Overview of the European food supplements market
The growth of the nutraceutical market in Europe is a key area of strategic development for companies in the industry. In fact, 47% of European consumers take food supplements. [i]
The European nutraceutical market is expected to reach $88 billion by 2025. Projections estimate its value at $111.83 billion by 2030, driven by an annual growth rate of 4.91% [ii].
Several factors may explain this growth, such as:
- An aging population: The European Union’s population is growing older, as indicated by its median age of 44.7 years on January 1, 2024. [iii]
- The quest for natural solutions: More and more consumers are turning to natural solutions to improve their daily well-being. In Europe, 61% of consumers cited the naturalness of a product as an important criterion in their purchasing decisions. Vegan food supplements are gaining popularity, with an estimated annual growth rate of 9.40% between 2025 and 2030. [iv]
- Changing consumer expectations: Today, transparency, traceability, sustainability of manufacturing processes, and commitment to social and environmental responsibility have become key factors in purchasing decisions. In France, for example, 50% of food supplement consumers considered the product’s environmental impact when making a purchase in 2024. A further 48% considered the brand’s fair trade and environmental policies to be key factors.
Fast-growing segments include:
- Immunity, driven by post-COVID concerns.
- Digestion, with a growing interest in intestinal microbiota.
- Sleep and stress.
- The global women’s health and beauty market is estimated to reach 57.42 billion USD in 2024. [vi] From 2025 to 2030, it is expected to grow at an annual rate of 5.25%. This market includes the in-and-out beauty segment, which offers nutricosmetics solutions for the skin, hair, and nails.
Food supplements trends in Europe: the case of France
Like the trend observed throughout Europe, the market for food supplements in France is booming. Two out of three French people claim to regularly consume food supplements, which is one reason for this growth. [vii]
Consumer expectations are shifting towards greater naturalness and transparency. For example, 81% of French consumers say the naturalness of the products they purchase is very important to them. Additionally, 66% of consumers are attracted to the ‘Made in France’ label because they want to support short supply chains and products of controlled origin. [viii]
Pharmacists play a key role in providing natural health advice and mainly steer consumers toward four types of food supplements [ix] :
- Vitamins and minerals, which help the body function properly and prevent deficiencies.
- Probiotics, which support digestive balance and overall immunity and well-being.
- Physiological substances, such as melatonin, which are primarily used in sleep-related food supplements.
- Phytotherapy, which encompasses all plant-based solutions.
Food supplements trends in Europe: the case of Italy
According to Integratori & Salute, the Italian national association representing the food supplement sector, Italy will remain a leader in the European food supplement market in 2024, with sales surpassing 4 billion euros.
The country stands out for its well-established phytotherapy culture, as evidenced by consumer spending habits. For example, in 2020, Italians spent an average of 63.3 euros per capita on food supplements. [x]
Growing segments in Italy [xi]
According to a survey conducted in April 2023 among 1,000 Italians aged 18-70, the main reasons Italian consumers take food supplements are as follows:
- Immunity: 30.1% of respondents claim to consume food supplements to boost their immune system.
- Vitality and energy: 26.3% consume food supplements to improve their daily vitality, energy, and stamina. This segment is often sought after by people with active lifestyles.
- Bone and joint health: 24.4% of consumers say they use food supplements for this purpose. This can be explained by the growing elderly population in Italy, which is considered the oldest in the European Union. [xii]
Additionally, 22% of Italian citizens take food supplements to complement a vegetarian or vegan lifestyle, demonstrating the growth of alternative diets.
Food supplements trends in Europe: the case of Germany
With an estimated 108 million consumers [xiii], Germany has the largest nutraceutical market in Europe, surpassing France and Italy.
We are seeing heightened demand in Germany due to the pandemic. The pandemic has had a lasting impact on consumer habits, particularly regarding immunity. Products containing vitamin C, vitamin D, zinc, and probiotics have seen increased demand.
Additionally, the immunity market was valued at 1.086 billion USD in 2023 and is expected to reach 2.577 billion USD by 2030, reflecting an average annual growth rate of 13.1%. [xv]
We are also seeing an annual growth rate of 5.3% [xvi] in the German sports nutrition market. This growth is driven by products such as protein bars, fortified drinks, shakes, and vegetable protein supplements.
2025 outlook for the European food supplements market
Despite their differences, France, Italy, and Germany share several key trends that will continue to influence the European food supplement market in 2025. These trends include:
- The importance of preventive health. In all three countries, food supplements are perceived as allies in daily well-being, supporting the immune system, vitality, and digestion.
- The search for natural products: More and more consumers are choosing products of natural origin, such as vegan and organically grown products, as well as “clean label” formulas with natural excipients.
- The growing demand for transparency, including ingredient traceability, clear labeling, and brands’ environmental commitment, is becoming an important criterion in purchasing decisions.
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[i] Innova Market Insights. Supplement trends in Europe.
[ii] Mordor Intelligence. Europe Nutraceutical Market – Growth, Trends, and Forecasts (2024 – 2029).
[iii] Eurostat. (2024). Population structure and ageing.
[iv] Moloughney, S. (2025, avril 1). Current Supplement Trends in the European Market. Nutraceuticals World.
[v] Synadiet. Baromètre 2024 de la consommation des compléments alimentaires en France.
[vi] Grand View Research. Women’s Health And Beauty Supplements Market Report, 2030.
[vii] Synadiet. La consommation des compléments alimentaires en France.
[viii] Actif’s connect. (2024). 9 Français sur 10 satisfaits des compléments alimentaires.
[ix] Toluna Harris Interactive & Synadiet. Baromètre 2025 de la consommation des compléments alimentaires en France.
[x] Statista. Topic: Health and food supplements market in Italy.
[xi] Statista. Reasons for use of supplements by Italian consumers.
[xii] Eurostat. (2024) Population structure and ageing.
[xiii] Mordor Intelligence. Europe Nutraceutical Market – Growth, Trends, and Forecasts (2024 – 2029).
[xiv] Spherical Insights. (June, 2024). Allemagne Suppléments nutritionnels Prévisions du marché à 2033.
[xv] Grand View Research. Germany Immune Health Supplements Market Size & Outlook, 2030.
[xvi] Mordor Intelligence. (2024). Allemagne Nutrition sportive Taille du Marché.