Description
Mintel’s vitamins & supplements Germany market report shows that price is the main usage barrier, as many consumers remain financially vulnerable. This poses an opportunity for affordable all-round solutions like multivitamins.
Vitamins Supplements Market Germany – Current Landscape
As a sign of the times, energy retook the leading spot in functional claims in vitamins, minerals, and supplements (VMS) launches in 2023, lasting into the first eight months of 2024 as consumers battled fatigue during multiple crises.
Beyond energy and sleep support, like melatonin, brands can focus on regenerative VMS and cellular health. Poised to gather more attention, these aspects feed into longer-term trends of healthy ageing and preventative health approaches.
While the quantity recommendations for VMS are constantly under scrutiny for safety in the EU, consumers trust such products. In addition to staying informed on legislation, brands in the vitamins supplements market Germany can build on consumers’ trust by proactively collaborating with diagnostic or health tech tools to showcase the positive impact VMS can have on health.
Vitamins and Supplements in Germany – Market Statistics
- Usage of VMS in Germany: 66% of Germans use VMS in 2024, with usage frequency stable since 2023. Many are using VMS as a crutch for support, for instance, by seeking out energy-boosting supplements.
- Usage Barriers of VMS: The high cost of living continues to impact the vitamins supplements market Germany, with 29% of non-users stating VMS are too expensive.
Vitamins & Supplements Germany Market Report – What’s Inside?
Key Topics Analysed in this Report
- The short-, medium- and long-term impact of inflation on vitamins, minerals, and supplements (VMS).
- Trends in usage, VMS types consumed, and usage barriers.
- VMS purchase channels, with in-store dominating online and drugstores presenting the most-frequented channel.
- Consumer interest in innovation for VMS.
- Consumer behaviours towards VMS, including the importance of sleep and illness prevention.
- Launch activity and innovation in the vitamins supplements market Germany.
- Market share, size and forecast, outlining the expected outlook for VMS over the next five years.
Report Scope
This report examines the German retail market for vitamins, minerals, and other supplements.
The market size includes products sold through the retail channel, including:
- single/dual vitamins, multivitamins, and minerals
- combinations with supplements in which vitamins and/or minerals form a main selling point
The market size excludes supplements in which vitamins are naturally intrinsic to one of the ingredients and products that require prescriptions.
Meet the Expert Behind the Analysis
This report was written by Hannah Sandow, Principal Analyst at Mintel. After joining Mintel in 2017, Hannah gained significant experience in quantitative and qualitative research working with GNDP and Mintel Market Sizes before joining the German reports team. Drawing from her academic background in Health Science, she now researches and writes about German consumer and market trends in Health & Wellbeing.
As lifestyles have accelerated and polycrises emerged, demand for energy and sleep support has surged. Regenerative supplements that aid recovery from stress and protect cellular health align with interest in preventative health and healthy ageing.
Hannah Sandow
Principal Analyst – Health & Wellbeing, Germany
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EXECUTIVE SUMMARY
- The five-year outlook for vitamins and supplements
- Market context
- Stay on top of EU regulations
- Mintel predicts
- Market size & forecast for vitamins and supplements
- Further value growth to continue
- Opportunities
- Energising and sleep-aiding VMS appeal to Germans
- Target under-55s with cellular health innovation
- Position organic VMS at an affordable price for 18-34 year olds
- The competitive landscape
- Own label continues to gain share amid Germans’ financial challenges
- Graph 1: value market share for VMS, by company, 2022-23
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MARKET DRIVERS
- The German economy
- 2024 remains challenging
- Graph 2: key economic data, in real terms, 2019-25
- Inflation bounces back to more-conventional levels
- Inflation is still the key factor affecting consumers’ finances…
- …confidence and expenditure
- Graph 3: financial confidence index, 2022-24
- The impact of the economy on VMS
- Graph 4: consumer price index for vitamins and supplements, 2023-24
- Health and wellness
- Germans are using VMS for colds/flu and immune support
- Stress is a significant issue for many
- Health and sustainability trends in Germany…
- …help plant-based VMS
- Legislative factors
- Melatonin and an ‘urgent need’ to restrict
- Retinol usage sees restrictions on concentrations in the beauty industry, raising awareness about its safety in non-food and subsequently VMS
- Omega-3 supplements and increased risk of atrial fibrillation
- Call for responsible use of the term ‘probiotic’ in Europe
