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September 2025
The Europe dietary supplements market size was calculated at USD 26.65 billion in 2024 and is expected to grow steadily from USD 28.92 billion in 2025 to reach nearly USD 60.26 billion by 2034, with a CAGR of 8.5% during the forecast period from 2025 to 2034. Growing demand for the preventive healthcare and increasing aging population driving the market.
| Study Coverage | Details |
| Growth Rate from 2025 to 2034 | CAGR of 8.5% |
| Market Size in 2025 | USD 28.92 Billion |
| Market Size in 2026 | USD 31.37 Billion |
| Market Size by 2034 | USD 60.26 Billion |
| Base Year | 2024 |
| Forecast Period | 2025 to 2034 |
Market is driven by an aging population, increased health consciousness, and the rise of preventive healthcare. Europe dietary supplements market comprises products consumed orally to supplement the diet and provide nutrients such as vitamins, minerals, amino acids, herbs, and other botanicals to support overall health, wellness, and specific physiological functions.
Firms are creating vegan soft gel capsule innovations, such as IFF's Verdigel SC, which offer a plant-based substitute for conventional animal-derived capsules. Artificial intelligence analyses biomarkers, genetic information, and medical records to create tailored dietary supplement suggestions. Nanobiotechnology is being investigated for novel nutraceutical formulations, which could enhance the delivery and efficacy of supplement components.
Investment in Europe Dietary Supplements Market by Key Players
| Company | Headquarters | Strategic Investment Focus | Details of Recent Activity | |
| Bayer AG | Germany | R&D and portfolio expansion | Focused on scientifically-backed supplements, particularly for immunity and bone health. In June 2024, the company launched the "One A Day Age Factor Cell Defense" supplement in the European market. | |
| Reckitt Benckiser Group PLC | UK | Product innovation | In September 2024, its Airborne brand launched new mineral-based dietary supplements in Europe. | |
| Glanbia PLC | Ireland | Product line expansion | The Optimum Nutrition brand, owned by Glanbia, launched a plant-based protein isolate called "Clear Protein" in Europe in October 2023. | |
With rising healthcare expenses, an increasing number of consumers are embracing preventive healthcare. They are investing in items like dietary supplements as a preventive strategy to enhance immunity and lower future healthcare costs. The COVID-19 pandemic has hastened the acceptance of preventive health strategies, driven by heightened demand from health-aware consumers. This has opened a chance for manufacturers to grow their market reach by introducing new products based on natural and organic ingredients.
The strict government regulations on launching new products pose a significant challenge to market growth. The market for nutrition supplements in Europe is governed by strict regulations that guarantee the safety and quality of products. The European Food Safety Authority (EFSA) implements strict safety and regulatory standards for novel substances utilized in dietary supplements. This intricate regulatory landscape presents difficulties for businesses aiming to introduce new products to the market.
Western Europe Dominated the Market in 2024.
The sector is expanding swiftly due to various elements, driven by changing consumer perspectives, heightened health consciousness, and a growing emphasis on preventive care. The increasing recognition of the importance of maintaining a healthy lifestyle is a key factor behind the growth of this industry. Another major factor is the growing elderly population in Western Europe. With the increase in the older adult population, there is a rising demand for supplements that help in managing age-related conditions such as joint issues, bone density, and heart disease. The dietary supplements market in Western Europe exhibits various trends and purchasing standards across different end-use segments, including health-aware individuals, the elderly, athletes, and those seeking specific health remedies.
Eastern Europe Region Expects the Significant Growth During the Forecast Period.
The dietary supplements sector is undergoing a major change as an increasing number of brands focus on manufacturing in Eastern Europe. This trend influences the creation of vitamins, minerals, and dietary supplements, transforming the product development and innovation landscape within the industry. The dietary supplements sector in Eastern Europe has seen considerable expansion, fueled by rising consumer awareness regarding preventive health and general wellness. The rise of e-commerce and easily accessible online platforms significantly contributes to this growth by enhancing product availability and convenience for consumers.
Why did the Vitamins Segment Dominate the Europe Dietary Supplements Market in 2024?
Vitamins segment led the Europe dietary supplements market in 2024. Consumers are prioritizing enhancing immunity, increasing energy levels, and tackling nutrient deficiencies caused by unbalanced diets. The growing elderly population is driving the demand for vitamins that promote bone, heart, and brain health. Moreover, increasing interest in self-care and tailored nutrition is promoting the consistent use of vitamin supplements among all age demographics. Consumers are progressively looking for targeted vitamin combinations, like Vitamin D for bone wellness and B-vitamins for cognitive health.
Herbal Supplements Segment is Observed to Grow at the Fastest Rate During the Forecast Period.
Attributed to a blend of heightened consumer interest in natural and plant-based products, spurred by growing health awareness and an emphasis on preventive healthcare. Nations such as Italy have seen market expansion from supportive laws regarding botanical and herbal dietary supplements, boosting their availability. Herbal supplements come in easy-to-use formats such as tablets, capsules, and powders, allowing for simple integration into everyday routines.
