Europe Dietary Supplements Market Size and Share Analysis 2023-2028

Market Overview

The Europe Dietary Supplements Market is projected to expand from USD 20,263 million in 2023 to USD 27,015 million by 2028, with a compound annual growth rate (CAGR) of 5.92% during the forecast period (2023-2028).

The consumption of dietary supplements has increased in Europe due to the perceived benefits they offer in promoting a healthier lifestyle through the inclusion of macro and micro-nutrients. Consumers consider these supplements as tools for self-care and immunity boosters that can contribute to overall health, heart and digestive health, immune system strength, energy levels, and skin health. The growing consumer awareness regarding preventive healthcare measures has further contributed to the rising demand for dietary supplements.

Product Type

Market Report

No. of Pages


Release Date

April 2023

Base Year


Forecast Period


Market Size

USD 19.2 billion in 2021

Market Segments

Type, Distribution Channel, and Geography



No. of Companies Mentioned


To meet the evolving needs and preferences of consumers, manufacturers have been experimenting with various formats for delivering dietary supplements. Direct-dose powders, chews, gummies, and other interesting formats have gained popularity among European consumers due to their convenience and easy availability.

In November 2021, Procter and Gamble entered the market for vitamin C formulations containing zinc and other mineral or herbal ingredients. The company launched its products co-packaged with two of its well-known over-the-counter (OTC) drug brands, Vick’s DayQuil and NyQuil cold remedies. This move reflects the emerging trend of combining dietary supplements with conventional drugs to create new product offerings and cater to the increasing demand for preventive healthcare measures.

The aging population in Europe is driving the demand for various dietary supplements that can help maintain and improve overall health and well-being. This trend is further fueled by the high healthcare costs in the region, as Europeans bear a significant portion of their healthcare expenses out-of-pocket, both for communicable and non-communicable diseases.

For example, according to the Organisation for Economic Co-operation and Development (OECD), in 2021, the average per capita out-of-pocket spending on healthcare in Germany was USD 858.4. Vegan and all-natural supplements are among the fastest-growing categories, as they are gaining popularity due to their perceived health benefits. Probiotics, in particular, have experienced significant growth in recent years as they support gut health.

Companies operating in the market have responded quickly to this trend by expanding their product portfolios to include such supplements. For instance, in June 2022, Procter & Gamble introduced a new line of dietary supplements, including in Europe.

Market Segmentation

The market is segmented based on various factors, including type, distribution channel, and geography.

Segmentation by Type
Herbal Supplements
Proteins and Amino Acids
Fatty Acids
Other Types

Segmentation by Distribution Channel
Pharmacies and Drug Stores
Supermarkets and Hypermarkets
Online Channels
Other Distribution Channels

Segmentation by Geography
United Kingdom
Rest of Europe

The market for vitamin supplements in Europe is experiencing steady growth due to increasing discretionary spending and a greater emphasis on improving the quality of life among consumers. This has led to a rising demand for vitamin supplements, driven by preventive healthcare practices and a deficiency of multivitamins resulting from inadequate food intake. European consumers primarily take vitamin supplements, such as vitamin D, C, B complex, iron, calcium, and zinc, to boost their immune system and maintain overall health.

Similarly, there is a growing demand for fatty acid supplements in the European dietary supplements market. Factors such as the aging population and the prevalence of lifestyle-related diseases contribute to this trend. Fatty acid supplements offer various medicinal benefits, particularly omega-3 fatty acids that regulate metabolic activities and maintain optimal cholesterol levels. In addition, they help prevent stroke, heart disease, and certain conditions like eczema, lupus, rheumatoid arthritis, and cancer.

Pharmacies and drug stores are the prominent channels for dietary supplement sales in Europe. They provide personalized advice to customers based on their specific health needs and circumstances. Consumers prefer these channels because they offer a wide variety of supplements catering to different dietary requirements.

Online stores have emerged as one of the fastest-growing distribution channels for dietary supplements. Consumers appreciate the convenience of shopping and comparing products from the comfort of their homes, a trend that has been accelerated by the COVID-19 pandemic. Online retail stores and third-party websites offer a vast range of options compared to physical stores due to space limitations. Additionally, online marketplaces provide discounts and flexible delivery options, attracting consumers to make purchases online.

Although Italy and Germany are the largest markets for dietary supplements in Europe, smaller countries are expected to experience higher growth rates. Italy, for example, lags behind emerging economies like the United Kingdom and Spain in terms of future growth potential.

In Italy, the dietary supplements market is valued at USD 3.98 billion in 2023, projected to reach USD 5.22 billion by 2028 with a CAGR of 5.54%. Italian consumers value functional foods and seek affordable products with functional properties that can improve their health through essential nutrition. The growing awareness of the relationship between diet and health drives the demand for dietary supplements in Italy, alongside increasing spending on healthcare and a rising prevalence of obesity. To meet consumer needs, market players are introducing new dietary supplements tailored to specific requirements.

