VMS Market Germany Report 2022

24 MARCH 2022 | REPORT
VITAMINS & SUPPLEMENTS –
GERMANY – 2022
Personalised solutions have strong potential and sustainability is evolving from
a nice-to-have to a must-have for branding and new product development.
Hanna Mansour, Senior
Analyst - Food & Drink
1
Prepared for kmacnamara@mintel.com
© 2022 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Table of Contents
EXECUTIVE SUMMARY........................................................................................................................ 4
Key issues covered in this Report..................................................................................................... 5
Market context................................................................................................................................... 7
Mintel predicts ................................................................................................................................... 9
Opportunities................................................................................................................................... 10
Graph 1: motivations for using VMS, 2021 .....................................................................................11
The competitive landscape ............................................................................................................. 15
Graph 2: company retail market share of VMS, by value, 2019 vs 2020 ........................................15
MARKET DRIVERS.............................................................................................................................. 17
Graph 3: key economic data, in real terms, 2019-23 ......................................................................19
WHAT CONSUMERS WANT AND WHY .............................................................................................22
Usage of vitamins, minerals and supplements................................................................................23
Graph 4: usage frequency of VMS, by age, 2021 ...........................................................................23
Types of VMS used......................................................................................................................... 24
Graph 5: types of vitamins used, 2020 and 2021............................................................................24
Graph 6: types of minerals and other supplements used, 2020 vs 2021 ........................................26
Motivations for using VMS .............................................................................................................. 27
Graph 7: motivations for using VMS, 2021 .....................................................................................27
Barriers for using VMS .................................................................................................................... 32
Graph 8: barriers for using VMS, 2021 ...........................................................................................33
Graph 9: lack of trust and knowledge as barriers for using VMS, 2021 ..........................................34
Reasons for using VMS .................................................................................................................. 37
Graph 10: reasons for using VMS, 2021.........................................................................................38
Behaviours regarding VMS ............................................................................................................. 41
Graph 11: behaviours regarding VMS, 2022...................................................................................42
LAUNCH ACTIVITY AND INNOVATION..............................................................................................48
https://clients.mintel.com/report/vitamins-supplements-germany-2022
2

Graph 12: launches of VMS, by format, 2017 vs 2021 ...................................................................49
Graph 13: vegan/no animal ingredient claims in VMS launches, 2017-21......................................50
Graph 14: launches of VMS, by top five ethical claims, 2020 vs 2021 ...........................................51
Graph 15: launches of VMS, by selected functional claims, 2017 vs 2021.....................................52
Graph 16: leading claims for VMS launches, by private label vs brands, 2021 ..............................55
MARKET SHARE ................................................................................................................................. 56
Retail market share of VMS, by value, 2019-20..............................................................................57
MARKET SIZE, SEGMENTATION AND FORECAST..........................................................................58
APPENDIX ........................................................................................................................................... 61
Appendix – products covered, abbreviations, consumer research methodology and language
usage .............................................................................................................................................. 62
Appendix – market size and central forecast methodology.............................................................63
3

EXECUTIVE SUMMARY
Quick download resources:
• Executive Summary PDF
• Infographic Overview PDF
4

Key issues covered in this Report
• Usage frequency of vitamins, minerals and supplements, with vitamin D and
magnesium leading
• Motivations for using VMS, with support of the immune system being the principal
motivation
• Barriers to vitamins and supplements, with the preference to get vitamins/minerals
from one's diet being the greatest
• Factors prompting people to start taking VMS, with self-diagnosis of a particular
vitamin/mineral deficiency being the leading factor
• Consumer behaviours related to and attitudes towards VMS
• Trends in launch activity and opportunities for further innovation
Overview
Vitamins and supplements with organic ingredients are seen as better for
people's health than non-organic ones by XX% of VMS users. Despite the
consumer interest, organic claims are underexplored in VMS, featuring on
just XX% of NPD in 2021.
Consumers are already noticing rising prices. If inflation continues to rise,
financially vulnerable consumers will likely trade down or cut back on
volume, as there will be less money for discretionary products like VMS.
The growing competition from mainstream food and drink (XX% of
German VMS non-users prefer to get vitamins/minerals from their diet)
and lack of trust in VMS (XX% of VMS non-users don't trust that they
deliver on claims) are the biggest challenges for the market.
Personalised nutrition has a strong market outlook and is evolving
quickly. Consumers' interest in it is high, which means a great
opportunity for personalised nutrition that also offers opportunities for
premiumisation.
5

The five year outlook for VMS
The below table provides an overview of how we expect the VMS category to perform over the coming five
years. It draws on Mintel Germany's expertise in the market, our market forecast and our understanding of
the key trends that are driving consumer behaviour.
Areas highlighted in red are expected to decline in value, yellow reflects an expectation of flat or weak
growth, and green shows that we believe the market is set for good growth over the period in question.
Source: Mintel
6

Market context
Six in ten Germans use VMS
Base: 1,915 internet users aged 18+
Source: Kantar Profiles/Mintel, August 2021
Older consumers use VMS most often on a daily basis, likely as a
result of more complex health needs as they age, closely followed by
25-34s.
Women are more likely than men to use VMS overall and most
frequently (ie daily).
Vitamin D remains the most used vitamin by Germans. Its use has
even increased in 2021. Vitamins C is the second most used. 18-24s use
it the most (XX%), over-55s the least (XX%). Magnesium remains the
most used mineral in Germany.
7

NUTRIENTS FROM
DIET
XX%
of non-users of VMS
prefer to get their
vitamins and
minerals from their
diet
Consumers need to be persuaded of the
benefits that VMS can offer them
Many consumers don't see a reason why they should use VMS. Almost
half of Germans prefer to get their vitamins and minerals from their
diet and XX% say their health seems fine without them.
COVID-19 also boosted the home cooking frequency and there is a
link between cooking from scratch and healthy eating. The main reason
for cooking from scratch is to make meals healthier and probably the
feeling of taking in more nutrients.
This makes food and drink in general, but especially healthy cooking
(from scratch), a very strong competitor for VMS.
Convincing people that taking supplements can be beneficial even
if they don't have an obvious health problem, and that they help
ensure good health for the future, is a growth opportunity for the VMS
category.
Base: 768 internet users aged 18+ who have never taken vitamins, minerals or dietary supplements or
have taken them but not in the last 12 months
Ageing populations will drive demand for
VMS that support the needs of older adults
Targeting the needs of older German adults represents a great
opportunity. Over-55s are among most regular VMS users to support
health during a specific lifestage, usually due to already existing
deficiencies as well as preventive measures to stay fit and healthy while
ageing – they want to live better for longer. By 2030, over-55s are
projected to account for more than a third of the total population.
To appeal to older consumers, manufacturers can take advantage of
the opportunity to alleviate or prevent certain age-related
deterioration, such as joint pain or memory loss. In addition, helping to
manage the symptoms of menopause may appeal to many older women.
However, younger consumers represent a promising target group
too. Indeed, daily usage of VMS among the 25-34s has increased from
XX% in 2020 to 30% in 2021.
8

