Europe Dietary Supplements Market Size, Share, Trends and Forecast by Product Type, Form, Distribution Channel, Application, End Use and Region, 2026-2034

Europe Dietary Supplements Market Summary: 

The Europe dietary supplements market size was valued at USD 48.88 Billion in 2025 and is projected to reach USD 106.04 Billion by 2034, growing at a compound annual growth rate of 8.99% from 2026-2034.   

The Europe dietary supplement market is witnessing steady growth, thanks to the mounting prevalence of health-consciousness, aging populations, and increased demand for preventive health care products. The demand among consumers in the Europe market has increasingly focused on wellness and nutritional supplementation, which are being perceived as essential parts of their lifestyles. The Europe market receives favorable support in terms of appropriate governmental policies, which guarantee the quality and safety of products. 

Key Takeaways and Insights: 

• By Product Type: Vitamin and mineral dietary supplements dominate the market with a share of 28.12% in 2025, driven by widespread awareness of vitamin deficiencies, strong scientific backing for essential micronutrient roles in immunity, energy metabolism, and preventive health measures across all demographic groups. 

• By Form: Capsules lead the market with a share of 34.09% in 2025, owing to their convenience, ease of consumption, precise dosage control, enhanced bioavailability, and consumer preference for portable and tasteless supplement delivery formats. 

• By Distribution Channel: Pharmacies and drug stores represent the largest segment with a market share of 36.05% in 2025, supported by consumer trust in professional guidance, product authenticity assurance, and the established healthcare-oriented retail infrastructure across European countries. 

• By Application: Additional supplements lead the market with a share of 45% in 2025, driven by increasing consumer focus on proactive health management, preventive care, and addressing nutritional deficiencies, reflecting a growing demand for wellness-oriented products. 

• By End User: Adults dominate with a market share of 62.03% in 2025, owing to the high demand for products targeting immunity enhancement, energy boosting, bone health maintenance, and age-related nutritional deficiency management. 

• By Region: Germany leads with a share of 25% in 2025, attributed to its robust healthcare infrastructure, high health consciousness, advanced retail networks, and strong regulatory frameworks ensuring product quality and consumer protection. 

• Key Players: The Europe dietary supplements market demonstrates a moderately consolidated competitive landscape, with established multinational corporations competing alongside regional manufacturers across diverse product categories and price segments. Some of the key players include, Bayer AG, Haleon plc, Procter & Gamble, Perrigo Co Plc, Herbalife Nutrition Ltd., Amway, Reckitt Benckiser Group plc, Abbott, and Wolfson Brands Ltd. 

The Europe dietary supplements market includes a wide range of orally consumed products formulated to enhance daily nutrition and promote specific health benefits. These supplements comprise vitamins, minerals, herbal and botanical extracts, proteins, and amino acids catering to diverse wellness requirements. In April 2025, Romanian dietary supplement producer Cosmo Pharm opened a new EUR 2 million research and production laboratory to increase output by up to 40 % and plans to launch around 40 new formulas. The market benefits from Europe’s well-developed healthcare infrastructure and organized retail environment, supported by established distribution channels such as pharmacies, health stores, supermarkets, and rapidly growing e-commerce platforms. Consumer adoption spans all age groups, driven by rising health awareness. Demand is particularly strong among health-conscious adults and the growing elderly population seeking nutritional solutions for immunity, bone health, and age-related conditions. 

Europe Dietary Supplements Market Trends: 

Rising Demand for Personalized Nutrition Solutions 

European consumers are increasingly turning to personalized dietary supplements that cater to their unique health needs and genetic profiles. This shift is fueling innovation in custom vitamin formulations, targeted mineral blends, and individualized supplement plans. Austrian biotech Novogenia, for example, combines genetic testing with tailor-made micronutrient solutions, aligning supplements with consumers’ genetic traits. Integration of health apps and at-home testing kits further enables precise nutritional guidance, enhancing engagement with personalized wellness approaches. 

Growing Preference for Plant-Based and Clean-Label Products 

The growing focus on sustainable and transparent consumption is transforming product development in Europe. Consumers increasingly prefer botanical supplements, vegan options, and products with minimal artificial additives. At Vitafoods Europe 2025, sustainability dominated innovation, with exhibitors showcasing plant-based ingredients, ethically sourced raw materials, and transparent supply chains as differentiators. Clean-label strategies highlighting natural sourcing, organic certification, and environmental responsibility are gaining traction, reflecting how eco-conscious European consumers now prioritize sustainability in nutraceutical choices. 

