The Europe nutrition and supplements market size was valued at USD 68.94 billion in 2022 and is expected to grow at a compound annual growth rate (CAGR) of 6.0% from 2023 to 2030. Europe's population has become more aware of health and fitness and has been increasingly adopting nutritional supplementation for achieving their dietary goals. Furthermore, new product launches within the region are anticipated to keep up the demand for nutritional supplements within the region. For instance, in May 2023, Lubrizol Life Science Health announced that they will be launching iron gummy supplements at the Vitafoods Europe 2023 expo.
The demand for natural and organic products has grown, and so has the demand for plant-based products and functional foods owing to the rapidly increasing geriatric population across the sub-continent. In 2022, approximately 21.1% of the population in the EU was aged 65 or above and in coming years, the number is expected to increase.
Nutritional supplementation is seen as an effective means to boost immunity among all age groups. Supplementing one’s diet with necessary micronutrients and vitamins to reach one’s health goals has been gaining a lot of momentum across all age groups, more so during COVID-19 pandemic. The upward trend in the consumption of nutritional supplements was seen during the pandemic. This has been a major factor fueling the market growth.
The increasing prevalence of obesity has been a major reason for the increasing incidence of non-communicable diseases, like diabetes, hypertension, and cardiovascular diseases. The above-mentioned factors have also contributed to the increased consumption of supplements for overall wellbeing.
European nations have seen a surge in demand for multi-vitamins and immune-boosting supplements. The change in attitude towards health and fitness and a more holistic approach towards attaining fitness and health goals by using functional foods and nutritional supplementation have gained a lot of traction during the pandemic.
The regulatory authorities across the European countries have been approving nutritional supplements and functional foods which has created a positive impact on the market growth. The amendments and changes in the regulatory process regarding the approval of such supplements have made the entire process less complicated.
During the COVID-19, there was an amplified demand for nutritional and dietary supplementation across Europe, which has helped the market to flourish despite the restrictions on transport and disruption in supply chain logistics. Health consciousness has risen in people and during the pandemic, there was a massive increase in the number of online health clubs and an increase in the sales of supplements through online channels. The retail shops also witnessed a large number of people buying vitamins and immune-boosting supplements as a precautionary means to avoid COVID-19 infection. This surge in sales and rapidly increasing demand are projected to fuel the growth of the European market in the coming years.
The functional foods and beverages segment held the largest revenue share of 55.4% in 2022. The functional foods and beverages segment comprises probiotics, omega 3, and others. The demand for these products has risen significantly owing to a shift in people’s consciousness towards health. People are increasingly incorporating these products into their diet to minimize the risk of diseases like cardiovascular diseases, diabetes, and other chronic diseases, which is positively impacting the growth of the European market.
The sports nutrition segment is expected to grow at the fastest CAGR of 7.1% during the forecast years. This has been a result of an increase in the number of teenagers focusing on health and fitness as a way to lead a healthy lifestyle. People are incorporating physical activity and sports into their lifestyles to attain desired fitness levels and avoid any diseases, which might stem due to less physical activity. The launch of new products in the sports nutrition segment has also been a key factor contributing to the growth of the market.
The powder segment held the largest revenue share of over 38.6% in 2022.The wide range of products available in the powder form for consumption across all age groups has been a key factor driving this segment. Powder formulations are easily absorbed by the body and are thus preferred by sports enthusiasts and professional athletes. Powder formulations come in a variety of flavors and can be used in multiple preparations. Factors such as ease of consumption, and easy availability have contributed significantly to the growth of powder segment.
The capsule formulations are preferred by people who do not like the taste of powder or soft chew forms of nutritional supplements. They can be of varying dosage, depending on one’s needs, and cause less irritability in the gastrointestinal tract. However, the major drawbacks associated are the lower shelf life of active ingredients and higher cost of manufacturing, which pull back the growth of this formulation segment.
The brick-and-mortar sales channel segment dominated the European market for nutrition and supplements and held a revenue share of over 66.6% in 2022. The lockdown and transportation restrictions severely hampered the growth of this segment. During the pandemic, there was a significant spike in the sales of nutrition supplements, functional foods, and immune-boosting supplements across Europe.
The e-commerce or online sales channel has been gaining a lot of traction, more due to COVID restrictions. The major players have increased collaboration with e-commerce platforms for the distribution of products through online sales. This has made purchasing easier for consumers and has thus contributed to the growth of the market.
Adults held the largest revenue share in 2022. The high prevalence of chronic diseases like high cholesterol, hypertension, and diabetes due to unhealthy diet and lifestyle, and the changing perception towards health and well-being are the key factors fueling the growth in the segment. Increasing demand from this consumer group as a way of preventing such diseases has also been developmental in the growth of the nutrition and supplements market in Europe. Countries like the UK, Italy, and Spain are seeing a massive increase in the sales of these products.
