Europe Dietary Supplements Market Research Report By Type (Vitamins, Minerals, Amino AcidsProteins, Probiotics, Blends), By form (Tablets, CapsulesSoftgels, Powders, Gummies) and By Distribution channel (Store, Non-store)- Forecast to 2035

Europe Dietary Supplements Market Overview

As per MRFR analysis, the Europe Dietary Supplements Market Size was estimated at 58.76 (USD Billion) in 2023.The Europe Dietary Supplements Market Industry is expected to grow from 61.08(USD Billion) in 2024 to 136.13 (USD Billion) by 2035. The Europe Dietary Supplements Market CAGR (growth rate) is expected to be around 7.558% during the forecast period (2025 - 2035).

Key Europe Dietary Supplements Market Trends Highlighted

The Europe region is becoming more health-focused, which is one of the factors influencing the growth of the dietary supplement market. In Europe, consumers are becoming more health-conscious and supplementing with organic and natural products, which is an opportunity moving forward. This is in line with Europe’s strict advertising and product safety law, meaning the supplements are of good quality. 

Another factor influencing the market includes the increase if health issues related to one’s lifestyle, which is why the population is more inclined to use dietary supplements. These consumers are also driving change as there are more opportunities available for functional foods and dietary supplements that provide other benefits such as enhanced immunity, improved digestion, and overall better wellness with other nutrition.

Moreover, Europe’s older population is increasing the need for dietary supplements intended for health and vigor preservation towards the end of life. Also, the personalization trend is on the rise as customers look for supplements designed specifically for their health requirements. Because of technological development, brands can now provide personalized options given an individual's health information, thus targeting a sophisticated audience. 

The expanding access to online retail also makes dietary supplements easily available to consumers throughout Europe. Digital platforms are changing the market. All these trends enable companies to meet the growing demand from consumers who are more conscious about health in this region.

Europe Dietary Supplements Market Drivers

Increasing Health Awareness Among Consumers

In recent years, there has been a significant increase in health awareness among consumers in Europe, driven by growing knowledge about nutrition and the role dietary supplements play in maintaining overall health. For instance, a survey conducted by the European Commission indicated that 69% of Europeans consider health as their top priority, leading to an increase in the consumption of dietary supplements. Organizations such as the European Food Safety Authority (EFSA) play a crucial role in educating consumers about the safety and benefits of dietary supplements, which has contributed to the rising interest in this segment.

Furthermore, the ongoing COVID-19 pandemic has intensified this focus, as individuals are more inclined to boost their immunity through proper nutrition and supplements; reports indicate a marked increase in sales of vitamin C and D supplements within Europe during the pandemic period.

Aging Population Driving Demand

Europe is experiencing an increasing aging population, with projections indicating that by 2050, around 34% of the European Union's population will be over 65 years old. This demographic shift is a significant driver for the Europe Dietary Supplements Market Industry, as older adults often require nutritional support to manage health conditions and improve quality of life. Organizations such as the World Health Organization (WHO) highlight the importance of dietary interventions in managing age-related health issues.

This trend has led to a burgeoning demand for dietary supplements specifically formulated for the elderly, including vitamins and minerals for bone health and cognitive function.

Expansion of E-commerce Platforms

The growth of e-commerce platforms has dramatically transformed the way dietary supplements are marketed and sold in Europe. Digital sales have seen an upsurge, driven by convenience and the availability of a wider range of products. Reports from the European E-commerce Association indicate that online sales of health products, including dietary supplements, jumped by more than 50% in 2020, particularly during the pandemic lockdowns. 

Companies like Amazon and specialized health retailers have invested heavily in online platforms, making dietary supplements more accessible to consumers.This shift in purchasing behavior presents an exciting opportunity for brands to reach a larger audience and cater to diverse consumer preferences.

Europe Dietary Supplements Market Segment Insights

Dietary Supplements Market Type Insights

The Europe Dietary Supplements Market has witnessed robust expansion, underpinned by a diverse array of product types. Vitamins serve as a foundational element within the market, reflecting a significant consumer preference for daily supplementation to support overall health and wellness. This category includes essential vitamins that cater to various demographics, from children to seniors, showcasing broad applicability throughout the European population. Furthermore, minerals have carved out a substantial niche in the market, as they are integral for numerous bodily functions, including bone density and immune support, prompting increased awareness and consumption among health-conscious consumers.Another notable segment includes amino acids and proteins, which have gained traction particularly among fitness enthusiasts and athletes in Europe. 

