Report Description

Forecast Period


Market Size (2023)

USD 65.05 billion

CAGR (2024-2029)


Fastest Growing Segment

Functional Foods and Beverages

Largest Market

United Kingdom

Market Size (2029)

USD 94.22 billion

Market Overview

Europe Nutrition And Supplements Market was valued at USD 65.05 billion in 2023 and is anticipated to project steady growth in the forecast period with a CAGR of 6.33% through 2029. The pursuit of a healthier lifestyle and an increased awareness of the importance of nutrition have fueled the growth of the nutrition and supplements market worldwide. Within this landscape, Europe stands out as a significant player, with its diverse population, evolving dietary preferences, and emphasis on well-being. The Europe nutrition and supplements market has experienced robust growth in recent years, driven primarily by the increasing awareness of the link between diet, health, and overall well-being. As consumers become more health-conscious, they are actively seeking dietary solutions that cater to their specific needs, such as weight management, immunity enhancement, and performance optimization. This shift in consumer behavior has led to an upsurge in demand for a wide range of nutritional products and supplements. Europe's diverse population encompasses a wide range of dietary preferences, ranging from traditional diets to modern, health-focused eating patterns. This diversity has led to a varied demand for nutritional supplements tailored to specific dietary requirements. For instance, the Mediterranean diet's popularity has driven the demand for supplements rich in olive oil, omega-3 fatty acids, and antioxidants. Additionally, plant-based and vegan diets have spurred the need for supplements like vitamin B12, iron, and protein alternatives sourced from plant-based ingredients. The digital era has transformed the way consumers access products, and the nutrition and supplements industry is no exception. E-commerce platforms and direct-to-consumer models have gained traction, offering consumers convenient ways to purchase products and access information about their benefits. This shift has also enabled smaller and niche supplement brands to reach a broader audience, fostering competition and innovation within the market.

Key Market Drivers

Growing Health Consciousness is Driving Europe's Nutrition and Supplements Market

In recent years, there has been a notable shift in consumer behavior across Europe, with a significant rise in health consciousness. This shift is having a profound impact on various industries, one of the most prominent being the nutrition and supplements market. As individuals become more aware of the importance of a healthy lifestyle, there has been a surge in demand for nutritional products and supplements that support overall well-being. The concept of health consciousness involves an increased awareness of the impact of one's lifestyle choices on personal health. Factors such as diet, exercise, sleep, stress management, and mental well-being are being given more attention than ever before. People are realizing that a balanced and nutritious diet plays a crucial role in maintaining good health and preventing various chronic diseases. This heightened awareness is not limited to a specific age group or demographic. From millennials to the elderly, a wide range of individuals are now actively seeking ways to lead healthier lives. This societal shift has led to a growing demand for products and services that align with these values. Many individuals are adopting a proactive approach to health, focusing on preventing health issues rather than merely treating them. As a result, there is a higher demand for nutritional products and supplements that support immune function, enhance energy levels, and promote overall well-being. With the rise of fitness culture, there is a growing demand for sports nutrition products that aid in muscle recovery, performance enhancement, and weight management. Athletes and fitness enthusiasts are keen on finding products that align with their active lifestyles. The trend towards plant-based diets and veganism has also impacted the supplements market. Individuals following these diets may require supplements to ensure they are meeting their nutritional needs, such as vitamin B12 and omega-3 fatty acids.

The Growing Aging Population is a Driving Force behind Europe's Nutrition and Supplements Market

