Summary of our market study

The global dietary supplements market, worth $153 billion in 2021, is experiencing considerable growth, driven by heightened health awareness, further amplified by the COVID-19 pandemic. The market is expected to grow at a CAGR of 8.4% between 2022 and 2030, reaching $317 billion. The USA and China are the main market players, accounting for 48% of market share, with Western Europe holding a 13% share.

The Belgian market also reflects significant growth; its national production of food supplements has soared, more than doubling between 2018 and 2021, indicating a booming industry. Belgian consumer spending on dietary supplements is high compared to other Europeans, placing Belgium fourth in terms of average annual expenditure, at €33.9 per capita. The elderly and young adults are the main consumers, with health and well-being concerns being the main motivations. Despite this, internet sales are increasing and will account for 14.5% of total sales by 2022.

Regulations, particularly those of the European Union, are strict, guaranteeing consumer safety and transparency of information. Procter & Gamble dominates the Belgian market with a 10.6% share by 2022, but the market remains open to new players, showing a trend towards natural and personalized supplement programs. Demand segmentation reveals a correlation between consumption and socio-economic status, with higher-income groups more likely to use supplements.

Demand for dietary supplements on the Belgian market: health and wellness trends

In Belgium, growing concerns about health and well-being, coupled with an ageing population, have stimulated demand in the dietary supplements market. As consumers become increasingly aware of their dietary needs and the benefits of supplements, the market is experiencing a surge in sales. This demand is reflected in annual per capita spending on food supplements, with Belgium ranking fourth in Europe, with individuals spending between 30 and 35 euros a year.

The majority of the Belgian market is dominated by vitamins and minerals, which together account for almost half the value of the national market. In particular, vitamin D supplements alone account for over 50% of the vitamin segment, followed by multivitamin supplements (20%). As for minerals, magnesium leads the way with a 35% market share. The herbal supplements segment is equally important, driven by echinacea and turmeric extracts, which account for 33% and 20% of the market respectively.

Belgians' concern for their well-being is one of the main motivations for consuming food supplements. Over half of Belgian consumers have already used food supplements, and a significant percentage continue to do so. Consumption trends show that young adults aged 25 to 34 and senior citizens are the main consumers. With the over-65s expected to account for almost 20% of the total population by 2022, demand for dietary supplements is set to increase further. The dietary supplements market caters for a variety of health problems, including stress, fatigue, digestive disorders and fitness goals. This wide range of consumer needs is reflected in a broad spectrum of supplement types and prices, from affordable daily vitamins to more targeted and expensive treatments for specific problems such as slimming or tanning.

In addition, consumer preferences are shifting towards more natural and personalized supplement options, as evidenced by the emergence of brands offering organic products or tailored subscription services. This shift in demand points to a robust and dynamic market space for both established players and new entrants in Belgium.

Key players shaping the Belgian dietary supplements market The landscape of the Belgian dietary supplements market is as diverse as the product offerings it encompasses. Several key players, ranging from local Belgian laboratories to colossal international entities, are strategically positioned in this flourishing market.

Local laboratories at the forefront of innovation and quality

  • The pride of Belgium, Trenker Laboratories stands out for its national roots and its commitment to pharmaceutical precision in dietary supplements. With a substantial market presence, Trenker illustrates the excellence of local production.
  • Similarly, Bio-Life Laboratory has carved out a niche for itself with a range of organic and natural supplements that reflect the growing consumer trend towards well-being and sustainability.
  • Pranarôm, another Belgian heavyweight, is renowned for integrating essential oils into its supplements, combining traditional herbal remedies with modern dietary science. The diversity of its product range and its strong market presence testify to growing consumer interest in herbal supplements.

Global giants capture a large share of the market

  • on a global scale, companies such as Procter & Gamble and Sanofi hold a significant share of the dietary supplements market. With extensive portfolios that extend beyond dietary supplements, their brands and vast distribution networks enable them to win the trust of consumers and capture a significant share of the market. Procter & Gamble's presence is perceptible with popular supplement brands such as Multibionta and UriCra, illustrating their presence not only in household products, but also in personal health.
  • Sanofi, with its extensive pharmaceutical expertise, is also present in the supplements sector, underlining the market's intersection with the wider healthcare industry.

Specialized brands to meet consumer needs

  • The market is also dotted with specialist supplement brands that focus on particular health problems or trends. Oenobiol, part of the Vemedia Consumer Health group, for example, has built a reputation for supplements focused on beauty and well-being. Their unique value proposition underlines the trend towards personalization in the supplement industry, targeting consumers who are looking to improve specific aspects of their health and appearance.
  • XL-S Medical, part of the Perrigo Group, sits at the intersection of supplements and weight management solutions. Its strong market presence reflects consumers' desire for targeted dietary aids that address specific wellness goals, such as weight loss.

Each of these players, with its unique brand identity and product range, contributes to the rich tapestry that is the Belgian dietary supplements market. They navigate a space that is not only influenced by consumer health awareness and regulation, but also by the desire to innovate and find natural, personalized health solutions.

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Summary and extracts

1 Market overview

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 Analysis of the demand

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 Market structure

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 Analysis of the offer

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 Regulation

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 Positioning of the actors

6.1 Segmentation

  • Laboratoires Trenker
  • Pranarôm (Inula Groupe)
  • Procter & Gamble
  • Galephar
  • Metagenics Europe
  • Herbalgem (Inula groupe)

List of charts presented in this market study

  • European market segmentation by product type
  • Global market segmentation by region
  • Size of the global dietary supplements market
  • Domestic production in value
  • Foreign trade
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Latest news

Pranarôm: Experts in essential oils for 30 years - 15/03/2023
  • Pranarôm records +14% growth in 2022
  • Pranarôm founded 30 years ago
  • Part of the Inula Group, which includes Pranarôm, HerbalGem and Biofloral
  • More than 250 essential oil references offered by Pranarôm.
  • Three types of complementary therapies: aromatherapy, gemmotherapy and Bach flowers.
  • 90% of the Pranarôm range is made from pure, organic, virgin plant oils.
  • Pranarôm works closely with selected suppliers of raw materials from all over the world.
  • The company provides some 8,000 hours of free training for pharmacists every year.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Laboratoires Trenker
Pranarôm (Inula Groupe)
Procter & Gamble
Metagenics Europe
Herbalgem (Inula groupe)

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the market for food supplements | Belgium

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