Europe Dietary Supplements Market Size, Trends and Growth Insights
The Europe dietary supplements market is undergoing rapid expansion, driven by the continent’s increasing focus on preventive healthcare, personalized nutrition, and healthy aging. With consumers becoming more aware of the benefits of vitamins, minerals, and functional supplements, Europe stands at the forefront of the global nutraceutical revolution.
According to the latest estimates, the Europe dietary supplements market size was valued at USD 26.65 billion in 2024 and is projected to grow from USD 28.92 billion in 2025 to nearly USD 60.26 billion by 2034, registering a compound annual growth rate (CAGR) of 8.5% during the forecast period from 2025 to 2034.
This growth trajectory highlights Europe’s transition toward wellness-focused lifestyles, supported by government initiatives promoting preventive health measures, a growing elderly population, and the continuous innovation by leading nutraceutical manufacturers.
Europe Dietary Supplements Market Overview
The dietary supplements market in Europe encompasses a wide range of products designed to support nutritional gaps and improve overall health. Consumers across the region are increasingly turning to supplements for immunity, cognitive health, bone strength, digestive balance, and weight management.
Rising healthcare costs and the burden of chronic diseases have encouraged individuals to adopt self-care and preventive nutrition strategies, further boosting supplement consumption. Additionally, the proliferation of e-commerce and digital health platforms has made it easier for consumers to access and personalize supplement regimens based on age, diet, and lifestyle.
Countries such as Germany, the U.K., France, and Italy are leading markets, while Nordic nations show a growing preference for natural, plant-based, and sustainable supplement options.
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What is the Europe Dietary Supplements Market?
The Europe dietary supplements market encompasses a range of orally consumed products designed to enhance the diet by providing essential nutrients, including vitamins, minerals, amino acids, herbs, and botanicals. These supplements play a vital role in promoting overall health, wellness, and supporting specific physiological functions. Market growth is primarily driven by an aging population, increasing health awareness, and a strong shift toward preventive healthcare practices among consumers seeking to maintain long-term well-being.
Key Market Drivers
1. Rising Focus on Preventive Healthcare
The European population is increasingly proactive about maintaining wellness and preventing diseases through nutritional support. Governments and healthcare providers are encouraging preventive care models that integrate dietary supplementation, especially for immunity and heart health.
2. Aging Demographics and Chronic Conditions
With over 20% of Europe’s population aged 65 years or older, age-related issues such as joint deterioration, cardiovascular disorders, and cognitive decline are driving demand for specialized supplements like omega-3 fatty acids, vitamin D, and probiotics.
3. Increasing Popularity of Functional and Clean-Label Products
Consumers are gravitating toward supplements that offer functional benefits (e.g., stress reduction, mental clarity, and metabolism enhancement) and clean-label formulations that are plant-based, allergen-free, and sustainably sourced.
4. Innovation in Delivery Formats
Advancements in supplement delivery such as gummies, orodispersible films, and effervescent tablets have enhanced consumer compliance and appeal, particularly among younger demographics and older adults with difficulty swallowing pills.
5. Expanding E-commerce and Digital Health Platforms
Online sales are transforming the supplement landscape, providing consumers with personalized nutrition plans, subscription models, and access to professional advice all contributing to the growth of direct-to-consumer supplement brands.
Europe Dietary Supplements Market Trends
- Industry Growth Overview
The European dietary supplements market serves a wide spectrum of consumers, including health-conscious individuals, fitness enthusiasts, and those adopting preventive healthcare practices. Growing awareness about holistic well-being is driving demand across diverse demographic segments from older adults seeking nutritional support to younger generations embracing proactive health management.
- Sustainability Trends
Sustainability is becoming a defining feature of the European supplements industry. Companies are innovating with plant-based omega fatty acids, vegan collagen alternatives, and vegetarian capsules to meet consumer preferences for ethical and environmentally friendly options. Transparency and clean labeling are helping consumers make more informed choices. Additionally, brands are introducing sustainable and recyclable packaging solutions to appeal to eco-conscious buyers.
- Startup Ecosystem
Europe’s dietary supplements market boasts a thriving startup ecosystem characterized by rapid growth, fueled by increasing health awareness, an aging population, and rising demand for personalized, plant-based, and immune-supporting products. The United Kingdom and Germany stand out as key innovation hubs, attracting investors and fostering entrepreneurial activity. Notable startups include Nourished, which offers personalized vitamin stacks; Nuritas, leveraging AI for health-focused ingredient discovery; and Microphyt, a biotech firm harnessing microalgae to develop active nutritional components.
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Shift Toward Preventive Healthcare Practices
The growing burden of healthcare costs has prompted consumers across Europe to adopt preventive healthcare practices. Increasingly, individuals are turning to dietary supplements as a proactive approach to strengthen immunity, improve overall well-being, and reduce long-term medical expenses.
The COVID-19 pandemic further accelerated this shift, reinforcing the importance of maintaining health through preventive measures. This evolving mindset has created new opportunities for manufacturers to expand their market presence by developing innovative supplement formulations rooted in natural, organic, and clean-label ingredients that align with consumer preferences for wellness and sustainability.
Emerging Technological Advancements in the Europe Dietary Supplements Market
The Europe dietary supplements market is undergoing significant technological transformation, driven by innovation in formulation, personalization, and delivery systems.
