The Europe dietary supplements market was valued at USD 21.53 Billion in 2025. It is expected to grow at a CAGR of 9.30% in the forecast period of 2026-2035, reaching a value of USD 52.39 Billion by 2035. The market growth is driven by the increasing geriatric population and rising awareness of the benefits of dietary supplements across the region.
Base Year
Historical Period
Forecast Period
Rising health consciousness and aging populations in Europe drive demand for dietary supplements, particularly vitamins, minerals, and products supporting immunity and bone health.
The region’s regulatory standards ensure product safety and quality, boosting consumer trust and fostering consistent market growth across diverse demographics.
Growing adoption of plant-based and organic supplements aligns with Europe's sustainability trends, further expanding market opportunities in environmentally conscious consumer segments.
Compound Annual Growth Rate
9.3%
Value in USD Billion
2026-2035
*this image is indicative*
Dietary supplements are products designed to provide essential nutrients that may be missing or insufficient in a person's diet. They come in various forms, including tablets, capsules, powders, gummies, and liquids. Common supplements include vitamins, minerals, amino acids, probiotics, and herbal extracts. Often used to support overall health, enhance immunity, improve digestion, or address specific deficiencies, dietary supplements are a key part of preventive healthcare. They are regulated to ensure safety and efficacy, though they are not intended to replace a balanced diet. Increasing health awareness and personalized nutrition trends continue to drive the growth of the dietary supplements market globally.
New Innovations and Technology Boosting the Dietary Supplement Market in Europe
Increasing focus on microbiome health and personalised nutrition is driving growth in the market. For instance, in April 2024, DSM-Firmenich introduced Humiome B2, the world's first 'biotic' vitamin designed to deliver targeted vitamin B2 to the colon, enhancing gut microbiome health. With its patented delivery system, Humiome B2 ensures that 90% of the vitamin B2 reaches the colon, a crucial area for microbiota, supporting gut barrier integrity and overall health. This innovation addresses the growing consumer interest in solutions that nurture gut health and its broader impact on immunity, mental health, and metabolism. As personalised supplements become more popular, DSM-Firmenich’s groundbreaking technology is poised to boost market growth in Europe by offering targeted, science-backed solutions that meet evolving consumer needs.
Market Expansion and Innovation Driving Europe Dietary Supplements Market Growth
The market is benefiting from increasing consumer awareness of gut health and probiotics. For instance, in June 2023, ADM announced the opening of a new facility in Valencia, Spain, designed to produce probiotics and postbiotics. This USD 30 million investment significantly increases ADM's production capacity, enabling it to meet the growing global demand for gut health solutions. The facility, the first to produce both probiotics and postbiotics on the same site, supports ADM’s goal of expanding its health and wellness business, aiming to boost revenue from over USD 500 million in 2022 to USD 2 billion within 10 years. As more consumers seek probiotics tailored to their health needs, this expansion will drive substantial market growth in Europe, positioning ADM to benefit from the increasing trend towards gut-focused nutrition.
The market is witnessing several trends and developments to improve the current scenario. Some of the notable trends are as follows:
Europe Dietary Supplements Market Report and Forecast 2026-2035 offers a detailed analysis of the market based on the following segments:
Market Breakup by Type
Market Breakup by Form
Market Breakup by Application
Market Breakup by Mode of Purchase
Market Breakup by Distribution Channel
Market Breakup by Region
Vitamins Leading the Segment by Product
Vitamins are projected to dominate the segmentation by product, driven by their essential role in overall health, immunity, and addressing nutrient deficiencies. Rising post-pandemic health awareness and the increasing prevalence of vitamin-deficiency-related conditions have fuelled demand. Their adaptability to all age groups, combined with ongoing innovations like chewable and time-release formulations, enhances their appeal. The focus on preventive health and wellness ensures vitamins remain integral to daily regimens. As awareness grows and product innovations continue, the vitamin segment is expected to maintain its leading position and significantly drive market growth in the forecast period.
Tablets to Dominate the Europe Dietary Supplements Market Segmentation by Form
Tablets may hold the largest market share due to their cost-effectiveness, durability, and convenience. Favoured by manufacturers for precise dosing and long shelf life, tablets also appeal to consumers for their versatility across various supplements like multivitamins. Innovations such as taste-masking coatings and extended-release technology further bolster their popularity. As affordability and convenience remain key factors, the tablet segment is poised for sustained dominance, driving consistent growth in Europe’s dietary supplements market in the years to come.
Immunity Supplements to Lead Europe Dietary Supplements Market Share by Application
Immunity supplements are expected to lead the market by application, fuelled by heightened health awareness post-COVID-19 and the growing prevalence of lifestyle diseases. Products such as vitamin C, vitamin D, zinc, and probiotics have become staples in preventive healthcare. Innovations in delivery formats, including gummies and effervescent tablets, appeal to a wide consumer base. As the emphasis on preventive health strengthens, the immunity segment is expected to continue driving market growth, contributing significantly to the region’s dietary supplements market expansion during the forecast period.