Mintel predicts
VMS sales will continue to post healthy
growth
The continued consumer focus on health continues to support VMS
sales. VMS sales have steadily increased in recent years due to
lifestyle changes and a greater emphasis on physical and mental
health, particularly the increasing importance of immunity and relaxation/
stress relief.
Retail value sales are expected to slow down in 2022 compared to
2020 and 2021 as consumers' immediate health fears due to
COVID-19 abate. However, personal health will remain a continued
concern for consumers, supporting long-term growth of VMS.
The market is expected to continue to perform relatively strongly
over 2021-26. Mintel predicts the category to grow by 19% to reach
€1.9bn by 2026.
Healthy growth expected for VMS over the next five years
Germany: retail value sales of VMS, 2016-26
Source: IQVIA Holdings Inc., Trade Interviews, Mintel
9

Market size & forecast
The VMS market is expected to continue to perform relatively strongly until 2026.
MARKET SIZE 2021
X€bn
COVID-19 has boosted
value sales in 2021
GROWTH IN 2021
+X%
Retail value sales rose in
2021 compared to 2020
LONG-TERM GROWTH
+XX%
is the expected value
growth of the category
over 2021-26 to reach a
projected €1.9 billion
Opportunities
Combine immune health with other benefits consumers desire
Base: 1,147 internet users aged 18+ who have taken vitamins, minerals or dietary supplements in the last
12 months
10

Immune health is a key driver of VMS usage, especially after the outbreak of COVID-19.
However, there is an increasing number of VMS products offering immune support, not only within the VMS
category, making this an increasingly crowded market.
Combining the benefit of immune support with another targeted need therefore warrants attention. For
example, VMS users who are taking VMS for immune support are significantly more likely to also take them
to support their brain/nervous system, cardiovascular and digestive health.
Eg tapping into gut health benefits can help brands in the competitive immune health space stand out
from the crowd.
Further, recent studies have found that persistent tiredness weakens the immune response, providing
scope for VMS brands to promote the importance of energy for immune health.
% of respondents
Germany: motivations for using VMS, 2021
I take vitamins, minerals or dietary supplements to benefit my...
12 months
11

PERSONALISED
OPTIONS
XX%
of German VMS users
are interested in
personalised VMS
specifically for their
needs
Offer VMS tailored to individual needs
A one-size-fits-all approach is no longer enough for health and
wellbeing. This is in line with Mintel Trend Make It Mine, which
discusses how consumers want more than pre-set options, particularly
because the VMS market is already crowded with these choices.
This highlights a great opportunity for personalised nutrition which
also offers opportunities for premiumisation.
Personalised nutrition is a diverse and evolving area for nutrition and
supplements. Guidance can range from online questionnaires to DNA
tests to find the right product.
Brands also have an opportunity to incorporate seasonal health needs
into supplement offerings, eg support of the immune system in the
winter and sun protection during the summer.
12 months
Source: Kantar Profiles/Mintel, July 2020
Incorporate seasonal health needs into supplement offerings
D+ for Care Aloha Prepare
Food Supplements are
described as a summer food
supplement to boost the skin's
melanin, and offer a perfectly
tanned complexion and
sublime golden tan.
Other categories may also
provide inspiration: Prose's
customisable line of haircare
includes over 80 different
factors to create products
tailored to users' needs,
lifestyles and environments.
Environmental factors, such
as the weather, are based on
the user's postal code.
Food Supplements (France)
Prose Hair Oil
12

Make VMS feel more like food
Natural ingredients is the most important factor for Germans when
shopping for food and drink.
While tablets and capsules are common and most used, these are often
considered pharmaceutical in nature and in turn make such formats less
desirable. Making VMS more food-like can help address these concerns.
Athletic Greens, for example, says on their website to be better than
pills or capsules. The powder contains 75 vitamins, minerals and
whole-food sourced nutrients but no artificial additives. Mixed with water,
juice or milk, it becomes kind of a green smoothie.
Win over consumers with sustainability
efforts
The growing ecological awareness among German consumers means
sustainability is evolving from a nice-to-have for a company’s bottom
line, to a must-have for branding and new product development.
XX% of VMS users would choose a product with environmentally friendly
packaging over one without. Offering products in plastic free,
biodegradable/compostable packaging or refill options will appeal to
consumers.
Sustainability will be increasingly important for the VMS market and
VMS launches with environmentally friendly packaging have nearly
tripled from 2020 to 2021, accounting for 26% of VMS launches in 2021.
As this space becomes more crowded, brands need to offer more than
products in sustainable packaging and embrace holistic
sustainability, including sustainable ingredient sourcing and production.
Use sustainable packaging materials or refill
options
UK-based Wild Nutrition produces ethically sourced supplements.
According to the manufacturer, they are committed to 'making the right
choices, for the customer and the planet'.
Their product packaging is said to be designed to reduce waste and
minimise the impact on the planet. It is from local suppliers made with
sustainable materials that are both recyclable and biodegradable.
Wild Nutrition also offers their products in fully biodegradable, home
compostable & certified plastic-free refill pouches.
13

