe Dietary Supplements Market: Per Capita Out-of-Pocket Spending on Healthcare, by Country, 2021

Italy Holds the Largest Market Share

  • Italian consumers place great value on functional foods and believe that they offer significant health benefits. As a result, they are increasingly demanding affordable products with functional properties. This has led to substantial growth in the market, driven by growing awareness of the link between diet and health and a desire for dietary supplements that can improve health while providing essential nutrition.
  • Consumers in the region are mainly focused on preventive healthcare and are spending more on healthcare as a result. There is also an increasing prevalence of obesity in the country, which is driving demand for fitness supplements and other dietary supplements. According to World Population Review data from 2023, 19.9% of adults in Italy are obese.
  • Market players in the region are launching new dietary supplements to meet consumer needs. For example, in February 2021, Garden of Life launched new baby vitamins designed to provide optimal wellness for babies. These liquid supplements are certified United States Department of Agriculture (USDA) organic, non-genetically modified organism (GMO) project verified, and are vegan and gluten-free.
Europe Dietary Supplements Market: Public Healthcare Expenditure, in USD Million, Italy, 2018-2021

Europe Dietary Supplements Industry Overview

The Europe dietary supplements market is highly fragmented, with global and regional players competing for market share. Among the prominent players in the market are Nestle SA, Bayer AG, Haleon PLC, Procter & Gamble Co, and Perrigo Co Plc. These companies continually seek to expand their product portfolios and market reach through mergers and acquisitions. For example, in February 2022, Nestlé Health Science completed its acquisition of Vital Proteins, a leading lifestyle and wellness platform offering a range of supplements, beverages, and food products. This move aimed to strengthen Nestlé Health Science's position in the health and wellness market, especially in the fast-growing collagen supplement segment. The acquisition also allowed Vital Proteins to leverage Nestlé Health Science's global distribution network and resources to expand its product offerings and customer base.

Europe Dietary Supplements Market Leaders

  1. Bayer AG

  2. Haleon PLC

  3. Procter & Gamble Co

  4. Perrigo Co Plc

  5. Nestle SA

*Disclaimer: Major Players sorted in no particular order

Europe Dietary Supplements Market Concentration
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Europe Dietary Supplements Market News

  • March 2023: Amway launched a new Nutrilite Omega, and Advanced Omega offers omega-3s from sustainably sourced fish oil after receiving certification from Friend of the Sea for nutraceutical products globally, including Europe.
  • June 2022: Bayer launched Berocca ImmunoEffervescent Tablets, a nutritional supplement for immunity. The product is claimed to contain ten essential vitamins and minerals that help boost the immune system, including zinc, copper, iron, and selenium, as well as vitamins D, C, A, B6, B9, and B12.
  • May 2021: Nature's Bounty launched a new marketing campaign in the United Kingdom and Ireland to redefine its brand positioning. The campaign seeks to realign the company's messaging with its original founding purpose of providing accessible and natural nutrition. Through the campaign, Nature's Bounty emphasizes its commitment to using natural, high-quality ingredients in its products and promotes the idea that good health starts with good nutrition. The company also seeks to educate consumers about the benefits of natural supplements and to provide information about the science behind its products.

Europe Dietary Supplements Market Report - Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

      1. 4.1.1 Consumer Spending on Preventive Healthcare Products

      2. 4.1.2 Weight-loss Dietary Supplements Capturing the Market

    2. 4.2 Market Restraints

      1. 4.2.1 Escalating Functional Food Consumption

      2. 4.2.2 An Environment of Austere Regulations

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 Type

      1. 5.1.1 Vitamins and Minerals

      2. 5.1.2 Enzymes

      3. 5.1.3 Herbal Supplements

      4. 5.1.4 Proteins and Amino Acids

      5. 5.1.5 Fatty Acids

      6. 5.1.6 Probiotics

      7. 5.1.7 Other Types

    2. 5.2 Distribution Channel

      1. 5.2.1 Pharmacies and Drug Stores

      2. 5.2.2 Supermarkets and Hypermarkets

      3. 5.2.3 Online Channels

      4. 5.2.4 Other Distribution Channels

    3. 5.3 Geography

      1. 5.3.1 Spain

      2. 5.3.2 United Kingdom

      3. 5.3.3 Germany

      4. 5.3.4 France

      5. 5.3.5 Italy

      6. 5.3.6 Russia

      7. 5.3.7 Rest of Europe


    1. 6.1 Most Adopted Strategies

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 Amway Corporation

      2. 6.3.2 Glaxosmithkline PLC

      3. 6.3.3 Bayer AG

      4. 6.3.4 Procter & Gamble Company

      5. 6.3.5 Perrigo Plc

      6. 6.3.6 Nestle SA

      7. 6.3.7 Herbalife Nutrition Ltd.

      8. 6.3.8 Sanofi

      9. 6.3.9 Pileje SAS

      10. 6.3.10 Biogaia AB

    4. *List Not Exhaustive

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Europe Dietary Supplements Industry Segmentation

Dietary supplements are majorly consumed with the prime intention of enhancing 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.

Vitamins and Minerals
Herbal Supplements
Proteins and Amino Acids
Fatty Acids
Other Types
Distribution Channel
Pharmacies and Drug Stores
Supermarkets and Hypermarkets
Online Channels
Other Distribution Channels
United Kingdom
Rest of Europe
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Europe Dietary Supplements Market Research FAQs

The Europe Dietary Supplements Market size is expected to reach USD 21.64 billion in 2024 and grow at a CAGR of 9.01% to reach USD 33.30 billion by 2029.

In 2024, the Europe Dietary Supplements Market size is expected to reach USD 21.64 billion.

Bayer AG, Haleon PLC, Procter & Gamble Co, Perrigo Co Plc and Nestle SA are the major companies operating in the Europe Dietary Supplements Market.

In 2023, the Europe Dietary Supplements Market size was estimated at USD 19.69 billion. The report covers the Europe Dietary Supplements Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Europe Dietary Supplements Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.

Europe Dietary Supplements Industry Report

Statistics for the 2024 Europe Dietary Supplements market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Europe Dietary Supplements analysis includes a market forecast outlook for 2024 to 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.

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Europe Dietary Supplements Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)