The rate of growth in retail current value sales of dietary supplements slowed but remained close to double-digits in Ethiopia during 2025. Rising demand for dietary supplements is mainly being driven by rising health and fitness concerns, a desire to support the immune system and as a preventive health measure.

Value sales for dietary supplements in the Philippines are rising in 2025. Gummy supplements have become increasingly popular, especially among younger consumers who value both taste and convenience. Capsules still dominate, but gummies now offer a more enjoyable experience. Online platforms like Shopee feature products such as Goli Nutrition’s Ashwagandha Gummies, which promote stress relief and mood balance. Offline retailers like Watsons also stock collagen gummies, targeting beauty-conscious

Value sales of dietary supplements are increasing in New Zealand in 2025, driven by combination dietary supplements and probiotic supplements. Probiotic supplements benefits from rising consumer awareness of gut health as a foundation for overall wellbeing. While traditionally associated with digestive support, probiotics are increasingly sought for their broader benefits, particularly in mental health. Scientific research highlighting the gut–brain connection, specifically the role of the micro

Dietary supplements is expected to register healthy current value growth in Tunisia in 2025. Dietary supplement experienced a huge boost during the pandemic, in particular for minerals such as zinc. Since then, many consumers have adapted the habit of taking dietary supplements and this continues to support growth. In 2025, minerals such as zinc, copper, magnesium and manganese continue to be popular. Local smaller companies also launch several new products. This includes companies such as Bio H

Value sales of dietary supplements in Nigeria continue to rise in 2025, supported by sustained consumer interest in preventive health and a slower rate of unit price increase. After a sharp depreciation of the naira in 2024, exchange rate stability in 2025 has moderated price growth, helping to stimulate modest volume recovery.

Value sales of dietary supplements are rising in 2025, supported by Singapore’s highly health-conscious population and strong engagement in preventive health. Consumers are maintaining regular supplement intake to boost immunity, support gut health and enhance overall wellness. The high level of health literacy among Singaporeans enables them to make informed choices about product selection and ingredient benefits. Popularity remains high across key segments as consumers show ongoing interest in

The demand for dietary supplements in Kenya is mainly driven by rising health and wellness concerns and consumers prioritising preventive health solutions. However, despite growing awareness of the positive effects of regular supplement intake and the popularity of some products, retail value sales of dietary supplements remain relatively low, despite showing steady growth throughout the review period.

Dietary supplements in Spain remains a dynamic category at the end of the review period, with many categories enjoying success. Retail current value sales are projected to register further double-digit growth over 2025. Importantly, dietary supplements are gaining or cannibalising sales from other categories in consumer health and beauty and personal care, from vitamins through to skin care, hair care and eye care. Indeed, a key and robust trend in 2025 is the blurring of the lines between consu

Retail value sales of dietary supplements increased in 2025, continuing to outpace the vitamins category as local consumers sought out products with specific ingredients due to rising awareness and understanding of the benefits on offer. Sales were further supported by a growing preference for combination dietary supplements over traditional multivitamins. These combination supplements are formulated with additional ingredients, appealing to those who seek a more comprehensive approach to health

In 2025, dietary supplements in Italy continued to show solid growth in both volume and value terms, confirming its status as a key consumer health product for Italian consumers. This expansion is driven by consumers’ increasingly preventative approach to health. In fact, Italians no longer just use supplements to address specific deficiencies but integrate them into their daily routine to support overall well-being, strengthen the immune system, improve energy and vitality, and prevent ageing a

Dietary supplements in South Africa is projected to see further strong, if slower, retail current value sales growth over 2025, supported by inflationary pressure on prices. In addition, retail volume sales are trending upwards, driven by heightened awareness of preventative health and wellbeing among South African consumers. In the face of a challenging economic climate, where affordability has been impacted strongly, consumers are recognising the dual benefits of boosting their health and vita

Dietary supplements in North Macedonia is poised to record robust growth in total current value sales in 2025. As with vitamins, overall demand remains buoyant as rising health-consciousness encourages more people to regularly take these products to improve general wellbeing, reduce the risk of illness and alleviate the symptoms or slow the progression of chronic diseases. Innovation has also helped to stimulate greater interest in most categories. For instance, the latter part of the review per

