Dietary Supplements in the Wake of New Trends

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Dietary Supplements in the Wake of New Trends

The value of the dietary supplement market in Poland in 2022, including popular sports nutrition brands sold outside of pharmacies and online, was approximately 6.9 billion PLN (excluding dietetic foods), representing an increase of nearly 12% year-over-year (pharmacy and non-pharmacy markets combined), according to the latest PMR report “The Dietary Supplements Market in Poland 2023: Market Analysis and Growth Forecasts for 2023–2028.”

The dietary supplement market is growing and will continue to grow in the coming years

Recent years in the dietary supplements market can be described as relatively good. In 2022, according to PMR estimates, the market value reached 6.9 billion PLN, growing by 12% year-over-year in nominal terms. In real terms, the market value grew significantly less—by 3% year-over-year (growth adjusted for inflation). It is therefore clear that growth in the dietary supplement market in 2022 was driven by rising prices—though inflation in the dietary supplement category was lower than the overall CPI.

According to PMR Forecasts, growth in the dietary supplement market will continue over the next five years. This is directly linked to the rise in the number of seasonal infections—which are, among other things, a consequence of the pandemic and lockdowns—as well as greater attention to health.

The number of people buying dietary supplements is growing

According to a PMR survey, the number of people who report having purchased dietary supplements at least once in a given year is increasing year over year. More than three-quarters of adult Poles report purchasing at least one dietary supplement in 2022. This represents a nearly 3.5-fold increase compared to 2019. Factors positively influencing the sale of dietary supplements include increased health awareness and a greater focus on health, which is linked, among other things, to vitamin and mineral supplementation and leading an active lifestyle.

Dietary supplements? Poles are buying them online more and more often

Poles are increasingly willing to purchase dietary supplements online, a trend driven by the wide availability of these products through this channel. Some consumers turned to online shopping due to the coronavirus pandemic, while others were already making purchases online before that. It is worth noting that the market for online stores selling dietary supplements is quite fragmented. These products are available online through online drugstores and perfume shops, online stores selling sports nutrition products and sports gear, online pharmacies, manufacturers’ online stores, and herbal and medical online stores, as well as online stores selling organic products, health foods, and other online retailers, including online grocery stores.

Does the market have anything else to offer?

Nowadays, as awareness of healthy lifestyles continues to grow, many people are looking for new ways to improve their well-being. Two particularly prominent trends in the dietary supplement market are the rising popularity of so-called “superfoods” and CBD-based products.

Superfoods—foods rich in vitamins, minerals, antioxidants, and other health-promoting nutrients—support the immune system, the heart, and the digestive system.

CBD-based products, containing cannabidiol derived from hemp, are finding increasingly widespread use as an ingredient in dietary supplements, food fortifiers, everyday food products—including beverages—cosmetics, and medicinal products. CBD is known for its analgesic, anti-inflammatory, and calming properties.

Both product categories—superfoods and CBD-based dietary supplements—are gaining popularity in Poland and around the world. A PMR survey conducted in July 2023 shows that in 2023, 3% of people purchased superfoods, while 7% purchased CBD oil-based products. A similar percentage also plans to purchase these products in the coming year, 2024 (4% for superfoods and 6% for hemp-based products). The same PMR survey indicates that consumers’ motivations for purchasing these types of products stem mainly from the belief in their beneficial effects (44% of respondents hold this view regarding superfoods). In the case of CBD, the positive effects relate to alleviating pain and stress symptoms (40%) and improving sleep quality (33%).

Optimism Among Companies in the Dietary Supplement Market

According to research conducted by PMR on the dietary supplement market over the past 17 years, the sector’s current situation is rated very highly compared to previous years. Two-thirds of respondents—managers of companies operating in the market (manufacturers and distributors)—rate it positively (as good or very good).

Methodology

The data presented here is taken from the PMR report: “The Dietary Supplements Market in Poland 2023: Market Analysis and Growth Forecasts for 2023–2028,” for which PMR conducted the following:

Survey of a representative sample of Polish adults who purchase over-the-counter products, n=1,670, July 2023.
A survey consisting of 101 individual structured interviews with management staff at dietary supplement distributors and manufacturers (a recurring survey conducted since 2007), July 2023.
Survey of a nationwide sample of adult Poles, n=1,000 (conducted periodically since 2016), January 2023.

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