Germany Vitamins and Supplements Market Report 2025
With 70% of Germans now using VMS and the market set to surpass €2.35bn by 2030, the sector is experiencing sustained growth.
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EXECUTIVE SUMMARY
- What you need to know
- Outlook for VMS – Germany
- Opportunities
- Align products with consumer identities and lifestyles
- Reach Gen Z on social media and podcasts
- Tap into consumer demand for gut health
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THE MARKET
- Snapshot – market size & forecast
- Consumers and the economic outlook
- Graph 1: growth rates of key economic indicators, in real terms, 2024-26
- Living longer and healthier lives
- An increased focus on fitness shapes demand for VMS
- Technological advancements enable personalisation in VMS
- Hormonal balance gains relevance
- Market size and forecast
- Market size and forecast of VMS
- Graph 2: retail value sales of vitamins and supplements, 2019-30
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THE CONSUMER
- Usage and usage frequency of vitamins, minerals and supplements
- VMS usage has grown, with potential to increase further
- VMS usage frequency continues to rise
- Graph 3: usage frequency of vitamins, minerals and supplements in the last 12 months, 2021-25*
- Address barriers to drive further market penetration
- Graph 4: top barriers to usage of VMS among non-users in the last 12 months, 2021-25
- Types of vitamins, minerals and supplements used
- Tap into holistic health to meet younger women’s demand for pre-, pro-, and postbiotics
- Capitalise on vitamin D uptake among women
- Graph 5: usage of vitamin D in the last 12 months, 2023-25
- Vitamin D for menopause and bone health
- Support women in managing their menstrual cycle
- Purchase factors and information sources
- Address consumer price-sensitivity
- Be aware of generational divides in purchasing factors
- Graph 6: selected most important purchasing factors for vitamins, minerals and dietary supplements, by generation, 2025
- Gen Z’s high engagement with VMS: the role of social influence and digital validation
- Build a sense of community with Gen Z on social media
- Cater to tech-loving user-influencers
- More data allows for personalised solutions
- Address scepticism towards ingredient quality…
- …with transparency and an extended value proposition
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PRODUCT, INNOVATION AND MARKETING
- An uptick in powder and chew/gummy formats can serve younger consumers
- Graph 7: VMS launches, by selected formats, 2021-25
- Format matters: drive engagement through delivery design
- GLP-1s will create interest in new claims
- Slimming and digestive claims rise among functional claims in 2025
- Graph 8: VMS launches, by selected functional claims, 2021-25
- Graph 9: prebiotic and probiotic VMS launches, 2021-25
- Slimming and digestive claims with a twist
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APPENDIX
- Market definition
- The market
- Forecast methodology
- Forecast methodology – fan chart
- Market size and forecast of VMS – value
- Market forecast and prediction intervals – value
- The consumer
- Consumer research questions
- Consumer research methodology
- German generational groups
- Abbreviations
- A note on language
German VMS Market – Trends and Insights
- With 70% of Germans now using VMS and the market set to surpass €2.35bn by 2030, the sector is experiencing sustained growth. This momentum is driven by heightened interest in fitness, greater awareness of healthy ageing and a rising demand for personalised nutrition.
- Personalisation can be a key differentiator: 32% of Germans have tested for vitamin or mineral deficiencies in the past year, signalling a shift towards tailored solutions. Brands that align products with consumer identities and lifestyles can stand out from generic offerings.
- Gut health is another high-potential segment, particularly among women aged 18-34, where usage of prebiotics, probiotics and postbiotics is surging.
- Price sensitivity poses a challenge. 29% of recent VMS users plan to spend less in the coming year, and 32% of non-users cite cost as a barrier.
Key Issues Covered in the Report
- Trends in usage and types of VMS consumed, addressing age and gender needs
- Barriers to VMS usage
- Purchasing factors and information channels for VMS, with a focus on generational differences
- Behaviours towards VMS, discussing spending, future orientation and engagement with the category
- Launch activity and innovation
- Market size and forecast, outlining the expected outlook for VMS over the next five years
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