Portugal Liquid Dietary Supplements Market (2025 - 2030) Size, Share & Trends Analysis Report By Ingredients (Vitamins, Botanicals, Minerals), By Type, By Application, By End-use, By Distribution Channel, And Segment Forecasts

Market Size & Trends

The Portugal liquid dietary supplement market size was valued at USD 55.7 million in 2024 and is projected to grow at a CAGR of 10.1% from 2025 to 2030. Liquid dietary supplements are increasing adopted owing to factors such as rising health concerns, ease of consumption, and health benefits provided by the products. In addition, the adoption of healthier lifestyles, and greater nutritional awareness are key factors driving growth of liquid dietary supplement market in Portugal.

The consumption of dietary supplements in Portugal has increased substantially in recent years, reshaping a wider trend for consumers to embrace preventive health and well-being. In 2023, based on a survey from the National Library of Medicine and the Portuguese National Survey, the food supplement use in Portugal increased from 12.6% in 2011 to 26.8% in 2023 . This trend is driving the demand for liquid dietary supplements, which are increasingly being incorporated into consumers' daily health and wellness routines. These include essential nutrients such as vitamins, minerals, omega-3 fatty acids, plant extracts, and probiotics. They are largely considered as a part of complementary and alternative medicine. They are frequently used to maintain immune function, improve mental performance, control weight, and enhance overall health. With increased awareness of nutritional well-being, liquid dietary supplements are expected to play an important role in helping the health priorities of the Portuguese people as they change.

The rapidly aging population influences its nutritional and healthcare needs and develops an increasing demand for age-specific wellness solutions. According to data from the World Bank, in 2023, in Portugal, people aged 65 and older accounted for 24.0% of the population. Consequently, there is a rising demand for nutrient-rich supplements that are easy to consume, especially products that support heart health, mental health treatment and, joint, and bone health. According to a study by the International Osteoporosis Foundation, the number of people aged 50 and above in Portugal is projected to grow by 11.3% between 2019 and 2034.  This demographic evolution underscores a significant opportunity for the liquid dietary supplements market to address the unique nutritional needs of Portugal's aging society.

In addition, the trend of fitness is on the rise, particularly in urban centers such as Lisbon and Porto, developing new opportunities for ready-to-drink products designed for pre-and post-workout consumption. These usually feature ingredients such as protein, amino acids, creatine, and electrolytes to enhance energy and improve recovery. This is further contributing to the growth of the market in the country.

Consumer Insights

Middle to high-income consumers are the primary buyers of liquid dietary supplements in Portugal, as these products are often offered at a premium price compared to traditional capsules or tablets. Higher-income groups are more inclined to spend more on personalized health regimens, including specialty liquid supplements for beauty, anti-aging, or performance enhancement. This demographic is also more responsive to premium branding, quality certifications, and added-value services such as subscriptions or nutritionist-backed bundles available through e-commerce platforms. In addition, the adoption of affordable, low-cost liquid supplements among low-income groups is rising steadily, particularly when promoted through national pharmacy chains or in public health guidelines. Government subsidies, community health outreach, and low-cost generic liquid formulations have made supplements within reach, showing that health-conscious behaviors are no longer exclusive to high-income groups.

Consumer Demographics

Urban consumers, particularly in cities such as Lisbon, Porto, and Coimbra, represent a key consumer group in the liquid dietary supplement market. These areas offer better access to retail pharmacies, health food stores, gyms, wellness clinics, and fast shipping from online platforms. Urban populations are also influenced through digital marketing campaigns, influencer culture, and global health trends. In contrast, rural areas exhibit comparatively slower adoption but demonstrate growing interest through local pharmacies and community health programs, especially for supplements related to aging and chronic disease management.

Ingredient Insights

The botanicals segment dominated the market, accounting for the largest revenue share of 31.2% in 2024. Botanicals derived from fungi, plants, algae, or lichens are increasingly prevalent in the market as key ingredients in food supplements. Formulations featuring ginkgo, garlic, and ginseng are commonly labeled natural foods. Innovations such as tinctures, liposomal blends, and RTD formats make botanical supplements more stable and user-friendly. Portuguese brands such as Prozis, Farmodiética Group, and Natiris are adopting these formats to deliver botanicals in liquid form.

The proteins and amino acids segment are expected to experience the fastest CAGR of 14.9% over the forecast period. Proteins and amino acids are suitable for muscle growth, tissue repair, and hormone production and play a vital role in enzyme function, immune support, and brain health. Meeting daily protein requirements through diet alone can be challenging; supplements help bridge this nutritional gap by ensuring adequate intake of essential amino acids, particularly for individuals engaged in regular physical activity. According to a study published by the National Library of Medicine of 303 gym participants in Lisbon in August 2024, protein was the most consumed supplement at 59.1%, followed by creatine at 41.2% and multivitamins at 27.0%. Men and younger individuals predominantly consume protein and creatine, while older adults focus more on specific vitamins and minerals.

