The Europe dietary supplements market is valued at USD 45.75 billion in 2025 and is expected to reach USD 64.03 billion by 2030, growing at a CAGR of 7.0% during the forecast period. The market continues to expand steadily, supported by strong consumer awareness and widespread adoption of preventive healthcare practices. According to the European Consumer Organization, nearly 20% of consumers across multiple European countries regularly consume at least one dietary supplement.
Key growth drivers include Europe’s well-established preventive health culture, the rising incidence of micronutrient deficiencies—particularly vitamin D—and increasing demand for natural, clinically supported nutritional solutions. Ongoing advancements in formulation technologies, combined with clean-label, plant-based product innovation, are further accelerating market growth. Additionally, Europe’s growing emphasis on sustainability, transparency, and traceable ingredient sourcing is creating new opportunities for advanced supplement solutions. These developments are supporting a broad range of targeted health benefits, including enhanced digestion, improved nutrient absorption, stress management, immune support, and long-term wellness.
KEY TAKEAWAYS
- The UK is estimated to account for 27.0% of the Europe dietary supplements market in 2025.
- By type, the vitamins segment is expected to register a significant CAGR of 7.8%.
- By target consumer, the adult segment is projected to grow at the highest rate from 2025 to 2030.
- By function, the gut health segment is estimated to dominate the market.
- By mode of application, the tablets segment is estimated to hold a significant market share.
- Nestle, Abbott, and Otsuka Holdings Co., Ltd., were among the companies identified as star players in the Europe dietary supplements market, given their strong market share and product footprint.
- Sanotact GMBH, Inpharma S.P.A., and Nutrilo GMBH, among others, have distinguished themselves among contract manufacturers and SMEs by securing strong footholds in specialized niche areas, underscoring their potential as emerging market leaders.
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UK to Lead the Europe Dietary Supplements Market During the Forecast Period
The United Kingdom is projected to lead the European dietary supplements market in both market share and growth rate. This leadership is driven by a highly developed wellness ecosystem, strong consumer focus on preventive healthcare, and rapid adoption of clean-label, plant-based, and science-backed nutritional products. High prevalence of deficiencies in vitamin D, omega-3 fatty acids, and magnesium, alongside growing awareness around immunity, mental health, digestive wellness, and healthy aging, continues to fuel demand.
The UK also benefits from advanced e-commerce infrastructure, subscription-based wellness platforms, and personalized nutrition solutions, making supplements more accessible to a wider consumer base. Furthermore, the presence of major industry players and influential brands supports continuous innovation and market expansion, positioning the UK as the fastest-growing dietary supplements market in Europe.
Liquid Segment to Witness the Highest Growth by Mode of Application
Among application formats, the liquid segment is expected to register the highest growth rate during the forecast period. This growth is driven by Europe’s increasing preference for convenient, easy-to-consume, and highly bioavailable nutrition formats. Liquid supplements offer faster absorption, appealing taste profiles, and improved usability for populations that experience difficulty swallowing tablets, including older adults and children.
Rising demand for botanical tonics, vitamin shots, probiotic drinks, and functional beverages reflects a broader shift toward wellness-focused consumption habits across Europe. Liquid formulations also support clean-label and plant-based product development more effectively than traditional solid formats, aligning with strict regional standards for minimal additives and sustainable sourcing. Expanding retail and pharmacy availability, along with innovation in flavor masking and nutrient delivery, is further accelerating adoption.
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Gut Health Segment to Record the Highest CAGR by Function
The gut health segment is emerging as the fastest-growing functional category in the European dietary supplements market. Consumers increasingly recognize the connection between digestive health and overall well-being, including energy levels, immune function, skin health, and mental wellness. Changes in dietary patterns—characterized by higher intake of processed foods, sugar, and reduced fiber—have heightened demand for supplements that support digestive balance and microbiome health.
Additionally, Europe’s aging population and rising prevalence of digestive discomfort are driving sustained interest in gut-health-focused solutions. As a result, supplements targeting digestion and microbiome support are becoming one of the most rapidly expanding categories within the European dietary supplements landscape.
Europe Dietary Supplements Companies:
The report profiles leading industry participants, including Bayer AG (Germany), Nestlé Health Science (Switzerland), Glanbia plc (Ireland), and Haleon Group of Companies (UK).