This segment is closely tied to the growing trends of fitness and healthy lifestyles, emphasizing the importance of muscle repair and overall physical performance. Probiotics have also emerged as a pivotal player, reflecting a rising awareness about gut health and its influence on overall wellness. The demand for probiotics has surged as consumers increasingly seek products that support digestive health and strengthen the immune system, reflecting broader public health messaging focused on preventive care.The blends segment is noteworthy as well, comprising various combinations of nutrients designed to enhance the effectiveness of dietary supplements. This segment appeals to consumers seeking convenience and targeted health benefits in a single formulation, allowing for tailored solutions that meet specific health goals. 

The European market's inclination towards innovative blends showcases the dynamic nature of consumer preferences, as individuals seek more customized dietary options. Overall, the segmentation of the Europe Dietary Supplements Market highlights a diverse landscape that caters to varied health needs, driven by nutritional awareness and evolving consumer behaviors, positioning it for continued growth in the years to come. As such, the segmentation is not just a reflection of product diversity but also underscores a greater trend towards preventative health and wellness across Europe, bolstered by governmental initiatives that support nutritional education and healthy lifestyles.

Dietary Supplements Market form Insights

The Europe Dietary Supplements Market is evolving significantly, with the form segment being a crucial aspect of its growth narrative. This segment encompasses various formats of dietary supplements, which are essential for catering to diverse consumer preferences and lifestyles. Tablets, known for their convenience and precise dosing, are widely favored for daily supplementation. Capsules and softgels are also popular due to their easy swallowing and rapid absorption characteristics, often preferred for oil-based supplements. Powders are gaining traction, especially among fitness enthusiasts, as they allow for versatile consumption methods, including mixing into beverages or foods.Gummies have emerged as a playful and palatable alternative, appealing particularly to younger demographics and those who may have difficulty swallowing capsules or tablets. 

The increasing health consciousness among Europeans has driven demand for diverse supplement forms, enabling organizations to expand their product portfolios and attract a broader audience. This segmentation reflects the ongoing trend towards personalization in the dietary supplements industry, as consumers seek products that align with their specific health goals and preferences.

Dietary Supplements Market Distribution channel Insights

The Distribution channel segment of the Europe Dietary Supplements Market plays a crucial role in the accessibility and availability of products to consumers. This segment is primarily divided into Store and Non-store channels, each catering to different consumer preferences. Store-based distribution remains significant due to the established retail networks and the consumer tendency to prefer in-person shopping for dietary supplements. Customers often seek reassurance through hands-on product examination and personalized assistance provided by health professionals in stores. 

Conversely, Non-store distribution has gained traction with the rise of e-commerce, providing convenience and a wide range of options to consumers. This channel caters to tech-savvy individuals leaning towards online purchases for dietary supplements, facilitated by an increase in mobile commerce and digital marketing strategies. The shift towards online purchasing is attributed to changing lifestyles and the growing demand for convenience. 

Additionally, consumer awareness surrounding health and wellness products continues to rise, resulting in an expansion of both Store and Non-store channels. Future growth may be driven by efforts to enhance customer experience across both segments, highlighting the need for retailers to adapt their strategies. Ensuring product availability and visibility, coupled with targeted marketing campaigns, will be essential for stakeholders in capturing market share in the Europe Dietary Supplements Market.

Europe Dietary Supplements Market Key Players and Competitive Insights

The competitive insights of the Europe Dietary Supplements Market reflect a dynamic and evolving landscape characterized by increasing consumer awareness regarding health and wellness. The market has been bolstered by a growing trend toward preventive healthcare, leading to a surge in demand for dietary supplements. As consumers increasingly perceive dietary supplements as essential components of a balanced diet, numerous players have entered the market with innovative products spanning vitamins, minerals, herbs, and natural extracts. 

This has resulted in heightened competition among established brands and new entrants seeking to gain market share. Moreover, regulatory frameworks and changing consumer preferences are significant considerations for businesses operating in this space, influencing product formulations and marketing strategies.Herbalife Nutrition has established a notable presence within the European Dietary Supplements Market, leveraging its strong brand recognition and a extensive product range. The company focuses on nutritional supplements, weight management products, and personal care offerings, all developed with a commitment to quality and innovation. 