Europe is witnessing a significant demographic shift with its aging population, a phenomenon that brings both challenges and opportunities across various sectors. One of the sectors experiencing a transformative impact is the nutrition and supplements market. As the number of elderly individuals increases, there is a heightened focus on maintaining health and wellness in later years. This has led to a surge in demand for specialized nutrition and supplements tailored to the needs of the aging population. Europe is home to a rapidly aging population. Advancements in healthcare, improved living conditions, and declining birth rates have contributed to an increase in life expectancy. While this is a remarkable achievement, it also presents unique challenges. As individuals age, they become more susceptible to various health issues, including chronic diseases, decreased bone density, cognitive decline, and weakened immune systems. To address these challenges and ensure a higher quality of life, many seniors are turning to nutrition and supplements as a way to support their overall health. Nutritional requirements change as people age due to factors like reduced metabolism, changing body composition, and altered absorption of nutrients. This shift necessitates a tailored approach to dietary intake. Seniors often require more vitamins, minerals, and certain nutrients, such as calcium and vitamin D, to maintain bone health and prevent fractures. Additionally, omega-3 fatty acids, antioxidants, and other nutrients play a crucial role in supporting cognitive function and reducing the risk of age-related diseases. The changing nutritional needs of the aging population have given rise to a booming market for senior-specific nutrition and supplements. Manufacturers and researchers are increasingly focusing on developing products that cater to this demographic. From nutrient-dense meal replacements to supplements targeting joint health and memory support, the market is teeming with innovative solutions. Many seniors are showing a preference for herbal and natural supplements due to concerns about potential side effects of pharmaceutical drugs. This has led to an increased demand for products like ginkgo biloba for cognitive support and turmeric for its anti-inflammatory properties. Beyond traditional supplements, functional foods are gaining traction. These are products that combine convenience and nutrition, often fortified with essential vitamins, minerals, and bioactive compounds. Examples include fortified yogurt with probiotics for gut health and cereals rich in fiber to support digestive function. The one-size-fits-all approach no longer suffices. The market is witnessing a surge in personalized nutrition, where individuals' specific dietary needs are assessed through various means, including genetic testing. This enables the formulation of supplements that address individual deficiencies and health concerns. The digital era has transformed the way consumers shop for supplements. Online platforms provide easy access to a wide range of products, making it convenient for seniors to explore and purchase products that suit their needs.

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Key Market Challenges

Complex Regulatory Landscape

One of the primary challenges facing the European nutrition and supplements market is the complex and ever-evolving regulatory environment. The European Union (EU) has established stringent regulations to ensure the safety, quality, and efficacy of nutritional and dietary supplements. The regulatory framework includes the Food Supplements Directive (FSD), which dictates the composition and labeling requirements for such products. Navigating these regulations can be daunting for both manufacturers and retailers, especially as they vary from one EU member state to another. The approval process for new ingredients can also be time-consuming and expensive, limiting innovation in the industry. Striking a balance between consumer safety and facilitating product innovation remains an ongoing challenge.

Consumer Education and Trust

Building consumer trust and educating them about the benefits of nutritional supplements are crucial challenges for market players. Misinformation and misunderstandings about supplements can lead to skepticism and hesitancy among consumers. This challenge is exacerbated by the lack of consistent messaging and the presence of unverified claims within the industry.

Manufacturers and retailers need to invest in transparent communication, providing accurate information about the products they offer. Collaborations with healthcare professionals and scientific institutions can also help establish credibility and provide consumers with reliable information to make informed choices.

Evolving Consumer Preferences

Consumer preferences within the nutrition and supplements market are constantly evolving, presenting both opportunities and challenges. While demand for natural and organic products is growing, consumers are also seeking personalized solutions tailored to their specific needs. This requires manufacturers to develop a diverse range of products that cater to various dietary preferences, such as vegan, gluten-free, and allergen-free options. Meeting these preferences while maintaining high-quality standards can be resource-intensive. Striking the right balance between innovation and feasibility is essential to meet the dynamic demands of the market.

Intense Competition

The European nutrition and supplements market is highly competitive, with a plethora of companies vying for consumer attention. Large multinational corporations compete with smaller, more agile startups, creating a landscape where innovation and differentiation are crucial for success. This competition drives companies to constantly improve their products and marketing strategies. The challenge lies in standing out amidst the noise and gaining a competitive edge. Brands that focus on unique value propositions, evidence-based claims, and authentic engagement with consumers are more likely to succeed in this fiercely competitive market.

Supply Chain Disruptions

Recent Europe events, such as the COVID-19 pandemic, have highlighted vulnerabilities in supply chains across industries. The nutrition and supplements market is no exception. The reliance on raw materials from different parts of the world can lead to disruptions in production and distribution, affecting product availability and pricing. To mitigate these challenges, companies are increasingly exploring ways to diversify their supply chains, strengthen local sourcing, and enhance inventory management practices.

