Stay ahead of the curve and future-proof your business with Mintel’s Vitamins & Supplements Germany Market Report 2023. Our full report is packed with consumer-led market intelligence, supplements market Germany trends, and consumer behaviours affecting your industry. Get a 360° view of the vitamins and supplements market in Germany including market size, share, and a growth forecast to help you align your business strategy with the needs of your audience.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Topics Analysed in this Report
- A detailed outlook on the vitamins supplements market Germany, including market drivers and expert insights.
- The short-, medium- and long-term impact of inflation on the vitamins supplements market Germany.
- Trends in usage and usage frequency of vitamins and supplements.
- Consumers’ interest in vitamin and supplement formats and recent launch activity.
- Consumer behaviours towards health, vitamins, and minerals as well as interest in AI tools.
- How your business can tap into opportunities to increase your share in the supplements market Germany.
An Overview of the Supplements Market Germany
As German consumers regain their financial confidence and as prices are stabilising, vitamins and supplements (VMS) will likely see less price-driven growth.
- Vitamins & Supplements Market Size: After years of consecutive growth, the market size of vitamins and supplements was measured at €1.78bn in 2023, and the retail value sales for VMS are estimated to reach even new highs in the future.
Vitamins & Supplements in Germany: What Consumers Want and Why
- Inflation & the Supplements Market Germany: As inflation restricts people’s spending power, 37% of users cut back on, or stopped using VMS altogether. Going forward, mindful spending will prevail, with many consumers opting for lower-priced products which will increase the market share of private labels. Brands need to emphasise the value they add by designing VMS to support specific lifestyles or deliver superior quality with high bioavailability.
- Opportunities in the Vitamins Supplements Market Germany: However, increased financial stress raises Germans’ need for VMS, for example, to deal with resulting fatigue. In 2023 65% of Germans used VMS and long-term, the market will grow steadily with German consumers attributing greater priority to their health as a result from past crises. This creates opportunities for brands to offer products that support resilience or provide long-lasting energy.
Forecast for the Supplements Market Germany
- In future, Germany’s ageing society will open up opportunities for brands to tap into healthy ageing supplements and preventative treatments, such as, harnessing the power of antioxidants.
To learn how to connect with your audience, purchase our Vitamins & Supplements Germany Market Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.
Products and Brands Discussed in this Report
Brands: tetesept, Foondiert, Profuel, CollaCaps, Folona, Ulé, Procter & Gamble, Verla-Pharm Arzneimittel, Wörwag Pharma, Protina, Ratiopharm, Hermes Arzneimittel, Stada Arzneimittel, UCB Pharma, Pro medico, and many more.
Products: Multivitamins, vitamin tablets, multibeneficial products, all-natural products, products with high bioavailability, organic products, products to support a plant-based diet, products with medicinal mushrooms, sprays, and many more.
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Expert Insights on Vitamins & Supplements in Germany
This report, written by Hannah Sandow, Senior Analyst, delivers in-depth commentary and analysis to highlight supplements market Germany trends and add expert context to the numbers.
The cost of living crisis reinforces the importance of quality, calling for brands to align multifunctionality with holistic health, natural formulas for purity, or high bioavailability for efficacy.
Hannah Sandow
Senior Analyst – Health & Wellbeing, Germany
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- Key issues covered in this Report
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EXECUTIVE SUMMARY
- Market context
- Mintel predicts
- Opportunities
- Graph 1: willingness to pay more for features in vitamins and supplements, 2023
- The competitive landscape
- Graph 2: value market share for VMS, by company, 2021-22
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MARKET DRIVERS
- The German economy
- Graph 3: key economic data, in real terms, 2019-24
- Graph 4: financial confidence index, 2022-23
- The impact of the economy on vitamins and supplements
- Graph 5: consumer price index for vitamins and supplements, 2022-23
- Public health
- Graph 6: perception of general health for a person of one’s age, 2021-23
- Graph 7: confirmed influenza cases per season year, 2018-23
- Graph 8: population structure by age, 2022-30
- Legal framework
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WHAT CONSUMERS WANT AND WHY
- Usage frequency of vitamins and supplements
- Graph 9: daily VMS usage in the last 12 months, by age and gender, 2023
- Types of vitamins and supplements used
- Graph 10: types of vitamins used in the last 12 months, 2023
- Graph 11: types of minerals and supplements used, 2023
- Graph 12: types of minerals/supplements used by users having cut back/stopped using VMS due to financial concerns in the last 12 months, 2023
- Graph 13: types of vitamins used by users having cut back/stopped using VMS due to financial concerns in the last 12 months, 2023
- Motivations for using vitamins and supplements
- Graph 14: motivations for using vitamins and supplements, 2023
- Graph 15: motivations for using VMS, by age, 2023
- Interest in formats of vitamins and supplements
- Graph 16: interest in formats of vitamins and supplements, 2023
- Graph 17: interest in formats of vitamins and supplements in the next 12 months, by usage of vitamins and supplements, 2023
- Willingness to pay more for features in vitamins and supplements
- Graph 18: willingness to pay more for features in vitamins and supplements, 2023
- Graph 19: top factors when shopping for food*, 2023
- Behaviours towards health and VMS
- Graph 20: behaviours towards health, 2023
- Graph 21: behaviours towards vitamins, minerals and supplements, 2023
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LAUNCH ACTIVITY AND INNOVATION
- Graph 22: NPD in VMS, by format, 2018-23
- Graph 23: NPD in VMS, by leading claims*, 2020-23
- Graph 24: willingness to pay more for features in vitamins and supplements, healthy vs struggling financial situation, 2023
- Graph 25: NPD in VMS by ethical & environmental claims, 2020-23
- Graph 26: NPD in vitamins and supplements, by functional claim, 2020-23
- Advertising and marketing activity
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MARKET SHARE
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MARKET SIZE, SEgmentation AND FORECAST
- Graph 27: retail value sales and growth for vitamins and supplements, 2018-22
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Appendix – market size and central forecast methodology
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