Expansion of E-Commerce and Direct-to-Consumer Channels 

Digital transformation is accelerating market accessibility through online retail platforms and subscription-based supplement services. The Europe e-commerce market, valued at USD 3.96 Trillion in 2024, is projected to expand rapidly, with IMARC Group estimating it will reach USD 8.46 Trillion by 2033, highlighting the growing opportunities for online supplement sales. E-commerce channels offer convenience, competitive pricing, and extensive product variety, attracting younger demographics and tech-savvy consumers. Direct-to-consumer brands leverage digital marketing and personalized recommendations to build loyal customer bases across European markets. 

Market Outlook 2026-2034: 

The Europe dietary supplements market is positioned for sustained expansion over the forecast period, supported by favorable demographic trends, increasing health awareness, and evolving consumer preferences toward preventive healthcare. The aging population across major European economies continues to drive demand for supplements targeting bone health, cognitive function, and cardiovascular wellness. Regulatory harmonization and quality assurance frameworks strengthen consumer confidence, while innovation in product formulations and delivery mechanisms addresses diverse wellness needs. The market generated a revenue of USD 48.88 Billion in 2025 and is projected to reach a revenue of USD 106.04 Billion by 2034, growing at a compound annual growth rate of 8.99% from 2026-2034. 

Europe Dietary Supplements Market Report Segmentation: 

Product Type Insights:

• Vitamin and Mineral Dietary Supplements 
• Herbal Dietary Supplements 
• Protein Dietary Supplements 
• Others 

The vitamin and mineral dietary supplements dominate with a market share of 28.12% of the total Europe dietary supplements market in 2025.  

The vitamin and mineral dietary supplements is driven by widespread recognition of the role micronutrients play in maintaining overall health. Consumers increasingly use these supplements to address nutrient gaps caused by modern diets, lifestyle stress, and limited sun exposure. Popular products include vitamin D for bone and immune health, vitamin C for immunity, and iron and calcium for energy and skeletal strength across diverse population groups. In late 2025 at FiE 2025 in Paris, Swiss producer Jungbunzlauer showcased bioavailable magnesium bisglycinate gummies, enhancing mineral absorption and taste, reflecting ongoing European vitamin and mineral innovation. 

This segment’s leadership is further reinforced by strong medical endorsement, rising geriatric populations, and preventive healthcare awareness across Europe. Governments and health organizations continue to emphasize nutritional adequacy, supporting routine supplementation. Additionally, the presence of established brands, standardized formulations, and easy accessibility through pharmacies, retail chains, and digital platforms ensures sustained demand and long-term market stability for vitamin and mineral supplements. 

Form Insights: 

• Tablets 
• Capsules
•  Powders 
• Liquids 
• Soft Gels 
• Gel Caps 

The capsules leads with a share of 34.09% of the total Europe dietary supplements market in 2025.  

Capsules remain the preferred delivery format among European consumers due to their versatility, ease of swallowing, and ability to mask unpleasant tastes associated with certain supplement ingredients. The encapsulation technology enables precise dosage control while protecting sensitive active compounds from degradation during storage and digestion. Both gelatin-based and vegetarian capsule options accommodate diverse consumer dietary preferences and religious considerations. At Vitafoods Europe 2025 in Barcelona, ACG and Art of You showcased the Personalised Capsule Machine, enabling on‑demand custom supplement capsules and advancing personalization in Europe. 

Manufacturing efficiency and cost-effectiveness contribute to the widespread availability of capsule-form supplements across retail channels. The format accommodates various supplement types including vitamins, minerals, herbal extracts, and combination products without significant formulation challenges. Consumer familiarity with capsule consumption in pharmaceutical contexts translates to comfortable adoption of dietary supplements in similar formats, while easy portability, longer shelf life, and precise dosage control further enhance their appeal among health-conscious consumers. 

Distribution Channel Insights: 

• Pharmacies and Drug Stores 
• Supermarkets and Hypermarkets 
• Online Channels 
• Others 

The pharmacies and drug stores dominate with a market share of 36.05% of the total Europe dietary supplements market in 2025.  

