In 2025, Estonians maintained supplements in their daily routines but adopted a more pragmatic shopping approach following two inflationary years, resulting in steady rather than spectacular growth. Probiotics and eye-health formulas both expanded faster than the market. Non-herbal supplements remained the backbone of the category, while herbal/traditional remedies recorded modest gains thanks to their natural positioning. In contrast, minerals sales were flat as consumers switched to multinutri

Sales of dietary supplements are performing well in Georgia in 2025, albeit not at robust as vitamins. However, dietary supplements is not yet a mature category, thus still has further scope for growth. Increasing consumer awareness about dietary supplements, coupled with doctors’ recommendations, are encouraging sales, along with the growing assortment of dietary supplements in terms of brands and varieties. Furthermore, active competition among pharmacy chains encourages frequent price discoun

Value sales of dietary supplements are showing healthy growth in the Dominican Republic in 2025. In younger generations, particularly among Millennials and Gen Z with middle and high incomes, there is a trend towards adopting preventative measures, which includes the regular consumption of both vitamins and dietary supplements.

Dietary supplements in Ecuador have demonstrated stable yet modest growth throughout the review period, reflecting a market that is maturing but still constrained by economic realities. While 2025 has seen a slight improvement compared to 2024, a year marked by unprecedented challenges such as widespread power outages, a contraction in GDP, and heightened insecurity, the overall economic environment continues to limit the potential for more robust expansion.

Dietary supplements continue to benefit from prevailing health and wellness trends and the growing emphasis on self-care in Switzerland, which has been reinforced by organisations such as Pharmasuisse, ASSGP, and Schweizerische Drogistenverband. In response to increasing health risks, the ageing population is becoming more proactive in efforts to maintain and improve both appearance and overall well-being. The constant stream of accessible information through digital media, healthcare profession

Retail value sales of dietary supplements are expected to rise in current terms in Japan in 2025. During the year, the category has begun to recover from the decline experienced in 2024, which had been triggered by consumer hesitancy following the red yeast rice safety issue. While the overall market showed signs of rebound, the lingering effects of the incident continued to impact certain segments, particularly those with a high proportion of elderly users. Supplements such as garlic, glucosami

Retail value sales of dietary supplements are expected to remain stable in 2025, supported by many of the same drivers influencing the vitamins category, preventative health habits, seasonal health needs, and an ageing population. However, performance varies significantly by product type. Fish oils/omega fatty acids continues to lead as the most widely consumed supplement. Fish oil/omega fatty acids is a Norwegian staple, a situation cultivated by the country’s strong fishing industry. In additi

Sales of dietary supplements have seen strong growth in current value terms in 2025, driven by products supporting healthy ageing—especially those targeting cellular and bone health, and overall vitality. Non-herbal/traditional dietary supplements has seen slightly stronger growth than herbal/traditional dietary supplements in 2025, with this being driven primarily by strong demand for protein supplements (especially collagen) and mineral supplements like magnesium. Magnesium has emerged as a st

As demand continues to grow, dietary supplements in the United Arab Emirates is projected to see strong, if slower, retail current value growth over 2025. The growth drivers for dietary supplements in the market are similar to those for vitamins. Consumers are increasingly focused on preventive health and looking to enhance various aspects of their lifestyle. This includes using products, including protein providers, to support their diets or supplements that promote better sleep.

Value sales of dietary supplements in Belgium continued to grow in 2025, albeit at a more moderate pace compared to previous years. Sustained expansion was driven by a shift in consumer mindset towards preventive health and long-term wellbeing. Increasingly health-conscious, Belgians are integrating supplements into their daily routines to manage stress, support immunity, and maintain overall health.

Value sales of dietary supplements in Bulgaria increased in 2025. Following the pandemic, Bulgarians became more mindful of health issues and adopted a more proactive approach to maintaining wellbeing. Supplements were increasingly regarded as effective preventive measures against a wide range of conditions, from immunity and bone strength to digestive and cardiovascular health. Aggressive marketing campaigns and rising consumer awareness supported this trend, while population ageing and a growi

Value sales of dietary supplements increased in 2025, reflecting Czech consumers’ ongoing interest in products that enhance everyday health and well-being. While immune support remained an important area of demand, the focus gradually expanded to categories linked with beauty, sleep, stress relief, and digestion. The shift from reactive consumption towards preventative health has become more visible, as more people adopt supplements as part of their daily routines. Rising raw material costs cont

Value sales of dietary supplements are increasing in China in 2025, supported by sustained consumer focus on health and wellness and a strong willingness to invest in preventive care. Continuous launches of new products is further boosting market momentum, while rising interest in traditional Chinese tonics and remedies create additional growth drivers. This combination reinforces the expansion and long-term appeal of overall dietary supplements.

