Article Summary
In 2024, the global dietary supplements market was valued at approximately USD 179,53 billion by MarketsandMarkets and is expected to grow to USD 258,75 billion by 2029 at a compound annual growth rate (CAGR) of 7,6%. The broader nutritional supplements market was valued at USD 2024 billion in 481,28 and is expected to grow to USD 816,57 billion by 2033 (CAGR 6,05% between 2025 and 2033). The highest growth rates are recorded by plant-based, probiotics and personalized products categories, which drives global demand.
Europe and North America remain the most mature, but the Asia-Pacific region is growing the fastest, driven by rising incomes and the rise of e-commerce. The entire industry is shaped by increasingly stringent regulations (e.g. EFSA, FDA), increasing consolidation and investments in quality and innovation.
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Global trends in the dietary supplement market – A brief overview
The global dietary supplements market has seen significant growth, reaching a value of $178,82 billion in 2023. Forecasts for the coming years indicate that the growth rate of this market will remain at 8,8% annually until 2032. The main factors driving this growth are the growing health awareness of societies and the growing interest in natural and organicznymi.
Dietary supplements market in Poland – Summary
The dietary supplement market in Poland is growing rapidly, and its value has already exceeded PLN 7 billion. In recent years, there has been an increase in consumer awareness of a healthy lifestyle, which translates into increased interest in supplements. At the same time, this market is becoming increasingly saturated, and consumers increasingly choose to shop online.
1. Supplement Market in Poland: Analysis and Forecasts
Polish "Supplement Eldorado": Growth in the Shadow of Challenges
The Polish dietary supplements market is one of the most dynamically developing sectors of the economy. Its value in 2024 exceeded PLN 7 billion, which is a continuation of a long-term growth trend. This development is driven by the growing health awareness of Poles, the power of marketing and innovation, but at the same time it faces fundamental challenges related to regulations and safety. The dichotomy between spectacular commercial growth and systemic weaknesses in the sphere of supervision and consumer education is key to understanding this market.
Scale and Dynamics of the Supplements Market
The growth trajectory of the Polish dietary supplement market is impressive. In the past dozen or so years, the sector has transformed from a niche into a powerful segment of the industry. The prevalence of use is enormous – two out of three Poles already declare taking supplements, and over 72% admit to using them.
Evolution of Market Value
- 2008: The market value is estimated at PLN 1,7 billion.
- 2017: The value increases more than threefold to PLN 4,4 billion.
- 2022: The market is worth almost PLN 7 billion, recording nearly 12% year-on-year growth.
- 2024: The value exceeds the threshold of PLN 7 billion.
Development Forecasts
The outlook for the future remains very optimistic. Market analysts predict that between 2024 and 2029 the supplements market will continue to grow at an impressive pace, with a compound annual growth rate (CAGR) of nearly 7%.
Key Growth Drivers
- Growing health awareness: Poles are actively looking for ways to improve their health, and supplements have become one of the foundations of prevention.
- Tendency to self-medicate: Difficulties in accessing public health care prompt consumers to look for alternatives.
- Intensive advertising: Aggressive marketing campaigns, often blurring the line between supplement and medicine, effectively create demand.
- Demographic changes: An aging population naturally increases demand for products that support health and vitality.
Key Trends Shaping the Supplements Market
The market is constantly being shaped by evolving consumer needs. We see several dominant trends that define its future.
E-commerce revolution in sales
The most dynamic phenomenon is the shift of consumers towards online shopping. Convenience, access to a wider range of products, and the ability to compare prices and opinions are the main reasons for this change. Traditional brick-and-mortar pharmacies, although still important, are gradually losing market share to the online channel.
| Sales Channel | % of buyers in 2016 | % of buyers in 2023 | Change (pp) |
|---|---|---|---|
| Online shopping | 5% | 36% | +31 pp |
| Apteki stacjonarne | Dominant | Decreasing share | - |
Personalization – Tailor-made Supplementation
Consumers expect products that are perfectly tailored to their unique needs. This trend is being driven by the development of technologies such as genetic testing and gut microbiota analysis, which allow for the creation of dedicated sets of vitamins and minerals.
Clean Label and Back to Nature
The demand for natural products is growing, organicfree from artificial additives, preservatives, allergens, and GMOs. The ecological aspect of production and supply chain transparency are gaining importance.
Market Stars: Popular Ingredients
- Adaptogens: Substances like ashwagandha and rhodiola have gained immense popularity as a natural answer to stress and sleep problems.