Pharmacies retain their position in the market for the distribution of dietary supplements due to consumer trust and affiliations with professional healthcare organizations. Consumers in Europe appreciate expert recommendations by pharmacists on supplements according to specific health considerations and interactions of these supplements with medications. The pharmacy environment also lends credibility to supplements, making them products different from common consumer goods, thereby increasing consumer confidence in the quality, safety, and effectiveness of supplements. 

The network of pharmacies in European nations ensures easy accessibility to supplements. Monitoring of pharmacy operations ensures that the quality of products is of high standards and that all products are genuine. This ensures that patients are at no risk of receiving counterfeit or sub-standard supplements. Most national programs in European nations have embodied pharmacies as institutions that provide preventive health care. This automatically ensures that counseling on supplements and wellness programs is included in the strategies. 

Application Insights: 

• Additional Supplements 
• Medicinal Supplement 
• ​​​​​​​Sports Nutrition 

The additional supplements leads with a share of 45% of the total Europe dietary supplements market in 2025.  

Additional supplements dominate the market, reflecting growing consumer interest in proactive health management and filling nutritional gaps that arise from modern dietary patterns. European households are making supplements a staple in their daily preventive healthcare routines, moving from occasional to regular use. Spending on preventive health is outpacing overall healthcare expenditures, as consumers across major European markets increasingly emphasize nutrition counseling, personalized supplement plans, and routine health maintenance to support long-term wellness. 

Additional supplements such as probiotics, herbal extracts, amino acids, and omega-3s are also driving the market growth. Consumers are increasingly using these products to address specific health concerns like immunity, digestion, mental well-being, and joint health. Retailers and online platforms are expanding their offerings while personalized nutrition trends and preventive healthcare awareness encourage regular, targeted use. This surge highlights additional supplements as a dominant force shaping the European wellness and preventive health market. 

End Use Insights: 

• Infant 
• Children 
• Adults 
• Pregnant Women 
• ​​​​​​​Old-Aged 

The adults dominates with a market share of 62.03% of the total Europe dietary supplements market in 2025.  

Adult consumers represent the largest demographic segment in the European dietary supplements market, driven by diverse health concerns and wellness objectives across various life stages. Working-age adults seek supplements supporting energy levels, stress management, and immune function to maintain productivity and quality of life. In September 2025, European natural health company Uriach acquired Athens-based iPHARMA S.A., enhancing its nutraceutical portfolio and expanding its Southeastern European presence to serve adult wellness markets. 

The increasing prevalence of lifestyle-related health conditions motivates preventive supplementation among middle-aged demographics. Product development targeting adult-specific health concerns, including joint health, cardiovascular support, and cognitive function, addresses the evolving needs of this demographic. Marketing strategies emphasizing convenience, efficacy, and integration with busy lifestyles resonate with adult consumers balancing multiple responsibilities. The purchasing power and health awareness of adult demographics position them as the primary market driver.

Regional Insights: 

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• Germany 
• United Kingdom 
• France 
• Italy 
• Russia 
• Spain 
• Netherlands 
• Switzerland 
• Poland 
• ​​​​​​​Others 

Germany exhibits a clear dominance with a 25% share of the total Europe dietary supplements market in 2025.  

Germany stands as the largest and most influential market in the European dietary supplements sector with a mature consumer base, robust regulatory oversight, and a well-developed retail pharmacy network. Germans are among the highest per capita consumers of vitamins and dietary supplements in Europe, with strong demand for immune-boosting, vitamin D, and omega-3 products. The market benefits from high health awareness and widespread adoption of preventive healthcare measures across all age demographics.  

Meanwhile, Germany’s sports nutrition and functional foods segment is experiencing notable growth, fueled by rising interest in fitness, weight management, and active lifestyles. Consumers are increasingly seeking protein powders, energy bars, and plant-based supplements to support performance and recovery. E-commerce platforms and specialized health stores are expanding access to these products, while German consumers favor scientifically backed formulations. This trend underscores a shift from general wellness to targeted, lifestyle-driven supplementation across urban populations. 

Market Dynamics: 

Growth Drivers: 

Why is the Europe Dietary Supplements Market Growing? 

