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Europe Dietary Supplements Market Size, Share & COVID-19 Impact Analysis, By Type (Vitamins, Minerals, Enzymes, Fatty Acids, Proteins, and Others), Form (Tablets, Capsules, Powder, and Liquid), and Regional Forecasts, 2020 – 2027

Last Updated :April 01, 2024 | Format: PDF | Report ID: FBI101918



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The Europe dietary supplements market size was valued at USD 14.95 billion in 2019 and is projected to reach USD 33.80 billion by 2027, exhibiting a CAGR of 9.3% during the forecast period.

Dietary supplements are certain 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 rising awareness among consumers about 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 towards natural products and products made up of less chemical ingredients.

COVID-19 to Positively Impact Dietary Supplements Sales in Europe

The increased consumer focus on boosting immunity and aiding overall health as a preventive measure against the coronavirus has 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 (CDiMO) the demand for immunity-boosting products or supplements in Europe has accelerated in recent months due coronavirus. Various large, as well as small food supplement retailers, have reported a huge surge in the demand for supplements in recent months. This demand is expected to remain high in Europe during the next few months as people have become increasingly conscious of their health and well-being due to the outbreak of the virus.

The suddenly amplified demand for supplements in the region has led to increased stress on supply chains. Transportation restrictions have resulted in spiked logistics costs of raw materials, which is a major challenge for the market at present. However, manufacturers are working on several aspects associated with raw material procurement, production, and distribution channel to restore the disrupted supply chain. The anticipated amplification in demand for these products in the forthcoming years is projected to present lucrative opportunities for niche players and new market entrants to proliferate their business and address the growing need for health supplements of European consumers.


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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 dietary supplements among Europeans. For instance, in the opinion of the National Diet and Nutrition Survey, approx. 40% of the individuals aged above 65 and 33% of grown-ups aged between 19 and 64 years consume nutrition and dietary supplements in the U.K. Emergence of online retail channels and changing shopping market 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 large number of e-commerce platforms are some of the key driving factors for the growth of the food supplements market in Europe.


“Customization of Nutrition Products to Drive Market Growth”

The sustainable growth of the European 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 market is highly competitive and dynamic. Various brands and niche players are leading this key market with their innovative, customizable, and aesthetic offerings. The prominent players are embarking on the development of innovative sport nutrition drinks to attract fitness enthusiasts and sportspersons. For instance, in August 2019, Glanbia Nutritionals announced the launch of heat-stable creatine ready-to-drink sport nutrition products 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.


High Regulatory Stringency Associated with Supplements to Limit Market Growth

Despite the higher demand of dietary supplements in Europe, certain factors are limiting market growth within the region. Among them is 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.


By Type Analysis

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“Vitamin Supplements Segment to Dominate Backed by Surging Demand”

In terms of type, the market is grouped into proteins, enzymes, fatty acids, minerals, vitamins, and others. The consumer base for dietary supplements 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 vitamin, mineral, and multivitamin supplements is significantly high among women, while men are more inclined towards supplements that can boost their energy, endurance, and can improve their gut health.

By Form Analysis

“Tablets and Capsules Segment to Lead Stoked by Growing Demand for Convenient Packaging”

On the bases of form, the market is fragmented into powders, liquids, and tablets and capsules. The tablet and capsules dietary supplements segment is set to lead owing to their higher demand across the region. Consumers are inclining towards 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.


The market is geographically divided into the U.K., Germany, Italy, France, Spain, and the rest of Europe. Amongst these, the United Kingdom is projected to register the highest compound annual growth rate (CAGR) of 9.69% during 2020-2027. In countries such as Greece, Netherlands, Ireland, Denmark, Poland, Austria, and Belgium, the perspective of consumers towards food supplements has changed positively in recent years, which has led to a greater number of consumers adopting dietary supplements to enhance health and improve the quality of their life, especially of the aging populations in these countries.

In countries such as Netherlands, Belgium, Norway, and Sweden, there is an immense opportunity for supplement manufacturers to promote and sell unique and specialized products through effective sales strategies, namely, partnership with digital personal care product selling platforms. As the trend of online shopping is growing across various economies of Europe, the manufacturers and distributors of dietary supplements are increasing their focus on promoting their products and selling them through e-commerce channels to upsurge sales and maximize profits.

Italy is one of the prominent European economies in the herbal supplements sector and is leading the Europe market share. Italy dietary supplements market was valued at USD 2.99 billion in 2019. 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 the 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.


“Key Players Focus on Strategic Partnerships to Strengthen Their Position in Market”

The presence of various small, medium, and large players in the European supplements industry has intensified competition in the region. To stay in this competition, 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. The new product is specifically designed to maintain cholesterol levels in the blood.


  • Abbott Laboratories (Chicago, United States)

  • Amway Corp (Michigan, United States)

  • Archer Daniels Midland Company (Chicago, United States)

  • GlaxoSmithKline plc (Brentford, United Kingdom)

  • Glanbia Nutritionals (Chicago, United States)

  • Herbalife Nutrition Ltd. (California, United States)

  • Nestle S.A. (Vevey, Switzerland)

  • Danone S.A. (Paris, France)

  • Pfizer Inc. (New York, United States)

  • Suntory Holdings Ltd. (Tokyo, Japan)


  • In November 2019, DSM acquired AVA, a personalized nutrition digital platform that offers 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.

  • In 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.


Functional food and beverages are the leading categories within the nutraceuticals space, experiencing significant public health interventions in the form of micronutrients fortification that is categorically taken up to address nutritional deficiencies. Nutraceuticals are thus viewed as a form of preventive medication. Increasing urbanization and discretionary spending habits have further empowered consumers to spend extra dollars on innovative and effective offerings.

An Infographic Representation of Europe Dietary Supplements Market

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The Europe dietary supplements market report provides qualitative and quantitative insights and detailed analysis of market size and growth rate for all possible segments in the market. Along with this, the report provides an elaborative analysis of the market dynamics and competitive landscape. Various key insights provided in the report are the overview of related markets, recent industry developments, such as mergers & acquisitions, the regulatory scenario in key countries, and key industry trends.

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Report Scope & Segmentation



Study Period


Base Year


Forecast Period


Historical Period



  Value (USD Billion)


By Type

  • Vitamins

  • Minerals

  • Enzymes

  • Fatty Acids

  • Proteins

  • Others

By Form

  • Tablets and Capsules

  • Liquids

  • Powders

By Country

  • Germany

  • France

  • U.K.

  • Spain

  • Italy

  • Rest of Europe

Frequently Asked Questions

Fortune Business Insights says that the value of the market was USD 14.95 billion in 2019 and is projected to reach USD 33.80 billion by 2027.

Growing at a CAGR of 9.3%, the market will exhibit considerable growth of the market in the forecast period (2020-2027).

Vitamins segment is expected to be the leading segment under the type criteria in the market.

Arkopharma, Abbott, Amway Corporation, Glanbia Nutritionals, Sanofi, Aboca, Herbalife Nutrition, Bayer Ag, Archer Daniels Midland Company, and Nestle S.A. are the top players in the market.

Italy is expected to hold the highest market share in this market.

Liquids segment under the form criteria is expected to exhibit the fastest growth in the market.

Promising growth potential for naturally-sourced and clean-labelled ingredients, aesthetic packaging, and innovation in delivery systems are some of the key trends.

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