Which Form of Dietary Supplements Dominated the Europe Dietary Supplements Market in 2024?
Tablets segment held the dominating share of the Europe dietary supplements market in 2024. Tablets are favored for their user-friendliness, precise dosing, and portability, aligning perfectly with active and mobile lifestyles. Moreover, an increasing elderly population in need of specialized nutritional assistance, alongside the extensive accessibility via pharmacies, health shops, and online platforms, is driving up the use of tablet supplements. Rising investments in preventive health and an emphasis on managing chronic diseases enhance the popularity of tablet-based supplements throughout European nations.
Gummies Segment is Seen to Grow at a Notable Rate During the Predicted Timeframe.
A key factor is the changing consumer desire for easy and pleasant methods to take nutritional supplements and vitamins. Gummies provide a delicious and convenient substitute for standard pills or capsules, appealing especially to those who struggle to swallow pills. Gummies come with different fortified components such as vitamins, minerals, and herbal extracts, addressing the need for specific health advantages like immune support and energy.
Which Consumer Group in Europe Significantly Consume the Dietary Supplements?
Men segment dominated the market with the largest share in 2024. Men are showing a growing interest in targeted remedies for particular issues, such as testosterone enhancers, muscle-building and strength supplements, energy boosters, and sexual health products. An increasing number of men are taking a more active approach to their health, especially as they get older. This group looks for supplements to sustain energy, enhance cognitive function, and tackle age-related concerns like prostate health and joint discomfort. The impact of fitness culture and the aspiration to uphold an active lifestyle drive the need for supplements.
Women Segment is Expected to Grow at the Fastest Rate in the Market During the Forecast Period.
This can be linked to the widespread desire for supplements that promote general well-being, such as immune support, energy enhancement, skin vitality, and hormonal stability. With women placing greater emphasis on proactive health management, the emphasis on overall wellness persistently fuels significant market expansion. In France, 80% of dietary supplements are bought by women. Producers are aiming to create new products to address more precise requirements: over twenty sub-segments currently exist within women's health.
Why did the General Health & Wellness Segment Dominate the Europe Dietary Supplements Market in 2024?
General health & wellness segment held the largest share of the market in 2024, propelled by an increasing focus on preventive healthcare and holistic well-being. Europeans are increasingly aware of their health and prepared to spend on supplements to reach their wellness objectives. This emphasis on prevention is leading to a rise in supplement consumption, especially those targeting particular requirements. Probiotics for digestive health and natural immune enhancers are seeing considerable expansion. Increasing consumer awareness of immunity, mental health, and holistic wellness has boosted the demand for organic, natural, and plant-based supplement formulations.
Immune Support Segment is Observed to Grow at the Fastest Rate During the Forecast Period.
Fueled by heightened consumer awareness of health and wellness, a rise in immune-related health issues, and an aging population. Due to recent worldwide health issues, there is increased focus on strengthening immune defenses. The market experiences an increase in demand for supplements with essential components such as vitamin C, zinc, elderberry, and probiotics, recognized for their immune-enhancing benefits.
Which Distribution Channel Dominated the Europe Dietary Supplements Market in 2024?
Pharmacies & drug stores segment led the market in 2024, because of the consumer confidence they build regarding product quality and authenticity, the availability of pharmacists for professional advice, and the convenient access offered by their extensive network of physical and online stores. Consumers appreciate the option to obtain expert guidance, evaluate products in person, and have confidence in the source, making these conventional retail outlets a top preference, particularly for selective or new supplement purchasers.
E-commerce & Online Platforms Segment is Seen to Grow at a Notable Rate During the Predicted Timeframe.
Digital platforms provide buyers the convenience of shopping from their residences and straightforward access to a wide variety of supplements, reflecting changing lifestyles and growing comfort with online transactions. The ease of home delivery, availability of product reviews, and regular discounts render e-commerce platforms very appealing.
What Made the Plant-Based Based Segment Dominant in Europe Dietary Supplements Market?
Plant-based segment held the dominating share of the market in 2024, fueled by growing consumer interest in health and wellness, a notable rise in vegan and flexitarian diets, ethical and environmental issues related to animal products, and enhanced consumer awareness of the health advantages of plant-derived ingredients. Shoppers are increasingly looking for sustainable and natural substitutes for animal-derived products, thereby boosting the need for plant-based supplements. The rising demand for clean-label and natural products also plays a major role in the expansion of this market.
Synthetic/Fermentation-Derived Segment is Expected to Grow at the Fastest Rate in the Market During the Forecast Period.
Attributed to their reliable quality, scalability, and availability all year round. These essential characteristics facilitate high-volume production and assist in complying with regulatory requirements. These ingredients enable accurate dosing and a consistent bioactive composition, fitting seamlessly with EU quality control regulations and promoting greater product innovation. These components are efficient at providing essential advantages such as improved immunity, which continues to be a primary factor in demand within the European market.
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