Capitalise on organic's superior health
image
62% of German VMS users think that products with organic ingredients
are better for their health than non-organic ones, which makes VMS
made with organic ingredients stand out as a promising area for
companies to explore, especially since the launch activity in this space
remains limited.
In addition, brands can use ingredients with strong natural
connotations, eg herbal or Ayurvedic ingredients to underline the
natural image.
For example, Sunday Natural's VMS products are said to be ultra-pure
and naturally sourced. The nutrients/active ingredients are from natural,
plant-based sources and, where possible, organically certified, without
chemical additives, grown through sustainable, sold in environmentally
friendly packaging materials.
Overcome lack of trust through
collaboration with medical professionals or
testimonials
Lack of trust that products deliver on claims is among the top three
usage barriers for VMS. To some extent, this likely stems from lack of
knowledge about supplements.
Therefore, consumer education needs to be a focus for VMS brands
the purpose and benefits of VMS need to be explained in tangible
ways. Especially in times of financial pressure, convincing consumers of
VMS's efficacy and value-for-money is crucial.
Collaborating with medical professionals (eg nutritionists) can help
VMS brands to build trust and provide them with a unique selling
point. XX% of consumers are prompted to start using VMS after getting
advice from a medical professional.
Wild Nutrition, for example, offers online video appointments with
nutritionists for its customers. Athletic Greens uses testimonials from
professional athletes, performance psychologists and medical
doctors.
14

The competitive landscape
P&G retains the top position in the VMS market...
...closely followed by Verla-Pharm and Wörwag Pharma. P&G could slightly strengthen its lead over
2019-20, as did private label.
% share of sales
Germany: company retail market share of VMS, by value, 2019 vs 2020
The Procter & Gamble Company Verla-Pharm Arzneimittel GmbH & Co. KG
Wörwag Pharma GmbH & Co.KG Protina Pharmazeutische GmbH
Hermes Arzneimittel GmbH Stada Arzneimittel AG Novartis International AG
Orthomol pharmazeutische Vertriebs GmbH UCB Pharma GmbH
Pro medico HandelsGmbH Dr. Loges + Co. GmbH Private Label Others
2019 market shares have been revised based on the latest information gathered
Source: Mintel estimates on PLMA/The Nielsen Company, Company Information, Trade Interviews
15

Quick download resources
Executive_Summary_Vitamins_&_Su
pplements_2022.pdf
DOWNLOAD

Infographic_Overview_Vitamins_&_S
upplements_2022.pdf
DOWNLOAD

16

MARKET DRIVERS
17

German economy hit hard by COVID-19
disruptions
During the COVID-19 pandemic, the German economy, along with the
global economy, entered a recession. Successful implementation of
extensive measures by the federal government helped support the
economy and stabilise incomes softening the economic impact.
Nevertheless, in December 2021, XX% of German consumers
experienced an income squeeze, indicating they are a little bit or much
worse off financially since the start of COVID-19.
Current supply chain shortages and elevated energy prices are
continuing to drive up inflation while slowing economic recovery in 2022
and putting further pressure on incomes. Despite these ongoing
disruptions, the German economy returned to growth in 2021 with
significant recovery predicted in 2022.
While consumer-facing sectors benefit from advances in vaccination
delivery, the extent of the recovery will depend on inflation levels and the
resolution of supply chain issues.
Source: Federal Ministry for Economic Affairs and Climate Action
18

Germany: key economic data, in real terms, 2019-23
GDP Private household spending Exports
Strong post-COVID-19 bounceback followed by a period of
slower growth
German GDP fell by XX% in 2020, recovering by XX% in 2021, one percentage point more than previous
estimates. The Ministry's latest scenario from 26 January 2022 suggests that GDP is projected to recover
by XX% in 2022.
Unemployment rose significantly by XX% to 1.66 million in 2020 due to COVID-19, dropping by XX% to 1.5
million in 2021, while the unemployment rate decreased from XX% to XX%. The scenario expects
unemployment levels to see a further slight recovery in 2022.
Consumer expenditure plateaued at 0% in 2021 and is now projected to significantly increase by XX% in
2022.
Aside from COVID-19, inflation and supply chains disruptions emerged in 2021, and will remain a key
challenge in 2022. Consumer prices increased by XX% in January 2022, with further increases expected.
Source: Federal Ministry of Economic Affairs and Energy
19

MORE FRUGAL
SPENDING
XX%
of German consumers
have been cutting back
on non-essential
spending since the
COVID-19 outbreak,
as of January 2022
Rising inflation squeezes household incomes
The COVID-19 pandemic created a perfect storm for inflation, which has
been pushed up by high energy prices, strong consumer demand and
supply chain disruptions. The conflict in Ukraine will exacerbate many of
the economic issues brought on by COVID-19.
Consumers are already noticing rising prices, with food inflation the
most widely noticed; XX% of Germans say they have been affected by
increases in food and drink prices over the two months to 13 January
2022.
Unlike food, VMS are largely a discretionary expense and with inflation
likely to rise even further in the coming months, financially vulnerable
consumers might cut back on their VMS purchases. That said,
consumers' strong focus on their health, with immune health currently
of particular concern, VMS should to some extent be protected from
the ongoing inflationary pressure.
Source: Kantar Profiles/Mintel
COVID-19 has put the spotlight on health
Health in general was already a dominant consumer lifestyle trend
in Germany, but the COVID-19 outbreak has thrust the importance of
good health into the spotlight for a wider audience. Dietary
supplements benefit from increased consumer interest in overall health
and especially in mental wellbeing and immune support, especially after
the outbreak of COVID-19.
This is a great opportunity for VMS to establish itself in the lives of
consumers and help them cope with the challenges that COVID-19 has
brought.
20

Ageing population is good news for
supplements
By 2030, over-55s are projected to account for more than a third of the
total population. Germany's ageing population will drive the growth
of VMS, given that older adults are among the most regular users of
VMS.
To appeal to older consumers, manufacturers should take advantage of
the opportunity to alleviate or prevent certain age-related deterioration,
such as joint pain or memory loss. In addition, helping to manage the
symptoms of menopause may appeal to many older women.
VMS products can also look into marketing energy, hydration and
recovery products to older consumers, as many consider staying active
an important part of a healthy lifestyle.
However, younger consumers represent a promising target group
too. Indeed, daily usage of VMS among the 25-34s has increased from
XX% in 2020 to XX% in 2021.
HEALTHY MEALS
FROM SCRATCH
XX%
of Germans who do
most of the cooking
prepare lunch/dinner
from scratch to make
meals healthier
Food and drink is a big competitor of
dietary supplements
49% of non-users of VMS prefer to get their vitamins and minerals
from their diet and XX% say their health seems fine without them.
Also functional food/drink blur with VMS.
In addition, the home cooking frequency has been boosted by
COVID-19 and the main reason for cooking from scratch is to make
meals healthier. Therefore, there is a link between cooking from scratch
and healthy eating and probably the feeling of taking in more nutrients.
This makes food and drink in general, but especially healthy cooking
(from scratch), a very strong competitor for VMS.
Base: 1,582 internet users aged 16+ who do most of/share the cooking/preparing of meals in their
household and cook/prepare lunch/dinner in their household mostly completely from scratch/partly from
scratch
21

