Europe Dietary Supplements Market

The dietary supplements market in Europe is set to expand at a constant compound annual growth rate (CAGR) of 7.0%, reaching USD 64.03 billion by 2030 from an estimated USD 45.75 billion in 2025. One of the key drivers for this growth is the increasing consumer interest in natural and science-backed dietary solutions for preventive healthcare and micronutrient deficiencies. Aging demographics and rising consciousness about immunity, cognitive functions, strong bones, digestive balance, and metabolic well-being are expected to drive supplement consumption.

Core ingredients like vitamins and minerals, botanicals, probiotics, and omega-3s are increasingly gaining popularity in the maintenance of daily health and overall well-being. New uses in women’s hormonal health, healthy aging, mental health, and beauty from within, among others, are opening opportunities for growth within the market.

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Collaborations between European nutraceutical companies, research institutions, biotechnology firms, and ingredient suppliers are accelerating innovation and commercialization of advanced dietary supplement formulations across capsules, gummies, tablets, and liquid shots. Companies are focusing on clinically validated ingredients, enhanced bioavailability technologies, and vegan & allergen-free product design to meet evolving consumer expectations. As European consumers increasingly seek products backed by credible scientific evidence and transparent labeling, brands are investing in clinical research, clean-label reformulations, and traceability initiatives. With strong momentum toward personalized nutrition and holistic well-being, the dietary supplements market is expected to witness notable expansion in Europe in the coming years.

Nestlé is one of the world's largest and most diverse food & beverage companies. The nutrition business provides science-based products and solutions for mothers, babies, and children. The company’s global business portfolio includes various brands, from food & beverages to healthcare, nutrition, and pet care. It includes Nestlé Nespresso, Nestlé Health Science, Cereal Partners Worldwide, and Nestlé Purina Petcare. The company’s business segments include powdered and liquid beverages, pet care, nutrition and health science, prepared dishes and cooking aids, milk products and ice creams, confectionery, and water. Nestlé offers dietary supplements through its nutrition and health science business segment.

Nature’s Bounty is the flagship brand of The Bountiful Company, a family of wellness brands committed to offering high-quality products that complement people’s lives and physical health, which is a part of Nestlé’s health science. Nature’s Bounty supplements are overseen by scientists, manufacturing specialists, and quality experts, each dedicated to maintaining the highest quality standards. As part of its commitment to quality, Nature’s Bounty only uses ingredients from suppliers that meet stringent Quality Assurance Standards and GMP supplement quality standards. In November 2024, Nestlé expanded its Materna brand portfolio with the launch of two new products, Materna Pre and Materna Nausea, designed to address critical needs in women's fertility and pregnancy. This innovation reflects the company's strategic focus on maternal health.

Haleon Group of Companies is a leading global consumer health company focused on improving everyday health with a strong emphasis on science, innovation, and human understanding. The company operates a broad portfolio of trusted brands in five key categories: Oral Health, Vitamins, Minerals and Supplements (VMS), Respiratory, Pain Relief, and Digestive Health and Other. Key brands include Sensodyne, Advil, Centrum, Theraflu, and Tums, which serve millions of consumers worldwide. In April 2023, Haleon Group of Companies, formerly GSK Consumer Healthcare, expanded its supplements brand Centrum in India by launching a new specialized nutrition line called "Benefit Blends," targeting both adults and children. This launch comes six months after Centrum's initial introduction in India, where Haleon aims to strengthen its presence and compete as a leading player in the health supplement market. The company also plans to launch more products to diversify its offerings.

Market Ranking

The Europe dietary supplements market is shaped by a distinct combination of strong regulatory oversight, deep consumer trust in pharmacy-led health guidance, and a rapidly aging population that increasingly prioritizes preventive, natural, and science-validated nutrition. Demand is strongly influenced by widespread deficiencies in vitamin D, magnesium, and omega-3 fatty acids, along with rising awareness of digestive health, cognitive function, and women’s hormonal wellness. Unlike other regions, Europe’s supplement adoption is closely tied to medical recommendations, pharmacist consultations, and evidence-based health messaging, which continue to elevate the importance of clinically supported and clean-label products across the continent.

Major companies driving the European dietary supplements sector include Nestlé (Switzerland), Haleon Group of Companies (UK), Bayer AG (Germany), and Glanbia plc (Ireland). These leaders benefit from strong reputations in pharmaceutical-grade manufacturing, stringent quality assurance, and extensive distribution networks across pharmacies, para-pharmacies, and health-food stores, channels that dominate supplement sales in Europe. Their portfolios span high-demand categories such as bone and joint health, immunity, probiotics, omega-3 supplements, beauty-from-within solutions, and healthy-aging formulations. Many of these companies leverage EFSA-compliant claims, robust clinical data, and sustainable ingredient sourcing to strengthen brand trust and differentiate themselves in a tightly regulated market.
At the same time, Europe’s competitive landscape is being reshaped by agile emerging brands and innovation-led startups specializing in plant-based formulations, adaptogenic blends, fermented botanicals, collagen peptides, vegan omega-3s, microbiome-focused products, and menopause support solutions.

These companies are gaining traction by emphasizing sustainability, traceability, minimalist ingredient profiles, and locally sourced raw materials, attributes that strongly resonate with European consumers. Digital wellness platforms and personalized nutrition services, including microbiome tests and metabolic health analyses, are further expanding new opportunities for brand owners. With rising interest in holistic well-being, eco-conscious purchasing, and clinically backed natural therapies, Europe’s dietary supplements market is becoming increasingly diversified, innovation-driven, and aligned with long-term preventive health trends.

Related Reports:

Europe Dietary Supplements Market by Type (Botanicals, Vitamins, Minerals, Amino Acids, Enzymes, Probiotics), Mode of Application (Tablets, Capsules, Gummies/Chewables), Distribution Channel, Target Consumer, Function, Countries - Forecast to 2030

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