Sales value market share of food supplements sector in Europe 2009-2020, by country

Between 2009 and 2020, the market of food supplements in Europe became increasingly dominated by Italy. In fact, in 2009 the Mediterranean country accounted for almost 20 percent of the total European market of food supplements, while by 2020 this figure had increased to 29 percent.

Market value

The market value of food supplements in Italy showed a constant growth between 2009 and 2020, when it reached almost 3.8 billion euros. In 2020, the total value of the food supplement sector in Europe amounted to 13.2 billion euros. The biggest year-on-year market value change was in 2009 and 2017 with a Y-o-Y growth close to 20 percent.

Sales channels

In 2020, the most common sales channel for food supplements in Italy were pharmacies, with almost 80 percent of sales happening there. Drugstores and large-scale retail accounted for eight percent, and on-line retail only for five percent. Most revenues generated by pharmacies selling health supplements came from vitamins and minerals, followed by bowel wellness products.