Germany Nutritional Supplements Market Size, Share & Trends Analysis Report By Product (Sports Nutrition, Dietary Supplements), By Consumer Group, By Formulation, By Sales Channel, And Segment Forecasts, 2024 - 2030

Market Size & Trends

The Germany nutritional supplements market size was estimated at USD 9.94 billion in 2023 and is expected to grow at a CAGR of 7.4% from 2024 to 2030. Increased health consciousness and active participation in sports, similarly increasing accessibility of supplements and prevalence of obesity are the key factors driving the growth of the Germany market for nutritional supplements over the forecast period.

Moreover, increasing number of health initiatives in the field of nutritional supplements are likely to drive the market growth. Additionally, Germany government policies and national initiatives to promote healthy lifestyles among the youth and engage young adults in sports are likely to drive market growth. The National Action Plan IN FORM laid down by Germany’s Federal Government focuses on improving the eating habits & nutrition of children and young adults by including healthy diet plans for school children. Furthermore, it promotes fitness and physical activities for all age groups to prevent obesity-associated diseases.

The convenience of online and retail channels has improved access to dietary supplements. One important factor driving the industry has been the accessibility of the products. The increased visibility of products and their ability to reach a broader range of age groups and socioeconomic classes from e-commerce platforms is also driving market demand. According to the International Trade Administration (ITA), Germany’s online population is likely to reach 68.4 million in 2025 with a rise from 62.4 million in 2020. German consumers increased the adoption of e-commerce platforms during the COVID-19 pandemic due to the home delivery of goods, 24/7 availability, and convenience.

Market Concentration & Characteristics

Advancements in medical research and technology are driving a shift in the nutritional supplements industry. Trends like novel formulations, custom nutrition solutions, and the incorporation of bioactive ingredients are on the rise. Companies are investing in research and development to create products that meet basic nutritional needs while also offering additional health benefits. This focus on innovation is encouraging competition and leading to a steady stream of new products and treatments tailored to different patient groups.

A rise in research and development in dietary supplements is driving a transformation in the nutritional supplement industry. The inclination toward the consumption of plant-based nutritional and dietary supplements harnesses new discoveries in the field of food, cosmetics, and pharmaceuticals. For instance, in November 2023, a Berlin-based start-up company CISCAREX launched its MINA5 product, a plant-extract-based vitamin A5 dietary supplement to meet balanced diet requirements.

The Germany nutritional supplements market is highly fragmented due to the presence of global and local brands’ retail stores and online selling platforms. Moreover, a number of strategic initiatives have been launched by the key players in the nutritional supplements sector with a view to maintaining their market position. For instance, Science in Sport (SiS), a key player in endurance sports nutrition, has partnered with the German Cycling Federation since 2021.

Key players are implementing strategic partnerships and alliances, geographical expansions, innovations, and collaborations to strengthen their marketplace. For instance, in January 2024, the Germany-based vitamin producing company Sunday Naturals partnered with CVC to secure investment from CVC Fund VIII aiding Sunday Naturals in its geographical expansion and scaling up production.

Product insights

The functional foods and beverages segment accounted for the largest share, around 55% of the total revenue in 2023. The growth is observed as a result of increased demand for omega-3 fatty acids, which improve heart, brain, eye, skin, and overall mental and physical health, and consumption of probiotics as dietary supplements. Increasing illness across society elevates the need for probiotics as one of the essential constituents of the human diet. Moreover, probiotics help boost immunity and alleviate disease conditions.

The sports nutrition segment is likely to grow at the highest compound annual growth rate (CAGR) of 8.5% over the forecast period. This growth is anticipated by the country’s active participation in sports and the support by athletes, sports professionals, and enthusiasts of sports nutrition, along with the rising demand for plant-based sports nutrition products. For instance, in July and August 2023, a MOVE FOR HEALTH survey was carried out as part of the MOVE campaign focusing on the psycho-social impact of sports and physical activities on mental health.

Consumer Group Insights

The adults segment is expected to grow at the fastest CAGR of 8.0%. This segment is further categorized based on age, viz. age groups 21-30, 31-40, 41-50, and 51-65. According to the 2022 data by Germany’s Federal Statistical Office, out of the country’s total population, 24.5% of people are between the ages of 20 and 40, and 27.3% of people are between the ages of 40 and 60. According to data published in Nature Journal, cancer, cardiovascular diseases, and diabetes accounted for 44% of the total disability-adjusted life years (19.5%, 18.8%, and 5.8% res, respectively, in 2019).

Thus, the engagement of children and adults in sports, growing demand for healthier food options and dietary supplements, the significant share of adults in Germany’s population, and the rising prevalence of diseases among the elderly in Germany reflect the need for nutritional supplements in disease prevention or as prescribed in the line of treatment further propels the market growth.

Sales Channel Insights

The brick and mortar segment accounted for the largest share of over 65% in terms of revenue in 2023. The strong presence of supermarket chains nationwide contributes to the market growth. The supermarkets provide various products from well-known brands such as Edeka, Lidl & Kaufland, REWE, Aldi, etc., which drive the market's growth.