Herbalife Nutrition’s direct selling model enables it to engage with consumers on a personal level, fostering loyalty and repeat business. The company’s robust distribution network bolsters its market reach across various European countries, allowing it to address diverse consumer needs. The emphasis on research and development plays a crucial role in maintaining a competitive edge, as Herbalife Nutrition continually strives to enhance its product offerings and adapt to evolving market trends.USANA Health Sciences holds a significant position in the Europe Dietary Supplements Market, known for its high-quality nutritional products that cater to health-conscious consumers. The company’s key offerings include a range of vitamins, minerals, and dietary supplements designed to support overall wellness and specific health needs. 

USANA's strength lies in its rigorous product testing and quality assurance processes, which ensure that its products meet stringent safety and efficacy standards. The company employs a network marketing approach, enabling a broad reach and personal connections with consumers. Recent expansion initiatives and strategic partnerships have further solidified USANA’s market presence in Europe. The company remains committed to innovation, regularly introducing new products and formulations to meet changing consumer preferences and dietary trends, thus reflecting its proactive stance in the competitive European dietary supplements arena.

Key Companies in the Europe Dietary Supplements Market Include:

• Herbalife Nutrition


• USANA Health Sciences


• Mannatech


• Amway


• Pfizer


• Abbott Laboratories


• Bayer AG


• NutraForge


• Nature's Way


• Orthomol


• GSK


• Nestle


• Doppelherz


• Garden of Life


• GNC Holdings

Europe Dietary Supplements Market Industry Developments

The Europe Dietary Supplements Market has seen several significant developments recently. In September 2023, Herbalife Nutrition announced an expansion of its product line to cater to the growing demand for plant-based supplements across Europe. In August 2023, USANA Health Sciences launched a new range of vitamins tailored for the elderly population, emphasizing the importance of nutrition in aging. 

Notably, in June 2023, Mannatech launched a campaign aimed at raising awareness about the benefits of their dietary supplements among European consumers. Current affairs indicate a trend towards clean label products, with consumers increasingly seeking transparency in ingredient sourcing and manufacturing processes. In terms of mergers and acquisitions, Bayer AG completed the acquisition of a small European firm focused on innovative nutritional supplements in July 2023, enhancing its portfolio in health and wellness. 

Market valuations have seen robust growth due to the rising health-conscious behavior among Europeans, contributing to a surge in demand for dietary supplements. Over the last two years, there have been shifts in regulatory frameworks in Europe aimed at ensuring safety and efficacy in the dietary supplements sector, influencing market dynamics and consumer trust significantly.

Europe Dietary Supplements Market Segmentation Insights

Dietary Supplements Market Type Outlook

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  • Vitamins
  
  
  • Minerals
  
  
  • Amino Acids  Proteins
  
  
  • Probiotics
  
  
  • Blends
  
  
  
  

Dietary Supplements Market form Outlook

• 
  
  
  
  • Tablets
  
  
  • CapsulesSoftgels
  
  
  • Powders
  
  
  • Gummies
  
  
  
  

Dietary Supplements Market Distribution channel Outlook

• 
  
  
  
  • Store
  
  
  • Non-store
  
  
  
  

Report Attribute/Metric Source:	Details
MARKET SIZE 2018	58.76(USD Billion)
MARKET SIZE 2024	61.08(USD Billion)
MARKET SIZE 2035	136.13(USD Billion)
COMPOUND ANNUAL GROWTH RATE (CAGR)	7.558% (2025 - 2035)
REPORT COVERAGE	Revenue Forecast, Competitive Landscape, Growth Factors, and Trends
BASE YEAR	2024
MARKET FORECAST PERIOD	2025 - 2035
HISTORICAL DATA	2019 - 2024
MARKET FORECAST UNITS	USD Billion
KEY COMPANIES PROFILED	Herbalife Nutrition, USANA Health Sciences, Mannatech, Amway, Pfizer, Abbott Laboratories, Bayer AG, NutraForge, Nature's Way, Orthomol, GSK, Nestle, Doppelherz, Garden of Life, GNC Holdings
SEGMENTS COVERED	Type, form, Distribution channel
KEY MARKET OPPORTUNITIES	Rising health consciousness among consumers, Increasing demand for plant-based supplements, Growth in online retail channels, Personalized nutrition trends, Expansion of eldercare supplement products
KEY MARKET DYNAMICS	increasing health consciousness, aging population, regulatory scrutiny, e-commerce growth, rising demand for natural products
COUNTRIES COVERED	Germany, UK, France, Russia, Italy, Spain, Rest of Europe