Key Market Trends

Technological Advancements

In recent years, the Europe nutrition and supplements market has witnessed a significant surge in growth, driven primarily by the convergence of technology and health consciousness among consumers. This synergy has given rise to a landscape characterized by innovative products, personalized experiences, and enhanced consumer engagement. From personalized nutrition plans to advanced delivery mechanisms, technological advancements are playing a pivotal role in shaping the future of this dynamic market. One of the most prominent ways in which technology has revolutionized the nutrition and supplements industry is through personalized nutrition. Leveraging the power of data analytics and artificial intelligence, companies are now able to gather and analyze vast amounts of data related to an individual's health status, lifestyle, and dietary preferences. This data is then used to formulate customized nutrition plans and supplement recommendations, addressing the unique needs of each consumer. Digital platforms and mobile applications have become integral tools in this endeavor. These platforms allow consumers to input their health information and receive tailored advice, meal plans, and supplement suggestions. Additionally, wearable devices such as fitness trackers and smartwatches provide real-time data on physical activity, sleep patterns, and other health metrics, contributing to more accurate personalized recommendations. Advancements in technology have paved the way for innovative delivery mechanisms that enhance the effectiveness and convenience of nutritional supplements. For instance, encapsulation technologies and microencapsulation have enabled the controlled release of nutrients, optimizing their absorption by the body. This has not only improved the bioavailability of supplements but has also led to the development of time-release formulations that cater to specific needs, such as sustained energy release or sleep support. Additionally, 3D printing technology has entered the supplement market, allowing for the creation of personalized supplement capsules with precise dosages and combinations of nutrients. This level of customization was previously unattainable and underscores the transformative potential of technology in the industry. Technology is also playing a crucial role in ensuring product quality, safety, and transparency in the nutrition and supplements market. Blockchain technology, for instance, is being employed to trace the origin of ingredients and verify their authenticity. This fosters trust among consumers who are increasingly concerned about the source and composition of the products they consume. Moreover, augmented reality (AR) and virtual reality (VR) technologies are being utilized to provide immersive experiences that showcase the production process, ingredient sourcing, and quality control measures. This level of transparency not only educates consumers but also establishes a stronger bond between brands and their customers.

Segmental Insights

Product Insights

In 2023, the Nutrition And Supplements market in Europe was dominated by Functional Foods & Beverages and is predicted to continue expanding over the coming yearsFunctional foods and beverages are products that offer additional health benefits beyond basic nutritional value. These products are formulated with specific bioactive compounds, such as vitamins, minerals, antioxidants, probiotics, prebiotics, and other nutrients that promote health and wellness. Unlike traditional foods, which are primarily consumed for their basic nutritional content, functional foods and beverages have gained popularity due to their potential to address various health concerns and improve overall vitality. The European consumer base has become increasingly health-conscious, seeking out products that can help prevent and manage health issues. Functional foods and beverages cater to these needs, offering targeted solutions for conditions like digestive health, immune support, and heart health.

Consumer Group Insights

In 2023, the Nutrition And Supplements  market was dominated by the Adults segment and is predicted to continue expanding over the coming years. The European nutrition and supplements market has long been driven by the pursuit of fitness goals, but the focus has now broadened to include adults of all ages looking to maintain their health, manage chronic conditions, and enhance their quality of life. This shift is partly due to the aging population across the continent. As life expectancy increases, adults are increasingly seeking ways to remain active, vibrant, and independent in their later years. This has led to a surge in demand for products that support joint health, cognitive function, and overall vitality.

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Regional Insights

The United Kingdom’s focus on innovation and quality assurance has played a pivotal role in its ascent to the top of the European nutrition and supplements market. British companies prioritize stringent quality control measures and adhere to regulatory standards, ensuring that their products are safe, effective, and reliable. This commitment to quality has cultivated trust among consumers, both domestically and internationally, giving UK-based brands a competitive edge. Furthermore, the United Kingdom’s robust regulatory framework, including organizations like the Food Standards Agency (FSA) and Medicines and Healthcare products Regulatory Agency (MHRA), helps maintain the safety and efficacy of nutritional supplements in the market. This level of oversight has bolstered the country's reputation as a hub for responsible and credible supplement manufacturing. The United Kingdom's nutrition and supplements market is characterized by its diversity of offerings. From sports nutrition and weight management to vitamins and herbal supplements, UK-based companies cater to a wide spectrum of consumer preferences. This adaptability allows them to tap into various niches and demographics, giving them a competitive advantage over other European competitors. In addition to product diversity, the UK excels in targeted marketing strategies. Companies leverage digital platforms and social media to reach their audience effectively, building brand loyalty and resonating with health-conscious consumers. The use of influencers, fitness enthusiasts, and wellness experts to promote products has significantly contributed to the success of UK-based nutrition and supplement brands.