Dietary supplements in Saudi Arabia continues to record robust rises in 2025, with value growth propelled by busy lifestyles, rising health awareness and greater focus on preventive care and wellness. Consumers are increasingly seeking products that address specific health concerns such as immunity, joint and bone health, hair, skin, nails and overall wellness. Market dynamism is also supported by new entrants, such as Nafees Pharma, which is expanding its footprint across key distribution chann

Dietary supplements has experienced strong growth in Thailand in current value terms in 2025. This is thanks to product innovation, a more diversified offering, distribution developments, aggressive marketing strategies (mainly in terms of pricing), and an audience of increasingly health-conscious and well-educated consumers. Despite ongoing economic pressures many consumers remain keen to invest in their health which is fuelling demand for value-added product offerings which are becoming more p

Retail value sales of dietary supplements are set to rise in current terms in Indonesia in 2025, underpinned by a nationwide emphasis on proactive health management. While the explosive pandemic-era growth has levelled off, Indonesian consumers, especially in urban and semi-urban areas, are now fully embracing dietary supplements as part of their long-term wellness routines. A growing middle class, paired with rising health literacy, is fuelling consistent demand. This is particularly evident am

Dietary supplements has seen strong and steady growth in current value terms in 2025, supported by an increased focus on health and wellness and a shift toward cost-effective, multi-benefit products. Locally produced dietary supplements have gained popularity, supported by pharmacist recommendations and their perceived quality and transparency. Meanwhile, many brands have focused on targeted health outcomes and have introduced convenient formats like gummies, drops, and gels to improve user comp

Dietary supplements in Hong Kong is posting solid value sales growth in 2025, driven by increasingly strong health and wellness trends that have permeated consumer behaviour. As awareness surrounding nutrition and overall wellbeing continues to rise, more individuals are taking a proactive approach to their health, leading to a significant uptick in the demand for dietary supplements. Many people are now incorporating these products into their daily routines, whether as a means to fill nutrition

The rate of growth in retail current value sales of dietary supplements slowed in 2025 but remained in double digits. However, this growth was driven by inflation to a large extent. Nonetheless, a culture of dietary supplement consumption is becoming established among the local population and continues to expand steadily. There is relatively high public awareness regarding dietary supplements. Local consumers are particularly loyal to this category, especially in more peripheral regions. Approxi

Value sales of dietary supplements in Greece increased in 2025, primarily driven by retail price hikes across most categories. While price increases boosted overall market value, they also prompted greater price sensitivity among consumers, resulting in slower volume growth, particularly as supplements are often perceived as non-essential. Therefore, dietary supplements is more susceptible to discretionary spending cuts.

Dietary supplements is expected to register positive current value and volume growth in Portugal in 2025. Dietary supplements are seen as a means of preventative care and have evolved significantly over the review period to include more effective and improved offerings and consumers also understand more the benefits of particular dietary supplements. Social media has also played a role in garnering demand for dietary supplements. Non-herbal/traditional dietary supplements are expected to regist

Dietary supplements in Uruguay is expected to register strong current value growth in 2025, continuing the positive trend from the previous year. This expansion is being driven by rising consumer interest in preventive health and wellness, particularly among middle-income groups. Key contributors to this growth include probiotic supplements, minerals such as magnesium and calcium, protein, collagen, coenzyme Q10, and other herbal/traditional formulations.

2025 is seeing dietary supplements rise in value terms in Malaysia, supported by growing consumer interest in a wide variety of products with increasingly sophisticated positioning. Malaysians are becoming more knowledgeable about the health effects of different supplements, driving steady demand across the likes of probiotics, mineral supplements and eye health products. The competitive landscape remains highly fragmented, with both local and international players engaging in constant innovatio

Sales of dietary supplements have continued to see strong and steady growth in current value terms in 2025. Sales have benefited from the burgeoning health and wellness trend with Danish consumers continuing to focus on adding dietary supplements to their daily routine in order to improve their overall health and fill any gaps in their nutrition. This growing focus on self-care and preventative health measures is driving both the sales of single-ingredient dietary supplements and combination pro

Dietary supplements in Slovakia is continuing its upward trajectory in 2025, supported by consumers’ growing focus on preventive health and wellness. While immune-boosting products such as echinacea remain relevant, demand is shifting toward supplements targeting beauty, sleep, stress relief, digestion and overall wellbeing. This diversification reflects a broader move towards holistic health management.