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The nutrition supplements market size in Europe is forecast to increase by USD 26 billion at a CAGR of 6.4% between 2024 and 2029.
The nutrition supplements market is experiencing significant growth, driven by the rising inclination for fitness and the increasing awareness of healthy lifestyles. This trend is fueled by consumers seeking to improve their overall well-being and enhance their athletic performance. Another key trend is the increasing demand for plant-based supplements, as consumers become more health-conscious and environmentally aware. However, market growth is not without challenges. The market is expected to continue its growth as people prioritize their health and wellness.
Stringent government regulations for new product launches pose significant hurdles for companies looking to enter the market. Adhering to these regulations requires substantial resources and time, making it essential for companies to stay informed and agile in order to succeed in this dynamic and competitive market. Probiotics and Omega-3 fatty acids continue to be popular choices, as they support gut health and heart health, respectively.
In the dynamic nutrition supplements market, rising healthcare costs and the prevalence of lifestyle diseases and non-communicable diseases (NCDs) have fueled demand for various supplements. Protein supplements, including egg protein and sports nutrition products, remain popular choices for fitness enthusiasts, with liquids and capsules/pills/tablets/powders being the preferred forms. Botanical ingredients derived from medicinal plants are also gaining traction as immunity-boosting supplements.
Health clubs and gymnasiums often recommend these supplements to their members. Meal replacements and herbal supplements are other significant categories, with gummies offering a convenient alternative for those who dislike the taste of pills. The MDPI journal reports ongoing research into the effectiveness of these supplements, further validating their role in maintaining optimal health. This trend is particularly noticeable in the areas of probiotics, omega-3 fatty acids, proteins, and herbal supplements.
The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD billion" for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.
The Offline channel segment is estimated to witness significant growth during the forecast period. In the European market by 2024, the nutrition supplements sector experiences continuous growth, fueled by consumers prioritizing health, wellness, and preventive care. Offline distribution channels maintain a significant market share, with health food stores, pharmacies, supermarkets, and specialty shops playing crucial roles in product accessibility and consumer trust. These physical retailers provide a tangible shopping experience, enabling customers to assess product quality personally and receive expert advice from trained professionals. The value of this in-person interaction is particularly significant for consumers seeking authenticity, transparency, and customized supplement options aligned with their unique health objectives.
The rise in plant-based diets and the growing interest in natural wellness solutions have further boosted the demand for herbal and botanical supplements. Consequently, the importance of knowledgeable staff and carefully curated product selections in offline retail cannot be overstated. Additionally, the growing preference for plant-based diets has led to an increase in demand for plant-based protein supplements, such as those derived from soy or pea sources.
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Our Europe Nutrition Supplements Market researchers analyzed the data with 2024 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.
Rising inclination for fitness owing to increasing awareness of healthy lifestyles is the key driver of the market. The European nutrition supplement market is experiencing consistent growth in 2024, fueled by increasing consumer focus on health, wellness, and preventive care. Consumers are expressing a strong preference for personalized nutrition, leading to a growing demand for supplements catering to specific needs, such as hormonal balance, bone strength, and cognitive support. Key nutrients in nutrition supplements, such as Potassium, Magnesium, Iron, Zinc, Amino Acids (Arginine, Aspartate, Glutamine, Beta-Alanine), Creatine, and L-carnitine, must comply with these regulations.
Vitamins and minerals continue to dominate the market, with vitamin C, vitamin D3, B-complex vitamins, and magnesium being the most popular choices. Innovative product formats, like gummies, vegan capsules, and liquid drops, are gaining traction, particularly among younger and lifestyle-conscious consumers. Ethical sourcing, plant-based ingredients, and clean-label formulations are emerging as key differentiators in this competitive industry, as both established brands and new entrants continue to launch new products.
Increasing demand for plant-based supplements is the upcoming trend in the market. The nutrition supplement market in Europe is witnessing a significant shift towards natural and plant-based products due to increasing consumer awareness and preference for environment-friendly options. This trend is driven by the desire for supplements that offer health benefits without the potential side effects of synthetic substances. Plant-based supplements, such as those derived from magnesium, omega-3 fatty acids, and L-carnitine, provide advantages like improved digestion, increased energy, and enhanced immune function. Additionally, their production requires fewer resources and leaves a smaller environmental footprint compared to animal-derived supplements. In response to this demand, manufacturers are focusing on producing plant-based alternatives to conventional supplements, including capsules, powders, and functional foods and beverages.
The regulatory environment in Europe is also supportive of these trends, with a focus on production standards that prioritize safety and sustainability. This includes FDA regulations on the use of maltodextrin and other ingredients in supplements, as well as the growing prevalence of non-communicable diseases (NCDs) that are driving demand for supplements that support gut health and overall wellness. Herbal supplements are also gaining popularity as consumers seek natural alternatives to prescription pharmaceuticals. Overall, the European nutrition supplement market is expected to continue growing as consumers prioritize their health and seek out sustainable, natural options.
Stringent government regulations for new product launches is a key challenge affecting the market growth. The European nutrition supplements market is subject to stringent regulations, ensuring product safety and quality. The European Food Safety Authority (EFSA) enforces rigorous safety and regulatory standards for new compounds used in nutrition supplements. Any novel ingredient, particularly those without a history of safe use in the EU before 1997, undergoes a comprehensive safety evaluation under Regulation (EU) 2015/2283. This complex regulatory environment poses challenges for companies looking to launch new products in the market. In the US market, there is a growing demand for various types of nutrition supplements, including soft chews, tablets, and immunity-boosting supplements. Hemp protein, botanical ingredients, creatine, amino acids, and glutamine are popular choices among consumers.