Companies are increasingly developing vegan soft gel capsules, such as IFF’s Verdigel SC, which provide a sustainable, plant-based alternative to traditional animal-derived capsules. Artificial intelligence (AI) is playing a pivotal role in personalizing nutrition by analyzing biomarkers, genetic profiles, and medical data to deliver customized supplement recommendations tailored to individual needs. Meanwhile, nanobiotechnology is emerging as a frontier technology, enhancing the bioavailability and efficacy of active ingredients in nutraceutical formulations.
For example, Nuritas leverages AI and genomics to discover and develop bioactive peptides with proven health benefits. Similarly, Bioniq, a U.K.-based personalized nutrition company, integrates insights from blood biomarkers, genetics, and lifestyle data to design individualized supplement plans, reflecting the broader shift toward data-driven, precision-based nutrition in Europe.
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Recent Developments in the Europe Dietary Supplements Market
IBSA
- Launch (August 2025): IBSA introduced iron, vitamin D3, and vitamin B12 food supplements in an orodispersible film format across several European countries.
Utilizing FilmTec® technology, these ultra-thin films—comparable to a postage stamp—dissolve rapidly in saliva, offering a convenient, no-water-needed alternative for consumers.
SIRIO
- Launch (March 2025): SIRIO, a leading CDMO specializing in nutraceutical gummies and softgels, launched XtraGummies™, featuring six novel supplement concepts that set new standards for efficacy, taste, and usability. This innovation reflects the growing consumer appetite for enjoyable and potent supplement formats.
TrimIQ UK
- Launch (August 2025): TrimIQ UK unveiled TrimIQ, a cutting-edge weight management supplement designed to help individuals achieve their health goals through scientifically backed, sustainable solutions. This product highlights the market’s shift toward personalized and functional wellness formulations.
Europe Dietary Supplements Market Top Key Players
Bayer AG
- Bayer AG is one of the leading players in Europe’s dietary supplements market. The company offers science-backed products focusing on heart health, joint and bone health, and overall wellness. Bayer’s commitment to innovation and evidence-based nutrition strengthens its position across Europe’s pharmacy and retail networks.
Haleon plc
- Haleon plc, a global consumer healthcare powerhouse, offers a wide range of Vitamins, Minerals, and Supplements (VMS) through well-known brands such as Centrum, Emergen-C, and Caltrate. The company emphasizes digestive and immune health, leveraging its strong distribution across European markets.
Procter & Gamble (P&G)
- Procter & Gamble operates in Europe’s supplement segment via its health division, marketing trusted brands like Femibion, Neurobion, and Seven Seas. These brands, partly acquired from the Merck Group, target women’s health, neurological balance, and general well-being.
Other Key Players
- Perrigo Co Plc
- Herbalife Nutrition Ltd
- GlaxoSmithKline plc
- Nestlé Health Science
- Reckitt Benckiser Group plc
- Sanofi
- NBTY, Inc.
- Orkla Health
- Glanbia plc
- Pharmavite LLC
- Bioglan
- Queisser Pharma
- Kerry Group plc
- Vitabiotics Ltd
- Elan Products
- Deutsche Heilmittel GmbH
- Biopharmatec
These companies continue to expand their product portfolios, invest in R&D, and leverage strategic partnerships to meet growing demand for natural, high-efficacy supplements across Europe.
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Market Segmentation Analysis
By Product Type
- Vitamins
- Minerals
- Protein & Amino Acids
- Fatty Acids
- Herbal Supplements
- Probiotics & Prebiotics
- Enzymes
- Blended Supplements
- Others
By Form
- Tablets
- Capsules & Softgels
- Powders
- Gummies
- Liquids
- Others
By Consumer Group
- Men
- Women
- Children
By Health Application
- General Health & Wellness
- Immune Support
- Bone & Joint Health
- Digestive Health
- Heart Health
- Mental & Cognitive Health
- Weight Management
- Sports Nutrition
- Others
By Distribution Channel
- Pharmacies & Drug Stores
- Supermarkets & Hypermarkets
- Health Food Stores
- E-commerce & Online Platforms
- Others
By Source
- Plant-based
- Animal-based
- Synthetic/Fermentation-derived
Regional Insights
Western Europe
- Western Europe remains the most mature market, led by Germany, the U.K., France, and Italy. High consumer awareness, strong retail infrastructure, and the presence of established pharmaceutical companies support consistent growth.
Eastern Europe
- Emerging markets like Poland, Hungary, and Romania are witnessing rising supplement consumption, driven by increased disposable income and expanding healthcare access.
Nordic Countries
- Scandinavian nations such as Sweden, Denmark, and Norway show a pronounced inclination toward plant-based and clean-label supplements, emphasizing sustainability and transparency.
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Future Outlook
The future of the Europe dietary supplements market lies in personalization, technology integration, and sustainability. Advances in AI-driven nutrition recommendations, microbiome analysis, and custom supplement formulations are expected to revolutionize consumer engagement. Moreover, as regulatory frameworks tighten around claims and labeling, the market will continue to shift toward scientifically validated ingredients and transparent branding.
With a projected CAGR of 8.5% through 2034, the market’s expansion is set to redefine Europe’s approach to everyday wellness making dietary supplements an essential component of modern preventive healthcare.
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