WHAT CONSUMERS WANT AND WHY
22

Usage of vitamins, minerals and supplements
Germany: usage frequency of VMS, by age, 2021
Daily Occasionally I have taken them but not in the last 12 months
I have never taken them
Over-55s most likely to use VMS on a daily basis
XX% of Germans have taken VMS at some point in their lives, XX% have never taken VMS, representing
no significant change to 2020.
Older consumers use VMS most often on a daily basis, likely as a result of more complex health needs
as they age, closely followed by 25-34s.
Women are more likely than men to use VMS overall and most frequently (ie daily).
Building engagement among current users is important in order to drive usage frequency, given that
32% of adults take VMS only occasionally, eg with subscription services.
23

Types of VMS used
Vitamin D, C and multivitamins remain the most used vitamins
Vitamin D remains the most used vitamin by Germans. Its use has even increased in 2021. In general,
the supplementation of vitamin D is recommended, especially during the winter months. Studies on the link
between a Vitamin D deficiency and COVID-19 might have boosted the use.
Vitamins C is the second most used. 18-24s use it the most (42%); over-55s the least (29%). Vitamin C is
seen as an immune booster and is especially in the focus since the pandemic.
% of respondents
Germany: types of vitamins used, 2020 and 2021
2020^ 2021^^
Base: ^ 954/^^ 1,147 internet users aged 18+ who have taken vitamins, minerals or dietary supplements in
the last 12 months
Source: Kantar Profiles/Mintel, July 2020; Kantar Profiles/Mintel, August 2021
24

Vitamin D positioned as the 'sunshine vitamin'
Some Vitamin D products use their names or packaging to allude to sunlight, positioning themselves as a
comparable alternative to it.
'Liquid sun'
Everydays Liquid Sun Vegan D3 K2 Complex Drops is a vegan
supplement that allows easy ingestion and is free from additives.
'Hello sunshine'
Bears with Benefits Hey Sunshine Sun Vitamin D Dietary Supplement
contributes to the normal function of the immune system as well as in
cell division.
Sun rays
Vitamin D3 + K2 Premium Drops are manufactured exclusively in
Germany and are free from additives.
25

Magnesium is the most used mineral in Germany.
Magnesium plays an essential role in energy supply and transfer in the body. Under stress, the body
needs more energy, which requires that sufficient magnesium is available. However, stress leads to
increased loss of magnesium from the tissues.
On the one hand it is popular among athletes, on the other hand it can help activate the parasympathetic
nervous system, helping the body rest and relax.
Higher stress/anxiety levels caused by the pandemic might have prompted more people to reach for
magnesium.
% of respondents
Germany: types of minerals and other supplements used, 2020 vs 2021
2020^ 2021^^
Magnesium remains the most used mineral
Base: ^ 954/^^ 1,147 internet users aged 18+ who have taken vitamins, minerals or dietary supplements in
the last 12 months
Source: Kantar Profiles/Mintel, July 2020; Kantar Profiles/Mintel, August 2021
26

Motivations for using VMS
Support of the immune system is the top motivation for using
VMS
Immune health is a key driver of VMS use with over half of Germans saying that their motivation for
using VMS is to strengthen their immune system.
% of respondents
Germany: motivations for using VMS, 2021
I take vitamins, minerals or dietary supplements to benefit my...
56
12 months
27

IMMUNE HEALTH IS
A KEY DRIVER OF
VMS USE
56%
of German VMS users
take it to benefit their
immune system
Organic formulations and multi-benefit
products can help stand out in the
competitive immunity market
Immune health is a key driver of VMS use, which reflects the
importance of strengthening the immune system as a leading health
priority among Germans, especially after the outbreak of COVID-19.
Since an increasing number of brands offer products for immune support,
also beyond the dietary supplements category (eg functional food),
standing out from the crowd will be increasingly important. Organic is an
area worth exploring as XX% of Germans think that products with
organic ingredients are better for their health than non-organic ones.
Combining benefits consumer desire in a variety of ways can help
the experience of using VMS feel more personalised. Combining the
benefit of immune support with another targeted need therefore warrants
attention. For example, those taking VMS for immune support are
significantly more likely to also take them to support their brain/nervous
system, cardiovascular and digestive health.
12 months
Tetesept Active Cultures
Capsules
Capitalise on the link between immune and
gut health
The microbiome and the immune system are closely linked and a
healthy intestinal flora is important for a functioning immune system.
Many Germans are aware of this link; XX% of consumers agree that
consuming foods with gut-friendly ingredients, eg in fermented foods, can
help to support the immune system. In addition, XX% of those who use
VMS to support their digestive system also take VMS for immune health
support. Tapping into gut health benefits can help brands in the
competitive immune health space stand out from the crowd.
For example, Tetesept Proflora Darm claims to support the health of the
intestines thanks to vitamin B2, which supports the intestinal formula. It
also contains vitamin B6 for an intact immune system, and niacin, as well
as inulin, a nutrient for lactic acid bacteria.
28

Germany-based Mybacs promotes
importance of healthy microbiome for
overall health
Germany-based Mybacs offers 'Dailybacs' starter kits, which are said to
be made specifically for women or men and are enriched with exactly the
probiotic bacteria strains their bodies need. In addition, they contain
prebiotics, vitamins and minerals (eg iron) to support the normal immune
system function. In addition to Dailybacs, Mybacs offers different add-
ons, eg 'Level up', which contains eg grape seed extract, cat's claw
extract and vitamin D and is designed to boost energy levels.
Mybacs offers a convenient monthly subscription, which helps to boost
regular and consistent usage.
Source: Mybacs
Immune + Energy Food
Supplement
Immune health coupled with energy support
also warrants attention
Combining the benefit of immune support with energy credentials
can appeal to German consumers, especially to those aged 18-44,
who are significantly more likely than over-45s to use VMS to benefit
their energy levels.
Recent studies have found that persistent tiredness weakens the
immune response. Further, XX% of Germans ideally want their diets to
improve their energy levels, providing scope for VMS brands to
promote the importance of energy for immune health for all age
groups.
Taxofit Immune + Energy is a highly dosed weekly immune treatment
that is said to boost the body's defenses and energy. It contains
selenium, zinc, vitamins B6, D, B12 and C, as well as caffeine, sugar and
sweeteners.
29