Type Insights

The OTC segment held the largest revenue share of the market in 2024. Younger consumers in the country are increasingly health-conscious and tech-savvy and are influenced by trends in wellness, sustainability, and convenience. They actively seek dietary supplements that support fitness, immunity, and mental clarity. Social media, influencer marketing, and transparent product labeling strongly shape their purchasing decisions. In addition, the convenience of e-commerce has significantly expanded access to OTC supplements due to rising disposable incomes, especially among younger, fitness-focused demographics. Increased environmental and nutritional awareness further propels the OTC segment towards continued expansion.

The prescribed liquid dietary supplements segment is expected to witness the fastest CAGR from 2025 to 2030. The segment's growth is driven by the increasing use of liquid dietary supplements in clinical settings. Physicians are increasingly prescribe these supplements owing to their high bioavailability, ease of consumption, and effectiveness, particularly in post-surgery recovery and elderly care. With surgeries performed as an additional activity within Portugal's National Health Service (SNS) rising by 170% from approximately 88,000 in 2020 to over 239,000 in 2024, the demand for effective, easily absorbed nutritional support has grown significantly. These formulations offer faster absorption, making them ideal for patients with difficulty digesting or metabolizing solid forms. In addition, their ability to deliver targeted nutrients in precise dosages aligns well with therapeutic protocols in hospitals and long-term care facilities.

Application Insights

The bone and joint health segment accounted for the largest share in 2024. According to a 2021 report by International Osteoporosis Foundation, approximately 681,000 individuals in Portugal had osteoporosis in 2019, with nearly 80.4% of cases occurring in women. In addition, the rising urbanization and sedentary work routines are contributing to the increase in back pain, joint stiffness and mobility issues among adults in the country are leading to growing consumer interest in preventative bone and joint health solutions. As typical diets often lack required levels of nutrients such as calcium, vitamin D, magnesium, and collagen, for bone and joint health, consumers are increasingly turn towards liquid supplements. These formulations are favored for their enhanced nutrient absorption, ease of intake, and overall convenience, particularly among those at higher risk for bone-related conditions.

The prenatal segment is projected to grow at the fastest CAGR over the forecast period. The average maternal age in Portugal for first child is now approximately 30 years. This develops requirement of additional nutrients such as iron, iodine, folate, and DHA. These nutrients are difficult to obtain in adequate amounts through diet alone. Liquid prenatal supplements are gaining traction as they provide an easy-to-digest option for pregnant women who often experience nausea or difficulty swallowing pills. In addition, pregnant women in the country are entitled to free check-ups during their pregnancy and for the first 60 days after giving birth. During these consultations, healthcare professionals routinely recommend prenatal supplements, strengthening consumer trust and driving the expected demand for liquid formulations in this segment.

End Use Insights

The adult segment dominated the market with the largest revenue share in 2024. The segment's growth can be attributed to the increasing diet awareness in weight management, preventing lifestyle-related conditions, and the risks associated with non-communicable diseases (NCDs). In 2023, an online survey of 1,144 Portuguese adults revealed that approximately 27.0% of participants reported using dietary supplements. The users were more likely to have higher levels of education, greater nutritional knowledge, and healthier lifestyles, including regular physical activity. In addition, mental health awareness is rising in Portugal. The government has been launching multiple initiatives to improve the quality of care provided to people suffering from mental health issues. Among other recently legislated laws, nearly USD 1.16 million was funded to establish 40 community mental health teams. The mental health teams were developed under the Recovery and Resilience Program (RRP), with increasing numbers of adults seeking solutions for stress, anxiety, and cognitive decline. Liquid supplements containing ingredients such as magnesium, B vitamins, and omega-3s are gaining popularity due to their fast absorption and ease of use. These products are marketed as natural, non-pharmaceutical alternatives to support mood balance, focus, and memory, appealing to a wide adult audience from students to aging professionals.

The infant segment is expected to experience the fastest growth during the forecast period. Owing to ease of administration, liquid supplements have become the preferred choice among parents for infant nutrition solutions. Liquid infant formulas support immune health, promote healthy growth and development, and correct early nutritional imbalances. In addition, local governments are providing incentives to support family growth and increasing focus on early childhood health. For instance, in May 2024, the Municipality of Proenca-a-Nova, in the district of Castelo Branco, launched a new birth and adoption support scheme for children in families living in the area. Under the scheme, the municipality provides USD 1,740 grant per child, distributed over three years. The grant allows families to claim expenses on nurseries, doctors' appointments, medication, hygiene items, children's goods, clothing, shoes, food, and furniture as long as these are purchased within the municipality. Such support schemes encourage family growth and increase focus on early childhood health with investment in infant wellness products, including liquid dietary supplements that support immunity, brain development, and overall growth during the critical early years.

