Europe Dietary Supplement Market Outlook, 2029

The evolution of dietary supplements in Europe is intertwined with the region's rich medical history, beginning with ancient civilizations that relied on natural resources for health maintenance. The early use of herbal remedies, such as echinacea, ginseng, and valerian, reflected a deep understanding of nature’s healing properties. Over centuries, as scientific inquiry flourished during periods like the Renaissance and Enlightenment, the foundations for modern nutritional science were established, leading to the extraction and identification of essential vitamins and minerals.

In the 20th century, advancements in technology and nutritional research accelerated the development of dietary supplements, with vitamins like C, D, and B-complex becoming mainstream for boosting immune function and energy. As lifestyles shifted towards more sedentary habits and processed diets, nutritional deficiencies became a concern. This spurred the demand for supplements to fill these gaps and support overall wellness. Dietary supplements are seen as integral to maintaining a healthy lifestyle in Europe, where consumers are increasingly proactive about their health. Factors such as aging populations, rising healthcare costs, and growing interest in preventive healthcare have driven demand. From multivitamins to specialized products targeting heart health, joint function, and cognitive well-being, the European market continues to expand. Regulatory bodies like the European Food Safety Authority (EFSA) ensure the quality and safety of these products, which are now an essential part of daily health routines for many across the continent.

According to the research report, 'Europe Dietary Supplements Market Outlook, 2029,', the Europe Dietary Supplements market is anticipated to add to more than USD 17.27 Billion by 2024-29. Dietary supplements are any vitamin, mineral, herbal product, or other ingestible preparation that is added to a person's diet in order to improve their health. Chemical compounds that have been approved as pharmaceuticals or licenced as biologics shall not be included in dietary supplements unless the compound has previously been marketed as a dietary supplement or a food. In Europe, the dietary Supplements are often sold alongside conventional over-the-counter medications in retail outlets.

While the dietary supplements are not intended to treat, cure, mitigate or diagnose any diseases many consumers often consider them as substitutes for conventional medications. The Labels on dietary supplements also serve as a mechanism by which manufacturers can make claims about their supplements. Such claims generally fall into one of three categories includes health-related, nutrient content-related, or structure/function-related.

Vitamins such as A, C, D, and B-complex are among the most popular, widely used to support immunity, energy, and overall health, particularly in the context of modern diets lacking in essential nutrients. Minerals, including calcium, magnesium, and iron, are essential for bone health, muscle function, and combating deficiencies. Botanicals, derived from plants, have seen a surge in demand for their natural benefits, with products like ginseng, turmeric, and echinacea gaining traction for immunity, inflammation, and cognitive health. Amino acids and proteins are increasingly consumed, especially in sports nutrition, to support muscle repair and growth.

Probiotics have gained popularity for their role in gut health, digestion, and immune system support, appealing to a health-conscious consumer base. Other types of supplements, such as enzymes (valued at around €1-1.5 billion), fibers, and specialty carbohydrates, play key roles in digestive health. Omega-3 fatty acids, carotenoids, glucosamine, and chondroitin are sought after for heart health, vision, and joint support, respectively. Additionally, polyols, as sugar substitutes, are used in weight management and diabetic-friendly products. The diversity of products in this market reflects Europe's growing interest in preventive healthcare and wellness, with consumer demand expanding for natural and scientifically-backed supplements.

Tablets are among the most common, valued for their convenience, long shelf life, and ability to deliver high concentrations of vitamins, minerals, and botanicals. Capsules, particularly soft-shelled ones, are popular due to their ease of swallowing and better absorption, often used for oils and fat-soluble nutrients like omega-3s. Powders are favored for their flexibility in dosage and are commonly used in sports nutrition, protein supplements, and for mixing into drinks or smoothies. Liquid supplements are gaining traction, especially for those seeking faster absorption or for individuals who have difficulty swallowing pills. These are often used for vitamins and herbal extracts.

The other forms, including soft gels and gummies, have seen significant growth, particularly among younger consumers and those who prefer a more enjoyable, palatable option. Gummies, in particular, are popular for their appealing taste and ease of use, especially for children and adults looking for a more convenient way to consume their supplements. Current trends show an increasing shift towards more personalized and user-friendly formats like powders and gummies, driven by consumer demand for convenience, taste, and ease of integration into daily routines.

Adults represent the largest segment, as they often seek supplements to maintain overall health, address deficiencies, and prevent chronic conditions. Common products for this group include multivitamins, minerals like calcium and magnesium, and targeted supplements for heart, bone, and cognitive health. Growing awareness around preventive health and aging populations in Europe have driven this demand further, with a focus on joint support, immune function, and energy enhancement. For infants and children, parents are increasingly turning to supplements to support growth, immune system development, and nutritional gaps, especially in diets that may lack key vitamins like D and minerals such as calcium.

Products for this segment are often offered in palatable forms like gummies or liquids to ensure ease of consumption. Pregnant women form a critical market segment, as they require specialized supplements to support fetal development and maternal health. Prenatal vitamins, particularly those rich in folic acid, iron, and omega-3 fatty acids, are in high demand. Awareness of the importance of proper nutrition during pregnancy has driven the growth of this segment, with supplements helping to prevent deficiencies that could impact both mother and baby. Other groups, such as the elderly or those with specific medical conditions, have seen rising demand for supplements tailored to their needs, including those for digestion, joint support, or managing blood sugar.

Covid impact

Dietary supplements sales is increasing during coronavirus pandemic as the dietary supplements are helpful in combating or it enhances the immune system against COVID-19 The demand for dietary supplements to immunise the body is increasing; however, due to the lockdown, gym facilities and others are closed.. This has lead the less demand for dietary supplements such as whey protein powders which is widely popular among bodybuilders, athletes, and others who need additional protein in their diet. Once the gym and physical practices centre would be open, again the demand for dietary supplements will increase.

Major Companies present in the market

Herbalife Nutrition, AMWAY Corp., Bayer AG, Pfizer Inc., GlaxoSmithKline plc., Abbott Laboratories, Glanbia plc, Archer Daniels Midland Company, Nu Skin Enterprises, Inc., The Bountiful Company, Nature’s Sunshine Products, Inc., Otsuka Holdings Co., Ltd., Stepan Company, DSM, BASF SE.

Considered in this report

• Geography: Europe
• Historic Year: 2018
• Base year: 2023
• Estimated year: 2024
• Forecast year: 2029

Aspects covered in this report

• Europe Dietary Supplements Market with its value and forecast along with its segments
• Country wise Dietary Supplements market analysis
• Application wise Dietary Supplements distribution
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Countries covered in the report

• Germany
• UK
• France
• Italy
• Spain
• Russia

Based on type of dietary supplements in the report

• Vitamins
• Minerals
• Botanical/herb supplements
• Amino acid & proteins
• Probiotics
• Others

Based on formulation type of dietary supplements in the report

• Tablets
• Capsules
• Powder
• Liquid
• Others

Based on end user of dietary supplements in the report

• Adults
• Infant/Children
• Pregnant women
• Others

Based on application type in the report

• Energy & weight management
• Bone & joint health
• Immunity & digestive health
• General health
• Cardiac health
• Others

Based on distribution channel type in the report

• Pharmacies & Drug stores
• Supermarkets & Hypermarkets
• Online retails
• Others

The approach of the report

This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, annual report of companies, analysing the government generated reports and databases.

After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.

Intended audience

This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to pharmaceutical industry, food & beverage industry, cosmetic industry, nutrition industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.

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