Cognitive health: huge potential for nootropics, but consumer
education needed
12 months
XX% of German VMS users do so to benefit their brain/nervous system;
men significantly more often compared to women (24%).
Leading hectic, cognitively demanding lifestyles drives interest in
ingredients that support mental performance. Therefore, described as
substances that improve cognitive function, nootropics warrant more
NPD attention from VMS brands.
Among the most well-known nootropic ingredients are caffeine, L-
theanine as well as botanicals like mushroom or ashwagandha.
Explicit functional claims based on these ingredients aren't EFSA-
authorised, but combining them with micronutrients approved for
cognitive and nervous system health claims (eg B-vitamins, zinc) can
be a way of boosting the functional connotations.
However, nootropics are still fairly niche and more education about their
specific brain-boosting benefits is needed.
30

International inspiration for nootropic ingredients
Nootropic products are still niche, but have potential to expand to support consumers' mental performance
in a cognitively more demanding world.
L-theanine, caffeine + gingko
Shine+ Extra Strength Wild Tropical Flavoured Nootropic Drink is made
from natural nootropics including ginkgo biloba, turmeric, green coffee
bean, L-theanine and green tea (Australia).
Green tea caffeine and l-theanine + B-vitamins
Enlighten Mint Flavored Gum is said to provide energy, clarity and
focus, as well as fuel the body and activate the mind (US).
Rhodiola rosea + ashwaghanda
Neubria Shine Mood Nootropic + Multivitamin Vegan Food Supplement
features a Shine Bright Botanical Complex, described as a potent blend
of turmeric, ashwaghanda root, saffron and Rhodiola rosea extracts
(UK).
31

Barriers for using VMS
Germans prefer to get nutrients from their diet
32

Non-users perceive to have no reason to take supplements, as they believe that their diet provides the
nutrients they need and their health seems to be fine without supplements.
% of respondents
Germany: barriers for using VMS, 2021
33

Germany: lack of trust and knowledge as barriers for using VMS, 2021
Lack of trust and knowledge are also barriers
Lack of trust that products deliver on claims is the third greatest reason for not taking VMS, at XX%.
The lack of trust will, to some extent, stem from a lack of knowledge about supplements.
29% of VMS users were prompted to use VMS by advice from a medical professional. As detailed in
Mintel's Trend Return to the Experts, accessing expert advice as and when consumers need it adds
value to a product or service. It also provides a brand with a unique selling point and can be used to
build trust. UK-based Wild Nutrition, for example, offers online video appointments with nutritionists for
customers.
34

Encourage prevention rather than cure
Many German non-users of VMS have the perceptions that their health
is just fine without vitamins, minerals and other supplements and XX
% prefer to get nutrients from their diet.
Persuading people that taking supplements can be beneficial even if
they don't have an obvious health problem, and that they help ensure
good health for the future is an opportunity for growth in the VMS
category, albeit one that requires a strong, persuasive
communication and a focus on consumer education.
Especially personalised nutritional supplement services can be
positioned to predict, detect and potentially prevent healthcare issues in
later years.
Gain trust through testimonials
Educating consumers is therefore crucial for strengthening trust. It
is important that consumers are convinced that VMS deliver on what
they promise and are worth the money.
Athletic Greens, for example, uses testimonials from professional
athletes, performance psychologists and medical doctors on their
website. In addition, there was even a collaboration with Dr Andrew
Huberman, the host of Huberman Lab, a podcast that focuses on
neuroscience and is currently the second most listened to health and
fitness podcast in the US (12th in Germany).
35

VMS in direct competition with food and drink
Almost half of non-users of VMS prefer to get their vitamins and
minerals from their diet and XX% of Germans would rather get their
nutrients through functional and fortified food and drink than
through supplements. Especially functional food and drink blur with
VMS.
While tablets and capsules are common and most used, these are often
considered pharmaceutical in nature and in turn make such formats less
desirable. Making VMS more food-like can help address this issue.
For example, Athletic Greens says on their website to be better than
pills or capsules. The powder contains 75 vitamins, minerals and whole
food-sourced nutrients but no artificial additives. Mixed with water, juice
or milk, it becomes kind of a green smoothie.
8Greens produces effervescent tablets said to be made from eight real
greens (spinach, kale and Aloe vera, among others). Dissolved in water,
the tablets make a green juice with zero sugar, made for "people with
busy lives who want healthy lives" as it is a substitute for a green juice
without the mess and without the sugar that 'real juice' contains.
36

Reasons for using VMS
Self-diagnosed vitamin/mineral deficiency is the top reason for
using VMS
12 months
37

Besides self-diagnosis, the advice from a medical professional is another key reason for Germans to
use dietary supplements.
% of respondents
Germany: reasons for using VMS, 2021
12 months
3 IN 10 SELF-
DIAGNOSE
XX%
of VMS users started
taking VMS due to self-
diagnosis of a
particular vitamin/
mineral deficiency
Great opportunity for personalisation of
VMS
Self-diagnosis of a particular vitamin/mineral deficiency is the main
reason for taking VMS in Germany.
There is great scope for personalised VMS products given that XX% of
VMS users are interested in personalised supplements and XX% of non-
users don't know which ones they should take, rising to 24% of
18-34s. A one-size-fits-all approach is no longer enough for health and
wellbeing. This is in line with Mintel Trend Make It Mine, which discusses
how consumers want more than pre-set options, particularly because the
VMS market is already crowded with these choices.
This highlights a great opportunity for personalised nutrition, also in
combination with professional medical advice, since advice from a
medical expert is the second most important reason for starting to use
VMS. It can help give consumers more confidence that they are getting
exactly the nutrients they need.
12 months
38

