Europe Dietary Supplements Market Size, Share & Industry Analysis, By Type (Vitamins, Minerals, Enzymes, Fatty Acids, Proteins, and Others), By Form (Tablets, Capsules, Powder, and Liquid), By Application (Energy & Weight Management, Bone & Joint Health, General Health, Immunity, Brain & Mental Health, Skin/Hair/Nails, Cardiac Health, Healthy Aging, and Others), By End User (Children, Adults, Pregnant Women, and Geriatric), By Distribution Channel (Supermarkets/Hypermarkets, Pharmacies, Online, and Others), and Country Forecasts, 2025-2032

The Europe dietary supplements market size was valued at USD 26.60 billion in 2024. The market is projected to grow from USD 28.74 billion in 2025 to USD 50.69 billion by 2032, exhibiting a CAGR of 8.45% during the forecast period.

A few of the key players in the European dietary supplements industry include Abbott Industries, Glanbia Nutritionals, and GSK plc, among others.

Dietary supplements are specific substances that are developed and designed to add nutrients to the body. The market is driven by the rapidly increasing geriatric population across various European economies, followed by a growing focus on preventive healthcare measures and practices. The demand for natural, vegan, and clean-label supplements is exhibiting a strong growth trajectory owing to the rising consumer inclination toward natural products and products made up of fewer chemical ingredients.

Europe Dietary Supplements Market Overview

Market Size & Forecast:

• 2024 Market Size: USD 26.60 billion
• 2025 Market Size: USD 28.74 billion
• 2032 Forecast Market Size: USD 50.69 billion
• CAGR: 8.45% from 2025–2032

Market Share:

• Vitamin supplements held the dominant share in 2024, driven by rising awareness of vitamin deficiencies and a strong consumer focus on physical and mental wellness. The capsules segment led by form, favored for its convenience, affordability, and precise dosage. By application, general health accounted for the largest share, supported by high product usage across all age groups. Adults were the leading end users in 2024, driven by demand for products targeting immunity, energy, and bone health. Pharmacies remained the dominant distribution channel, backed by consumer trust in product quality and authenticity.

Key Country Highlights:

• Italy: Led the regional herbal supplements market due to high demand for botanicals and favorable regulations by the Ministry of Health and EFSA ensuring quality and safety.
• U.K.: Projected to register the highest CAGR of 9.79% from 2025–2032, supported by rising adoption of dietary supplements among its aging population seeking targeted health benefits.

MARKET DYNAMICS

Market Drivers

Customization of Nutrition Products to Drive Europe Dietary Supplements Market Growth  

The sustainable growth of the Europe dietary supplements market will hinge on customized offerings, implying that the one-size-fits-all concept is expected to be replaced by personalized nutrition. The digitalization wave has quickly reached the nutrition sector. Technological intervention in the form of artificial intelligence is increasingly deployed to analyze data, such as biomarkers, medical history, and genetics, in order to develop hyper-personalized solutions.

Consumers are exhibiting greater willingness for customized and tailor-made offerings, which include diet, supplements, and exercise. Nutritional supplements are expected to play a crucial role in advancing the concept of predictive and proactive health.

Increased Production and Formulation of Novel and Innovative Supplements to Boost Growth 

The Europe dietary supplements market is highly competitive and dynamic. Various brands and niche players are leading the market with their innovative, customizable, and aesthetic offerings. The prominent players are embarking on the development of innovative sports nutrition drinks to attract fitness enthusiasts and sports persons. For instance, in August 2019, Glanbia Nutritionals announced the launch of a heat-stable creatine ready-to-drink sports nutrition product to fulfill the increasing demand for RTD food supplements. The product expertise and widespread loyalty for regional brands in Europe have led to intensive merger and acquisition activities.

Market Restraints

Strict Regulations Associated with Supplements to Limit Market Growth

Despite the higher demand in Europe, certain factors are limiting market growth within the region such as the stringent and complex regulatory structure for the commercialization of nutraceutical products. The European Food Safety Authority (EFSA), which is a major regulatory body for food supplements and other nutraceutical products, approves a supplement only after rigorous substantiation and evidence-based analysis of the claims made by manufacturers.

Market Opportunities

Increasing Spending on Preventive Healthcare Products to Create Opportunity for Market Growth

As healthcare costs are increasing, more consumers are adopting preventative healthcare. They are spending on products such as dietary supplements as a proactive measure to boost immunity and reduce long-term medical expenses. The COVID-19 pandemic has further accelerated the adoption of preventive healthcare approaches, owing to increased demand among health conscious consumers. According to the Multidisciplinary Digital Publishing Institute (MDPI), the most common types of products consumed during COVID-19 were vitamin D, multivitamins, vitamin C, and others. This has created an opportunity for the manufacturers to expand their market presence by launching new natural and organic ingredient-based products.