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WHAT CONSUMERS WANT AND WHY
- Usage frequency of vitamins and supplements
- Increase in VMS usage frequency stabilises
- Graph 5: usage frequency of vitamins and supplements in the last 12 months, 2020-24
- Women continue to demonstrate higher VMS usage
- Address VMS aversion in those aged 55+
- Barriers to taking vitamins, minerals and dietary supplements
- Healthy diets have become less of a threat for VMS
- Graph 6: reasons for not taking vitamins, minerals and dietary supplements in the last 12 months, 2021 and 2024
- Diet is no longer the number-one barrier to vitamin/mineral supplementation
- Address the health disparities arising from uneven distribution of wealth
- Graph 7: selected reasons for not taking vitamins, minerals or dietary supplements in the last 12 months, by financial health, 2024
- Types of vitamins and supplements used
- Vitamin D remains the most-consumed vitamin supplement in Germany
- Graph 8: types of vitamins used in the last 12 months, 2023-24
- Target Vitamin D deficiencies amidst the trend towards sun protection
- Magnesium remains the most-consumed mineral supplement in Germany
- Graph 9: types of minerals and supplements used in the last 12 months, 2023-24
- Purchase channels for vitamins, minerals and dietary supplements
- In-store purchases more popular than online outlets for VMS
- Reach younger generations through organic/health food stores
- In-store purchases from drugstores the most popular outlet for VMS shopping
- Graph 10: purchase channels for vitamins, minerals or dietary supplements taken in the last 12 months, 2024
- Leverage Germans’ trust in pharmacies
- Purchase levels are even at drugstores and pharmacies across generations
- Graph 11: purchase channels for VMS (NET), by age group, 2024
- Reach younger generations through organic/health food stores
- Graph 12: net monthly household income, by age group, 2024
- Interest in vitamins, minerals and dietary supplements with select benefits
- Slow ageing and cellular health pique Germans’ interest
- Graph 13: interest in vitamins, minerals and supplements, by selected VMS usage, 2024
- Focus on healthy cells to deliver slow ageing benefits
- Ingredients to watch in the healthy ageing space
- Attune VMS to the biological day-night rhythm
- Dig deeper into energy support with attention to regeneration
- Address all stages of the night
- 20+ algae species can be sold as food supplements, supporting the needs of vegans and vegetarians
- Attitudes towards vitamins, minerals and dietary supplements
- Germans are interested in the value of sleep and healthy ageing
- Graph 14: attitudes towards vitamins, minerals and dietary supplements, 2024
- Start-up smartsleep taps into the consumer need for quality sleep
- The difference between healthspan and lifespan is understood by younger men
- Younger demographics and their interest in epigenetics
- German supplement consumers have strong confidence in the products they use
- Prove your efficiency…
- …beyond purchase
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LAUNCH ACTIVITY AND INNOVATION
- Capsules remain the most common VMS format
- Graph 15: VMS launches by format, 2020-24
- Energising functional claims overtake immunity/immune system support
- Graph 16: VMS launches by leading functional claims, 2020-24
- Energising B-group vitamins lead the way in vitamin-led launches
- Graph 17: launches of VMS with leading vitamins*, 2020-24
- Magnesium remains the leading mineral within VMS launches
- Graph 18: VMS launches with leading minerals*, 2020-23
- Little movement in VMS product claims beyond a rise in vegan claims
- Graph 19: VMS launches, by top 10 claims*, 2020-24
- Support health and transparency halos with organic innovation
- Advertising and marketing activity
- #TEARPOURLIVEMORE campaign
- Tetesept Melatonin Intens dietary supplements for better sleep
- Tailored nutrition to help pre-natal, pregnant and post-natal mothers
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MARKET SHARE
- Own label gained most value share in 2023
- Established player P&G Health is set to strengthen its VMS portfolio
- Start-ups are innovating in the cognitive health arena
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MARKET SIZE, SEgmentation AND FORECAST
- Value sales for VMS are expected to increase again in 2024
- Graph 20: retail market value for vitamins and supplements, 2019-24
- Vitamins achieve greater growth, while minerals perform below market
- Further value growth to be expected for vitamins and supplements
- Cautious spending to subside, opening up growth opportunities
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Products covered in this Report
- Abbreviations
- Consumer research methodology
- A note on language
- Appendix – market size and central forecast methodology
- Forecast methodology
- Forecast methodology – fan chart
- Market size – value
- Market forecast and prediction intervals – value
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