The dietary supplement market is experiencing continuous growth, with a projected annual growth rate of 8.73% for the period 2024-2032, according to Fortune Business Insights. This surge is driven by a shift in consumer mindset, where there is increasing interest in health and wellness, focusing on preventive health optimization rather than reacting to existing symptoms.

In Europe, the leading supplement positioning trends reflect this evolution, with five dominant categories: immune health, brain and emotional well-being, energy and endurance, skin health, and bone health, according to Innova Market Insights. These trends highlight the growing demand for products that not only contribute to physical health, but also promote mental well-being and overall vitality.

What factors influence supplement purchasing decisions?

The choice of a supplement is influenced by various factors that vary across markets. According to a survey conducted by the Industry Transparency Center, in Italy, 35% of consumers rely on healthcare professionals’ recommendations to select their supplements, while in Germany, 18% prioritize those with clinically backed ingredients.

Additionally, the same survey indicates that over 50% of European consumers still prefer capsules or tablets. However, in recent years, new formats have emerged to optimize the bioavailability of active ingredients and improve the consumer experience. Among the most notable trends are:

• Powder supplements: This format is particularly preferred in markets such as Germany and other European countries, where consumers value flexible dosing and the ability to adapt it to different consumption methods.
• Gummies: This format has gained strong traction in markets like the United States and the United Kingdom, driven by younger consumers’ preferences. Notably, women aged 18 to 35 have shown a preference for gummies to address specific needs such as women's health, stress, and sleep. This shift reflects a growing trend—supplements are no longer solely associated with physical health but also mental well-being.
• Soft gel capsules: In Italy and other European regions, this format remains highly valued, especially among women aged 35 to 54, due to its ability to encapsulate fat-soluble ingredients essential for women's health, including pregnancy, postpartum, and menopause (Glanbia Nutritionals, 2024).

Beyond these formats, the market is exploring innovative solutions such as liquid supplements, chewables, and bars, aiming to facilitate intake for different consumer profiles.

Beyond the format: Transparency, quality, and innovation in the industry

Across Europe, consumers are prioritizing transparency in supplement formulation and ingredient sourcing, driving a clear trend toward certified, natural ingredients and clean labeling.

One of the main concerns is the presence of chemicals and pesticides in daily consumption products, leading to an increase in demand for organic-certified ingredients. According to the ITC Survey, 9% of consumers consider this certification a key criterion, and the European organic food and beverage market is projected to grow at an annual rate of 14.15% until 2029 (Mordor Intelligence).

Similarly, the demand for natural-origin ingredients has significantly increased, with 24% of consumers seeking clear labeling that specifies ingredient origins, manufacturing processes, and sourcing methods. This trend is fueling the growth of natural-based supplements, with a projected CAGR of 10.24% for 2025 (Fortune Business).

Furthermore, the preference for non-GMO supplements continues to strengthen within the clean-label movement, which prioritizes products free from artificial additives, preservatives, and unnecessary chemicals. According to the ITC Survey, 8% of consumers consider this factor essential in their purchasing decisions.

Together, these factors reflect a significant shift in the European supplement market, where quality, transparency, and sustainability are shaping innovation in the industry.

Innovation and adaptation: The future of the industry

The evolution of the supplement market does not stop. Trends shift rapidly, and brands must continuously innovate to meet consumer needs. At Yaba, we are committed to exploring new formats and ingredient combinations that maximize effectiveness and ensure quality from ingredient sourcing to final formulation.

In a world where health and wellness are top priorities, supplementation is solidifying its role as a fundamental pillar in achieving balance between beauty, longevity, and quality of life. The key is to choose products that not only cater to individual needs but also provide real, sustainable solutions.