The Europe, Middle East and India OTC multivitamins and minerals supplements market size was valued at USD 6.51 billion in 2019 and is expected to expand at a compound annual growth rate (CAGR) of 10.7% from 2020 to 2027. Rising consumer inclination towards a healthy diet as a result of growing incidences of chronic diseases, such as high blood pressure and diabetes, is likely to drive the market. The aging population has been rapidly rising in several European countries, including Italy, Greece, Germany, Finland, and France. Aging is linked with multiple changes in the human body such as muscle loss, thinner skin, skin wrinkles, and lower production of stomach acids. These changes increase the nutrient deficiencies in the aged population. Therefore, the geriatric population relies highly on multivitamin and mineral supplements.
As per the MEP Digestive Health Group, Europe is facing a rising burden of chronic digestive diseases, such as alcohol-related digestive diseases, digestive cancers, functional gastrointestinal disorders, and pediatric digestive diseases. Therefore, consumers in the region are spending a significant amount of their income on healthcare.
A majority of consumers in Germany are suffering from gastrointestinal disorders, such as irritable bowel syndrome (IBS) and constipation. The country’s population is also attempting to combat obesity and age-related diseases while avoiding medical treatments with side effects. All of these factors are projected to drive the demand for OTC multivitamins and minerals supplements.
Various campaigns run by government agencies, non-governmental organizations, and companies have boosted consumer knowledge regarding the nutritional benefits of dietary supplements, which, in turn, is projected to fuel the market growth. Moreover, the consumption of premium nutritional products is regarded as a symbol of one’s social status in many countries.
One of the key factors contributing to the growth of chronic diseases is eating habits. Diet and nutrition are important factors in the promotion and maintenance of good health. High consumption of carbonated drinks and fast food often results in obesity, which further leads to various health issues, such as diabetes and high blood pressure. To avoid such diseases and match the daily need for essential vitamins and minerals, consumers across Europe and the Middle East are increasingly preferring multivitamins and minerals supplements in tablets and capsules form.
Multivitamins supplements accounted for more than 80.0% share of the EMEI market revenue in 2019. Vitamin A is capable of supporting muscular and ophthalmic health, while vitamin E helps repair DNA and strengthen the immune system. These products are expected to find more applications among working professionals and sports athletes in the form of multivitamin tablets, tablets, and liquids over the next few years.
The multivitamins dietary supplements are available induced with multiple vitamins, such as vitamin A (retinol and carotenoids), B (folic acid), C (ascorbic acid), and D (cholecalciferol). These vitamins are pivotal for maintaining optimal health and carrying out vital and specific functions in the human body. Consumption of vitamin B1 (thiamine) assists in promoting normal appetite and releasing energy from foods and is also crucial in supporting the proper functioning of the nervous system in the human body.
Rising consumer inclination towards the relationship between diet and health is projected to augment product consumption. Other factors fueling interest in these supplements include growing healthcare costs, rapid advancement in science and technology, burgeoning population, changes in food laws affecting label and product claims, and increasing interest in attaining wellness through diet.
Mineral supplements are gaining traction, as calcium-based products offer the benefit of long-term bone health, and zinc is popularly consumed in the OTC format as an immune health supporter. Although the nutritional supplements market exhibits new ingredient trends and constant innovations, multivitamin and mineral products are continually in demand as a result of rising consumer awareness regarding common mineral deficiencies.
OTC multivitamins and minerals tablets led the market with more than 27.0% share of the EMEI revenue in 2019. Tablets are the most commonly used form of the product owing to wide consumer acceptability and affordability. Manufacturers can pack the perfect amount of ingredients in tablet form required for single-use at the same time as they have a longer shelf life as compared to soft gels and capsules.
High-quality supplements use excipients that assist in tablet absorption and disintegration. Although the natural coating provides better dissolution, the absorption of the product is determined based on quality and efficacy. All these factors are expected to drive the product demand in the form of a tablet.
Liquid-based multivitamins and minerals supplements are a liposomal product, which is evenly dispersed in water for smooth consumption. This also allows the blending of liquid supplements in yogurt, smoothies, and energy drinks. The product is ideal for adults and the Gen X population owing to which its demand is projected to remain high over the upcoming years.
The products in the gummy form are likely to be a profitable nutraceutical product category. Multivitamin gummies are anticipated to gain attention among working-class people as they are a critical ingredient regulating folic acid count and glycemic index and aiding metabolic health in the human body.