- Collagen and Nutricosmetics: The "beauty from within" segment is experiencing a real boom, responding to the need to care for the condition of hair, skin and nails.
- Probiotics: Growing awareness of the crucial role of the gut for immunity and health is driving continued interest in probiotics.
- Immunity support: Vitamin D, vitamin C and zinc enjoy continued popularity, especially after the experience of the pandemic.
The Paradox of the Polish Supplement Consumer
The widespread use of supplements unfortunately does not go hand in hand with reliable knowledge. This leads to risky behavior and fundamental misunderstandings.
Biggest problem: As many as 41% of Poles attribute medicinal properties to dietary supplements, and over 50% are convinced that they are subject to the same control process as drugs. In reality, decisions about supplementation are made mainly independently - only 15% of purchases are consulted with a doctor.
Despite mass purchasing, confidence in product quality remains low. This creates a "cycle of distrust and hope," where consumers, despite their doubts, continue to shop in the hope of improving their health. This presents a huge opportunity for brands that build their position on trust, transparency, and quality certifications.
Legal Framework and Inefficient Supervision
Regulatory issues are the most problematic area of the Polish supplement market. The basis of the system is the fact that a dietary supplement is legally treated as food, not medicine. This has fundamental consequences.
Introducing a product to the market only requires notifying the Chief Sanitary Inspectorate (GIS), not obtaining a permit. Sales can begin immediately after submitting the notification. Reports from the Supreme Audit Office (NIK) show that this system is inefficient - GIS is able to analyze only 11% of reports, and verification of thousands of products has never begun, despite them being legally sold.
| Criterion | Diet supplement | OTC medicine (over the counter) |
|---|---|---|
| Legal definition | Foodstuff | Medicinal product |
| Purpose of use | Supplement to a normal diet | Disease prevention and treatment |
| Requirement for effectiveness studies | NO | Clinical trials required |
| Admission process | Notification (notification) to GIS | Authorization to authorize (URPL) |
| Supervision | Sanitary Inspection (reactive inspections) | Pharmaceutical Inspection (permanent supervision) |
Development Perspectives and Summary
The dietary supplement market in Poland is promising, but at the same time it is subject to many changes and challenges. Its further, although probably more moderate growth is expected. Growing consumer awareness, technological development and inevitable tightening of legal regulations will be key to the future.
- Greater attention to quality: Consumers will increasingly pay attention to quality, safety and composition, looking for products based on research and proven effectiveness.
- More market regulation: The market is expected to become increasingly regulated, including in the field of advertising, to protect consumers.
- Market polarization: The market will evolve towards polarization into the mass segment (dominated by price) and the dynamically growing premium segment, where quality, innovation and trust will be the deciding factors.
In such a complex environment, the key to success for companies is no longer just introducing a product, but building lasting value and trust in the eyes of an increasingly demanding consumer.
2. Global market value and growth rate (CAGR)
The global dietary supplements market in 2022/2023 was approximately 160 billion USD with an annual growth rate of 5-7%, according to MarketsandMarkets data and confirmed by other sources. The forecasts predict that by 2027–2028 the market value will reach $230-240 billion (MarketsandMarkets), and according to GlobeNewswire, it will exceed 2029 258 billion USD. The differences in the forecasts are due to the assumptions regarding the demand dynamics, especially in the plant-based segment and the Asian region, which suggests that the global market may grow to the range $250-260 billion by the end of the decade.
3. Main growth factors in the perspective of 2025–2029
Increased demand for plant products
GlobeNewswire’s 2025 report shows a clear trend toward plant-based supplements, such as algae-based omega-3 sources, vegan capsules, and adaptogenic herbs, driven by concerns about the environment and sustainability.
Aging population
In North America, Europe and some Asian countries, there is a growing demand for supplements that support the health of seniors, which is driving the development of nutraceuticals and innovative formulas for aging-related conditions.
Increased health awareness
Since 2020/2021, consumers are increasingly focusing on preventive health care, which translates into an increase in demand for immunity-boosting products such as vitamins, zinc and probiotics.
Dynamic development of emerging markets
China, India, Indonesia and Brazil are attracting investment thanks to rising incomes and the expansion of e-commerce, which is significantly increasing demand for both Western and local supplements.
Personalization and Subscriptions
Product personalization, based on the analysis of genetic profile and lifestyle, as well as the development of subscription models that improve customer loyalty and support dynamic sales growth, are becoming increasingly important.
