Europe Dietary Supplements Market Size, Share & Trends Analysis Report By Ingredient (Vitamins, Minerals), By Type (OTC, Prescribed), By End-user, By Form, By Application, By Distribution Channel And Segment Forecasts, 2023 - 2030

Report Overview

The Europe dietary supplements market size was valued at USD 38.1 billion in 2022 and is expected to grow at a compound annual growth rate (CAGR) of 7.0% from 2023 to 2030. The primary factors driving the market growth are increased awareness about healthcare, affordable/state-sponsored healthcare, a growing geriatric population, and a focus on preventive healthcare and personalized nutrition. Furthermore, consumers are shifting towards self-directed care driven by the growing personal health and well-being trend. Residents of the European Union are comparatively stricter and well-informed about nutrition and physical well-being.

Growing awareness about fitness among youngsters is therefore expected to increase the demand for energy and weight management supplements. The increasing acceptance of sports as a career is another factor expected to increase the demand for sports nutrition, which, in turn, benefits market growth. Furthermore, the rising number of social media influencers and wellness bloggers has had a significant impact on the market, with many consumers looking to these influencers for guidance on which products to use to support their health and well-being. The COVID-19 pandemic largely affected European countries, such as Italy, Spain, the UK, France, and Germany. The dietary supplement industry is largely concentrated in these regions.

This, in turn, benefitted from the situation as the market witnessed a surge in demand for immunity-boosting supplements. Many consumers in Europe are becoming more health-conscious and are seeking out natural and organic alternatives to conventional medicines. As a result, the demand for dietary supplements made from natural and organic ingredients is on the rise. Among dietary supplement manufacturers, R&D is touted as a key success factor, the challenge being that these require heavy investments. Also, stringent regulations regarding the health benefit claims and labeling of the products are expected to create challenges for dietary supplements over the forecast period.

Ingredient Insights

Based on ingredients, the industry has been further categorized into vitamins, botanicals, minerals, proteins & amino acids, fibers & specialty carbohydrates, omega fatty acids, and others. The vitamins segment held a dominant position in the Europe market in 2022 accounting for a share of 29.91%. This is primarily attributed to growing new multivitamin supplement launches, growing consumer interest in overall wellness, and growing awareness about lifestyle disorders. Proteins & amino acids are projected to grow at a CAGR of 11.4% from 2023 to 2030.

Increasing demand for protein supplements like whey powders and amino acid products like creatine, tyrosine, citrulline, and proline from consumers owing to the increasing awareness about health and diet is expected to drive the market over the forecast period. Energy and weight management product manufacturers are recently focusing more on incorporating nutraceutical ingredients to enhance the nutritional value of the products. It has increased the demand for fibers and specialty carbohydrates that are indigestible by humans but help reduce cholesterol levels, weight management, and control blood sugar levels.

Form Insights

Based on form, tablets dominated the market with a revenue share of 33.25% in 2022 and are expected to retain their dominance during the forecast period. The higher prevalence of multivitamin products in the form of tablets owing to easy dosage, low cost, higher shelf life, and higher convenience is expected to positively impact the market over the forecast period. The gummies segmentis projected to grow at a CAGR of 9.9% during the forecast period.

Over the recent past, manufacturers have focused on launching gummy supplements owing to their increasing preference among consumers. The liquid supplements segment is anticipated to grow at a CAGR of 10.5% during the forecast period as they can evenly disperse in the water allowing for smooth consumption. Liquid form facilitates the easy formation of blends leading to higher usage in yogurt, smoothies, and other energy drinks.

Application Insights

In 2022, the energy & weight management application segment dominated the market with a revenue share of 31.22%owing to the growing emphasis on fitness and physical wellness. The growing obesity concerns in Europe are projected to drive the demand for weight management products. Consumers are shifting from traditional diet products with short-term benefits towards weight management products, which are associated with long-term satiety and appetite control. The growing penetration of supplements in households for weight monitoring and management is likely to widen the growth opportunities for the market.