The geriatric segment is expected to grow in the coming years. Age-related disorders often require nutritional supplementation, and it is achieved with the help of functional foods and dietary supplementation. Deficiencies caused due to diseases and their treatment like cancer and chemotherapy often lead to malnutrition, which can be alleviated by using supplements, thus bolstering the growth of the market.
In 2022, the UK held largest revenue share in the Europe nutrition and supplements market.
Increasing geriatric population, growing demand for organic supplements, and rising preference for dietary supplements are anticipated to drive nutritional supplements market in UK. According to the Office for National Statistics, the geriatric population in England and Wales is increasing significantly. For instance, the number of people aged 65 years and over raised from 9.2 million in 2011 to over 11 million in 2021, and the proportion of population aged 65 years and over rose from 16.4% to 18.6%.
Moreover, the robust demand for nutritional supplements in the country and increasing efforts from market players to make their offerings easily accessible to population are other factors contributing to the market expansion. For instance, in March 2022, Cymbiotika announced the launch of a new e-commerce store in the UK. This newly launched website would cater to the increased demand for nutritional supplements among UK population. In addition, in April 2023, Carabao energy drink expanded its offering by launching energy drinks in two new flavors, and consumers can find these products across retailers & petrol stations in UK.
The European market for nutrition and supplements has many international companies as well as domestic players. The product offerings of these companies are aimed at providing complete nutritional value and improved therapeutic value products. Multilevel marketing companies, as well as big multinational companies, are present in the regional market. The most recent trend in product offerings across the region has been that of functional foods, which have captured a large proportion of the market owing to their health benefits. Some of the key players in the Europe nutrition and supplements market include:
General Nutrition Centers, Inc.
Market size value in 2023
USD 73.04 billion
Revenue forecast in 2030
USD 109.89 billion
CAGR of 6.0% from 2023 to 2030
Base year for estimation
2018 - 2021
2023 - 2030
Revenue in USD billion, CAGR from 2023 to 2030
Revenue forecast, company ranking, competitive landscape, growth factors, and trends
Product, formulation, sales channel, consumer group, region
UK; Germany; France; Italy; Spain; Denmark; Sweden; Norway; Rest of Europe
Key companies profiled
Amway; Bayer AG; Sanofi; Abbott; Nestle; Pfizer; General Nutrition Centers, Inc.; LivaNova PLC
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This report forecasts revenue growth and provides an analysis on the latest trends in each of the sub-segments from 2018 to 2030. For the purpose of this report, Grand View Research has segmented the global Europe nutrition and supplements market on the basis of product, formulation, sales channel, consumer group and region.
Product Outlook (Revenue, USD Million, 2018 - 2030)
Whey Protein Isolate
Whey Protein Concentrate
Omega -3 fatty acids
Meal Replacement Products
Weight Loss Products
Conjugated Linoleic Acids
Functional Foods & Beverages
Formulation Outlook (Revenue, USD Million, 2018 - 2030)
Sales Channel Outlook (Revenue, USD Million, 2018 - 2030)
Brick & Mortar
Health Food Shops
Consumer Group Outlook (Revenue, USD Million, 2018 - 2030)
Country Outlook (Revenue, USD Million, 2018 - 2030)
b. The Europe nutrition and supplements market size was estimated at USD 68.94 billion in 2022 and is expected to reach USD 73.04 billion in 2023.
b. The Europe nutrition and supplements market is expected to grow at a compound annual growth rate of 6.0% from 2023 to 2030 to reach USD 109.89 billion by 2030.
b. The powder segment dominated the Europe nutrition and supplements market with a share of 38.6% in 2022. This is attributable to the easy availability of these products in pure forms and controlled dosage.
b. Some key players operating in the Europe nutrition and supplements market include Herbalife International of America, Inc.; Amway International (Alticor Inc.); Nestlé S.A.; GNC Holdings, Inc.; GSK; Bayer AG; Stada Arzneimittel AG; PepsiCo; Glanbia plc.; Abbott; Sanofi S.A.; Pfizer, Inc.
b. Key factors that are driving the Europe nutrition and supplements market growth include the availability of a large number of commercialized products coupled with the presence of a wide base of target consumers, growing health consciousness among consumers, and increasing willingness to spend on nutrition and dietary supplements.
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Multiple therapeutic regimens are being followed across the globe in attempts to come up with a reliable treatment for Covid-19. One line of treatment includes the use of hydroxychloroquine, while a second treatment line focuses to use antiviral drugs used in the disease management of HIV. Both these approaches have surged demand from advanced antivirals and antimalarial drugs. This impacts the drug manufacturers as an off label indication for these drug classes has to be worked upon. At the moment, the WHO has not prescribed any of these approaches, neither they have commented if one is better than the other. The report will account for COVID-19 as a key market contributor.