The European dietary supplements industry is entering 2025 stronger than ever. Once considered a niche for vitamins and minerals, the sector has grown into a dynamic, multi-billion-euro market driven by innovation, consumer awareness, and health-first lifestyles. For brands, retailers, and entrepreneurs, Europe now represents both a vast marketplace and a highly competitive landscape.
Private label supplements, vegan and plant-based nutrition, clean label formulations, and advanced delivery systems are not just passing trends—they are reshaping the foundations of the industry. At the same time, regulatory frameworks and shifting consumer expectations are pushing companies to invest in transparency, safety, and sustainability.
This article explores the size of the European supplements market in 2025, the key growth drivers, and the opportunities available for businesses ready to innovate and differentiate.
The current size of the European supplements market
Europe is the second largest supplements market globally, only behind North America. By 2025, analysts estimate its value to exceed €60 billion, with a compound annual growth rate (CAGR) of around 6–7%.
- Germany, France, and Italy remain the leading markets, each representing more than €5 billion in annual sales.
- The UK is one of the most dynamic, with e-commerce channels driving double-digit growth.
- The Nordic region is setting the tone for clean label, sustainability, and innovative delivery systems.
- Spain and Eastern Europe are catching up fast, especially in sports nutrition and immune health.
Product categories that dominate the European supplements industry include:
- Vitamins and minerals (the backbone of the market, representing over 30%).
- Sports nutrition and performance (protein, creatine, energy boosters).
- Herbal and plant-based supplements (including mushrooms and adaptogens).
- Beauty-from-within products (collagen, biotin, hyaluronic acid).
- Immune support (vitamin C, vitamin D, probiotics).
Key growth drivers in 2025
Ageing population and preventive health
Europe’s demographic shift is boosting demand for supplements that address bone density, cardiovascular support, cognitive function, and longevity. Preventive health is replacing reactive healthcare, and consumers are investing in nutrition earlier.
Rise of e-commerce and direct-to-consumer models
The pandemic permanently changed how supplements are purchased. By 2025, more than 40% of European supplement sales occur online, with brands using digital marketing, subscriptions, and personalised recommendations to secure customer loyalty.
Expansion of vegan and plant-based nutrition
The vegan and plant-based supplement segment has outpaced traditional products in growth. Consumers are actively seeking vegan capsules, sprays, and powders that avoid animal-derived ingredients like gelatin or fish collagen. Techlabs Europe already offers vegan formulations in oral sprays, gels, and capsules.
Influence of clean label and natural claims
Clean label is no longer optional. Shoppers expect short ingredient lists free from artificial colours, preservatives, and synthetic additives. Natural flavourings, stevia as a sweetener, and eco-conscious packaging are becoming standard.
Tech-driven delivery systems
Sprays, gels, and liquid formats are experiencing rapid adoption, particularly in the UK and Scandinavia. These formats offer faster absorption, improved bioavailability, and convenient dosing. For example, Techlabs Europe’s B12 oral spray and magnesium gel respond to these exact consumer demands.
Trends shaping the industry
Clean label as a standard
European consumers now associate transparency with trust. Brands that fail to provide clear labelling, traceable sourcing, or allergen-free guarantees risk losing credibility.
Personalisation and AI-driven formulations
Advances in digital health and AI make it possible to recommend supplements tailored to genetic, microbiome, or lifestyle data. While regulation still restricts medical claims, personalised nutrition services are expected to dominate in the next decade.
Functional beauty and wellness
The beauty-from-within category is booming, particularly collagen, biotin, and hyaluronic acid supplements. Techlabs Europe’s rejuvenation collagen gel with VERISOL® is an example of how science-backed ingredients are capturing market share.
Adaptogens, mushrooms, and probiotics
Cordyceps, Lion’s Mane, Chaga, and multi-mushroom blends are on track to become mainstream. Their link to cognitive function, immunity, and longevity appeals to both younger biohackers and ageing populations.
Private label growth
Retail chains, pharmacies, and online marketplaces are heavily investing in private label supplements. The benefits are clear: higher margins, faster product launches, and brand differentiation. This presents a major opportunity for entrepreneurs entering the sector with manufacturing partners like Techlabs Europe.
Opportunities for brands and entrepreneurs
The European supplements industry offers multiple entry points in 2025:
- Private label manufacturing: Partnering with EU-certified labs such as Techlabs Europe enables businesses to launch quickly with professional formulations.
- Targeted niches: Vegan, women’s health, sports recovery, sleep, and stress support are high-growth categories.
- Post-Brexit UK opportunities: The UK now requires separate compliance frameworks but also offers fewer barriers for new local brands in certain segments.
- Export potential: European supplements are in high demand in Asia, the Middle East, and South America. EU compliance is often seen as a gold standard abroad.
- Innovation partnerships: Collaborating on new delivery formats, sustainable packaging, or AI-powered consumer engagement gives brands an edge.
Checklist: how to succeed in the European supplements market 2025
- Understand EU and UK regulations before product launch.
- Choose the right manufacturing partner with GMP, HACCP, and ISO certifications (/services).
- Focus on trending categories such as vegan, clean label, and advanced delivery systems.
- Leverage e-commerce and digital campaigns for brand growth.
- Highlight certifications, sustainability, and transparent labelling.
- Build long-term trust by offering clinical data or consumer studies when possible.
Common mistakes to avoid
- Underestimating compliance costs: Failure to prepare for EFSA or FSA regulations can delay product launches by months.
- Overcomplicating formulations: Combining too many actives without clear consumer benefits leads to confusion.
- Choosing uncertified suppliers: This can jeopardise your brand reputation and product safety.
- Ignoring sustainability: Eco-friendly packaging and ethical sourcing are now consumer expectations.
- Copying competitors: Success lies in differentiation, whether through delivery format, branding, or unique formulations.
FAQs
What is the size of the European supplements market in 2025?
Estimates place the market above €60 billion with steady growth across all categories.
Which supplement categories are growing fastest in Europe?
Sports nutrition, immune support, beauty-from-within, and plant-based supplements lead the way.
How do I launch a private label supplement brand in the UK?
By partnering with an EU-based manufacturer like Techlabs Europe, you can develop compliant, market-ready products quickly. See our services page (/services).
What are the regulatory differences between the EU and UK?
The UK has diverged post-Brexit, requiring separate labelling and product approvals. However, both markets maintain strict safety and quality standards.
Why are sprays and gels gaining popularity in supplements?
They provide faster absorption, better compliance, and consumer-friendly convenience—attributes valued in competitive markets.
Conclusion
By 2025, the European supplements industry stands at a crossroads of growth, innovation, and consumer-centric evolution. The numbers are impressive, but the true opportunities lie in understanding where the market is heading: clean label, plant-based, functional beauty, and advanced delivery systems.
For businesses, entering the supplements sector in Europe requires strategic decisions, trusted partners, and a clear differentiation strategy. At Techlabs Europe, we support entrepreneurs, distributors, and established brands in creating products that meet the demands of today’s market and anticipate tomorrow’s trends.
👉 Explore our portfolio of ready-to-launch supplements or contact our team to discuss your private label project.