Kseniia Galenytska
Euromonitor, United Kingdom

Abstract

In 2016 vitamins and dietary supplements in Western Europe reached retail value sales of USD10 billion, which constitutes 11% of global VDS sales. This ranks Western Europe as the third largest market of seven regions worldwide in total value terms.

In 2016 vitamins and dietary supplements in Western Europe reached retail value sales of USD10 billion, which constitutes 11% of global VDS sales. This ranks Western Europe as the third largest market of seven regions worldwide in total value terms. Per capita spending on VDS in Western Europe is USD20, almost twice that of the global average, albeit four times lower than the average spending of North America – the region with highest per capital consumption of VDS.

In 2016, VDS sales in Western Europe increased by 3% in constant USD terms. 84% of the extra USD305 million in sales stemmed from the core markets of Italy, France, and the UK, where demand is supported by healthy living trends, and concerns amongst an ageing population. Meanwhile, moderate performance in the key market of Germany is limited by the desire of consumers to lead more balanced lives, for example through a healthier and more nutritious diet rather than taking pills or tonics.

In 2016, Greece was the fastest growing country, and the only market to post double-digit value growth (13%).
Demand is rising due to the influence of media exposure and the widening marketing campaigns of ...