September 2, 2024 – In Europe, consumers are preferring supplements to support their health, boost immunity, and enhance their overall well-being. Innova’s 360 research into supplement trends highlights key insights and influences shaping the European supplement market, including product launches, top flavors, and what may develop in the future.
Supplement Product Launches
In the past year, Europe has been the leading market for global supplement launches, followed by North America and Asia Pacific. Launches catering to varied lifestyle preferences, including vegan and vegetarian formulations, drive this growth. Brands in Europe are innovating with plant-sourced omega fatty acids, vegan collagen boosters, and vegetarian capsules, addressing the growing demand for ethical and sustainable options. This focus on transparency helps consumers make informed choices. Supplement trends research shows a 5% CAGR growth in European supplement launches over the past five years.
The United Kingdom is the top country in the European supplement market, with an average of 16% of launches over the past five years. Launches include CBD supplements derived from hemp for maintaining calm body and mind, mushroom based supplements offering various health benefits, and multivitamin formulations supporting immunity and overall health. The range of fruit flavor blends has pushed launches in this dynamic market.
Vitamins and minerals is the leading subcategory, followed by botanical and herbal supplements, hair, skin and nails, probiotics, and essential fatty acids.
Vitamins and Minerals Trends
In Europe, there has been a 3% rise in vitamins and minerals product launches over the past year. Supplement trends research shows that vitamin C is the leading ingredient in vitamins and minerals supplements, followed by vitamin D3, B6, B12, and magnesium. Product development is this subcategory is increasingly focused on offering customized benefits for men and women. For men, innovations include zinc methionine, and multivitamins designed to support fertility and testosterone levels. For women, formulations aim to aid in menopause, regulate hormones, and maintain uterine muscle, indicating a growing trend toward personalized nutrition in the supplement market.
Holland & Barrett is the top company for vitamins and minerals launches in Europe. It is driven by options in gummy formats and mineral complexes that support strong bones and muscles, support the immune system, and protect against oxidative damage.
Botanical and Herbal Supplements
Supplement trends research shows the fluctuating launch rates of botanical and herbal supplements, with a significant rise in 2023. New product development focuses on diverse botanical ingredients like ashwagandha, curcumin, turmeric, and black pepper. Herbal inclusions like ginseng, milk thistle, bacopa, and fennel offer a broad range of choices in this subcategory.
Biovita is the leading company for botanical and herbal supplements launches in Europe. It is supported by launches crafted with rhizomes, flowers, and herbs packed in vegetable capsules. These products cater to specific functional benefits, highlighting the increasing demand for natural and plant-based solutions.
Hair, Skin and Nails Supplement Trends
The hair, skin and nails supplements subcategory experienced a 14% CAGR growth rate in launches over the past five years. The subcategory’s products feature several types of collagens, like hydrolyzates and peptides, alongside vitamin C for boosting collagen formation in the body, sustain launches in Europe. Formulations using minerals like selenium, zinc, and hyaluronic acid add significance to this subcategory, supporting skin hydration, protection against oxidative stress, and cell renewal.
Biotechusa is the top company for hair, skin and nails supplement launches. This growth is driven by clear collagen drink powder often combined with hyaluronic acid, and vitamins and minerals to help with normal functioning of blood vessels, skin, cartilage, teeth, gums and bones.
Probiotics Trends
Probiotic launches in Europe have seen a 3% CAGR increase over the past five years, driven by a range of probiotic strains that support gut health by balancing microbial flora. These probiotics are often combined with prebiotics, vitamins, and minerals to enhance overall health benefits.
Metagenics is the market leader for probiotics launches in Europe. This is driven by its probiotic gummies blending these two probiotics – bacillus coagulans and bacillus subtilis. Natural prebiotics, alongside combinations of bifidobacterium lactis and lactobacillus acidophilus, to support bowel health and natural resistance in the past year.
Essential Fatty Acid Supplement Trends
Over the past five years, essential fatty acid supplement launches have increased by 2% in Europe, supported by both fish-derived and vegan omega fatty acids that offer consumers more choices. These options, rich in various omega fatty acids, help reduce cholesterol levels, lower cardiovascular disease risk, and support brain function and neural connections.
Olivit is the leading company for this subcategory launches in Europe over the past year. It is driven by its range of cod liver oil sourced from Atlantic cod with high concentrations of essential fatty acids in a highly absorbable triglyceride form. Their offerings also combine omega 3 with vitamin D to support the proper functioning of the brain, heart, eyes, and immune system.
Claims and Positionings Trends
The top 5 positionings in European supplements are immune health, brain-mood health, energy and stamina, skin health, and bone health. Supplement trends research displays that immune health claims leading in the top 5 most active European markets.
Apart from these top 5 positionings, heart health, mental acuity, digestive and liver health claims are gaining popularity in the United Kingdom, while consumers in Germany lean towards oral health, blood pressure, and joint health. In the Netherlands, diabetes, mental acuity, and women’s health claims are also gaining consumer attention. Meanwhile, in France, health and wellness, insomnia, and joint health claims are on the rise. In Poland, consumers are interested in blood pressure, CBD, and children supplements claims. These different preferences underscore the consumer demand for varied health benefits in the European supplement market.
Flavor Trends in Supplements
Orange, lemon, strawberry, red raspberry, and cherry are the top 5 flavors in the European supplement market. Apart from these top 5 flavors, red apple, blueberry, mango, berry, and tropical fruit flavors are also growing in the space. This highlights that brands are introducing unique flavor profiles to meet consumer demands, driving innovation and variety in the supplement market.
What’s Next in the Supplement Trends?
In Europe, 47% of consumers take supplements to stay healthy, highlighting opportunities for brands to develop products that address diverse health needs, from immune support to brain-mood, skin, bone, and heart health.
Supplement trends research shows that 2 in 5 consumers in Europe prefer their supplements in capsule format. This has had a 12% CAGR rise in capsule format over the past four years. Brands can engage consumers by introducing a variety of capsule options, including both vegetarian and non-vegetarian choices using gelatin.
The demand for fruit flavors is growing, and brands can expand their offerings with more fruit flavor options like red apple, mango, and peach. As the European supplement market continues to evolve, brands that cater to consumer preferences and innovate with emerging trends are likely to lead in the market.
This article is based on our report, “Overview of Supplements in Europe.” If you are interested in reading this report, feel free to request a demo.
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