Dietary supplements in Austria is achieving robust momentum in 2026, surpassing both single vitamin formats and the overall wellness landscape of western Europe, with year-on-year value sales growth of 4%. The environment is being shaped by affluent, health-conscious consumers who are increasingly proactive, prioritising preventative routines and seeking advanced, multifunctional products that address a spectrum of health needs in a single, convenient format. The attractiveness of dietary supplements is reinforced by rising consumer expenditure, an ageing population, and a retail landscape that is rapidly shifting towards beauty and personal care specialists and digital platforms, where curated assortments and competitive pricing erode the dominance of traditional pharmacies. Competitive intensity is heightened by the entry of specialised, premium-focused players and the proliferation of innovative product formats—ranging from gummies to targeted blends—that integrate seamlessly into daily life. For brands to thrive, it is essential to deliver evidence-backed, efficient solutions, leverage omnichannel retail strategies, invest in personalisation and digital engagement, and clearly communicate the distinct benefits of dietary supplements compared to functional foods and beverages, as well as to address increasing expectations for sustainability and transparency.
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Overview:
Understand the latest market trends and future growth opportunities for the Dietary supplements industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Dietary supplements industry in Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Dietary supplements in Austria report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Dietary supplements in Austria?
- Which are the leading brands in Dietary supplements in Austria?
- How are products distributed in Dietary supplements in Austria?
- How has the regulatory and operating environment for Dietary supplements changed in Austria?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Dietary supplements
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Key Data Insights
Key Industry Trends
dm and Amazon reshape supplement sales with convenience and value
Combination blends capture health-conscious adults seeking efficiency
Dr. Loges attracts wellness-driven adults with multifunctional innovation
Chart 1 Value Sales 2021-2031
Chart 2 Value Sales by Category 2026
Personalised blends and new formats expected to shift consumer habits
Brands set to innovate with science-backed, convenient wellness routines
Fortified foods and functional beverages projected to challenge supplement loyalty
Chart 1 Forecast Value Sales 2021-2031
Chart 2 Forecast Value Sales by Category 2026-2031
Perrigo and Apomedica defend lead as premium and niche brands accelerate
Chart 1 Company Shares 2026
Chart 2 Brand Shares 2026
dm and BIPA attract wellness shoppers with curated supplement assortments
Amazon and Shop Apotheke drive digital discovery as channels compete on convenience
Ingredient synergy and proof of benefit shape new product development
Triple-action formulas and natural actives define 2026 launches
Private label and specialist brands raise the bar for differentiation
Chart 1 Real GDP Growth 2021-2031
Chart 2 Inflation 2021-2031
Chart 1 Population 2021-2031
Chart 2 Population by Generation 2026
Chart 3 Consumer Expenditure 2021-2031
Country Reports Disclaimer
The following categories and subcategories are included:
Dietary supplements
- Combination Dietary Supplements
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- Aloe
- Cranberry
- Echinacea
- Evening Primrose Oil
- Garlic
- Ginkgo Biloba
- Ginseng
- St John's Wort
- Other Herbal/Traditional Dietary Supplements
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- Co-Enzyme Q10
- Eye Health Supplements
- Fish Oils/Omega Fatty Acids
- Glucosamine
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- Calcium Supplements
- Mineral Supplements
- Probiotic Supplements
- Protein Supplements
- Other Non-Herbal/Traditional Dietary Supplements
Dietary supplements
It is the aggregation of all dietary supplements: Minerals, fish oils/omega fatty acids, garlic, ginseng, ginkgo biloba, evening primrose oil, Echinacea, St John's Wort, protein supplements, probiotic supplements, eye health supplements, co-enzyme Q10, glucosamine, combination herbal/traditional supplements, non-herbal/traditional supplements, and all other dietary supplements specific to country coverage.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Dietary supplements research and analysis database.
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