The e-commerce segment is projected to exhibit the fastest CAGR of 9.1% from 2024 to 2030. Germany’s e-commerce consumer base, internet penetration rate, and annual average expenditure are all higher than the average for Europe. Post-COVID-19, Germany witnessed a rise in online purchases and now it had the third-highest rate of e-commerce penetration in the world in 2022, with 80 percent of the market share.

Formulation Insights

The powder segment dominated the market in 2023, with the largest revenue share of around 38% in 2023. Powder formulations are a convenient way to incorporate essential nutrients such as proteins, minerals, amino acids, and other beneficial diet compounds. Powders are more readily absorbed by the body compared to the traditional pill forms. The increasing demand for food additives, protein powders, vitamins, and minerals is further expected to drive the market growth. 

The capsule segment is projected to grow at the fastest CAGR of 9.6%. The increase in the bioavailability of active ingredients can be attributed to the quantity of products offered in various encapsulations. The availability of multi-membrane encapsulations or multilayered, extended-release capsules for vitamins, minerals, and omega-3 fatty acids has fueled the market's expansion.

Key Germany Nutritional Supplements Company Insights

Some of the key players operating in the market include Glanbia PLC; Abbott GmbH; Nestlé Health Science; Herbalife International Deutschland GmbH; and Science in Sport plc.

• Science in Sport plc. offers a diverse product portfolio including energy supplements, hydrating agents, vitamins and minerals, and recovery & protein in different formulations and product presentations like bars, gels, powders, sachets, bottles, etc.

Amway Europe; PepsiCo; Clif Bar & Company; THG PLC; Hawlik BioImport GmbH; and Rocka Nutritionare some other market participants.

Recent Developments

• In January 2024, the Germany based vitamin producing company Sunday Naturals partnered with CVC to secure investment from CVC Fund VIII aiding Sunday Naturals for its geographical expansion and to scale up production. 

• In November 2023, The German Federal Government announced around USD 41 million funding in budget 2024 for research on plant-based foods and cultivated meat.

• In September 2023, Löwenzahn Organics launched baby milk products crafted from cow’s milk as an alternative to conventional skimmed milk

• In November 2022, TargEDys and SymbioPharm signed a marketing and distribution agreement for the launch of a probiotic SymbioLife Satylia developed from the bacterium Hafnia alvei HA4597 promoting satiety for the use in weight management.

Germany Nutritional Supplements Market Report Scope

Germany Nutritional Supplements Market Report Segmentation

This report forecasts revenue growth at a country level and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the Germany nutritional supplements market report based on product, formulation, sales channel, and consumer group.

• Product Outlook (Revenue, USD Million, 2018 - 2030)

  • Sports Nutrition

    • Sport Supplements

      • Protein Supplements

        • Egg Protein

        • Soy Protein

        • Pea Protein

        • Lentil Protein

        • Hemp Protein

        • Casein

        • Quinoa Protein

        • Whey Protein

          • Whey Protein Isolate

          • Whey Protein Concentrate

      • Vitamins

      • Minerals

        • Calcium

        • Potassium

        • Magnesium

        • Iron

        • Zinc

      • Amino Acids

        • BCAA

        • Arginine

        • Aspartate

        • Glutamine

        • Beta Alanine

        • Creatine

        • L-carnitine

      • Probiotics

      • Omega -3 Fatty Acids

      • Carbohydrates

        • Maltodextrin

        • Dextrose

        • Waxy Maize

        • Karbolyn

      • Detox Supplements

      • Electrolytes

      • Others

    • Sports Drinks

      • Isotonic

      • Hypotonic

      • Hypertonic

    • Sports Foods

      • Protein Bars

      • Energy Bars

      • Protein Gel

    • Meal Replacement Products

    • Weight Loss Products

  • Fat Burner

    • Green Tea

    • Fiber

    • Protein

    • Green Coffee

    • Others (Turmeric, Ginseng, Cranberry, Garcinia cambogia)

  • Dietary Supplements

    • Vitamins

      • Multivitamin

      • Vitamin A

      • Vitamin B

      • Vitamin C

      • Vitamin D

      • Vitamin E

    • Minerals

    • Enzymes

    • Amino Acids

    • Conjugated Linoleic Acids

    • Others

  • Functional Foods and Beverages

    • Probiotics

    • Omega -3

    • Others

• Formulation Outlook (Revenue, USD Million, 2018 - 2030)

  • Tablets

  • Capsules

  • Powder

  • Softgels

  • Liquid

  • Others

• Sales Channel Outlook (Revenue, USD Million, 2018 - 2030)

  • Brick & Mortar

    • Direct Selling

    • Chemist/Pharmacies

    • Health Food Shops

    • Hyper Markets

    • Super Markets

  • E-commerce

• Consumer Group Outlook (Revenue, USD Million, 2018 - 2030)

  • Infants

  • Children

  • Adults

    • Age group 21 to 30

    • Age group 31 to 40

    • Age group 41 to 50

    • Age group 51 to 65

  • Pregnant

  • Geriatric