Sweden Dietary Supplements Market (2025 - 2030) Size, Share & Trends Analysis Report By Ingredients (Vitamins, Botanicals, Minerals), By Form, By Type, By Application, By End Use, By Distribution Channel, And Segment Forecasts

Sweden Dietary Supplements Market Summary

The Sweden dietary supplements market size was estimated at USD 1.51 billion in 2024 and is projected to reach USD 2.34 billion by 2030, growing at a CAGR of 7.6% from 2025 to 2030. The market growth is primarily driven by growing awareness regarding the role of nutrients in overall well-being, increasing expenditure on nutrition solutions, and easy availability of dietary supplements through online platforms.

Strong healthcare infrastructure and support from the government have grown the healthcare industry in Sweden. The government's focus on implementing health reforms and increasing accessibility to information has resulted in growing awareness regarding health and wellness. This has developed lucrative opportunities for consumer health products, including dietary supplements, in the country.

The entry of various global brands operating in the nutrition solutions industry is likely to facilitate the growth of this market over the forecast period. For instance, in October 2024, Probi, a part of Symrise AG and one of the key companies specializing in developing, producing, and delivering biotic solutions, announced the Nordic launch of Probi Sense, a dietary supplement designed to improve mental well-being.

Significant support offered by various organizations and government authorities to Sweden also contributes to the growth potential of this market. In April 2025, the European Investment Bank announced that it had granted a loan of nearly USD 54.09 million to a Swedish agricultural cooperative, Lantmännen, to co-finance and support the development of a pea protein isolate facility in Lidköping. These aspects are projected to fuel market growth in Sweden.

Consumer Insights

The key consumer trends in Sweden are largely influenced by changing lifestyles and growing awareness regarding the role of diet in health and well-being. In 2025, the total population of Sweden was 10,588,818. The inclination among consumers to purchase plant-based products is one of the key trends in this market. Growing demand for natural and organic products is expected to stimulate new product developments and partnerships among ingredient providers and manufacturers.

Consumer Demographics

In addition, the rising market penetration of e-commerce websites also contributes to changing customer preferences, which strongly influences the Sweden dietary supplement industry.

Ingredient Insights

Based on ingredients, vitamins accounted for the largest revenue share of 31.3% in 2024. This is attributed to factors such as the growing demand for multivitamins by young adults, the increasing consumption of functional drinks infused with ingredients such as vitamins and minerals, and the easy availability of vitamin-based dietary supplements through online portals and e-commerce websites. Growing awareness regarding the role of vitamins in human health and accessibility to advanced technologies to identify vitamin deficiencies are expected to generate greater customer engagement for this segment in the forecast period. Rising strategic investments in functional food and beverage businesses are also contributing to the growth potential of this market. For instance, in August 2024, Cinven, one of the private equity firms, announced its latest investment in Vitamin Well, a Swedish sports and health beverage brand.

The proteins and amino acids segment is projected to experience fastest CAGR from 2025 to 2030. The growth of this segment is mainly influenced by factors such as growing awareness regarding the significance of protein intake, increasing consumption of protein bars, protein shakes, and ready-to-drink protein drinks, product innovations initiated by the major market participants, and the growing availability of protein-based nutritional supplements through e-commerce websites. For instance, in January 2025, Starbucks launched Protein Drink with Coffee range featuring three variations in its Sweden stores including Pressbyrån store and locations across Duved, Vemdalen, Sälen, and Åre.

Form Insights

Based on form, tablets accounted for the largest revenue share of the Sweden dietary supplements market in 2024. Factors such as ease of consumption, convenience offered by tablets, and long shelf life are some of the key growth drivers for this segment. The ability of tablets to provide precise dosages and cost-effective manufacturing also shapes the growing adoption in the market. Tablets also allow the infusion of multiple key ingredients in a single dose. These aspects are expected to present significant growth opportunities for this segment.

The gummies segment is anticipated to experience the fastest CAGR of 9.1% in the forecast period. This is attributed to factors such as the increasing inclination among young adults to consume innovation-based products such as gummies, multiple contract manufacturers in the country, and the growing product availability facilitated by online portals and e-commerce websites. Ease of consumption, attractive packaging, and accessibility also contribute to the growth experienced by this segment.

Type Insights

Based on type, the prescribed segment dominated the Sweden dietary supplements market in 2024. The presence of a sophisticated healthcare system backed by tax-funded initiatives and networks run by government authorities is primarily driving the growth of this segment. The increasing inclusion of dietary supplements in treatments associated with health issues such as bone and joint health, insomnia, cardiovascular diseases, stress, and anxiety also leads to growing adoption. Health professionals increasingly recommend dietary supplements to patients that can support ongoing treatments.

The OTC (over-the-counter) dietary supplements are expected to grow at the fastest CAGR from 2025 to 2030. The growth of this segment is mainly driven by the entry of multiple nutrition solutions providers in the supplements business, the growing availability of diverse product ranges of self-care products, and the ease of accessibility facilitated by e-commerce, online delivery platforms, and company websites. Increasing demand for anti-aging supplements, immunity boosters, multivitamins, protein drinks, and botanicals-based supplements that do not require prescription or recommendations from health professionals is significantly driven by improved customer education, increasing availability of information, and growing awareness regarding the benefits provided by such products.