Recent Developments

  • In March 2023, Lehvoss Nutrition, a manufacturer and distributor, is partnering with Unigen Inc, a supplier of ingredients, to introduce novel patented offerings aimed at promoting joint, respiratory, and oral well-being throughout the European market.
  • In March 2023, the utilization of carbomer has been granted the green light by the European Commission for inclusion in food supplements. This additive facilitates the regulated and prolonged discharge of nutrients, enabling the creation of more manageable tablet sizes that are more convenient for consumers to ingest.

Key Market Players

o   Amway Corporation

o   Bayer AG

o   Sanofi S.A.

o   Abbott laboratories

o   Nestle S.A.

o   Pfizer Inc.

o   General Nutrition Centers, Inc.

o   LivaNova PLC

 By Product

 By Consumer Group

 By Formulation

By End user

By Region

  • Sports Nutrition
  • Fat Burners
  • Dietary Supplements
  • Functional Foods & Beverages
  • Infants
  • Children
  • Adults
  • Pregnant
  • Geriatric


  • Tablets
  • Capsules
  • Powders
  • Softgels
  • Liquid
  • Others


  • Pharmaceutical & Biotechnology Companies
  • Academic & Research Institutes


  • France
  • Germany
  • United Kingdom
  • Italy
  • Spain
  • Finland
  • Switzerland
  • Netherlands
  • Denmark
  • Poland



Report Scope:

In this report, the Europe Nutrition And Supplements Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

  • Europe Nutrition And Supplements Market, By Product:

o   Sports Nutrition

o   Fat Burners

o   Dietary Supplements

o   Functional Foods & Beverages

  • Europe Nutrition And Supplements Market, By Consumer Group:

o   Infants

o   Children

o   Adults

o   Pregnant

o   Geriatric

  • Europe Nutrition And Supplements Market, By Formulation:

o   Tablets

o   Capsules

o   Powders

o   Softgels

o   Liquid

o   Others

  • Europe Nutrition And Supplements Market, By End Use:

o   Pharmaceutical & Biotechnology Companies

o   Academic & Research Institutes

  • Europe Nutrition And Supplements Market, By Country:

o   France

o   Germany

o   United Kingdom

o   Italy

o   Spain

o   Finland

o   Switzerland

o   Netherlands

o   Denmark

o   Poland

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Europe Nutrition And Supplements Market.

Available Customizations:

Europe Nutrition And Supplements Market report with the given market data, Tech Sci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

  • Detailed analysis and profiling of additional market players (up to five).

Europe Nutrition And Supplements Market is an upcoming report to be released soon. If you wish an early delivery of this report or want to confirm the date of release, please contact us at [email protected]

