Germany Vitamins and Supplements Market Report 2022
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Personalised solutions have strong potential and sustainability is evolving from a nice-to-have to a must-have for branding and new product development. Hanna Mansour, Senior Analyst - Food & Drink…

Germany Vitamins and Supplements Market Report 2022

£ 2,195 (Excl.Tax)


The Vitamins & Supplements Germany Market Report 2022 identifies consumers’ attitudes towards food supplements, the impact of COVID-19 on the VMS market Germany, and motivations/barriers of consumers to buy supplements. This report covers the Vitamins Supplements Market Germany market size, market forecast, market segmentation and industry trends for the Health Supplements market Germany.

Click here to view the German version of our Vitamins & Supplements Market Report 2022.

Current Market Landscape

Concerns about health, particularly immune and mental health, due to COVID-19 has boosted sales of VMS. Sales growth will continue through 2022 but will fall away from their 2020 and 2021 peak.

Vitamins and supplements with organic ingredients are seen as better for people’s health than non-organic ones by over half of VMS users. But, in spite of consumer interest, organic claims are underexplored in VMS, featuring in only a fraction of all products in 2021.

VMS Market Germany Market Share and Key Industry Trends

Consumers will still be driven by health and wellbeing concerns. However, the permanent shift towards working more from home and the resulting increase in cooking from scratch will also boost competition from the food category since many consumers prefer to get their vitamins/minerals from their diet.

Consumers are already noticing rising prices. If inflation continues to rise, financially vulnerable consumers will likely trade down or cut back on volume, as there will be less money for discretionary products like VMS.

  • 60% of Germans have used VMS in the year to August 2021.
  • 49% of non-users of VMS prefer to get their vitamins and minerals from their diet.
  • 43% of Germans say their health seems fine without any supplements.
  • 62% of VMS users think that vitamins and supplements with organic ingredients are better for people’s health than non-organic ones.

Future Trends in the Supplements Market Germany

Demand for supplements will continue to be strong and brands can support consumers towards their goals for holistic health. For example, personalised nutrition has a strong market outlook and is evolving quickly. Consumers’ interest in it is high, which means there is opportunity for brands to personalise as well as premiumisation.

The growing competition from mainstream food and drink and lack of trust in VMS will pose the biggest threats to the food supplements market Germany.

Read on to discover more details or take a look at all of our German Health and Wellbeing Market Research.

Quickly Understand

  • Usage frequency of vitamins, minerals and supplements.
  • Motivations for using VMS.
  • Barriers to vitamins and supplements.
  • Factors prompting people to start taking VMS.
  • Consumer behaviours related to and attitudes towards VMS.
  • Trends in launch activity and opportunities for further innovation.

Covered in this Report

Products: Single/dual vitamins, multivitamins and minerals, combinations supplements.

Brands: D+, Prose, Athletic Greens, Wild Nutrition, Sunday Natural, The Procter & Gamble, Verla-Pharm Arzneimittel, Wörwag Pharma, Protina Pharmazeutische, Hermes Arzneimittel, Stada Arzneimittel, Novartis International, Orthomol pharmazeutische Vertriebs GmbH, UCB Pharma, Pro medico HandelsGmbH, Dr. Loges + Co.

Expert Analysis from a Specialist in the Field

This report, written by Hanna Mansour, a leading analyst in the Food and Drink sector, delivers in-depth commentary and analysis to highlight current trends in the Food Supplements Market Germany and adds expert context to the numbers.

Personalised solutions have strong potential and sustainability is evolving from a nice-to-have to a must-have for branding and new product development.

Hanna Mansour
Hanna Mansour
Senior Food 6 Drink Analyst

Table of Contents


    • Key issues covered in this Report
    • Market context
    • Mintel predicts
    • Opportunities
    • Graph 1: motivations for using VMS, 2021
    • The competitive landscape
    • Graph 2: company retail market share of VMS, by value, 2019 vs 2020

    • Graph 3: key economic data, in real terms, 2019-23

    • Usage of vitamins, minerals and supplements
    • Graph 4: usage frequency of VMS, by age, 2021
    • Types of VMS used
    • Graph 5: types of vitamins used, 2020 and 2021
    • Graph 6: types of minerals and other supplements used, 2020 vs 2021
    • Motivations for using VMS
    • Graph 7: motivations for using VMS, 2021
    • Barriers for using VMS
    • Graph 8: barriers for using VMS, 2021
    • Graph 9: lack of trust and knowledge as barriers for using VMS, 2021
    • Reasons for using VMS
    • Graph 10: reasons for using VMS, 2021
    • Behaviours regarding VMS
    • Graph 11: behaviours regarding VMS, 2022

    • Graph 12: launches of VMS, by format, 2017 vs 2021
    • Graph 13: vegan/no animal ingredient claims in VMS launches, 2017-21
    • Graph 14: launches of VMS, by top five ethical claims, 2020 vs 2021
    • Graph 15: launches of VMS, by selected functional claims, 2017 vs 2021
    • Graph 16: leading claims for VMS launches, by private label vs brands, 2021

    • Retail market share of VMS, by value, 2019-20


    • Appendix – products covered, abbreviations, consumer research methodology and language usage
    • Appendix – market size and central forecast methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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