Brussels, 8 January 2026 – Commissioned by AESGP, EPPA has unveiled a new landmark study titled: “Food Supplements in Europe: Market Overview & Consumer Behaviour Insights”. This comprehensive research offers fresh perspectives on how food supplements are shaping health-related and self-care trends across Europe, drawing on robust market data and consumer insights to illuminate the sector’s evolving role in public health.

The research, based on 6,000 consumers and data from major manufacturers representing 65% of the EEA market, provides an in-depth look at the role of food supplements in supporting health, self-care, and public health priorities across Europe.

Key findings

• Mainstream use:
  • More than half (55%) of consumers purchase food supplements,
  • 62% of food supplement users consume them daily.
• Consumer confidence:
  • The majority (82%) of consumers stated that food supplements are important for their health,
  • 78% of consumers are confident in the safety and quality of food supplements.
• Top drivers for using food supplements:
  • support overall health (63%),
  • boost immunity (52%),
  • reduce fatigue (48%).
• Market footprint and growth:
  • Surveyed companies are found to account for 65% of the EEA market, with over 2,500 products and an aggregated annual turnover of €1.3 billion.
  • The sector expects 5% sales growth over the next five years, driven by innovation, demographic trends, and e-commerce expansion.

Food supplements containing vitamins and minerals play a vital role in bridging nutritional gaps, supporting healthy ageing, and promoting preventive health. They are increasingly recognized as essential tools for self-care and public health strategies in Europe.

“This study confirms the strategic importance of food supplements in empowering individuals to take charge of their health and wellness,” said Oliver Hartmann, Regulatory and Legal Affairs Director of AESGP. “With strong consumer confidence and a dynamic market, food supplements are firmly established as a mainstream healthcare product.”

Access the study & join the Webinar

• Read the AESGP brochure summarizing the key findings
• Register for our Webinar on 03 February 2026,12:00–13:00 CET: Register Here