Table of content

1.    Product Overview

1.1.  Market Definition

1.2.  Scope of the Market

1.2.1.    Markets Covered

1.2.2.    Years Considered for Study

1.2.3.    Key Market Segmentations

2.    Research Methodology

2.1.  Objective of the Study

2.2.  Baseline Methodology

2.3.  Key Industry Partners

2.4.  Major Association and Secondary Sources

2.5.  Forecasting Methodology

2.6.  Data Triangulation & Validation

2.7.  Assumptions and Limitations

3.    Executive Summary

3.1.  Overview of the Market

3.2.  Overview of Key Market Segmentations

3.3.  Overview of Key Market Players

3.4.  Overview of Key Regions/Countries

3.5.  Overview of Market Drivers, Challenges, and Trends

4.    Voice of Customer

5.    Europe Nutrition And Supplements Market Outlook

5.1.  Market Size & Forecast

5.1.1.    By Value

5.2.  Market Share & Forecast

5.2.1.    By Product (Sports Nutrition, Fat Burners, Dietary Supplements, Functional Foods & Beverages)

5.2.2.    By Consumer Group (Infants, Children, Adults, Pregnant, Geriatric)

5.2.3.    By Formulation (Tablets, Capsules, Powders, Softgels, Liquid, Others)

5.2.4.    By End Use (Pharmaceutical & Biotechnology Companies, Academic & Research Institutes)

5.2.5.    By Country

5.2.6.    By Company

5.3.  Market Map

5.3.1.    By Product

5.3.2.    By Consumer Group

5.3.3.    By Formulation

5.3.4.    By End Use

5.3.5.    By Country

6.    France Nutrition And Supplements Market Outlook

6.1.  Market Size & Forecast

6.1.1.    By Value

6.2.  Market Share & Forecast

6.2.1.    By Product

6.2.2.    By Consumer Group

6.2.3.    By Formulation

6.2.4.    By End Use

7.    Germany Nutrition And Supplements Market Outlook

7.1.  Market Size & Forecast

7.1.1.    By Value

7.2.  Market Share & Forecast

7.2.1.    By Product

7.2.2.    By Consumer Group

7.2.3.    By Formulation

7.2.4.    By End Use

8.    United Kingdom Nutrition And Supplements Market Outlook

8.1.  Market Size & Forecast

8.1.1.    By Value

8.2.  Market Share & Forecast

8.2.1.    By Product

8.2.2.    By Consumer Group

8.2.3.    By Formulation

8.2.4.    By End Use

9.    Italy Nutrition And Supplements Market Outlook

9.1.  Market Size & Forecast

9.1.1.    By Value

9.2.  Market Share & Forecast

9.2.1.    By Product

9.2.2.    By Consumer Group

9.2.3.    By Formulation

9.2.4.    By End Use

10. Spain Nutrition And Supplements Market Outlook

10.1.   Market Size & Forecast

10.1.1. By Value

10.2.   Market Share & Forecast

10.2.1. By Product

10.2.2. By Consumer Group

10.2.3. By Formulation

10.2.4. By End Use

11. Netherlands Nutrition And Supplements Market Outlook

11.1.   Market Size & Forecast

11.1.1. By Value

11.2.   Market Share & Forecast

11.2.1. By Product

11.2.2. By Consumer Group

11.2.3. By Formulation

11.2.4. By End Use

12. Switzerland Nutrition And Supplements Market Outlook

12.1.   Market Size & Forecast

12.1.1. By Value

12.2.   Market Share & Forecast

12.2.1. By Product

12.2.2. By Consumer Group

12.2.3. By Formulation

12.2.4. By End Use

13. Finland Nutrition And Supplements Market Outlook

13.1.   Market Size & Forecast

13.1.1. By Value

13.2.   Market Share & Forecast

13.2.1. By Product

13.2.2. By Consumer Group

13.2.3. By Formulation

13.2.4. By End Use

14. Poland Nutrition And Supplements Market Outlook

14.1.   Market Size & Forecast

14.1.1. By Value

14.2.   Market Share & Forecast

14.2.1. By Product

14.2.2. By Consumer Group

14.2.3. By Formulation

14.2.4. By End Use

15. Denmark Nutrition And Supplements Market Outlook

15.1.   Market Size & Forecast

15.1.1. By Value

15.2.   Market Share & Forecast

15.2.1. By Product

15.2.2. By Consumer Group

15.2.3. By Formulation

15.2.4. By End Use

16. Market Dynamics

16.1.   Drivers

16.2.   Challenges

17. Market Trends & Developments

17.1.   Merger & Acquisition

17.2.   Product Development

17.3.   Recent Developments

18. Porters Five Forces Analysis

18.1.   Competition in the Industry

18.2.   Potential of New Entrants

18.3.   Power of Suppliers

18.4.   Power of Customers

18.5.   Threat of Substitute Products

19. Competitive Landscape

19.1.   Amway Corporation

19.1.1.  Business Overview

19.1.2.   Company Snapshot

19.1.3.   Products & Services

19.1.4.   Financials (As Reported)

19.1.5.   Recent Developments

19.1.6.   SWOT Analysis

19.2. Bayer AG

19.3. Sanofi S.A.

19.4. Abbott Laboratories

19.5. Nestle S.A.

19.6. Pfizer Inc.

19.7. General Nutrition Centers, Inc.

19.8. LivaNova PLC

20.   Strategic Recommendations

21. About us & Disclaimer

Figures and Tables

Frequently asked questions


The market size of the Europe Nutrition And Supplements Market was estimated to be USD 65.05 billion in 2023.


Amway Corporation, Bayer AG, Sanofi S.A., Abbott laboratories, Nestle S.A., Pfizer Inc., General Nutrition Centers, Inc., LivaNova PLC were some of the key players operating in the Europe Nutrition And Supplements Market.


United Kingdom has dominated the growth of Europe Nutrition And Supplements Market in the forecast period. The United Kingdom's ascent to dominance in the European nutrition and supplements market is the result of a harmonious blend of factors – from rising health awareness and quality assurance to innovation and strategic marketing.


Rising health consciousness and Increasing geriatric population are the major drivers for the Europe Nutrition And Supplements Market.


Sakshi Bajaal

Business Consultant
Press Release

Europe Nutrition And Supplements Market to be Dominated by Functional Foods and Beverages Through 2029

May, 2024

Rising health consciousness and increasing geriatric population are driving Europe Nutrition And Supplements Market in the forecast period 2025-2029.