Increasing awareness regarding gut health owing to the increasing cases of irritable bowel syndrome, constipation, acid reflux, and indigestion is expected to drive the demand for fibers and specialty carbohydrates for gut-health management. On the other hand, revenue from immunity applications is anticipated to witness the highest CAGR of 7.0% over the forecast period. The outbreak of the COVID-19 pandemic in the year 2020 has increased the demand for immunity booster products in theregion. Immunity-boosting vitamins, minerals, and botanical supplements witnessed a surge in demand in 2020 and its demand is projected to witness continued and spontaneous growth until 2030.

Type Insights

The Over-the-Counter (OTC) segment dominated the industry with a revenue share of 73.44% in 2022. The consumer trend of self-directed health care is likely to drive the demand for OTC supplements. OTC supplements are often less expensive than prescription supplements, which can make them an affordable option for consumers. With the growth of e-commerce and online retailers, it has become easier for consumers to purchase dietary supplements online, which has contributed to segment growth. The prescription dietary supplements segmentis expected to grow at a CAGR of 7.2% over the forecast period.

Prescribed supplements are manufactured with strict standards similar to that of pharmaceutical drugs. These supplements provide minimalistic side effects along with proper labeling. Strict regulation by the governing bodies and limited awareness among individuals related to labeling and health claims is expected to drive the sales of prescription-based dietary supplements. An increasing number of prescribed dietary supplements for individuals with nutritional deficiencies for the precise delivery of nutrients is expected to drive sales through prescription over the forecast period.

Distribution Channel Insights

On the basis of distribution channels, the global industry has been further categorized into offline and online. The offline distribution channel dominated the market with a revenue share of 82.38% in 2022. Among offline channels, supermarkets/hypermarkets contribute significantly to the sales of dietary supplements in Europe owing to the high number of these stores. The online distribution channel is projected to grow at a CAGR of 7.9% during the forecast period.

The advent of the COVID-19 pandemic has accelerated the growth of e-commerce in general even today, resulting in increased online sales of dietary supplements. A rising number of internet users with ease of access to a number of brands, a fast-paced lifestyle of the masses, a 24/7 availability of products, the convenience of home shopping, and a wide range of product availability are factors driving the sales of dietary supplements through online distribution channels in Europe.

End-User Insights

The adultend-user segment dominated the industry with a share of 45.77% in 2022 owing to high health awareness among working professionals and athletes about the importance of maintaining a balanced diet, which creates a significant demand for dietary supplements to maintain general health. Changing lifestyles and hectic work schedules among working adults are leading to nutritional deficiencies, which are expected to lead to increased consumption of dietary supplements by adults. The increasing prevalence of obesity, cardiovascular diseases, diabetes, and other related conditions among adults in Europe is also expected to be the key factor driving the segment. Increasing acceptance of sports as a professional career among adults will further drive the demand for products like protein, vitamins, amino acids, and others over the forecast period.

The product demand among the geriatric population is expected to grow at a CAGR of 9.0% during the forecast period. With the geriatric population being susceptible to several infections, the post-pandemic era has observed a great demand for immunity boosters from these end-users. Growing awareness regarding the nutritional requirements for children and infants is expected to augment the demand for dietary supplements. The growing working population and increasing per capita income in developing economies are expected to increase consumer spending on infant nutrition over the forecast period, which is expected to drive the market.

Country Insights

Italy dominated the market in 2022 and accounted for the largest revenue share of 18.34% owing to the growing consumer base and growing trend towards preventive healthcare. The market demand in Italy is projected to grow at a CAGR of 6.6% over the forecast period due to increasing expenditure on health-enhancing products in the region owing to growing per capita income. Spain is anticipated to witness the highest CAGR of 7.7% over the forecast period owing to the increasing health consciousness and rising incidence of chronic diseases. Furthermore, global market players are expanding their business in Spain to meet the increasing demand for dietary supplements.