The bone and joint health segment led the market and accounted for more than 35.0% share of the EMEI revenue in 2019. Multivitamins and minerals supplements are used to rebuild the mineral matrix in bones, which, in turn, enhances the strength and density of bones. Products in this category foresee superior formulated essential calcium to support bone resilience and assist in maintaining proper bone mineralization. Herein, vitamin D and K and several other minerals, such as silicon, boron, magnesium, and zinc, are linked to improved bone and joint strength.
Calcium is a salient nutrient for building bone and slowing the pace of bone loss in the human body. The recommended intake of calcium makes teeth and bones stronger. Consumption of vitamin D-based products helps the body absorb calcium, which, in turn, helps in the prevention of osteoporosis. Furthermore, vitamin C in the human body assists in improving bone strength and increasing bone mineral density by enhancing bone remodeling and formation. Vitamin C is also essential for the healing of fractures and the formation of collagen.
As per the article published by Electronic Waveform Lab in January 2018, the consumption of magnesium supplements (250mg per day) by osteoporotic women has been found to increase bone mineral density. The ability of the product to reduce oxidative stress, subsequently leading to bone restoration, is projected to fuel the demand for the product in the bone and joint health segment.
Research suggests selenium has the potential to slow down the body’s over-active responses to aggressive forms of cancer and therefore has a powerful effect on the immune system of the human body. The product demand in the immunity segment is also likely to witness high growth on account of its ability to control inflammation in the human body.
The adult segment led the industry with more than 38.0% share of the EMEI revenue in 2019. Rising consumption of the product by working individuals to maintain a healthy lifestyle is likely to remain a favorable factor for segment growth. Growing awareness regarding a healthy diet among sports athletes to maintain nutritional balance is anticipated to promote the segment growth.
Moreover, women these days tend to be more proactive about preventative health and are more likely to incorporate supplements into an established health and wellness regime. Hectic work schedules, together with fluctuating dieting patterns among working-class women across Europe, can curb their overall vitamin intake, which then leads to a deficiency in nutritional levels. Irregular functioning of the gastrointestinal tract also results in the depletion of vitamin content in the body. This, in turn, is estimated to spur the segment growth.
Increasing inclination towards natural supplements, high purchasing power, and willingness to spend on health and wellness products are some of the factors responsible for the rising consumption of multivitamin and mineral supplements among children. The risk of developing lifestyle diseases, such as obesity, diabetes, vitamin B12 & vitamin D deficiency, and gastritis, is higher among consumers of this age group.
The high birth rate and rising population of young mothers in Saudi Arabia, Kuwait, and India are some of the other factors driving the demand for infant nutrition. Furthermore, increasing research & development activities in terms of infant nutrition as a result of rising consumption of breast milk substitutes, which closely resembles the functionality and composition of breast milk, are anticipated to drive the demand for multivitamins and minerals-based supplements.
Europe dominated the market and accounted for 70.1% share of the EMEI revenue in 2019. Thinning lines between supplements and medicine have driven the demand for multivitamins and minerals supplements in clinical nutrition uses. Food legislation defining food supplements and foods for special medical purposes has also fueled the segment growth in recent years across Europe.
Major European countries such as Germany, France, U.K., Italy, and Spain have a large population base that is swiftly realizing the benefits of functional ingredients in their regular diets. The food and beverage industries in these countries are also highly developed, with major multinational companies introducing new products and technologies to cater to the burgeoning regional demand.
In the Middle East, there is a rise in the young and working population, coupled with an increase in spending on healthcare products. Clean labels and natural products are being consumed to a significant extent as consumers realize the associated benefits compared to other artificial additives containing products. This trend is particularly eminent among the white-collar employees, non-residential foreign returns, and expatriates working in the region.
The market in UAE is driven by increased product consumption among millennials, coupled with rising government focus on creating awareness about the health benefits of digestive health products. As per the Global Food Security Index (GFSI), UAE ranked fifth in the global obesity index in 2017, wherein over 20% of the children and 40% of 11 to 16-year-olds were classified as obese. This factor is projected to encourage the manufacturers and suppliers to promote their products in this region.
The market is moderately fragmented with the presence of large and medium-sized players. Key players are extensively investing in R&D activities to introduce novel multivitamins and minerals formulations to gain a greater share of the market.
