PROSPECTS AND OPPORTUNITIES
Collagen in demand owing to purported array of benefits
Dietary supplements is expected to see continued value growth in the UK over the forecast period. One of the UK’s best-performing supplement categories in 2025 was non-herbal/traditional dietary supplements, driven in large part by the growing popularity of collagen.
Women’s health continues to provide opportunities
Women’s health continues to attract significant investment and consumer interest, signalling strong growth potential for the dietary supplements category. This momentum is largely being driven by increasing awareness around hormonal health and the need for targeted nutritional support, particularly during transitional life stages such as perimenopause.
Holland & Barrett and Boots continue to evolve their portfolios and brick-and-mortar strategies
Although Boots and Holland & Barrett have strengthened their omnichannel strategies in recent years, both retailers continue to adapt to rising competition from online brands. With convenience driving online growth, Holland & Barrett launched branded wellness bays in 125 Co-op stores in August 2025, targeting everyday shoppers with products focused on gut health, immunity, and women’s wellness.
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Overview:
Understand the latest market trends and future growth opportunities for the Dietary supplements industry in United Kingdom with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Dietary supplements industry in United Kingdom, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Dietary supplements in United Kingdom report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Dietary supplements in United Kingdom?
- Which are the leading brands in Dietary supplements in United Kingdom?
- How are products distributed in Dietary supplements in United Kingdom?
- How has the regulatory and operating environment for Dietary supplements changed in United Kingdom?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Dietary supplements
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Dietary Supplements in the United Kingdom - Category analysis
KEY DATA FINDINGS
Dietary supplements continues to outperform vitamins
Vitabiotics’ key brands face competition in women’s health space
Shopify gains on Amazon
Collagen in demand owing to purported array of benefits
Women’s health continues to provide opportunities
Holland & Barrett and Boots continue to evolve their portfolios and brick-and-mortar strategies
Consumer Health in the United Kingdom - Industry Overview
Consumer Health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for consumer health?
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
The following categories and subcategories are included:
Dietary supplements
- Combination Dietary Supplements
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- Aloe
- Combination Herbal/Traditional Dietary Supplements
- Cranberry
- Echinacea
- Evening Primrose Oil
- Garlic
- Ginkgo Biloba
- Ginseng
- St John's Wort
- Other Herbal/Traditional Dietary Supplements
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- Co-Enzyme Q10
- Combination Non-Herbal/Traditional Dietary Supplements
- Eye Health Supplements
- Fish Oils/Omega Fatty Acids
- Glucosamine
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- Calcium Supplements
- Mineral Supplements
- Probiotic Supplements
- Protein Supplements
- Other Non-Herbal/Traditional Dietary Supplements
Dietary supplements
It is the aggregation of all dietary supplements: Minerals, fish oils/omega fatty acids, garlic, ginseng, ginkgo biloba, evening primrose oil, Echinacea, St John's Wort, protein supplements, probiotic supplements, eye health supplements, co-enzyme Q10, glucosamine, combination herbal/traditional supplements, non-herbal/traditional supplements, and all other dietary supplements specific to country coverage.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Dietary supplements research and analysis database.
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