Europe Dietary Supplements Market Trends

Product Availability on Online Channels is Crucially Driving  Market Growth  

The Europe dietary supplements market growth is driven by the growing demand for vitamin and mineral-containing products among Europeans. For instance, in the opinion of the National Diet and Nutrition Survey, approx. 40% of individuals aged above 65 and 33% of grown-ups aged between 19 and 64 years consume products in the U.K. The emergence of online retail channels and changing shopping trends in Europe are expected to drive the market in this region. The easy and convenient shopping experience, sales promotion, and exclusive product availability on various e-commerce platforms are some of the key Europe dietary supplement market trends.

The expanding vegan and vegetarian populations, particularly among younger consumers, are a major driver of the plant-based supplements market. Europe is one of the leading markets for vegan products, and there is greater demand for plant-derived supplements that can fill nutritional gaps and provide essential vitamins, minerals, and proteins. Therefore, increased awareness of the nutritional benefits and environmental sustainability of plant-based products continues to drive the market's growth. Such products are increasingly consumed across the European region.

Impact of COVID-19

The increased consumer focus on boosting immunity and aiding overall health as a preventive measure against the coronavirus significantly boosted the demand for dietary and health supplements across Europe. For instance, according to the European headquarters of the SIRIO Group, a global nutraceutical Contract Development, Innovation, and Manufacturing Organization (CDMO), the demand for immunity boosting products or dietary supplements accelerated during the COVID-19 pandemic. Various large as well as small food supplement retailers reported a huge surge in the demand for supplements during this period.

Trade disruption from Asian countries such as China and India, which are the major exporters of herbs and other ingredients used in these products, resulted in production delays. This caused a surge in the price of imported raw materials. The demand for other ingredients, such as vitamins and minerals, also increased during the pandemic, which directly caused the prices of raw materials to surge.

SEGMENTATION ANALYSIS

By Type

Vitamin Supplements Hold Dominating Share Owing to their Surging Demand

On the basis of type, the market is segmented into vitamins, minerals, enzymes, fatty acids, proteins, and others.

Vitamins accounted for the largest Europe dietary supplement market share in 2024, owing to its heightened awareness among consumers. As vitamin deficiencies are prevalent among consumers, such supplements help to address the problems.  

The consumer base is broad across the region as consumers are highly inclined to boost their physical as well as mental health and enhance the quality of their lives. The demand for traditional vitamins, minerals, and multivitamin supplements is significantly higher among women, while men are more inclined toward supplements that can boost their energy and endurance as well as improve their gut health.

By Form

Capsules Segment to Lead Stoked by Growing Demand for Convenient Packaging

On the basis of form, the market is segmented into tablets, capsules, liquid, and powder.

The capsules segment is set to lead owing to their higher demand across the region. Consumers are inclined toward them because of their convenient packaging, higher affordability than liquid supplements, and defined dosage. Most of the international as well as domestic market players choose to encapsulate their vitamin, multivitamin, multi-mineral, and amino acid supplements in different capsule sizes.

Tablets are another major form in which consumers frequently purchase supplements. These products have defined dosages, and compared to powders, they are in a ready-to-consume format, thus eliminating the need to mix or measure the products before consuming.

By Application

General Health Segment Accounts for Largest Market Share Due to High Usage Rate  

Based on application, the market is segmented into energy & weight management, bone & joint health, general health, immunity, brain & mental health, skin/hair/nails, cardiac health, healthy aging, and others.

Amongst all segments, general health accounts for the highest market share owing to the product’s popularity. These products support the overall well-being of consumers and help prevent a wide array of diseases. These products are critical for consumers opting for preventative healthcare. Fitness enthusiasts prefer to consume such products to support energy and overall growth.

Targeted products for treating energy & weight management, bone & joint health products are also popular among consumers, sports nutrition and they are targeted at consumers suffering from severe health ailments.

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By End User

Adults Segment Holds Leading Position as it Accounts for Largest Supplement Consumption

Based on end user, the market is sub-segmented into children, adults, pregnant women, and geriatric. 

Adults accounted for the highest market share in 2024 as they tend to consume these products more for their short-term benefits and better immunity. Young and working populations consume such products to enhance their energy and immunity, and also support bone health, eye, and other health problems.  