Key Data on the Dietary Supplements Market in Poland – Summary
In 2024, the value of the Polish dietary supplements market is estimated at over PLN 21 billion, and annual growth of 5-8% indicates that by 2030 the market could reach approximately PLN 30 billion. The dynamic development is driven by growing health awareness, preferences for plant-based products and the expansion of e-commerce channels.
- Product segmentation: Vitamins and minerals (30–35%), herbs and adaptogens (15–20%), sports nutrition (10–12%), probiotics (8–10%) and functional supplements (approx. 10%).
- Distribution channels: Traditional pharmacies dominate, but online sales are growing, reaching over 23% share, supported by drugstores and MLM systems.
- Consumer trends: The growing popularity of natural, vegan products, personalization of supplementation, convenience formats (gummies, shots) and a holistic approach to health.
- Regulations: Supplements are notified to the GIS according to EU standards to ensure consumer safety, although effective supervision is a challenge due to the huge number of products.
- Market players: Local leaders such as Aflofarm, Olimp, USP and Polpharma compete with international brands (Herbalife, Amway, Bayer), offering a wide range of products dedicated to various consumer segments.
To sum up, the Polish dietary supplements market is characterized not only by high value and dynamic growth, but also by intensive innovation and developed distribution, making it attractive to both investors and health-conscious consumers.
4. Market segmentation by type of supplements
Data from the MarketsandMarkets report (2022–2023) indicates the following segmentation structure, with further growth forecasts:
Vitamins and minerals
Participation: 30-35%. The largest category with moderate growth (4-5% per year), supported by increased sales of multivitamin complexes during the pandemic.
Herbs and plant extracts
Participation: 15-20%. A key growth driver with a CAGR of up to 9-10%, driven by growing interest in natural solutions and adaptogens such as ashwagandha, reishi and maca.
Fatty acids (omega-3)
Participation: 8-12%. Stable growth (around 5-6%) while accelerating the transition to vegan sources, e.g. omega-3 from algae.
Probiotics
Participation: 8-10%. Strong growth (7–9%), driven by growing awareness of the role of the microbiome, particularly popular in Asia and North America.
Sports Nutrition
Participation: 10-12%. Dynamic growth (8-9%), driven by younger consumers, fitness culture and active lifestyle.
Functional supplements (nootropics, nutraceuticals)
Share: about 10%. They are gaining importance in the context of brain health, stress reduction and improved sleep quality, supported by intensive investments in R&D.
According to GlobeNewswire (2025), the fastest growing niche is plant-based products in the vitamins, sports proteins and probiotics segment, which may show a CAGR of over 2029% by 10, increasing the overall market growth.
5. Geographical perspective
Reports from MarketsandMarkets and GlobeNewswire show the diversity of the global supplements market:
- Ameryka Północna: approx. 30–35% of the global market; the US remains the largest market (often exceeding $45 billion per year) and key channels include pharmacies, retail chains (e.g. Walgreens, CVS, Walmart) and e-commerce (Amazon).
- Europe: a share of 20–25% with moderate growth (4–6% CAGR) and restrictive EFSA requirements, which favors the choice of supplements with a confirmed, natural composition (e.g. in Germany, Great Britain, Italy, France).
- Asia Pacific: the fastest growing region with a share of 25–30% and a projected CAGR of 8–10% – key markets are China, India and Japan, where blends of traditional medicines with Western solutions are gaining popularity.
- Latin America, Middle East and Africa: smaller shares (~5–7% and 3–5%, respectively), but the dynamic development of online channels enables the expansion of global brands.
Forecasts suggest that by 2027/2029 the Asia-Pacific market could overtake North America in terms of sales volume.
6. Key consumer trends
- Plant-based and vegan supplements: The trend of moving towards plant-based products (e.g. vegan capsules, omega-3 from algae) with an ethical and health drive.
- Personalization: The growing popularity of genetic and microbiome tests, enabling the creation of personalized supplementation protocols and subscription models.
- Trust and quality: Growing consumer demands for confirmed clinical studies and standardized extracts are replacing traditional marketing with scientific information.
- Form of administration and convenience: The popularity of easy-to-consume products such as gummies, shots and powders, especially among younger consumers.
- Holistic approach: Multifunctional supplements combining support for immunity, mental health, regeneration and beauty, creating the so-called multicategories.
