Europe Dietary Supplements Market - Growth, Trends, COVID-19 Impact, and Forecasts (2021 - 2026)

The Europe Dietary Supplements Market is segmented by Type (Vitamins, Minerals, Herbal Supplements, Proteins and Amino Acids, Fatty Acids, Probiotics, and Other Types), Distribution Channel (Pharmacies and Drug Stores, Supermarkets and Hypermarkets, Online Channels, and Other Distribution Channels), and Country.

Market Snapshot

 European dietary supplements market Overview
Study Period: 2016 - 2026
Base Year: 2020
CAGR: 5.49 %
 European dietary supplements market Key Players

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Market Overview

The European dietary supplements market was valued at USD 14,995.3 million in 2020, and it is projected to reach a CAGR of 5.49% during the forecast period (2021-2026).

Due to the COVID-19 pandemic, the dietary supplement industry in Europe has registered growth among the multiple pockets, as most of the European consumers have more interest in overall health and wellness. For instance, the outbreak of the coronavirus pandemic in Poland in March 2020 had a significant impact on the purchase changes in Poles, which translated into the volume of product sales. From February to March, the highest sales increase was recorded for products from the health category, such as dietary supplements or OTC drugs.

Europeans perceive dietary supplements as products that improve health and wellness. The purchase of such products is, thus, considered as a preventive measure to health disorders. Health professionals across the region recommend dietary supplements to their patients to combat health challenges.

The region witnessed higher demands for food supplement products containing vitamins and minerals, and thus, regulations and laws have given due preference for such products.

Scope of the Report

Dietary supplements are majorly consumed with a prime intention 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. Based on type, the market has been segmented into vitamin, mineral, herbal supplements, proteins and amino acids, fatty acid, probiotics, and other types. Based on the distribution channel, the market is segmented into pharmacies and drug stores, supermarkets and hypermarkets, online channels, and other distribution channels. Based on country, the market report covers emerged and emerging countries in the region, which includes Spain, the United Kingdom, Germany, France, Italy, Russia, and the Rest of Europe. For each segment, the market sizing and forecasting have been done in value terms of USD million.

By Type
Herbal Supplements
Proteins and Amino Acids
Fatty Acids
Other Types
By Distribution Channel
Pharmacies and Drug Stores
Supermarkets and Hypermarkets
Online Channels
Other Distribution Channels
By Country
United Kingdom
Rest of Europe

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Key Market Trends

Weight Loss Dietary Supplements are Capturing the Market

The term “obesity” that was traditionally recognized as the alarm to eat healthily and live actively has gradually taken the shape of malignancy across countries, such as Malta, Hungary, the United Kingdom, and Germany, where the rate of the obese population has been escalating. The graveness of this issue can be understood by analyzing the countries with the lowest obesity rates in Europe, which yet surpass the global average of obesity prevalence as laid by the World Health Organization. As a result, obesity has become one of the greatest burdens on the healthcare sectors of most of the European countries, which is leading consumers to pivot their requirements toward natural ingredients and health products, wherein the use of alternative medicines, particularly “supplements,” has witnessed a steep growth over the past few years. According to the OECD, six places among the top ten economies with the greatest health expenditure on obesity are occupied by European countries.

 European dietary supplements market Key Trends

Italy Holds the Largest Market Share

The awareness and market penetration level for vitamins in Italy is high, as 52% of Italian adults use supplements either as vitamins or minerals. Further, the growing aging population is fueling the demand for dietary supplements, as they can prevent or overcome health conditions. The awareness and market penetration level for dietary supplements in Italy is high, thereby demanding more such products during the forecast period. According to FederSalus, due to the COVID-19 pandemic, consumers in the market are turning their attention toward supplements to maintain their health. Thus, the sales of dietary supplements, like vitamin C, registered a market share of 237.8%. The sales of supplements for sleep and relaxation jumped by 26.6% compared to that of the previous year.

 European dietary supplements market Growth by Region

Competitive Landscape

Major players are focusing on product innovations to expand their presence in the market, enhance their brand portfolio, and cater to various preferences of consumers. Major players in the European dietary supplements market include Amway, Glaxosmithkline PLC, Reckitt Benckiser Group PLC, and NutraHealth PLC. These companies are increasing their investments in research and development (R&D) and developing innovative products in line with consumer needs to expand their presence and maintain their position in the market.

Recent Developments

In May 2021, Nature’s Bounty launched a new marketing campaign for the United Kingdom and Ireland. The new market campaign was launched to redefine Nature’s Bounty’s positioning to align with the company’s founding purpose of accessible nutrition from nature.

In December 2018, GlaxoSmithKline PLC and Pfizer Inc. formed a new, world-leading consumer healthcare joint venture. This joint venture is expected to be a category leader in pain relief, respiratory, vitamin and mineral supplements, digestive health, skin health, and therapeutic oral health. ​

In April 2018, Procter & Gamble (P&G) acquired the consumer healthcare business of Merck KGaA (Darmstadt, Germany) for USD 4.2 billion in Europe, Asia, and Latin America. P&G bought Merck’s over-the-counter OTC (OTC) dietary supplement brands, such as Femibion women’s health supplements, Seven Seas omega-3 fish oil, and Bion 3 immune-health supplements.

Table of Contents


    1. 1.1 Study Deliverables and Study Assumptions

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    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 By Type

      1. 5.1.1 Vitamins

      2. 5.1.2 Minerals

      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 By 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 By Country

      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 Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 Amway

      2. 6.4.2 Glanbia PLC

      3. 6.4.3 Glaxosmithkline PLC

      4. 6.4.4 Abbott

      5. 6.4.5 Reckitt Benckiser Group PLC

      6. 6.4.6 Gnc Holdings Inc.

      7. 6.4.7 Bayer AG

      8. 6.4.8 Procter & Gamble

      9. 6.4.9 Nature's Bounty

      10. 6.4.10 NutraHealth PLC

    5. *List Not Exhaustive


**Subject to Availability

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Frequently Asked Questions

The Europe Dietary Supplements Market market is studied from 2016 - 2026.

The Europe Dietary Supplements Market is growing at a CAGR of 5.49% over the next 5 years.

Amway, GlaxoSmithKline plc, Bayer AG, NutraHealth Plc, Reckitt Benckiser Group PLC are the major companies operating in Europe Dietary Supplements Market.

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