Distribution Channel Insights

The offline distribution segment held the largest market share in 2024, owing to the wide availability of retail stores such as supermarkets, hypermarkets, grocery stores, and specialty outlets such as Pingo Doce, Continente, Lidl, and Minipreço. In addition, the strong presence of pharmacies in the country is further contributing to the growth of this segment. As of 2022, Portugal had around 3,000 community pharmacies spread across the country. Furthermore, by law in Portugal, pharmacies must be at least 350 meters apart and 100 meters from a healthcare center. This regulated pharmacy network ensures strong distribution of liquid dietary supplements across the country, making pharmacies a key channel for consumer education, trusted health advice, and OTC supplement sales.

Online distribution channel is expected to experience the fastest growth over the forecast period. The growth of licensed online pharmacies and health e-retailers in the country has largely expanded the distribution of liquid dietary supplements. Platforms such as Wells, Farmácia Portuguesa, and Celeiro Online offer an easy access to a broad range of liquid supplements, user reviews, and expert recommendations, making informed choices from home easier. Additionally, online shopping attracts consumers looking for privacy, especially for health-related purchases such as supplements targeting digestion, sleep, mental health, or weight management. Liquid supplements benefit from this trend due to their increased popularity in sensitive health categories. Moreover, quick delivery services and loyalty schemes encourage repeat online shopping and subscription schemes.

Key Portugal Liquid Dietary Supplements Company Insights

Some key companies operating in the market include Prozis, Amway Europe, Herbalife International, SA, Eightjuice - Laboratório Nutracêutico, BioHera among others.

• Prozis uses its strong online presence through a multilingual e-commerce platform supplemented by retail partnerships with chains to enhance its reach across Portugal. The brand further amplifies consumer demand by building an active community via influencer partnerships—having been the most mentioned supplement brand on Instagram in Portugal—turning social engagement into brand loyalty and sales.

• Herbalife is investing in digital transformation tools such as AI-driven advisory platforms and e-commerce enhancements to offer distributors personalized supplement recommendations and mobile shopping experiences. Additionally, the company is focused on building local sales centers to enhance logistics and deepen community outreach by providing reliable local hubs for distributors to conduct product demos and build customer relationships.

Recent Developments

• In February 2025, SFI Health EMEA partnered with Eqyon Healthcare Solutions to expand its presence in Portugal. Under the partnership, Eqyon began distributing Equazen products in pharmacies and parapharmacies, using its market expertise. This launch supported SFI Health’s regional growth strategy, providing clinically backed cognitive health solutions to meet rising consumer demand in the country.

• In October 2024, Porto-based startup PfxBiotech secured USD 9.5 million in funding from the European Innovation Council’s Accelerator program, positioning it among Europe’s most promising deep-tech startups. The company is pioneering precision fermentation to produce human milk proteins particularly lactoferrin for use in infant nutrition, allergy reduction, and advanced dietary solutions for seniors and athletes.

Portugal Liquid Dietary Supplements Market Report Scope

Portugal Liquid Dietary Supplements Market Report Segmentation

This report forecasts revenue growth at the country level and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the Portugal liquid dietary supplements market report based on ingredients, type, application, end use, and distribution channel:

• Ingredients Outlook (Revenue, USD Million; 2018 - 2030)

  • Vitamin

    • Multivitamin

    • Vitamin A

    • Vitamin B

    • Vitamin C

    • Vitamin D

    • Vitamin K

    • Vitamin E

  • Botanicals

  • Minerals

    • Calcium

    • Potassium

    • Magnesium

    • Iron

    • Zinc

    • Others (Selenium, Chromium, Copper)

  • Proteins & Amino Acids

    • Collagen

    • Others

  • Fibers & Specialty Carbohydrates

  • Omega Fatty Acids

  • Probiotics

  • Prebiotics & Postbiotics

  • Others

• Type Outlook (Revenue, USD Million; 2018 - 2030)

  • OTC

  • Prescribed

• Application Outlook (Revenue, USD Million; 2018 - 2030)

  • Bone & Joint Health

  • Gastrointestinal Health

  • Immunity

  • Cardiac Health

  • Diabetes

  • Anti-cancer

  • Lungs Detox/Cleanse

  • Skin/Hair/Nails

  • Sexual Health

  • Brain/Mental Health

  • Insomnia

  • Menopause

  • Anti-aging

  • Prenatal Health

  • Others

• End Use Outlook (Revenue, USD Million; 2018 - 2030)

  • Adults

    • Millennials

      • Male

      • Female

        • Pregnant Women

        • Non-pregnant Women

    • Gen X

      • Male

      • Female

        • Pregnant Women

        • Non-pregnant Women

    • Gen Z

      • Male

      • Female

        • Pregnant Women

        • Non-pregnant Women

    • Boomers

    • Male

    • Female

  • Geriatric

  • Children

  • Infants

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

  • Offline

    • Hypermarkets/Supermarkets

    • Pharmacies

    • Specialty Stores

    • Practitioner

    • Others (Direct to Consumer, MLM)

  • Online

    • Amazon

    • Other Online Retail Stores