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

Europe Nutrition And Supplements Market Size, Share & Trends Analysis Report, By Product (Sports Nutrition, Fat Burners, Dietary Supplements), By Consumer Group, By Formulation, By Sales Channel, And Segment Forecasts, 2023 - 2030

  • Report ID: GVR-2-68038-373-7
  • Number of Pages: 125
  • Format: Electronic (PDF)
  • Historical Range: 2018 - 2021
  • Industry: Healthcare

Report Overview

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.

UK Nutrition And Supplements market size and growth rate, 2023 - 2030

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.

Product Insights

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.

Formulation Insights

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.

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 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.

Europe Nutrition And Supplements market share and size, 2022

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.

Consumer Group Insights

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.

Country Insights

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.

Key Companies & Market Share Insights

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:

  • Amway

  • Bayer AG

  • Sanofi

  • Abbott

  • Nestle

  • Pfizer

  • General Nutrition Centers, Inc.

  • LivaNova PLC

Europe Nutrition And Supplements Market Report Scope

Report Attribute


Market size value in 2023

USD 73.04 billion

Revenue forecast in 2030

USD 109.89 billion

Growth rate

CAGR of 6.0% from 2023 to 2030

Base year for estimation


Historical data

2018 - 2021

Forecast period

2023 - 2030

Quantitative units

Revenue in USD billion, CAGR from 2023 to 2030

Report updated

August 2023

Report coverage

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

Segments Covered

Product, formulation, sales channel, consumer group, region

Regional scope


Country scope

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

Customization scope

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Europe Nutrition And Supplements Market Report Segmentation

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)

    • Sports Nutrition

      • Sports Supplements

        •  Protein Supplements

          • 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

          • Probiotics

          • Omega -3 fatty acids

          • Carbohydrates

            • Maltodextrin

            • Dextrose

            • Waxy Maize

            • Karbolyn

          • Detox Supplements

          • Electrolytes

          • Others

        • Sports Drinks

          • Isotonic

          • Hypotonic

          • Hypertonic

        • Sports Food

          • Protein Bars

          • Energy Bars

          • Protein Gels

        • Meal Replacement Products

        • Weight Loss Products

      • Fat Burners

        • Green Tea

        • Fiber

        • Protein

        • Green Coffee

        • Others

      • Dietary Supplements

        • Vitamins

          • Multivitamin

          • Vitamin A

          • Vitamin B

          • Vitamin C

          • Vitamin D

          • Vitamin E

        • Minerals

        • Enzymes

        • Amino Acids

        • Conjugated Linoleic Acids

        • Others

      • Functional Foods & Beverages

        • Probiotics

        • Omega -3

        • Others

  • Formulation Outlook (Revenue, USD Million, 2018 - 2030)

    • Tablets

    • Capsules

    • Powder

    • Softgels

    • Liquid

    • Others

  • Sales Channel Outlook (Revenue, USD Million, 2018 - 2030)

    • Brick & Mortar

      • Direct Selling

      • Chemist/Pharmacies

      • Health Food Shops

      • Hyper Markets

      • Super Markets

    • E-commerce

  • Consumer Group Outlook (Revenue, USD Million, 2018 - 2030)

    • Infants

    • Children

    • Adults

      • 21-30 years

      • 31-40 years

      • 41-50 years

      • 51-65 years

    • Pregnant

    • Geriatric

  • Country Outlook (Revenue, USD Million, 2018 - 2030)

    • UK

    • Germany

    • France

    • Italy 

    • Spain

    • Denmark

    • Sweden

    • Norway

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