Organic alternatives and functional foods are also gaining traction as consumers seek healthier options. Lifestyle diseases, metabolic disorders, and an aging population have contributed to the increasing popularity of sports nutrition supplements and amino acids. Fitness centers and rising healthcare costs further fuel the demand for sports supplements. However, concerns regarding chemical additives and product safety remain. Market dynamics include the growing awareness of the benefits of nutrition supplements, increasing health consciousness, and the availability of a wide range of products. Recent research indicates a continued focus on product development and innovation to meet consumer demands.
The market forecasting report includes the adoption lifecycle of the market, covering from the innovator's stage to the laggard's stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the market report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth analysis strategies.
Customer Landscape
Companies are implementing various strategies, such as strategic alliances, market forecast , partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
Abbott Laboratories - This company specializes in providing advanced nutrition supplements, including Pedialyte AdvancedCare Plus Powder, to support hydration and overall health.
The market research and growth report includes detailed analyses of the competitive landscape of the market and information about key companies, including:
Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
The nutrition supplements market continues to evolve, with entities such as lentil protein and hemp protein gaining traction alongside traditional offerings like calcium pills and vitamins. Product innovation is a driving force, with new formats like fun-added gummies and flavored soft gels emerging to cater to diverse consumer preferences. Aspartate and egg protein are popular choices for athletes and fitness enthusiasts, while magnesium and zinc are sought after for their immune-boosting properties. Botanical ingredients and herbal supplements have also found a foothold in the market, addressing health concerns related to lifestyle diseases and aging population. Creatine and amino acids like glutamine are essential for sports nutrition, while organic alternatives and chemical additive-free options appeal to health-conscious consumers.
The regulatory environment plays a significant role in market dynamics, with FDA regulations and rising healthcare costs influencing production standards and product safety. Functional foods and beverages, including meal replacements and protein powders, offer convenience and affordability for those paying for value. Specialized supplements cater to specific needs, such as gut health and metabolic disorders. The market's continuous unfolding is reflected in the emergence of new categories, like quinoa protein and pea protein, and the growing popularity of sustainable production methods. The market's evolving patterns are evident in the integration of nutrients into various sectors, from fitness centers and health clubs to prescription pharmaceuticals and care management.
The Nutrition Supplements Market in Europe is expanding due to a paradigm shift toward preventive health management practices and increasing focus on wellness and good health. Rising stressful schedules and reliance on processed or quick meals are driving demand for health supplements such as casein, whey protein, soy protein, potassium, iron, arginine, beta-alanine, probiotics, and carbohydrates that support digestive and immune health. The market favors a personalized approach to healthcare, with consumers opting for vegan and all-natural supplements, functional foods beverages, and energy and weight management supplements. Growth is fueled by digitization in the retail sector, greater attention to quality control, and natural, traceable raw materials, including herbal and ayurveda extract-based products. Innovations in flavors, fun-added formats, and sustainable sourcing reflect evolving curative practices, despite general inflation pressures and shifts in preventive management in healthcare.
The Nutrition Supplements Market in Europe is experiencing dynamic growth, supported by initiatives like the Global Alliance for Chronic Diseases (GACD), which highlights holistic wellness. Consumers are increasingly focused on digestive and immune health, aligning with a broader paradigm shift toward preventive health management practices. This shift reflects growing awareness of the importance of general health and wellbeing, especially in urban populations facing lifestyle-related ailments. Simultaneously, the digitization in the retail sector is transforming how supplements are marketed and distributed, offering consumers convenient access and tailored product options.
Dive into Technavio's strong research methodology, blending expert interviews, extensive data synthesis, and validated models for unparalleled Nutrition Supplements Market in Europe insights. See full methodology.
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Market Scope |
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Report Coverage |
Details |
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Page number |
213 |
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Base year |
2024 |
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Historic period |
2019-2023 |
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Forecast period |
2025-2029 |
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Growth momentum & CAGR |
Accelerate at a CAGR of 6.4% |
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Market growth 2025-2029 |
USD 26 billion |
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Market structure |
Fragmented |
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YoY growth 2024-2025(%) |
5.6 |
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Key countries |
Italy, Germany, France, UK, and Rest of Europe |
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Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
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1 Executive Summary
2 Technavio Analysis
3 Market Landscape
4 Market Sizing
5 Historic Market Size
6 Qualitative Analysis
7 Five Forces Analysis
8 Market Segmentation by Distribution Channel
9 Market Segmentation by Type
10 Market Segmentation by Formulation
11 Customer Landscape
12 Geographic Landscape
13 Drivers, Challenges, and Opportunity/Restraints
14 Competitive Landscape
15 Competitive Analysis
16 Appendix
Research Framework
Technavio presents a detailed picture of the market by way of study, synthesis, and summation of data from multiple sources. The analysts have presented the various facets of the market with a particular focus on identifying the key industry influencers. The data thus presented is comprehensive, reliable, and the result of extensive research, both primary and secondary.
INFORMATION SOURCES
Primary sources
Secondary sources
DATA ANALYSIS
Data Synthesis
Data Validation
REPORT WRITING
Qualitative
Quantitative
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