The Europe protein supplements market Size was calculated to be USD 8.01 billion in 2024 and is anticipated to be worth USD 20.95 billion by 2033 from USD 8.91 billion In 2025, growing at a CAGR of 11.28% during the forecast period.
The Europe protein supplements market has emerged as a dynamic and rapidly growing segment within the broader health and wellness industry. Protein supplements, which include products such as protein powders, bars, ready-to-drink shakes, and plant-based alternatives, are widely consumed by fitness enthusiasts, athletes, and health-conscious individuals seeking to meet their daily protein requirements. The market is driven by increasing awareness of the benefits of protein in muscle recovery, weight management, and overall health, coupled with rising participation in sports and fitness activities across the region.
According to a recent report by Euromonitor International, the European protein supplements market was valued at approximately €3.5 billion in 2022, with a compound annual growth rate (CAGR) of 8.2% projected over the next five years. The United Kingdom, Germany, and France are the largest markets, collectively accounting for over 50% of regional sales. The growing trend of veganism and plant-based diets has also fueled demand for plant-based protein supplements, with products derived from peas, soy, and hemp gaining significant traction.
Statista highlights that the sports nutrition segment, which includes protein supplements, is expected to reach €6.8 billion by 2027, driven by increasing consumer interest in personalized nutrition and functional foods. Additionally, the COVID-19 pandemic has accelerated the shift toward health and wellness, with consumers prioritizing immunity-boosting and nutrient-rich products.
The growing emphasis on health and fitness across Europe is a significant driver of the protein supplements market. According to the European Commission’s Eurobarometer survey, nearly 40% of Europeans engage in regular physical activity, with fitness club memberships rising steadily. This trend is particularly pronounced among millennials and Gen Z consumers, who prioritize muscle building, weight management, and overall wellness. The UK’s Department for Digital, Culture, Media & Sport reported that gym memberships increased by 12% between 2019 and 2022, reflecting a surge in fitness participation. As protein is essential for muscle recovery and performance, the demand for protein supplements has grown in tandem, with sales of protein powders and bars increasing by 15% annually, as noted by the European Food Safety Authority.
The shift toward plant-based and alternative diets is another key driver of the protein supplements market in Europe. The European Plant-Based Foods Association highlights that the plant-based food market grew by 49% between 2018 and 2022, with plant-based protein supplements accounting for a significant share. This trend is fueled by increasing veganism, lactose intolerance, and environmental concerns. Germany, for instance, has seen a 200% increase in vegan product launches since 2017, as reported by the German Federal Ministry of Food and Agriculture. Plant-based protein supplements, derived from sources like peas, soy, and hemp, are gaining popularity, with sales projected to grow at a CAGR of 10.5% through 2027, according to the European Vegetarian Union.
One of the primary restraints for the Europe protein supplements market is the stringent regulatory environment governing dietary supplements. The European Food Safety Authority (EFSA) enforces rigorous standards for product safety, labeling, and health claims, which can delay product launches and increase compliance costs. For instance, EFSA’s 2021 report revealed that only 20% of health claims submitted for protein supplements were approved, highlighting the complexity of regulatory requirements. Additionally, the European Commission’s directive on food supplements mandates strict adherence to ingredient purity and dosage limits, creating barriers for smaller manufacturers. These regulations, while ensuring consumer safety, often result in higher operational costs and limited innovation, hindering market growth.
The relatively high cost of protein supplements compared to conventional protein sources acts as a significant restraint, particularly in price-sensitive markets. Eurostat data indicates that disposable income in Southern and Eastern European countries remains lower than the EU average, making premium-priced supplements less accessible. For example, in 2022, the average price of a 1 kg whey protein powder in Western Europe was €25-€30, while in Eastern Europe, it was €15-€20, reflecting regional economic disparities. The European Consumer Organisation also notes that 30% of consumers consider price a major barrier to purchasing protein supplements. This economic sensitivity limits market penetration, especially among budget-conscious consumers, thereby restraining overall market expansion.
The rapid growth of e-commerce presents a significant opportunity for the Europe protein supplements market. According to Eurostat, online retail sales in the EU grew by 20% in 2022, with health and wellness products, including protein supplements, being among the top-performing categories. The convenience of online shopping, coupled with personalized marketing strategies, has enabled brands to reach a wider audience. For instance, the UK’s Office for National Statistics reported that online sales of sports nutrition products increased by 35% in 2021. Direct-to-consumer (DTC) models are also gaining traction, allowing brands to bypass traditional retail channels and offer competitive pricing. This shift is expected to drive market growth, particularly among tech-savvy consumers.