In 2025, sales of dietary supplements in Colombia are rising. The trend is fuelled by people adopting more active lifestyles and an increasing awareness of the importance of healthy habits, which often include additional supplementation. Many individuals recognise that food alone may not provide the daily necessary amounts of nutrients. Combination dietary supplements and probiotics remain key segments. Despite their high prices, probiotics are becoming increasingly relevant among Colombians. Co

Dietary supplements registered a strong performance in value terms over 2025, with growth driven mainly by herbal/traditional dietary supplements, which includes CBDs, as well as probiotic supplements and protein supplements. Despite economic uncertainty, all categories delivered strong growth including mineral supplements. Population growth and Canada’s ageing population have boosted sales, with older demographics seeking dietary supplements to support healthy ageing. Younger demographics look

Retail value sales of dietary supplements in Cameroon increased in 2025. Growth is primarily driven by the need to bridge widespread micronutrient deficiencies and an emerging preventive health culture. The country’s carbohydrate-heavy diet, largely based on staples such as cassava, yams, plantains, cocoyams, corn, and rice, exacerbates nutritional gaps. For example, Vitamin A deficiency affects 18% of pregnant women, while nearly 40% suffer from anaemia, directly fuelling demand for supplements

Retail value sales of dietary supplements are set to rise in current terms in South Korea in 2025. Herbal and traditional dietary supplements have long held a strong position in South Korea, largely due to the cultural preference for ginseng. This demand has historically made the herbal/traditional dietary supplements category larger than non-herbal/traditional dietary supplements. However, when viewed through the lens of growth rate, non-herbal/traditional dietary supplements are now outpacing

In Mexico in 2025, the dietary supplements category continues to show steady value growth in line with previous years, even as the broader consumer health industry is seeing some slowdown due to cautious spending. This resilience underscores that, for many consumers, supplements remain a health priority - even in periods of economic uncertainty. The sustained demand is driven by several factors, including increasing interest in natural and plant-based formulations, the rise of functional ingredi

Retail value sales of dietary supplements are set to record another year of strong growth in the UK in 2025. The category continues to outperform vitamins, partly driven by more consumers opting to take combination dietary supplements owing to their more comprehensive formulations versus traditional multivitamins and single vitamins. Additionally, dietary supplements continues to benefit from the strong performance of highly sought after categories like probiotics, and other non-herbal/tradition

Retail value sales of dietary supplements are expected to grow in current terms in Chile in 2025. The category continues to see healthy growth driven primarily by increasing consumer interest in preventive health and targeted supplementation. Amongst the most in-demand products are minerals, particularly magnesium, where consumers have become more specialised and increasingly seek specific variants such as magnesium bisglycinate, chelated magnesium, and magnesium nitrate. Magnesium bisglycinate,

In 2025, retail current value sales of dietary supplements in Germany are projected to grow strongly, and at their fastest rate of the review period. Growth is being driven by products supporting wellness and healthy ageing, not least ones targeting sexual health, cellular health and general beauty and vitality. Overall, non-herbal/traditional dietary supplements are set to outperform herbal/traditional dietary supplements in terms of retail value sales and growth at the end of the review period

Unlike many other consumer health products, the prices of dietary supplements are not regulated by legislation in Azerbaijan, resulting in high markups. Also, the conditions for registering dietary supplements have become more complicated in 2025, impacting sales of some products in volume terms. The state is trying to curb grey imports and is increasing the monitoring of the quality of pharmaceuticals entering the market.

Value sales of dietary supplements increased in 2025 as Austrian consumers continued to prioritise self-care, supported by guidance from public agencies and professional bodies. Beyond the general focus on immunity and everyday wellbeing, demand was buoyed by the category’s breadth and its ability to address specific needs such as digestive comfort, heart and brain function, joint mobility and stress management. A steady stream of information from pharmacies, doctors, health media and online sou

Retail sales of dietary supplements in Bolivia are projected to increase in current value terms in 2025, driven largely by rising prices. Companies are facing escalating production and import costs, which are ultimately passed onto the end consumer. However despite these challenges, demand remains resilient as consumers are still keen to invest in health and wellness products. This trend can be attributed to growing awareness of preventive health measures and the increasing integration of dietar