Content of the study:
The market for food supplements - Belgium

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1.1 Definition and scope of the study

Food supplements are foodstuffs providing a concentrated source of nutrients to supplement the diet, marketed in doses. They may contain various ingredients (vitamins, minerals, plants and herbs ...) and be marketed in various formats (capsules, tablets, powder ...), to meet a wide variety of objectives : fight against stress, fatigue, digestive disorders, slimming, skin beauty, hair beauty, sports performance..

However, they are between food and drugs, not being able to claim a therapeutic action but being recommended, especially by health professionals. The uncertainties surrounding dietary supplements are reinforced by the regular alerts issued by scientific committees on certain components of supplements, which sometimes question their benefits or even denounce cases of side effects.

The world market is driven by a growing concern of the populations for their health, further reinforced by the epidemic of Covid-19, which has led to a rebound in sales in many countries, such as Belgium where sales have increased significantly.

Like the broader food industry, dietary supplements are now affected by the trends of naturalness and personalization, leaving the door open to new small players coming to position themselves on this market that is renewing itself.

1.2 A growing global market

PrecedenceResearch estimates the size of the global market at nearly $*** billion in ****. Their forecast on a CAGR of *.*% per year between **** and **** with the market expected to generate around $*** billion globally in ****, an increase of ***% in * years.

x of the global dietary supplements market World, ****-*****, in billion dollars Source: ****

The ...

1.3 The domestic market

According to Euromonitor, the market size for dietary supplements in Belgium is estimated to reach €***.* million in ****, up *.*% from ****. In ****, the market size was estimated at €*** million and €*** million in ****.[***]

Data provided by Prodcom Eurostat under code **.**.** (***) indicates thatin ****, the Belgian production of food supplements amounted to ***.** million euros[***]

There is ...

1.4 Foreign trade

We consider for this part the customs code closest to the category "food supplements" which is the following: ****** "Other food preparations". It should be noted that the scope of the customs code considered is close to our object of study but is not strictly identical because broader. The code also contains ...


2.1 Profile of Belgian consumers

Despite the small absolute size of the Belgian market among the European markets, the annual expenditure per capita on food supplements is relatively high: indeed, Belgium ranks *th in Europe, with an average expenditure of **.* euros per year per capita on food supplements. This is less than the main European market ...

2.2 Demand by type of supplement

like the European market, the Belgian market is dominated by vitamins and minerals, which together account for almost half of the national market in value (***)[***]. Conversely, protein and dietary fiber supplements are less popular.

Distribution of the Belgian market by type of supplement Belgium, ****, in % Source: ****

2.3 A demand driven by the growing attention to health and well-being

The demand for food supplements is strongly motivated by a growing concern of Belgians for their well-being and health.

The main concerns of consumers of food supplements Belgium, ****, in % Source: ****

Thus, the wellness and health concerns of Belgian food supplement consumers are varied. Other reasons for consuming food supplements do not ...

2.4 A demand driven by the aging population

As previously mentioned, senior citizens are among the population categories that consume the most food supplements. Thus, the ageing of the Belgian population is a direct factor in the growth of the demand for food supplements.

The National Institute of Statistics estimates that the aging of the population will intensify until ...

2.5 Demand by geography and socio-professional category

Demand by geography:

Consumption of supplements by geography Source: ****

we can see that it is in the Brussels region that dietary supplements are the most consumed (***)

Expenditure on food supplements according to geography Belgium, ****, in € Source : AB-REOC among those who consume, in terms ofbudget, there are differences but no clear trend ...


3.1 Value Chain

The dietary supplements industry includes several stages and several actors, as illustrated below.

Source: ****

In the first stage, ingredient suppliers produce raw materials, i.e. nutrients, but also flavors or dyes that will compose the food supplements.

From these ingredients, the producers manufacture the food supplements. There are two types of ...

3.2 Production and distribution

According to the Federal Association for the Safety of the Food Chain (***), there are about *** manufacturers of food supplements in Belgium. [***]

The production process of a food supplement is a strictly regulated process at the European level, which has to comply with numerous safety standards (***). Numerous federations and associations regularly carry ...

3.3 The main brands on the market

In ****, the dietary supplements market in Belgium is dominated by Procter & Gamble with **.*% of the market share (***). This shows that the Belgian dietary supplements market is evolving and still open to new entrants.

Nevertheless, it can be observed that the market remains quite fragmented in terms of market share, with only ...


4.1 The different types of food supplements


Among the most requested vitamins, we can mention vitamin A for visual health and immunity; B vitamins (***) for metabolic functions, vitamin C for vitality and natural defenses, or vitamin D for bone strengthening. [***]

Within the vitamin segment, vitamin D represents **% of the market, followed by multi-vitamin supplements (***). Vitamin B and ...

4.2 A wide range of prices that reflects the diversity of the offer

Consumer price index for foodstuffs

The first way to look at the price of food supplements is to look at the price of foodstuffs in general, of which supplements are a part. The data provided by the Belgian National Institute of Statistics show that the consumer price index of foodstuffs is ...

4.3 Towards naturalness and personalization

Towards more naturalness

New brands of organic and / or natural food supplements have risen to prominence: for example, we can cite the laboratory Bio-Life, which has a very wide range of all types of food supplements. The brand guarantees a high bioavailability of the ingredients contained in its products, as well ...


5.1 The European framework on the food supplements market

The European Union has established a series of regulations, through Directive ****/**/EC of the European Parliament, whose objective is to protect the health of consumers and to ensure the transparency of information provided on food supplements. This directive defines food supplements as foodstuffs whose purpose is to supplement the daily diet, ...

5.2 Labelling of food supplements

As food supplements are part of the food category, they must also comply with specific labeling standards. Thus, the label must, among other things, include the following information:

The name "food supplement" The reference intake A warning about exceeding the recommended daily intake A statement that the supplements cannot replace a ...

5.3 The marketing of food supplements

Any marketing of a food supplement must be preceded by a notification to the public authorities. The company must prepare a notification application file, which must include the following elements

Information on the ingredients Nutritional analysis Product labeling

Source: ****


6.1 Segmentation

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Reviews (1)

Reviews (1)

The market for food supplements - Belgium

Publicado en 31/01/2022 by Thibaut Reinhard - Biocanna Technologies SRL

We got the numbers we needed. Excellent study

Businesscoot Response:

Hello Thibaut, Thank you for your feedback which helps us to improve the quality of our studies. We hope you will give us a 5/5 for the next one ;)

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