Product innovation and tie-ups with e-commerce firms are projected to remain the major strategies of manufacturers to maintain their competitive edge in the market. This is because of the rising marketability of e-commerce portals as one of the prominent distribution channels. These online sales channels offer service benefits, such as coupons, free home delivery, and cashback offers to consumers, which is likely to motivate manufacturers to establish tie-ups with e-commerce firms, such as Amazon, Dr. Nutrition, and Sporter.com.
In August 2019, GlaxoSmithKline plc (GSK) formed a joint venture with Pfizer Inc., a U.S.-based pharmaceutical and nutraceutical products manufacturer. The joint venture combined the nutrition brand of both the companies including GSK’s Voltaren, Sensodyne, and Panadol, and Pfizer’s Centrum, Advil, and Caltrate. The joint venture was formed to make a world-leading consumer healthcare business ensuring strong sales, cash flow, and higher contribution to earnings. GSK owns 68% stakes in the joint venture, whereas Pfizer Inc. owns the rest of the 32%. Some prominent players in the Europe, Middle East, and India OTC multivitamins and minerals supplements market include:
Herbalife International of America, Inc.
Bright Life Care Private Limited
Sun Pharmaceutical Industries Ltd.
Nature's Sunshine Products, Inc.
Nutra Essential OTC
The Nature's Bounty Co.
Market size value in 2020
USD 7.12 billion
Revenue forecast in 2027
USD 14.70 billion
CAGR of 10.7% from 2020 to 2027
Base year for estimation
2016 - 2018
2020 - 2027
Revenue in USD million/billion and CAGR from 2020 to 2027
Revenue forecast, company ranking, competitive landscape, growth factors, and trends
Ingredient, form, functionality, end-user, region
Europe; Middle East; India
Germany; U.K.; Italy; Spain; France; Netherlands; Switzerland; Austria; Saudi Arabia; Turkey; UAE; Egypt; Bahrain; Oman; Kuwait
Key companies profiled
Amway; Abbott; Bayer AG; Glanbia plc; GlaxoSmithKline plc; Herbalife International of America, Inc.; NU SKIN; NOW Foods; Bionova; Bright Life Care Private Limited; Sun Pharmaceutical Industries Ltd.; Nature's Sunshine Products, Inc.; Nutra Essential OTC; The Nature's Bounty Co.; Arkopharma
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This report forecasts revenue growth at the regional and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2016 to 2027. For the purpose of this study, Grand View Research has segmented the Europe, Middle East and India OTC multivitamins and minerals supplements market report on the basis of ingredient, form, functionality, end-user, and region:
Ingredient Outlook (Revenue, USD Million, 2016 - 2027)
Form Outlook (Revenue, USD Million, 2016 - 2027)
Functionality Outlook (Revenue, USD Million, 2016 - 2027)
Energy & Weight Management
Bone & Joint Health
End-user Outlook (Revenue, USD Million, 2016 - 2027)
Regional Outlook (Revenue, USD Million, 2016 - 2027)
Middle East & Africa
b. The EMEI OTC multivitamins & minerals supplements market size was estimated at USD 6.51 billion in 2019 and is expected to reach USD 7.12 billion in 2020.
b. The EMEI OTC multivitamins & minerals supplements market is expected to grow at a compound annual growth rate of 10.7% from 2019 to 2027 to reach USD 14.70 billion by 2027.
b. On the basis of form, the tablets segment dominated the EMEI OTC multivitamins & minerals supplements market with a revenue share of 27.2% in 2019. Tablets are the most commonly used form of vitamins & minerals supplements owing to their cost-effectiveness and wide consumer acceptability & affordability. Manufacturers pack the most amount of ingredients in tablet form; and at the same time, tablets have a longer shelf-life as compared to soft gels and capsules.
b. Some of the key players operating in the EMEI OTC multivitamins & minerals supplements market include Amway; Abbott; Bayer AG; Glanbia plc; GlaxoSmithKline plc; Herbalife International of America, Inc.; NU SKIN; NOW Foods; Bionova; Bright Life Care Private Limited; Sun Pharmaceutical Industries Ltd.; Nature's Sunshine Products, Inc.; Nutra Essential OTC; The Nature's Bounty Co; Arkopharma.
b. The key factors that are driving the EMEI OTC multivitamins & minerals supplements market include a favorable outlook towards preventive healthcare as a result of increasing application of the product for the treatment of malnutrition-& cardiovascular-related issues. Additionally, rising expenditure by sports nutrition market players towards in-store promotions and advertising features is expected to promote the accessibility of multivitamins & minerals supplements to the customers over the next eight years.
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