A Deep Dive into the European Supplement Market | Part 1

Highlights:

• The European supplement market is expected to continue growing at a steady rate.
• Italy has the highest market share in the European supplement market. 
• The majority of European consumers consider supplements to be safe and healthy.

European Supplement Market Size and Top Companies

The Western European vitamin and dietary supplement market reached an estimated €11.1 billion in 2020, reports Euromonitor, with a forecast CAGR of 4-5% through 2025.¹ While private label plays a key role in the market, the top branded supplement companies based on 2020 retail sales are GlaxoSmithKline, followed by Bayer AG, Procter & Gamble, Perrigo, NBTY, and Sanofi.²

Procter & Gamble, which acquired Merck’s vitamin and supplement business in 2018, is leading in growth with a CAGR of 6.0% between 2015 and 2020.³ Perrigo, which announced in 2021 its plan to build a new North American Corporate Headquarters, also saw high growth during this period at a CAGR of 4.9%, compared to the other four companies which grew from 1.6-2.1%.⁴ Private label sales rose 2.9%.⁵

Key Supplement Markets in Europe by Country

While supplement sales of market leader GlaxoSmithKline are heavily consolidated in Italy and Germany, Procter & Gamble has been gaining market share through regional diversification among the top-ranked countries for supplements.⁶ The top four countries (Italy, Germany, France, and the UK) represent 70% of Europe’s supplement market, with Italy taking the number one spot at 27% market share^.7

Between 2015 and 2020, supplement sales have grown rapidly in both Italy and France.⁸ However, in the 2020 to 2025 forecast period, the fastest growing markets are expected to be the UK (est. +7.3%), France (est. +6.3%), and Spain (est. 5.0%).⁹ The UK supplement market has the most diverse distribution, while Italy’s market is quite consolidated with most retail distribution occurring mostly through pharmacies.¹⁰

Consumer Attitudes Toward Supplements

In exploring European consumers’ attitudes toward supplements, Euromonitor’s findings show that these can vary by country. Among consumers in the top four markets, UK consumers lead in positive associations with supplements; 60% consider vitamins and supplements to be safe, while 40% think they’re important to health and nutrition.¹¹ 

In Italy, nearly one in two consumers think vitamins and supplements are generally safe to consume, while in France this number is about one in four.¹² In all four countries, fewer than half of consumers consider themselves knowledgeable about vitamins and supplements (though German consumers score highest here), indicating untapped opportunities.¹³

Looking Ahead at European Supplement Trends

Staying on top of shifts in the supplement market, as well as the latest trends, will remain key to meeting the evolving needs of European consumers. Watch for Part 2 of our European supplement market deep dive to learn about the top supplement trends you should know.

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Explore how our custom nutrient premix solutions and bioactive ingredients can give your brand an edge in the European supplement market.

Read Part 2 of A Deep Dive into the European Supplement Market.

References

1-5. Euromonitor, Western Europe, Vitamins & Dietary Supplements, February 2021.
6. Euromonitor, Vitamins & Dietary Supplements in Western Europe Briefing, October 2020.
7. Euromonitor, Western Europe, Vitamins & Dietary Supplements, February 2021.
8. Euromonitor, Vitamins & Dietary Supplements in Western Europe Briefing, October 2020.
9. Euromonitor, Western Europe, Vitamins & Dietary Supplements, February 2021.
10-13. Euromonitor, Vitamins & Dietary Supplements in Western Europe Briefing, October 2020.