GVR Report cover Europe Nutrition And Supplements Market Size, Share & Trends Report

Europe Nutrition And Supplements Market Size, Share & Trends Analysis Report By Product (Functional Foods & Beverages, Sports Nutrition), By Consumer Group, By Formulation, By Sales Channel, And Segment Forecasts, 2022 - 2030

  • Report ID: GVR-2-68038-373-7
  • Number of Pages: 85
  • Format: Electronic (PDF)
  • Historical Range: 2016 - 2020
  • Industry: Healthcare

Report Overview

The Europe nutrition and supplements market size was valued at USD 61.8 billion in 2021 and is expected to expand at a compound annual growth rate (CAGR) of 5.8% from 2022 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. 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. As per Europa in 2021, approximately 20.8% of the population in the EU was aged 65 or above.

U.K. nutrition and supplements market size, by product, 2020 - 2030 (USD Billion)

Nutritional supplementation is seen as an effective means to boost immunity. 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, to avoid any lapses in immunity and as a preventative measure to ensure immunity against the virus. Even though there is no scientific proof for this, 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 rate of obesity has grown multi-fold throughout Europe. In 2019, as per the Eurostat data, 53% of the population in Europe were overweight and 36% of the population were obese. The prevalence of obesity and overweight people is higher among the geriatric population. Population aged 65-74 years accounted for 66% share. The epidemic 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 greatly to the growth of the European market.

Countries in Europe 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 COVID, and the trend is only going upwards. This is a major driving force for the growth of the European market. Nutritional supplementation is not only being used for attaining good health but also for hair and skin, which has also contributed to the growth.

COVID-19 Europe nutrition and supplements market: 0.8% increase in revenue from 2019 to 2020

Pandemic Impact

Post COVID Outlook

The revenue of the Europe nutrition and supplements market increased by 0.8% from 2019 to 2020.

The market is expected to expand at a CAGR of 5.8% from 2022 to 2030.

A significant jump in sales of immune-boosting supplements and functional foods was registered throughout Europe.

Continued interest in fitness and health is expected to drive the market for supplements in Europe.

Disruptions in supply chain logistics resulted in the increased prices of supplements throughout Europe.

The pandemic has created opportunities for regional players and niche players to expand due to the previously imposed transport bans.


The regulatory authorities across the European countries have been approving nutritional supplements and functional foods to boost the growth of the market in the region. The amendments and changes in the regulatory process regarding the approval of such supplements have made the entire process less cumbersome and have included many sources. As of January 2018, the novel foods including clones derived from bioengineered nanomaterials have gained approval and the new rule has decreased the application processing time from 3 years to 18 months. These regulatory changes in the region are also driving the market.

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 infection. This surge in sales and rapidly increasing demand are projected to fuel the growth of the European market in the coming years.

Product Insights

The functional foods and beverages segment held the largest revenue share of over 55.0% in 2021. 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 pace during the forecast years. This has been a result of an increase in the number of people 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.

Formulation Insights

The powder segment held the largest revenue share of over 35.0% in 2021. 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. The increase in the consumption rates of powder formulations, like protein shakes, ease of consumption, and easy availability are all contributing significantly to the growth of this market.

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.

Consumer Group Insights

Adults held the largest revenue share of over 25.0% in 2021. 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 U.K., 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.

Sales Channel Insights

The brick-and-mortar sales channel segment dominated the European market for nutrition and supplements and held a revenue share of over 70.0% in 2021. 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.

Europe nutrition and supplements market share, by sales channel, 2021 (%)

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.

Country Insights

In 2021, the rest of Europe held the largest revenue share of over 30.0%. According to research done by the Italian Association of Health Products Manufacturers and Distributors, the highest demand for the dietary supplement category was that of Vitamin C, during the peak of the pandemic, and the sales volume was up by more than 237%. The turnover from online sales of supplements surged by 64% in the first quarter of 2020. The increased interest in natural foods and nutrition, dietary supplementation, and other functional foods has resulted in the growth of the market in Italy.