German VMS brands tap into personalised
nutrition trend
Personalised nutrition is a diverse and evolving area for nutrition
and supplements. Guidance can range from online questionnaires
to DNA tests to find the right product.
Dunatura offers personalised vitamin and mineral solutions based on a
questionnaire.
Loewi determines the individual nutrient needs with a blood test plus a
questionnaire and takes into account personal goals, allergies,
medication and diseases. One spoonful of Loewi, which is available in
powder form, is said to replace dozens of pills and tablets. In addition, a
free consultation is provided after the first blood test.
Cerascreen offers various DNA tests, a 'depression & nutrient deficiency'
or a 'metabolism' test among others, that are based on DNA and/or
urine analysis. In addition, Cerascreen offers coaching and classes
around many topics, eg healthy eating or stress management.
Seasonal supplements are a perfect fit for
the personalisation trend
Personalised VMS services gained traction as an upgraded health
solution. It also offers opportunities for premiumisation.
VMS brands can support consumers' health needs as the seasons
change by using consumers' specific locations to tackle geographically
based needs. Location, for example, can be used to assess the risk of
exposure to UV rays, allergies, air pollution or even viruses at different
times of the year.
To be convenient and cost effective, subscriptions of VMS products
tailored to different seasons could be offered. Brands can bundle
complimentary products to provide cost-effective support for an entire
seasons' health needs.
39

International inspiration: solutions for different seasons
Pukka Organic Andrographis
Capsules are a food
supplement with a powerful
blend for seasonal wellbeing
during the cold winter months.
Andrographis is a great
remedy like the well known
echinacea or purple
coneflower, which deals with
seasonal attacks on wellbeing
at the first signs.
Food Supplements are
described as a summer food
supplement to boost the skin's
melanin, and offer a perfectly
tanned complexion and
sublime golden tan.
Pukka Organic Andrographis
Capsules (UK)
Food Supplements (France)
Prose Hair Oil (US)
Personalised, seasonal solutions are already
found in other categories
Other categories can provide inspiration for VMS when it comes to
incorporating seasonality into personalised supplements.
Prose's customisable line of haircare includes over 80 different factors to
create products tailored to users' needs, lifestyles and environments.
Environmental factors, such as the weather, are based on the user's
postal code.
A recent blog post by Prose discussed the need to adapt haircare based
on the seasons due to environmental changes. For example, hair
requires extra-hydrating ingredients during the winter to protect it from
the dry, cold air, while in the summer, hair requires UV protection and
defense against sun damage.
40

Nesfinity – a health app to meet
individualised life needs
Nestlé China and Xiaomi have jointly released Nesfinity, an intelligent
health platform that offers personalised solutions to consumers.
Through Nesfinity, consumers can simulate real-life scenes, manage
real-time health data of themselves and their family members and gain
nutritional information through online games.
The platform uses Xiaomi's wearable devices to combine each person's
health needs to form a nutrition report based on big data and scientific
algorithms, providing users with customised dietary
recommendations.
Behaviours regarding VMS
Responsible packaging prompts consumers to switch brands/
products
Base: 1,130 internet users aged 18+ who buy the vitamins, minerals and dietary supplements they use
41

Spotlight on packaging waste, especially on plastic, has put packaging on the agendas of the
government and also consumers.
% of respondents
Germany: behaviours regarding VMS, 2022
SPELL OUT GREEN
PACKAGING
CREDENTIALS
XX%
of VMS users would
choose a product with
environmentally
friendly packaging over
one without
Sustainability will be increasingly important
for the VMS market
As Mintel Trend Driver Surroundings asserts, sustainability, and
especially environmentally friendly packaging, will remain a key
driver in food and drink packaging, with Germans putting more
pressure on brands as they become more environmentally aware. This
means sustainability has to be a key component in marketing
strategies.
VMS launches with environmentally friendly packaging have nearly
tripled from 2020 to 2021, accounting for XX% of VMS launches in 2021,
indicating how this space is becoming increasingly crowded.
Responsible packaging through packaging reduction and increased
environmental friendliness of the packaging will help brands to appeal
to consumers. But as more brands offer their products in sustainable
packaging, manufacturers need to take further steps and embrace
holistic sustainability with eg sustainable ingredient sourcing and
production.
Source: Kantar/Profiles/Mintel, August 2021
42

Appeal to eco-friendly demands with
sustainable materials or refill options
UK-based Wild Nutrition produces ethically sourced supplements.
According to the manufacturer, they are committed to 'making the right
choices, for the customers and the planet'.
Their product packaging is said to be designed to reduce waste and
minimise the impact on the planet. It is from local suppliers made with
sustainable materials that are both recyclable and biodegradable.
Wild Nutrition also offers their products in fully biodegradable, home
compostable & certified plastic-free refill pouches.
43

VMS products with sustainable packaging are on the rise
Sustainable packaging is among the key environmental issues consumers see as important, and
players in the VMS market are responding with innovative packaging solutions.
Packaging made from waste paper
Naduria Superfood Chia Seeds retails in a pack made from waste
paper featuring the Green can logos.
Plant-based, plastic-free packaging
B//Nu Black Zinc Capsules retails in a 100% plant-based and plastic-
free pack.
rePET packaging
Bears with Benefits Ah-mazing Hair Vitamins with Biotin Dietary
Supplement retails in a pack made of 100% recycled PET.
44

Online presence is important for VMS brands
Helping consumers find the information they need to feel confident in
their purchases is crucial for sales of VMS.
A good online presence of VMS is important for brands, given that
almost seven in 10 German VMS users research them online before
buying. XX% were prompted to start taking VMS after seeing it on health
and wellness websites and XX% buy them online.
Most consumers are generally comfortable with online purchasing, and
the VMS market is emerging as a strong segment in this space.
Personalisation and an enjoyable, well-informed shopping
experience are a winning combination for online VMS sales.
Collaboration with nutritional or medical experts can enhance the
experience. Wild Nutrition, for example, offers online video appointments
with nutritionists for customers.
45

Sunday Natural offers "ultra-pure", naturally
sourced nutritional products
Sunday Natural's VMS products are said to be ultra-pure and naturally
sourced. The nutrients and active ingredients are from natural, plant-
based sources, where possible, organically certified, without chemical
additives and sourced from pesticide-free cultivation.
All ingredients are said to be grown through sustainable practices and
bought directly from local suppliers. Environmentally friendly packaging
materials, including glass and biodegradable starch, is used.
Sunday Natural thus combines the mix many consumers want:
naturalness and sustainability.
Appeal with organic ingredients
VMS made with organic ingredients stand out as a promising area
for companies to explore. Organic ingredients in VMS are perceived as
healthier by more than half of German VMS users. However, organic
claims are underexplored in VMS in Germany, featuring on only XX
%of VMS launches in 2021.
In addition to organic, ingredients that have strong natural
connotations (eg herbs) can encourage trial . Brands can offer VMS
that include herbal or Ayurvedic ingredients to underline the natural
image and offer products in sustainable packaging.
46

