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.
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.
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.
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.
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.
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.
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.
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.
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.
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
Report Attribute |
Details |
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 |
2021 |
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 |
Europe |
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 |
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
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
b. The Europe nutrition and supplements market size was estimated at USD 61.8 billion in 2021 and is expected to reach USD 65.36 billion in 2022.
b. The Europe nutrition and supplements market is expected to grow at a compound annual growth rate of 5.8% from 2022 to 2030 to reach USD 102.5 billion by 2030.
b. The powder segment dominated the Europe nutrition and supplements market with a share of 39.1% in 2021. 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 Amway; Bayer AG; Sanofi; Abbott; Nestle; Pfizer, Inc.; General Nutrition Centers, Inc.; and LivaNova PLC.
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.
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