The geriatric population accounts for another major user of supplements as they help to support and reduce age-related problems, meet the nutritional needs of older adults, and also improve the health conditions of consumers.

By Distribution Channel

Pharmacies Account for Highest Market Share Due to High Trust among Consumers in Product Quality

Based on distribution channel, the market is segmented into supermarkets/hypermarkets, pharmacies, online, and others.

Pharmacies account for the highest market share owing to the availability of high-quality products. These stores are perceived to sell authentic products, and hence, consumer trust is high in products sold through them.

Supermarkets/hypermarkets are another major channel through which products are sold and purchased by consumers. The product variety and availability are high across such stores, and consumers can easily purchase products in bulk and at large discounts.

Europe Dietary Supplements Market Country Outlook

Geographically, the Europe dietary supplements market report covers analysis across the U.K., Germany, Italy, France, Spain, and the rest of Europe.

Italy

Italy is one of the prominent European economies in the herbal supplements sector and is leading the European market share. It can be attributed to the high demand for botanicals and their active principles, coupled with the prevalence of permissive legislation on botanical and herbal food supplements in the country. To ensure that only safe and high-quality products are accessible to Italian consumers, the Ministry of Health (Italy) and the European Food Safety Agency (EFSA) are taking crucial initiatives and measures. For instance, a nutritional supplement in Italy can only be marketed if it has been notified to the Ministry of Health and has received clearance from the department.

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U.K.

U.K. is projected to register the highest Compound Annual Growth Rate (CAGR) of 9.79% during 2025-2032. These products are experiencing significant growth among consumers who are shifting toward food supplements. Consumers are adopting dietary supplements to enhance health and improve the quality of their lives and overall well-being. As the U.K. has a large proportion of the aging population these supplements are growing in popularity as they provide targeted health support to the consumers.

COMPETITIVE LANDSCAPE

Key Industry Players

Key Players Focus on Product Innovation to Support Market Growth

The presence of various small, medium, and large players in the European supplements industry has intensified competition in the region. To stay competitive, companies such as Herbalife Nutrition, Sanofi, Abbott, and Bayer AG are focusing on diversifying their product portfolio and covering wider segments, namely, gastrointestinal health, sports & energy, liver & detox, joint health, mental health, and sexual health. For instance, in January 2020, Herbalife Nutrition announced the launch of Beta Heart. This new product is specifically designed to maintain cholesterol levels in the blood.

Key Players in the Europe Dietary Supplements Market

Abbott Laboratories, Amway Corp, GlaxoSmithKline plc, Glanbia Nutritionals, and Bayer AG are some of the largest players in the Europe Dietary supplements market. The European market is moderately consolidated, with the top 5 players accounting for a major portion of the Europe dietary supplements market share.

List of Key Europe Dietary Supplements Companies Profiled

• Abbott Laboratories (U.S.)
• Amway Corporation (U.S.)
• Archer Daniels Midland Company (U.S.)
• GlaxoSmithKline plc (U.K.)
• Glanbia Nutritionals (U.S.)
• Herbalife Nutrition Ltd. (U.S.)
• Nestle S.A. (Switzerland)
• Danone S.A. (France)
• Pfizer Inc. (U.S.)
• Suntory Holdings Ltd. (Japan)
• Bayer AG (Germany)

KEY INDUSTRY DEVELOPMENTS

• February 2025: SFI Health launched the dietary supplement product Equazen in the Portugal market. The company manufactures products that help in cognitive thinking and improve overall well-being.
• October 2024: U.K. retail company Boots launched supplements that are specifically designed for babies and mothers. The product is part of its "Bump and Beyond Pregnancy Multivitamin and Omega 3" product line.
• April 2024: Belgium-based company Naturacare launched four new dietary supplements in the European market: Vital Extend, Bacti Serenity, Electrolytes, and Ovoiimune. These products are effective and provide immunity to consumers. 
• November 2019: DSM acquired AVA, a personalized nutrition digital platform that offers a broad range of nutrition and coaching recommendations across the wellness segment. Earlier, DSM had collaborated with Mixfit, Tespo, and Panaceutics to strengthen its position in the European personalized nutrition market.
• January 2019: Sanofi S.A. announced a partnership with Creasphere, a digital innovation hub for health in Europe, to develop innovative healthcare solutions and expand its digital capabilities.

REPORT COVERAGE

The Europe dietary supplements market analysis provides information about the market in depth and highlights crucial aspects such as the supplement industry, prominent companies, applications, end users, and distribution channels. Besides this, the report also provides insights into the market trends and highlights significant industry developments.

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Report Scope & Segmentation