From personalised nutrition to functional gummies and adaptogenic formulations — the five biggest trends driving growth in the European supplement market this year.
The European nutraceutical market continues to grow at a compound annual rate exceeding 7%, driven by increasing consumer health awareness, an ageing population, and a post-pandemic shift toward preventive health management. For brands and manufacturers, understanding the trends shaping demand is essential for product strategy. Here are the five most significant trends we are tracking in 2026.
The era of one-size-fits-all supplements is giving way to personalised formulations tailored to individual health profiles, genetics, and lifestyle factors. Direct-to-consumer brands are increasingly offering subscription-based personalised supplement packs, often informed by at-home testing kits or digital health assessments. For contract manufacturers, this trend drives demand for flexible production runs, a wide range of SKUs, and fast turnaround times. Nuteo's white label catalogue and flexible MOQ structure are designed to support personalised nutrition brands.
Gummy supplements have moved from a niche children's format to one of the fastest-growing delivery formats in the adult supplement market. European consumers increasingly prefer gummies for their taste, convenience, and perceived gentleness on the digestive system. The challenge for manufacturers is maintaining active ingredient stability and achieving accurate dosing in a confectionery format — both areas where Nuteo's formulation expertise delivers measurable value.
Ashwagandha, Rhodiola rosea, Lion's Mane mushroom, and other adaptogenic ingredients have moved from specialist health food stores into mainstream pharmacy and grocery channels. The clinical evidence base for several adaptogens has strengthened significantly in recent years, supporting their positioning as evidence-based stress and cognitive support supplements. Nuteo's adaptogen and stress management category now includes 30+ formulations.
The gut-brain axis, the role of the microbiome in immune function, and the connection between gut health and mental wellbeing continue to generate significant consumer interest and media coverage. Probiotic and prebiotic supplements remain among the highest-growth categories in Europe. Postbiotics — the metabolic byproducts of probiotic fermentation — are emerging as the next frontier. Nuteo's gut health category includes 40+ formulations spanning probiotics, prebiotics, digestive enzymes, and postbiotics.
European consumers are increasingly scrutinising the environmental credentials and ingredient transparency of the supplements they buy. Clean label — meaning minimal, recognisable ingredients with no unnecessary additives — is now a purchase driver across all age groups. Sustainable packaging, certified organic ingredients, and transparent supply chain communication are becoming differentiators rather than premium features. Nuteo works with brands to develop clean label formulations and offers sustainable packaging options across our full range.