Organic cosmetics brand Weleda enters the organic dietary
supplements market
Weleda My Immune Formula
Organic Food Supplement
Weleda My Source of Vitality
Organic Food Supplement
Weleda, a well-known and
popular organic cosmetics
brand in Germany, has
launched Naturweisheit, a
range of nutritional
supplements that will benefit
from the natural image of the
cosmetic products.
47

LAUNCH ACTIVITY AND INNOVATION
48

Capsules and tablets were the most common format types launched in 2021. However, there is scope
to look beyond the traditional tablet/capsule format.
35% of VMS buyers think that products in tablet form are more effective than other formats but 65% don't.
This suggests openness to new formats.
Convenient VMS formats, beyond the traditional tablet/capsule format, that can be easily carried around
and consumed will help to improve uptake among consumers.
Formats that are food/drink-like warrant particular attention, having the potential to attract new users to the
VMS market. 49% of non-users prefer to get their vitamins/minerals from their diet.
Germany: launches of VMS, by format, 2017 vs 2021
2017 2021
Capsules remain the top VMS format type
Source: Mintel GNPD
ORGANIC CLAIMS
ARE RARE
XX%
of VMS launches
featured an organic
claim in 2021
Explore 'clean label' proposition
Vitamins and supplements with organic ingredients are seen as better for
people's health than non-organic ones by XX% of users/buyers. Despite
the consumer interest, organic claims are underexplored in VMS.
Eco-friendly claims will also prop up 'clean' propositions, with consumers
positively associating environmental friendliness to overall personal
health benefits.
It is also important that brands are transparent in ingredient sourcing
and the production process – this increases trust and reliability,
helping to encourage adoption of VMS.
Source: Mintel GNPD
49

Germany: vegan/no animal ingredient claims in VMS launches, 2017-21
Vegan/no animal ingredients
Vegan VMS on the rise
Interest in plant-based diets has been growing in recent years, for both ethical and health reasons, and
has gained a boost from the COVID-19 outbreak. XX% of Germans say COVID-19 has made a vegan
diet more appealing. Further boosting demand for plant-based foods, XX% of 16-34s were planning to eat
no or fewer foods that come from animals (eg meat, dairy).
On the one hand, this will attract even further activity in VMS that are vegan/free-from animal
ingredients – an area that has grown exponentially since 2017.
On the other hand, the growing interest in plant-based diets highlights opportunities for VMS that are
tailored to the specific dietary needs of vegans and those (mostly) following a plant-based diet .
Source: Mintel GNPD
50

Germany: launches of VMS, by top five ethical claims, 2020 vs 2021
2020 2021
Ethical claims also grow strongly
Environmentally friendly packaging and sustainable claims in new VMS launches have increased strongly in
2021, reflecting the growing importance of these issues across the wider food & drink market.
Sustainability needs to be a key component in marketing strategies of VMS brands, not least as
sustainable attributes have the potential to sway consumers. Indeed, XX% of VMS users say that they
would choose a product with environmentally friendly packaging over one without.
Source: Mintel GNPD
51

Immune health is the most widespread functional claim in VMS
Immune support benefits remain at the forefront amid the COVID-19 crisis, driving NPD with vitamins C
and D, zinc and even probiotics. Also launches with energy claims and claims regarding beauty have
increased quite strongly in 2021 compared to 2017.
Germany: launches of VMS, by selected functional claims, 2017 vs 2021
2017 2021
Source: Mintel GNPD
Seasoning brand Brecht taps into VMS market
Gewürzmühle Brecht Protect
Yourself Strong Spice
Preparation
Brecht Brecht Protect Yourself
Complex Capsules
Gewürzmühle Brecht, a
German seasoning
manufacturer, has launched
organic superfood dietary
supplement for a variety of
needs, eg to contribute to the
regular functioning of the
immune system.
Herbs/spices have long been
used as natural home
remedies and Brecht's new
VMS products will likely
benefit from these
associations.
The 'Protect Yourself
Complex' capsules are
organic and said to contain
pure plant-based ingredients,
which all contributes to a
'clean' image.
52

ONLY
X%
of VMS launches in
Germany in 2021
featured a stress &
sleep claim
Emotional wellbeing and stress reduction
are growing priorities for consumers, but
still niche in NPD
The pandemic has accelerated the importance of mental and emotional
health and has made many Germans look for ways to support their
mental health/reduce stress. Mintel's Trend Driver Wellbeing highlights
the importance of psychological wellbeing and how consumers are driven
to invest in products and services that help them to remain calm and
avoid stress.
Consumers are well aware of the connection between food and
mood, with XX% saying that what they eat has a direct impact on their
emotional wellbeing. As a result, products that help people relax and
unwind will appeal. However, innovation in this space remains very
limited.
Source: Mintel GNPD
53

VMS to help people balance their mood and emotions are niche
but have huge potential
VMS with anti-anxiety, relaxation or even meditative functional benefits can appeal to consumers who are
looking for ways to improve their mental wellbeing.
Somach and mind
Sanotact Stomach & Mind Relax Tablets is said to support the stomach
mucous membranes, nerves and calm, and features a formula with
100% natural fennel, caraway and lavender extracts, as well as
calcium, biotin and vitamins B6 and B12.
Inner calm
Schaebens Inner Calm Instant Spray features a calming formula with
botanical extracts, B vitamins and valuable hemp seed oil that is
claimed to promote natural relaxation, even while on the go.
Relax shot
Myvitamins Wellness Peach Flavoured Relax Shot contains 1,000mg of
lemon balm and 50mg of chamomile extracts, l-theanine, vitamin E and
minerals and is said to help protect cells from oxidative stress.
54

