The market for food supplements is constantly evolving. Consumers are increasingly health-conscious, more informed and are demanding sustainable and highly effective products. But which trends will shape the European market in 2025? We would like to give you an insight into the most important developments..
Current Trends 2025
Personalized food supplements
The trend towards individualization continues. With the help of AI-supported analyses and DNA tests, consumers can receive supplements tailored to their personal needs. This not only promotes effectiveness, but also customer loyalty.
Algae-based products on the rise
Sustainable and plant-based alternatives are gaining importance. Algae Oil Powder, Spirulina and Chlorella are becoming increasingly popular, especially as a vegan source of omega-3. The European market is increasingly relying on environmentally friendly production methods.
Adaptogens and stress management
Ashwagandha, mushrooms and other adaptogens are booming. In a hectic world, consumers are looking for natural ways to manage stress and build resilience. There is a high demand for dietary supplements that target mental health.
Microbiome optimization and postbiotics
In addition to probiotics and prebiotics, postbiotics are also becoming more relevant. These substances can specifically support the intestinal microbiome and thus promote not only digestion, but also the immune system and cognitive performance. In contrast to probiotics, which contain living microorganisms, postbiotics consist of inactive or killed microbes and their metabolic products.
Clean label and transparency
Consumers are paying more attention to the ingredients in their dietary supplements. Products without unnecessary additives, with clear information about their origin and minimally processed raw materials are preferred. Certifications such as organic and fair trade seals are becoming more important. A survey by Food Supplements Europe showed that over 80% of survey participants said that they look at the product label
Innovative dosage forms
In addition to classic capsules and powders, innovative formats are becoming increasingly popular: gummies, sprays and even transdermal patches offer new ways of absorbing nutrients and increasing convenience.
Gummy bears are far more popular than other dosage forms, especially among young people. Lollipops are also on the rise. (Quelle: Nutrition Business Journal, Pulse check: Uncovering supplement consumer insights and trends – NBJ Trends Overview at SupplySide West, October 2024)
Regenerative agriculture and sustainability
The trend towards sustainably produced nutritional supplements is becoming increasingly stronger. Consumers are demanding environmentally friendly supply chains, packaging solutions without plastic and a CO2-neutral manufacturing process..
The Future
The market for nutritional supplements is expected to continue to grow. The European market for vitamins and minerals is expected to grow by 8.95% annually between 2025 and 2029, with a projected market volume of 2.17 billion euros in 2029. Source: Statista.
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