The U.K. and Germany are also key markets for the nutrition supplementation market in Europe. The number of health enthusiasts has increased over the years. People’s inclination towards a healthy lifestyle and adoption of natural foods, nutrition supplements, and functional foods has been trending, which has positively driven the market. The rising geriatric population has also contributed significantly to the growth of the nutrition supplements market.

Key Companies & Market Share Insights

The European market for nutrition and supplements has many multinational companies as well as regional 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 the 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 prominent players in the Europe nutrition and supplements market include:

  • Amway

  • Bayer

  • Sanofi

  • Abbott

  • Nestle

  • Pfizer

Europe Nutrition And Supplements Market Report Scope

Report Attribute


Market size value in 2022

USD 65.36 billion

Revenue forecast in 2030

USD 102.5 billion

Growth Rate

CAGR of 5.8% from 2022 to 2030

Base year of estimation


Historical data

2016 - 2020

Forecast period

2022 - 2030

Quantitative Units

Revenue in USD million/billion and CAGR from 2022 to 2030

Report Coverage

Revenue forecast, company ranking, competitive landscape, growth factors, and trends

Segments Covered

Product, consumer group, formulation, sales channel, country

Regional Scope


Country Scope

U.K.; Germany; France; Spain; Italy; Russia; Rest of Europe

Key companies profiled

Amway; Bayer AG; Sanofi; Abbott; Nestle; Pfizer; General Nutrition Centers, Inc.; LivaNova PLC

Customization scope

Free report customization (equivalent up to 8 analyst’s working days) with purchase. Addition or alteration to country, regional & segment scope.

Pricing and purchase options

Avail customized purchase options to meet your exact research needs. Explore purchase options

Segments Covered in the Report

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 2030. For the purpose of this study, Grand View Research, Inc. has segmented the Europe nutrition and supplements market report on the basis of product, consumer group, formulation, sales channel, and country:

  • Product Outlook (Revenue, USD Million, 2016 - 2030)

    • Sports Nutrition

      • Sports Food

        • Protein Bars

        • Energy Bars

        • Protein Gels

      • Sports Drinks

        • Isotonic

        • Hypotonic

        • Hypertonic

      • Sports Supplements

        • Probiotics

        • Omega -3

        • Carbohydrates

          • Maltodextrin

          • Dextrose

          • Waxy Maize

          • Karbolyn

        •  Protein
          • Egg Protein

          • Soy Protein

          • Pea Protein

          • Lentil Protein

          • Hemp Protein

          • Casein

          • Quinoa Protein

          • Whey Protein

            • Whey Protein Isolate

            • Whey Protein Concentrate

        • Vitamin

        • Minerals

          • Calcium

          • Potassium

          • Magnesium

          • Iron

          • Zinc

        • Amino Acids

          • BCAA

          • Arginine

          • Aspartate

          • Glutamine

          • Beta Alanine

          • Creatine

          • L-carnitine

    • Dietary Supplements

      • Vitamins

        • Multivitamin

        • Vitamin A

        • Vitamin B

        • Vitamin C

        • Vitamin D

        • Vitamin E

      • Minerals

      • Enzymes

      • Amino Acids

      • Conjugated Linoleic Acids

      • Others

    • Functional Foods

      • Probiotics

      • Omega -3

      • Others

  • Consumer Group Outlook (Revenue, USD Million, 2016 - 2030)

    • Infants

    • Children

    • Adults

      • 21-30 years

      • 31-40 years

      • 41-50 years

      • 51-65 years

    • Pregnant

    • Geriatric

  • Formulation Outlook (Revenue, USD Million, 2016 - 2030)

    • Tablets

    • Capsules

    • Powder

    • Softgels

    • Liquid

    • Others

  • Sales Channel Outlook (Revenue, USD Million, 2016 - 2030)

    • Brick & Mortar

      • Direct Selling

      • Chemist/Pharmacies

      • Health Food Shops

      • Hyper Markets

      • Super Markets

    • E-commerce

  • Country Outlook (Revenue, USD Million, 2016 - 2030)

    • U.K.

    • Germany

    • France

    • Italy

    • Russia

    • Spain

    • Rest of Europe

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