13 August, 2025 – The supplement marketplace in Europe is influenced by global macro level forces, as well as trends that are specific to the supplement category and trends that have impact at the product level. Another influence is consumer trends. Innova gathers information as part of its consumer trends research, including its Health & Nutrition, Lifestyle & Attitudes, Trends, and Category Report. Innova Market Insights looks at market behaviors, the strategies used by key supplement companies in Europe, new product launches, and new product innovation. In its trends forecasting, Innova also suggests new opportunities.
Definitions of Dietary Supplements
Dietary supplements are distinguished by the fact that they are taken by mouth, contain ingredients to supplement the diet, and are positioned to improve health. They are not categorized as a food or beverage. Supplements are available in many formats, including tablets, liquids, capsules, powders, chews, gummies, and gels. In this report, dietary supplements encompass many types of products, with the exception of the highly specialized sports supplements.
Dietary supplements feature different types of ingredients. Amino acid supplements feature different amino acids alone or in combination, including L-alanine, L-cysteine, L-lysine, and several others. Antioxidant supplements may contain functional compounds such as alpha-tocopherol, beta-carotene, polyphenols, lutein, lycopene, and resveratrol. Botanical and herbal supplements contain a wide range of plant compounds and extracts. Supplement concentrates can be made from animal tissue, plant extracts, fruit extracts, vegetable extracts, or plant oils. Fiber supplements incorporate both soluble and insoluble fibers. Enzymes cover a broad range of digestive enzymes, including bromelain, lactase, and others. Essential fatty acids include omega-3, omega-6, and omega-9 fatty acids and their sources. Supplements can target specific body parts, like hair, skin and nails. Some supplements are homeopathic. The group of -biotics supplements includes probiotics, prebiotics, postbiotics, and synbiotics. Marine supplements contain marine ingredients. Supplements may be positioned specifically for women, men, or children.
European Consumer Trends Regarding Supplements
Consumer trends research conducted by Innova in Europe shows how consumer behavior affects the supplement marketplace. A majority of European consumers describe themselves as self-sufficient regarding their health. Supplements offer the convenience and personalization that consumers look for when they manage their own care. Another aspect of self-care is targeted nutrition, and some European consumers use supplements to target nutrition to their needs. Comparing generations, European Boomers are the most dedicated to daily supplement use. Supplement trends show that younger European consumers are interested in innovations around different formats like chewable and drinkable supplements. Women are a unique supplement target, as they look for supplements for beauty and hormone management.
Trends in the European Supplement Market
Compared to North America and Asia, the supplement market in Europe is somewhat small. But despite its small share of global sales value, it stands out for innovation. New product launches look to improve value and fill gaps for benefits of interest to European consumers. This is taking share away from vitamins and minerals, even though Innova is tracking a lot of vitamin and mineral innovation in Europe. An important direction for the European supplement marketplace is personalization. This approach to individual health needs also incorporates broad themes such as convenience, vegan ingredients, and sustainable sourcing.
Adapting Supplements to Specialized Benefits
Consumers have varied needs. Physical needs include appearance, health, and performance. Mental health is a target for nutrition strategies to meet mental and emotional needs. Women’s needs throughout various stages in life are at the forefront. Supplements can help women in Europe achieve better hormonal balance, improve skin health, and target other beauty benefits such as healthier hair and nails. Even supplement packaging can appeal to women with images of women, premium packaging, and pastel colors.
European Supplement Focus on Ingredients
European supplement brands can boost product value with ingredients. One of the key value ingredients is collagen, which continues to trend and is moving into mainstream supplementation. In consumer trends research, respondents named collagen as an important ingredient for healthy aging. Another type of ingredient to boost value in the European supplement marketplace is bisglycinate mineral salts. Binding minerals to the amino acid glycine makes them more bioavailable and absorbable, and this adds extra value. European supplement manufacturers are seeking the next big ingredient and watching newer supplement ingredients such as myoinositol and functional mushrooms.
What’s Next in European Supplement Trends?
Innova Market Insights expects the European supplement marketplace to continue segmenting. Target growth areas for segmentation include skin health, brain health, personalization based on skin or hair type, and better focus during video gaming. GLP-1 users present opportunities for supplementation. GLP-1 weight loss drugs are in great demand in the US and brands are targeting supplements to the needs of GLP-1 users. This trend is poised to cross over into Europe. Consumers seek personalization and supplement manufacturers are segmenting products to meet their needs. Watch for more opportunities to develop products based on gender, life stage, and lifestyle. European supplement brands need to communicate benefits clearly and offer proof that their supplements deliver benefits as promised. Clear communication of added value is even more important for new concepts such as bisglycinate minerals. Going forward, several other supplementation targets bear watching, including hydration, sexual health, and diabetes.
This article is based on Innova’s Supplements in Europe report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more