Aging Population and Rising Prevalence of Chronic Conditions 

Europe’s demographic profile, marked by rising life expectancy and declining birth rates, is driving strong demand for dietary supplements targeting age-related health needs. Older consumers increasingly seek support for bone strength, cardiovascular health, cognitive function, and immunity. In April 2025, dsm-firmenich unveiled its Healthy Longevity solutions portfolio at Vitafoods Europe, highlighting nutrients and bioactives designed to promote healthy aging. This development reflects growing alignment between industry innovation and Europe’s aging population, as preventive nutrition gains importance in managing chronic conditions and healthcare costs. 

Growing Health Consciousness and Preventive Healthcare Orientation 

European consumers demonstrate increasingly proactive approaches to health management, prioritizing prevention over treatment in their wellness strategies. This cultural shift toward self-care and personal health responsibility drives dietary supplement adoption across demographic segments. Educational initiatives regarding nutrition, lifestyle factors, and disease prevention enhance consumer awareness of supplementation benefits. The integration of dietary supplements into daily wellness routines reflects broader societal emphasis on quality of life, longevity, and maintaining functional capacity throughout the lifespan. Social media platforms and digital health communities amplify health-conscious messaging and product discovery. 

Robust Regulatory Frameworks Ensuring Product Quality and Safety 

The European dietary supplements sector operates under a highly structured regulatory framework led by harmonised EU directives and scientific oversight from the European Food Safety Authority, ensuring consistently high quality and safety standards. For example, in November 2025, the EU authorized calcidiol monohydrate as a vitamin D source in supplements after EFSA approval, reinforcing its science-based regulatory approach. These regulations mandate comprehensive safety assessments, accurate labeling requirements, and substantiation of health claims, differentiating the European market from less regulated regions. Compliance with stringent quality standards enhances product credibility and positions European dietary supplements as premium offerings in global markets. Regulatory harmonization across member states facilitates market access while maintaining consistent safety and quality benchmarks. 

Market Restraints: 

What Challenges the Europe Dietary Supplements Market is Facing? 

Stringent Regulatory Requirements for Novel Ingredients 

The rigorous regulatory approval process for novel food ingredients presents significant barriers for companies seeking to introduce innovative supplement formulations. Extensive safety documentation, clinical trial requirements, and prolonged evaluation timelines increase development costs and delay market entry for new products. 

Consumer Skepticism Regarding Efficacy Claims 

Despite regulatory oversight of health claims, some consumers remain skeptical about the proven benefits of dietary supplementation. Scientific debates regarding optimal nutrient intake levels and the necessity of supplementation for individuals with balanced diets create uncertainty that affects purchase decisions. 

Competition from Functional Foods and Fortified Products 

The expanding functional foods segment offers alternative nutritional delivery mechanisms that compete directly with traditional supplement formats. Fortified foods and beverages appeal to consumers preferring to obtain nutrients through dietary consumption rather than pill-taking routines. 

Competitive Landscape: 

The Europe dietary supplements market exhibits a moderately consolidated competitive structure, with established multinational corporations commanding significant market presence alongside specialized regional manufacturers and emerging direct-to-consumer brands. Leading players leverage extensive research and development capabilities, diversified product portfolios, and strong brand recognition to maintain competitive advantages. Strategic investments in innovation, including personalized nutrition technologies and novel ingredient development, differentiate market leaders. Distribution partnerships with pharmacy chains, retail networks, and e-commerce platforms enhance market reach. Mergers and acquisitions activity continues to reshape the competitive landscape as companies seek complementary capabilities and geographic expansion. Private label products from major retailers introduce additional competitive pressure, particularly in price-sensitive consumer segments. 

Some of the key players include: 

• Bayer AG 
• Haleon plc 
• Procter & Gamble 
• Perrigo Co Plc 
• Herbalife Nutrition Ltd. 
• Amway 
• Reckitt Benckiser Group plc 
• Abbott 
• ​​​​​​​Wolfson Brands Ltd. 

Recent Developments: 

• In October 2025, Nutriearth has launched its first EU plant producing sustainable vitamin D3 from edible mealworms. The chemical‑free process reduces carbon footprint by 76.8% compared to traditional sources, supporting millions of Europeans while cutting reliance on imports. The move underscores Europe’s focus on sustainable nutraceutical innovation.  

Europe Dietary Supplements Market Report Coverage: