The EU dietary supplements market is poised for strong and steady growth over the next decade. According to Future Market Insights’ latest report, “Demand for Dietary Supplements in EU: Outlook and Forecast (2025–2035)”, sales are projected to rise from USD 9,878.4 million in 2025 to approximately USD 14,906.1 million by 2035, recording an absolute increase of nearly USD 5 billion. This expansion reflects a compound annual growth rate (CAGR) of 4.2%, fueled by evolving consumer health priorities, rapid innovation, and the growing convergence of nutrition and technology.
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Health-Conscious Consumers Drive Market Expansion
The EU’s dietary supplements industry continues to thrive as consumers increasingly adopt preventive healthcare and wellness management approaches. Factors such as an aging population, lifestyle-related health challenges, and heightened awareness of nutritional gaps are shaping consumption patterns across the continent.
Between 2025 and 2030, sales are projected to rise by USD 2.2 billion, accounting for nearly 45% of the decade’s total growth. This phase will be dominated by expanding product availability—from traditional tablets and capsules to innovative gummies, powders, and liquid formats—making supplements more accessible to all age groups.
By 2035, innovation will be the key growth driver. Manufacturers are investing in personalized nutrition, bioavailability enhancement technologies, and clean-label formulations to meet evolving consumer preferences. With digital health tools such as DNA-based nutrition analysis and biomarker testing gaining traction, dietary supplements are transitioning from generalized wellness products to tailored health solutions.
Established Leaders and New Entrants Reshaping the Industry
Both established corporations and emerging startups are contributing to this dynamic growth. Amway Corporation, leveraging its direct-selling network and deep consumer trust, continues to lead with a focus on personalized recommendations. Bayer AG remains a key player with its pharmaceutical-grade manufacturing standards and clinically validated supplement lines, while Abbott strengthens its healthcare-focused portfolio backed by medical expertise and quality assurance.
Meanwhile, Glanbia plc is expanding its footprint through sports nutrition and performance-based formulations, tapping into the growing fitness culture across Europe. Alongside these giants, numerous new manufacturers and nutraceutical startups are entering the market—introducing vegan, allergen-free, and natural formulations that appeal to health-conscious consumers. These newcomers are also adopting advanced delivery systems like microencapsulation and liposomal technology to improve nutrient absorption and efficacy.
Market Segmentation: Vitamins, Minerals, and General Wellness Lead
By product type, vitamins and minerals remain the backbone of the EU dietary supplements market, contributing 33% of total sales in 2025. This category’s appeal lies in its universal health relevance and proven effectiveness in addressing nutrient deficiencies.
From an application standpoint, general wellness dominates with a 35% share, underlining consumers’ growing preference for daily preventive health measures. However, niche categories such as sports nutrition, digestive health, and immune support are witnessing faster growth, reflecting demand for targeted and science-backed formulations.
Distribution and Nature: Pharmacies Retain Trust, E-commerce Accelerates
Pharmacies and drug stores continue to serve as the cornerstone of supplement distribution, accounting for 40% of total sales in 2025. The trusted guidance of pharmacists, professional product recommendations, and quality assurance make pharmacies the preferred channel for consumers.
Nevertheless, online retail and direct-to-consumer (D2C) channels are rapidly gaining ground. Digitalization, coupled with subscription-based models and wellness-focused e-commerce platforms, is reshaping how consumers purchase dietary supplements.
In terms of product nature, conventional supplements hold the majority share of 82%, though organic and clean-label products are gradually gaining prominence. By 2035, the organic segment is expected to expand to 24%, driven by growing preference for naturally sourced and sustainably produced supplements.
Regional Insights: Germany and the Netherlands Lead Growth
Regionally, Germany continues to dominate EU dietary supplement sales with a strong healthcare culture, pharmacy-led distribution network, and a large health-conscious population. The Netherlands emerges as an innovation hub, recording the fastest CAGR of 4.3%, supported by its progressive wellness culture and receptivity to new product formats.
Other key markets such as France, Italy, and Spain demonstrate consistent growth between 3.9% and 4.1% CAGR, driven by established pharmacy infrastructure and rising preventive health awareness. Meanwhile, developing regions within the Rest of Europe are showing double-digit growth, signaling vast untapped potential for both multinational and regional brands.
Innovation Trends Shaping the Future
Technological innovation remains central to market evolution. The integration of nanotechnology, bioavailability research, and personalized nutrition algorithms enables brands to deliver measurable results, enhancing consumer trust. Furthermore, the rise of sports nutrition and active lifestyle products—supported by collaborations with fitness influencers and sports scientists—is fueling premiumization and brand differentiation.
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Conclusion: A Decade of Opportunity for Expansion and Innovation
The EU dietary supplements market is entering a transformative era characterized by scientific rigor, technological advancement, and consumer empowerment. Both established players and emerging innovators are well-positioned to capture growth opportunities by prioritizing quality, transparency, and personalization.
As consumers increasingly view supplements as essential components of their daily wellness routines, the next decade offers immense potential for companies that invest in advanced formulations, sustainable sourcing, and digital health integration to redefine the future of preventive nutrition across Europe.
About Future Market Insights (FMI)
Future Market Insights, Inc. (ESOMAR certified, recipient of the Stevie Award, and a member of the Greater New York Chamber of Commerce) offers profound insights into the driving factors that are boosting demand in the market. FMI stands as the leading global provider of market intelligence, advisory services, consulting, and events for the Packaging, Food and Beverage, Consumer Technology, Healthcare, Industrial, and Chemicals markets. With a vast team of over 400 analysts worldwide, FMI provides global, regional, and local expertise on diverse domains and industry trends across more than 110 countries.
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