The European nutraceutical market is undergoing a period of dynamic growth. Valued at USD 83 billion in 2025, it is projected to reach nearly $112 billion by 2030. This upward trend is driven by a notable shift in consumer mindset: over half of European consumers (51%) now adopt a preventive approach to health, and 47% report regular supplement use. No longer niche, nutraceuticals have become essential to modern wellness, propelled by concerns over chronic diseases, post-Covid health awareness, Europe’s aging population (21.3% over 65), and the rising popularity of integrative wellness.

A wellness revolution is taking shape, shaped by evolving expectations and technological progress. Today’s European consumers seek multifunctional solutions—with immune and digestive support topping the list. Ingredients like collagen, turmeric, adaptogens, and functional mushrooms are in high demand. Younger generations increasingly rely on technology to inform their health decisions, with nearly a quarter using nutrition apps. Additionally, for 50% of European consumers, environmental concerns are inseparable from personal wellness, prompting demand for sustainable packaging and climate-conscious practices.

However, tapping into this growing market requires more than understanding general trends. True success lies in navigating the distinct nuances of each country’s regulatory environment, consumer behavior, and product expectations.

Country spotlights: strategic insights across Europe

United Kingdom: leading in cognitive wellness

The UK accounts for 16% of Europe’s new supplement launches in the last five years and is a front-runner in mental health and performance solutions. British consumers prioritize cognitive health, stress management, and energy, with evidence-backed ingredients like omega-3, choline, and nootropic botanicals gaining traction. Adaptogens—ashwagandha, rhodiola, and functional mushrooms—are particularly favored. The UK is also at the forefront of the sports nutrition sector, which is evolving beyond athletes to include high-protein, plant-based, sugar-reduced, and premium-positioned offerings.

In this space, probiotics are emerging as an innovative frontier, appreciated for their ability to enhance digestion, nutrient absorption, and immune resilience—critical factors for both professional athletes and fitness-conscious consumers. The UK sports nutrition market is forecasted to grow from USD 1.38 billion in 2023 to $2.57 billion by 2030, with a CAGR of 9.3% (source: Grand View Research).

France: a sustainable beauty epicenter

France, renowned for its beauty heritage, is shifting toward holistic beauty with a ‘beauty from within’ mindset. Products promoting vitality and healthy aging are in high demand. Alongside mental wellbeing and energy support, French consumers value sustainability, driving the rise of organic and natural cosmetic supplements. Authenticity and transparency are key to overcoming market skepticism and price sensitivity, especially amid growing concerns about greenwashing.

Probiotics and prebiotics are increasingly used in beauty products to support skin health from within. The French probiotic cosmetics market was valued at USD 108.26 million in 2024 and is expected to reach $136.26 million by 2028 (CAGR 6.04%, source: DataM Intelligence). Hero products such as Gallinée’s Youth Serum, combining probiotics, prebiotics, and postbiotics, are becoming consumer favorites due to their effectiveness in reinforcing the skin barrier, soothing inflammation, and nurturing the skin microbiome (source: The Sun UK).

Italy: the nutraceutical powerhouse

Despite its rich Mediterranean dietary tradition, Italy boasts the highest supplement adoption in Europe, with 80% of the population using them regularly and an annual per capita spend of €63.60. Italians favor supplements for immune support, energy, and joint health. Probiotics are the fastest-growing category, reflecting interest in gut health, immunity, and even mental wellness. Importantly, Italian consumers place strong trust in healthcare professionals—nearly half consult a physician or a nutritionist and over a third a pharmacist before purchasing supplements.

Germany: immune health leadership

Germany commands 4.1% of the global supplements market, especially in immune health. German consumers focus on disease prevention, mental wellbeing, and weight control. There is high demand for science-supported ingredients—vitamin D, C (trusted by 65% for immunity), and comprehensive multivitamins. Trends point to a growing interest in holistic solutions that address stress, mood, and sleep. The sports nutrition sector is also rising, with clean label and high-protein products resonating with a health-conscious audience.

Probiotics are playing an increasingly central role in Germany’s immune health market. The segment is expected to grow from USD 756.5 million in 2023 to $1.79 billion by 2030, with a CAGR of 13.1% (source: Grand View Research). Consumers are increasingly aware of the immunomodulatory potential of probiotics and their contribution to gut health and systemic wellbeing.

What’s next? innovation pathways

With nearly half of European consumers taking supplements for general wellbeing, the potential for targeted innovation is vast, especially on “biotics” products. According to Innova, two in five consumers prefer capsule formats—this delivery system has grown at a 12% CAGR in the past four years. Brands should consider offering both vegetarian and non-vegetarian capsules to widen appeal.

Flavor innovation also presents a clear opportunity. The rising popularity of fruit-forward flavors like peach, mango, and berry highlights growing demand for enjoyable experiences without compromising functionality.

Conclusion: success through customization

Europe’s probiotic sector offers significant growth opportunities—but there is no one-size-fits-all approach. Brands that succeed will be those able to balance pan-European trends with in-depth, country-specific strategies. Understanding local consumer priorities, aligning with health professionals, and investing in sustainability and science-backed ingredients are key pillars for long-term success in this diverse and fast-evolving landscape.

Source

Mordor Intelligence. Nutraceutical in Europe Market Size & Share Analysis – Growth Trends & Forecasts (2025 – 2030) – https://www.mordorintelligence.com/

Innova Market Insights. Supplement Industry Trends in Europe – https://www.innovamarketinsights.com/

United Kingdom Sports Nutrition Market Size, Share & Trends Analysis Report – https://www.grandviewresearch.com/

France Probiotic Cosmetics Market – DataM Intelligence – https://www.datamintelligence.com/

Germany Immune Health Supplements Market Size & Forecast – https://www.grandviewresearch.com/

Germany Probiotic Dietary Supplements Market Size & Trends Report – https://www.grandviewresearch.com/

Health and Food Supplements in Italy – Statistics & Facts – https://www.statista.com/

Italy Nutritional Supplements Market Analysis – https://www.insights10.com/

Eurostat. Population Structure and Ageing – https://ec.europa.eu/eurostat/