Application Insights

Based on application, the immunity segment held the largest revenue share Sweden dietary supplements market in 2024. Weakened immunity is one of the common health problems in young adults and working professionals living in urban areas. In addition, the availability of advanced diagnostics technologies and rapid tests has resulted in easy detection of such health issues. This has developed a growing demand for immunity-enhancer dietary supplements. In recent years, multiple brands have launched immunity-specific liquid supplements likely to support segment growth. For instance, Vitamin Well, one of the global brands operating in the vitamin beverages industry, originating from Sweden, offers VITAMIN WELL PROTECT, formulated with ingredients such as vitamin E, selenium, Folic acid, Vitamin D, and others that are designed to protect immunity.

The prenatal health segment is projected to experience the fastest CAGR of 12.4% from 2025 to 2030. Growing awareness regarding the role of vitamins and minerals, proteins, botanicals, and other nutrients in improving health during pregnancy and the increasing availability of products specifically designed for pregnant women contribute to segment growth. In Sweden, the presence of a strong healthcare ecosystem funded by government initiatives has developed significant patient education, leading to rising expenditure on lifestyle health products related to categories such as dietary supplements, personal care, and wellness.

End Use Insights

The adult segment accounted for the revenue share of 62.2% in 2024. Many Swedish young adults, working professionals, sports enthusiasts, outdoor recreation participants, and students are adopting dietary supplements. Shifting nutritional patterns, including healthy alternatives such as vitamin drinks and protein shakes over carbonated beverages, and growing demand for convenient nutritional supplements are developing lucrative growth opportunities.

The infant segment is anticipated to experience the fastest CAGR from 2025 to 2030. The rising focus of parents mainly influences this segment in providing necessary nutrients to their infants through nutritional solutions such as supplements, availability of safe and scientifically backed products specifically designed for infants, and ease of consumption facilitated by various product forms such as liquid, liquid premixes, soft gels, and others.

Distribution Channel Insights

The offline segment held the largest revenue share of the Sweden dietary supplements industry in 2024. The key brands prefer offline distribution to ensure improved brand visibility and enhanced reach in the market through various pharmacies and stores located in key areas of the country. Modern pharmacy businesses in Sweden have expanded their store network to ensure improved market share.

The online distribution segment is projected to experience the fastest CAGR from 2025 to 2030. The ease of accessibility, convenience, and hassle-free experience offered by online shopping and the rising use of digital technology-powered devices such as smartphones are expected to grow this segment during the forecast period. Additional services provided by the online platforms and various e-commerce websites, such as return or replace, quick delivery, and improved customer assistance, also contribute to segment growth.

Key Sweden Dietary Supplements Company Insights

Some key companies operating in the Swedish dietary supplements industry include Vitamin Well AB, Amway Europe, Nestlé Health Science, MittVal, Probi, and others. To address the growing adoption of innovation-based dietary supplements and rising competition in the market, the major players embrace significant strategies such as product developments, collaborations with large pharmacy chains operating with vast store networks, and improvement of digital footprint.

• Vitamin Well AB offers various functional beverages for multiple applications and health issues. This includes its offerings in categories such as WELL, WELL SPORTS, WELL ZERO, and WELL 1.5. The company's products are formulated to be low in calories, non-carbonated, and fruit sugar-based drinks.

• MittVal, a multivitamin supplement brand, offers a wide range of dietary supplements designed for women, older adults, children, men, vegetarian users, and sports enthusiasts. It offers its products through pharmacy stores and online distributors.

Sweden Dietary Supplements Market Report Scope

Sweden Dietary Supplements Market Report Segmentation

This report forecasts revenue growth at the country level and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the Sweden dietary supplements market report based on ingredients, form, type, application, end use, and distribution channel:

• Ingredients Outlook (Revenue, USD Million, 2018 - 2030)

  • Vitamin

    • Multivitamin

    • Vitamin A

    • Vitamin B

    • Vitamin C

    • Vitamin D

    • Vitamin K

    • Vitamin E

  • Botanicals

  • Minerals

    • Calcium

    • Potassium

    • Magnesium

    • Iron

    • Zinc

    • Others (Selenium, Chromium, Copper)

  • Proteins & Amino Acids

    • Collagen

    • Others

  • Fibers & Specialty Carbohydrates

  • Omega Fatty Acids

  • Probiotics

  • Prebiotics & Postbiotics

  • Others

• Form Outlook (Revenue, USD Million, 2018 - 2030)

  • Tablets

  • Capsules

  • Soft Gels

  • Powders

  • Gummies

  • Liquid

  • Others

• Type Outlook (Revenue, USD Million, 2018 - 2030)

  • OTC

  • Prescribed

• Application Outlook (Revenue, USD Million, 2018 - 2030)

  • Bone & Joint Health

  • Gastrointestinal Health

  • Immunity

  • Cardiac Health

  • Diabetes

  • Anti-cancer

  • Lungs Detox/Cleanse

  • Skin/ Hair/ Nails

  • Sexual Health

  • Brain/Mental Health

  • Insomnia

  • Menopause

  • Anti-aging

  • Prenatal Health

  • Others

• End Use Outlook (Revenue, USD Million, 2018 - 2030)

  • Adults

    • Millennials

      • Male

      • Female

        • Pregnant Women

        • Non-pregnant Women

    • Gen X

      • Male

      • Female

        • Pregnant Women

        • Non-pregnant Women

    • Gen Z

      • Male

      • Female

        • Pregnant Women

        • Non-pregnant Women

    • Boomers

      • Male

      • Female

  • Geriatric

  • Children

  • Infants

• Distribution Channel Outlook (Revenue, USD Million, 2018 - 2030)

  • Offline

    • Hypermarkets/Supermarkets

    • Pharmacies

    • Specialty Stores

    • Practitioner

    • Others (Direct to Consumer, MLM)

  • Online

    • Amazon

    • Other Online Retail Stores