In Germany, the dietary supplements market is valued at USD 2.57 billion in 2023, expected to reach USD 3.32 billion by 2028 with a CAGR of 5.25%. The rise in awareness of the health benefits of supplements and the focus on health consciousness contribute to the market’s growth. Supplements for urogenital health, vitamins and minerals, and probiotics are particularly in high demand in Germany.

The United Kingdom’s dietary supplements market, valued at USD 2.28 billion in 2023, is anticipated to reach USD 3.32 billion by 2028 with a CAGR of 7.75%. The market is driven by the recent trend of personalized nutrition and technological advancements, as well as the accessibility of health and nutrition information through various media platforms.

Spain is one of the rapidly developing markets for dietary supplements in Europe, with a market value of USD 0.72 billion in 2023. It is expected to reach USD 1.05 billion by 2028, growing at a CAGR of 7.46%. Spanish consumers’ emphasis on beauty, wellness, and a proactive attitude contribute to the increasing sales of dietary supplements in the country. These factors align with the social values of being slim and youthful.

Competitive Landscape

The Europe dietary supplements market exhibits a high degree of fragmentation, characterized by the presence of various global and regional players vying for market share. Notable contenders in this market include GlaxoSmithKline plc, Bayer AG, NutraHealth Plc, Reckitt Benckiser Group PLC, and Amway Corporation. These companies are consistently engaged in efforts to augment their product portfolios and extend their market presence through strategic mergers and acquisitions.

A noteworthy instance of such activity occurred in February 2022 when Nestlé Health Science successfully concluded its acquisition of Vital Proteins, a prominent lifestyle and wellness platform known for its diverse range of supplements, beverages, and food products. This strategic move was undertaken with the aim of fortifying Nestlé Health Science’s position within the health and wellness sector, particularly within the rapidly expanding collagen supplement segment. Furthermore, the acquisition presented Vital Proteins with an opportunity to leverage Nestlé Health Science’s extensive global distribution network and abundant resources, enabling them to expand their product offerings and customer base on a larger scale.

Key companies profiled in this report include Amway Corp., Nestle S.A, Bayer AG, Herbalife Nutrition Ltd., Sanofi, Procter & Gamble Company, Pileje Sas, Biogaia AB, Perrigo Company PLC, Aboca S.P.A, Haleon PLC.

Recent Industry Developments

June 2022: Bayer introduced Berocca Immuno Effervescent Tablets, a nutritional supplement specifically designed to support immune health. The product boasts a formulation of ten essential vitamins and minerals, including zinc, copper, iron, selenium, vitamins D, C, A, B6, B9, and B12, which are known to enhance the immune system.

May 2021: Nature’s Bounty launched a new marketing campaign in the United Kingdom and Ireland with the aim of redefining its brand positioning. The campaign seeks to realign the company’s messaging with its original founding purpose of providing accessible and natural nutrition. Through this initiative, Nature’s Bounty aims to highlight its commitment to utilizing natural, high-quality ingredients in its products and to propagate the notion that good health stems from a foundation of proper nutrition. The company also strives to educate consumers about the advantages of natural supplements and disseminate information regarding the scientific research underpinning its products.

February 2021: Probi, a Swedish probiotics company, and Perrigo, a prominent global provider of self-care products, signed a comprehensive pan-European agreement to introduce probiotic concepts. The agreement entails Perrigo launching three probiotic products as dietary supplements in the digestive and immune health sectors, utilizing Probi’s scientifically validated probiotic strains. These products will be developed and marketed under the Perrigo brand, targeting various European markets. They will incorporate probiotic strains that have undergone meticulous clinical testing, demonstrating positive effects on digestive health and immunity.

Key Questions Answered

What is the study period for the Europe Dietary Supplements Market?
The study period for the Europe Dietary Supplements Market is from 2018 to 2028.

What is the growth rate of the Europe Dietary Supplements Market?
The Europe Dietary Supplements Market is projected to grow at a compound annual growth rate (CAGR) of 5.92% over the next five years.

What is the size of the Europe Dietary Supplements Market?
The Europe Dietary Supplements Market is expected to reach USD 20,263 million in 2023 and is projected to grow at a CAGR of 5.92% to reach USD 27,015 million by 2028.

Who are the key players in the Europe Dietary Supplements Market?
The major companies operating in the Europe Dietary Supplements Market include GlaxoSmithKline plc, Bayer AG, Reckitt Benckiser Group PLC, Amway Corporation, and Abbott Nutrition.

Original price was: USD 4,750.Current price is: USD 2,850.

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Europe Dietary Supplements Market Size and Share Analysis 2023-2028

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Europe Dietary Supplements Market Size and Share Analysis 2023-2028

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