In February 2023, ADM, a global leader in nutrition and ingredient solutions invested USD 30 million in a new facility in Spain to meet the growing demand for probiotics. The market in Germany is fueled by the rising clinical evidence to support the benefits or effectiveness of these supplements in disease treatment and the maintenance of general health. Dietary supplements are being increasingly consumed in the country for the treatment of Inflammatory Bowel Disease (IBD), infectious diarrhea, and lactose intolerance. The market in Germany is expected to grow at a CAGR of 7.0% during the forecast period. The UKaccounted for around 10% share of the market revenues in 2022.

Dietary supplement manufacturers are focusing on innovating their product offerings to cater to a varied set of consumers in the UK. For instance, Yakult Honsha, a Japan-based supplement manufacturing company, has been developing strains (patented) of microorganisms to stay ahead of the competition in the UK dietary supplements market. The consumption trend of dietary supplements in France is similar to that of most other countries in Europe. In this regard, consumers in France have principally preferred product consumption in the form of capsules and tablets. The growth of these segments (capsules and tablets) is being driven by the increase in prescriptions these product forms by medical practitioners. The market in France is projected to grow at a CAGR of 6.4% during the forecast period.

Key Companies & Market Share Insights

The market is fragmented and is expected to witness high competition among the companies owing to the presence of numerous players. Key players, such as Nestlé, Bayer AG, and Herbalife Nutrition, are characterized as market leaders owing to several factors including a broad product portfolio and strong distribution network. Manufacturers have focused on strategies, such as investments, new product launches, expansions, and acquisitions. In September 2022, Cosmos Holdings, Inc., operating under the name Cosmos Health, announced that it has established an exclusive agreement with Mediprovita GbR for the sale of its proprietary line of nutraceuticals, Sky Premium Life, in Germany. The partnership with Mediprovita GbR will allow Cosmos Health to tap into this market and expand its presence in Europe. Some of the prominent players in the Europe dietary supplements market include:

• Nestlé

• Abbott

• Bayer AG

• Glanbia plc

• Pfizer Inc.

• Archer Daniels Midland

• GlaxoSmithKline plc.

• NU SKIN

• Herbalife Nutrition

• Nature's Sunshine Products Inc.

• Bionova

• Arkopharma

Europe Dietary Supplements Market Report Scope

Europe Dietary Supplements Market Report Segmentation

This report forecasts revenue growth and provides an analysis of the latest trends in each of the sub-segments from 2017 to 2030. For this report, Grand View Research has segmented the Europe dietary supplements market based on ingredient, form, application, end-user, type, distribution channel, and region:

• Ingredient Outlook (Revenue, USD Million, 2017 - 2030)

  • Vitamins

  • Botanicals

  • Minerals

  • Proteins & Amino acids

  • Fibers & Specialty Carbohydrates

  • Omega Fatty Acids

  • Others

• Form Outlook (Revenue, USD Million, 2017 - 2030)

  • Tablets

  • Capsules

  • Soft Gels

  • Powders

  • Gummies

  • Liquids

  • Others

• Application Outlook (Revenue, USD Million, 2017 - 2030)

  • Energy & Weight Management

  • General Health

  • Bone & Joint Health

  • Gastrointestinal Health

  • Immunity

  • Cardiac Health

  • Diabetes

  • Anti-cancer

  • Lungs Detox/Cleanse

  • Skin/Hair/Nails

  • Sexual health

  • Brain/Mental Health

  • Insomnia

  • Menopause

  • Anti-aging

  • Prenatal Health

  • Others

• End-User Outlook (Revenue, USD Million, 2017 - 2030)

  • Adults

  • Geriatric

  • Pregnant Women

  • Children

  • Infants

• Type Outlook (Revenue, USD Million, 2017 - 2030)

  • OTC

  • Prescribed

• Distribution Channel Outlook (Revenue, USD Million, 2017 - 2030)

  • Offline

    • Supermarkets/Hypermarkets

    • Pharmacies

    • Specialty Stores

    • Practitioners

    • Others

  • Online

• Country Outlook (Revenue, USD Million, 2017 - 2030)

  • Europe

    • Germany

    • France

    • Italy

    • UK

    • Spain