The increasing consumer preference for functional and personalized nutrition offers a lucrative opportunity for the protein supplements market. The European Federation of Associations of Health Product Manufacturers highlights that 60% of European consumers are willing to pay a premium for products tailored to their specific health needs. Advances in technology, such as DNA-based nutrition plans and AI-driven dietary recommendations, are enabling brands to offer customized protein solutions. For example, the German Federal Ministry of Education and Research reports that investments in personalized nutrition technologies have doubled since 2019. This trend aligns with the growing demand for protein supplements that cater to individual fitness goals, dietary restrictions, and health conditions, creating a robust growth avenue for market players.
The Europe protein supplements market faces significant challenges due to intense competition and market saturation. According to the European Commission, the number of registered dietary supplement brands in the EU increased by 25% between 2018 and 2022, leading to an overcrowded marketplace. This saturation makes it difficult for new entrants to gain market share and forces established brands to continuously innovate. For instance, the UK’s Competition and Markets Authority reported that over 500 new protein supplement products were launched in 2021 alone. The high level of competition also drives down profit margins, particularly for smaller players, as larger brands leverage economies of scale to offer competitive pricing, creating a challenging environment for sustained growth.
Consumer skepticism and misinformation about the efficacy and safety of protein supplements pose a major challenge for the market. The European Food Safety Authority (EFSA) conducted a survey in 2022, revealing that 40% of European consumers distrust health claims made by supplement brands. Misleading marketing and lack of transparency have further exacerbated this issue. For example, the French Agency for Food, Environmental and Occupational Health & Safety reported a 30% increase in consumer complaints regarding false protein supplement claims in 2021. This skepticism undermines consumer confidence, making it difficult for brands to build trust and loyalty. Addressing this challenge requires stricter regulatory oversight and greater emphasis on education and transparency.
The UK is the leading market for protein supplements in Europe, driven by a strong fitness culture and high consumer awareness of health and wellness. According to the UK’s Office for National Statistics, gym memberships and fitness app usage have surged by 18% since 2020, fuelling demand for protein products. The country’s robust e-commerce infrastructure also plays a key role, with online sales of protein supplements growing by 35% in 2021. Leading brands like My protein and Bulk have capitalized on this trend, offering innovative and affordable products. The UK’s dominance is further supported by government initiatives promoting healthy lifestyles, making it a hub for protein supplement innovation and consumption.
Germany ranks as the second-largest protein supplements market in Europe, attributed to its growing health-conscious population and rising adoption of plant-based diets. The German Federal Ministry of Food and Agriculture reports that vegan product launches have increased by 200% since 2017, with plant-based protein supplements gaining significant traction. The country’s strong retail network and emphasis on quality and sustainability have also contributed to its leading position. Brands like Food spring and Nu3 have successfully tapped into this demand, offering premium and functional protein products. Germany’s focus on innovation and consumer education has solidified its status as a key player in the European protein supplements market.
France is another top-performing market, driven by increasing sports participation and a growing preference for personalized nutrition. The French National Institute of Statistics and Economic Studies highlights that 45% of the population engages in regular physical activity, creating a strong demand for protein supplements. The country’s focus on premium and organic products has also set it apart, with consumers willing to pay a premium for high-quality offerings. Leading brands like Nutripure and Eric Favre have gained popularity by catering to these preferences. Additionally, France’s stringent regulatory framework ensures product safety and quality, further boosting consumer confidence and market growth.
Frequently Asked Questions
Increasing health awareness, rising fitness trends, plant-based protein demand, and growing vegan and vegetarian populations are major drivers.
With increasing vegan and vegetarian lifestyles, plant-based proteins like pea, soy, and rice protein are gaining popularity due to sustainability and allergen-free properties.
The UK, Germany, France, Italy, and Spain are leading markets due to high fitness culture and sports nutrition awareness.
Athletes, bodybuilders, fitness enthusiasts, older adults, and individuals seeking weight management solutions.
Related Reports
Access the study in MULTIPLE FORMATS
Purchase options starting from $ 2000
Didn’t find what you’re looking for?
TALK TO OUR ANALYST TEAM
Need something within your budget?
NO WORRIES! WE GOT YOU COVERED!
Call us on: +1 888 702 9696 (U.S Toll Free)
Write to us: [email protected]
Reports By Region