Private label is still missing out on important trends
XX% of VMS buyers don't think that branded versions are more effective than own-label ones. XX% of
non-users think VMS are too expensive and XX% say they wait for products to be on promotion. All this
is good news for private label.
However, XX% of VMS launches in 2021 came from brands. Branded VMS also takes the lead for
launches of products with vegan/no animal ingredient claims, with more opportunities for private label to
step up their NPD in this space.
Germany: leading claims for VMS launches, by private label vs brands, 2021
Private label Branded
Source: Mintel GNPD
55

MARKET SHARE
56

Retail market share of VMS, by value, 2019-20
Procter & Gamble remains the leader in the VMS market
Germany: company retail market share of VMS, by value, 2019-20
Company 2019 2020 % point change
The Procter & Gamble Company X.X X.X X.X
Verla-Pharm Arzneimittel GmbH & Co. KG X.X X.X
Wörwag Pharma GmbH & Co.KG X.X X.X
X.X
Protina Pharmazeutische GmbH X.X X.X X.X
Hermes Arzneimittel GmbH X.X X.X X.X
Stada Arzneimittel AG X.X X.X X.X
Novartis International AG X.X X.X
Orthomol pharmazeutische Vertriebs GmbH X.X X.X
X.X
X.X
UCB Pharma GmbH X.X X.X
Pro medico HandelsGmbH X.X X.X
Dr. Loges + Co. GmbH X.X X.X
X.X
--
Own Label X.X X.X X.X
Others X.X X.X X.X
Market shares are based on minerals and vitamins segments (excl Others), which cover approximately
94% of the value sales in 2020. 2019 market shares have been revised based on the latest information
gathered.
Source: Mintel estimates on PLMA/The Nielsen Company, Company Information, Trade Interviews
57

MARKET SIZE, SEGMENTATION AND
FORECAST
58

Single/dual vitamins take the lead
Vitamins lead VMS sales, ahead of minerals.
Within the vitamins segment, single/dual options
remain the leader, in line with consumers looking
for personalised options.
Germany: value sales in m EUR, 2019-20
2019 2020
Total XXX.X XXX.X
Vitamins XXX XXX
Minerals XXX XXX
Multi-vitamins XXX XXX
Single/dual vitamins XXX XXX
Other XXX XXX
Historical market segment sizes have been updated based on a reassessment of sales through channels
only partially covered by primary data; 'Others' account for dietary supplements
VMS sales expected to continue to rise
VMS sales have been continuously increasing in recent years, due to
lifestyle changes and a greater emphasis on physical and mental health.
Because of the growing focus put on immunity and relaxation/stress
relief, sales have surged in response to COVID-19 in 2020 and 2021.
As the pandemic has made health and wellbeing a top priority for many
consumers, lingering concerns about protecting themselves will drive
VMS sales over the next five years. As such, the market is expected to
continue to perform relatively strongly over 2021-26. Mintel predicts the
category to grow by 19% to reach €1.9bn by 2026.
59

Healthy growth expected for VMS over the next five years
Germany: retail value sales of VMS, 2016-26
60

APPENDIX
61

Appendix – products covered, abbreviations,
consumer research methodology and language
usage
Products covered in this Report
This report examines the German retail market for vitamins, minerals and other supplements.
The market size includes products sold through the retail channel, including:
• single/dual vitamins, multivitamins and minerals
• combinations with supplements in which vitamins and/or minerals form a main selling point.
The market size excludes supplements in which vitamins are naturally intrinsic to one of the ingredients
and products that require prescriptions.
Abbreviations
DNA Deoxyribonucleic Acid
GNPD Global New Products Database
VMS Vitamins, minerals and other dietary supplements
Consumer research methodology
Mintel commissioned consumer research* for this Report to assess the usage of VMS and related
behaviours and attitudes. Research was carried out by Kantar Profiles among 1,915 internet users aged
18+ in August 2021. Detailed demographics are given in the Databook.
* for further details see research methodology
A note on language
Nationality: please note that when referring to 'Germans' or 'German consumers' in the Report, all
consumers in Germany are meant, not only German nationals.
62

Appendix – market size and central forecast
methodology
Forecast methodology
Mintel has produced this forecast based on a 'regression model with ARIMA errors' using the software R.
The model, based on historical market size data taken from Mintel's own market size database and
supplemented by macro- and socioeconomic data sourced from credible organisations (eg the Economist
Intelligence Unit), produces a central forecast using the relationships between actual market size and a
selection of key economic and demographic determinants (independent exogenous variables) as well as
lagged values (independent endogenous variables).
The forecast and analysis provided reflects an estimated range of the market's prospects in the light of the
upheaval caused by the COVID-19 crisis. This forecast is driven by our understanding of consumer
behaviour in this market, alongside an evaluation of how exposed this sector is to the crisis, and how
quickly demand will return to previous levels once a degree of normality returns to the market.
For the VMS market, average wages (monthly, €) was used to produce the central forecast for the market
value sales.
63

Market size – value
Germany: value retail sales of VMS, 2016-26
Mintel Central Forecast Index %
€m annual change
2020 XXX.X XXX X.X
2021 (for) XXX.X XXX X.X
64

Market forecast and prediction intervals – value
Germany: market forecast and prediction intervals for retail value sales of VMS, 2021-26
Lower
bound of
95%
prediction
interval
%
Mintel
Central
Forecast
%
Upper
bound of
95%
prediction
interval
%
€m
annual
change
€m
annual
change
€m
annual
change
2016 XXX.X na XXX.X na XXX.X na
2017 XXX.X X.X XXX.X X.X XXX.X X.X
2021
(for)
XXX.X X.X XXX.X X.X XXX.X X.X
2022
(for)
2023
(for)
2024
(for)
2025
(for)
2026
(for)
65

Meet the expert
Hanna Mansour
Senior Analyst - Food & Drink
Hanna joined Mintel in October 2019 as a Research Analyst specializing
in Food and Drink. She previously worked as a Nutrition Dialog Specialist
at Nestlé resolving consumer inquiries regarding nutritional science and
food technology. Hanna holds a masters degree in Food and Nutritional
Science from the Christian Albrechts University zu Kiel.
Read more by this expert | Get in touch
66

Disclaimer
This is marketing intelligence published by Mintel.
The consumer research exclusively commissioned
by Mintel was conducted by a Chinese licensed
market survey agent (see Research Methodology
China for more information).
Terms and Conditions of use
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If you have any questions regarding usage of this
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