Additional aspects globally and in Poland
- Macroeconomic impact: Globally, fluctuating currency rates, inflation and purchasing power are influencing pricing strategies and demand for supplements, and similar challenges are also being observed in Poland, where consumers are becoming more selective when making purchasing decisions.
- Demographic changes: Global population ageing is driving the development of supplements supporting senior health, while in Poland, in addition to the growing number of older people, regional demographic differences influence the specificity of the product offering.
- Technological innovations: Around the world, AI and big data-based platforms enable the personalization of supplementation and the development of subscription models, which in Poland translates into an improved shopping experience and the efficiency of distribution channels.
- Safety and quality: Global regulations (EFSA, FDA) and local regulations in Poland shape safety and transparency standards, and intensive educational campaigns raise consumer awareness of product quality.
7. Distribution channels – e-commerce development
- In 2023, according to MarketsandMarkets, the online channel generated 30-35% of global supplement sales, with a higher share (up to 50%) in the US and China.
- GlobeNewswire (2025) highlights the dynamic growth of online sales in the Asia-Pacific region through platforms such as Alibaba, JD.com and Flipkart.
- While traditional channels (pharmacies, specialist stores) still play a key role, especially in Europe, the e-commerce trend is growing, especially in the premium and specialist segments.
8. Major market players and their strategies
- Nestle Health Science: Focuses on acquisitions (Garden of Life, Persona Nutrition, Vital Proteins), develops nutraceuticals and personalization, planning expansion into Asia-Pacific markets with a vegan offer.
- Amway (Nutrilite) / Herbalife: Dominance in the direct sales/MLM model, particularly effective in Asia, with intensive educational campaigns and personalized packages.
- Bayer, GSK Haleon, Reckitt: OTC companies are expanding their plant-based and immune segments, introducing non-GMO and vegan options and capitalizing on personalization and subscription trends.
- glanbia: Oriented towards the sports market, investing in social media marketing and implementing vegan protein lines.
- Blackmores, Swisse, Otsuka: Strong presence in the APAC region, combining traditional nutrition concepts with modern herbal supplements and premium vitamins.
- Smaller innovative brands: Development of startups based on genetic testing and "clean label" that are characterized by high standardization.
- Strategy: Market consolidation, expansion of online channels, raising quality standards (GMP, ISO certifications) and intensive investment in research and development.
9. Impact of Regulation (Current Perspective)
- EU (EFSA): Restrictive approach to health claims and requirements for the Novel Food procedure for new ingredients.
- USA (FDA): Despite the liberal DSHEA of 1994, there are ongoing discussions about greater premarket oversight and increased pressure for adverse event reporting and transparent ingredient declaration.
- China: Facilitations in the cross-border e-commerce model, but for traditional sales registration is required (Blue Hat).
- Australia and Canada: EU-like systems based on registration/licensing for Natural Health Products, which builds consumer confidence.
- Generally: Strengthening supervision contributes to strengthening the position of reliable producers at the expense of dishonest entities, which has a positive impact on the quality of the market.
Summary and Conclusions
- The current value of the global supplements market (2023/2024) is approximately USD 160 billion, and the annual growth rate (CAGR) is between 5 and 8%.
- Forecasts predict that by 2027/2028 the market will reach USD 230–240 billion, and by 2029 it will exceed USD 258 billion, and in more optimistic scenarios it may even approach USD 300 billion.
- Key growth factors include increased demand for plant-based products, an ageing population, growing health awareness, the development of e-commerce and the personalization trend.
- Product segmentation is dominated by vitamins and minerals, with dynamic growth in the herb, probiotic and nutraceutical categories, especially among vegan-friendly products.
- The global market is consolidating thanks to investments in quality, certification and research, which makes the supplements industry remain an attractive investment.
Bibliography / References:
- MarketsandMarkets – Dietary Supplements Market, [online] access: 2023/2024, https://www.marketsandmarkets.com/Market-Reports/dietary-supplements-market-973.html.
- GlobeNewswire – Dietary Supplements Global Market Forecast to 2029, January 2025, https://www.globenewswire.com/news-release/2025/01/06/3004476/28124/en/Dietary-Supplements-Global-Market-Forecast-to-2029-Shift-Toward-Plant-based-Supplements-Sees-Market-Growth-A-USD-258-75-billion-Market-by-2029.html.
- Fortune Business Insights, Grand View Research, Statista – industry data (2022–2023) on the value and growth of the supplements market.
- EFSA, FDA – regulatory guidelines and reports on supplement safety.