Over-the-Counter Purchases to Hold a Substantial Europe Dietary Supplements Market Value for Segmentation by Mode of Purchase
Over-the-counter (OTC) products likely dominate the market by mode of purchase due to their accessibility and convenience. Widely available in retail stores and online, OTC supplements cater to the rising trend of self-care. Increased marketing efforts, awareness campaigns, and the growing variety of OTC formulations enhance their market appeal. With consumers prioritizing autonomy and easy access to health solutions, the OTC segment is poised for steady growth, continuing to dominate the European market in the forecast period.
Pharmacies to Lead the Segmentation by Distribution Channel
Pharmacies probably hold the largest market share in the market by distribution channel due to their reliability and professional guidance. Consumers value pharmacies for personalized advice on supplement use, ensuring proper selection and dosage. Pharmacies offer a comprehensive range of products, including prescription-based and OTC options, enhancing their accessibility. The integration of digital tools, such as e-prescriptions, further strengthens their position. As trust and personalised service remain critical, pharmacies are expected to sustain their leadership, driving robust growth in the European dietary supplements market.
Germany is poised to lead the market, driven by its well-established healthcare system and robust consumer focus on health and wellness. The country’s ageing population increasingly relies on supplements for preventive care, particularly for bone health, immunity, and cardiovascular support. High disposable incomes and widespread health awareness fuel demand for premium and personalised products. Additionally, Germany’s strict regulatory framework ensures product quality and safety, fostering consumer trust. The presence of leading manufacturers and ongoing innovations in delivery formats, such as gummies and powders, further solidify its position. With continuous advancements and a health-conscious population, Germany is set to maintain its market leadership in the forecast period.
The key features of the market report comprise patent analysis, grants analysis, funding and investment analysis, and strategic initiatives by the leading players. The major companies in the market are as follows:
Headquartered in Bloomingdale, Illinois, USA, NOW Health Group, Inc. was established in 1968. Renowned for natural dietary supplements, NOW offers vitamins, minerals, and botanicals in the European market. The company emphasises sustainability and innovation, catering to consumers seeking high-quality, natural health products for wellness and nutritional support.
Founded in 1888, Abbott is headquartered in Abbott Park, Illinois, USA. The company offers a broad range of dietary supplements in Europe, including Ensure, Pedialyte, and Similac. Known for advancing scientific solutions, Abbott focuses on addressing nutritional deficiencies, enhancing immune support, and improving overall health with tailored formulations for diverse demographics.
Bayer AG, headquartered in Leverkusen, Germany, since 1863, is a leader in healthcare and nutrition. The company’s dietary supplements portfolio in Europe includes brands like Berocca and Supradyn, focusing on vitamins and minerals. Bayer combines innovation and science-backed solutions to support energy, immunity, and overall well-being across varied consumer segments.
Established in 1959 and headquartered in Ada, Michigan, USA, Amway Corp. delivers dietary supplements under its Nutrilite brand in Europe. Known for organic and plant-based products, Amway provides vitamins, minerals, and botanicals. Its farm-to-supplement approach ensures traceability and quality, catering to the health-conscious European market seeking premium, sustainable wellness solutions.
*Please note that this is only a partial list; the complete list of key players is available in the full report. Additionally, the list of key players can be customized to better suit your needs.*
Other key players in the market include Nu Skin Enterprises, Inc., Alfa Laboratories, Inc., Nature's Sunshine Products, Inc., and BioGaia.
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*While we strive to always give you current and accurate information, the numbers depicted on the website are indicative and may differ from the actual numbers in the main report. At Expert Market Research, we aim to bring you the latest insights and trends in the market. Using our analyses and forecasts, stakeholders can understand the market dynamics, navigate challenges, and capitalize on opportunities to make data-driven strategic decisions.*
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The market is expected to grow at a CAGR of 9.30% between 2026 and 2035.
The market is estimated to witness a healthy growth in the forecast period of 2026-2035 to reach around USD 52.39 Billion by 2035.
The major drivers in the market are increasing geriatric population, rising awareness regarding the health benefits of dietary supplements, and availability of a wide range of dietary supplements.
The key Europe dietary supplements market trends include rising prevalence of joint and bone diseases, increasing demand from sport persons, and production of superior quality supplements by key players.
The significant countries in the dietary supplements market in Europe are the United Kingdom, Germany, France, and Italy, among others.
The various types of dietary supplements in the market are herbal supplements, proteins and amino acids, vitamins and minerals, fatty acids, and probiotics, among others.
The different distribution channels of dietary supplements in the market are supermarkets and hypermarkets, pharmacies and drug stores, and online, among others.
The major market players, according to the report, are Amway Corp., GlaxoSmithKline plc, Bayer AG, Reckitt Benckiser Group plc, and Nestlé S.A., among others.
Explore our key highlights of the report and gain a concise overview of key findings, trends, and actionable insights that will empower your strategic decisions.
| REPORT FEATURES | DETAILS |
| Base Year | 2025 |
| Historical Period | 2019-2025 |
| Forecast Period | 2026-2035 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
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| Breakup by Type |
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| Breakup by Form |
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| Breakup by Application |
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| Breakup by Purchase |
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| Breakup by Distribution Channel |
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| Breakup by Region |
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| Market Dynamics |
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| Supplier Landscape |
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| Companies Covered |
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