Portugal Dietary Supplements Market Summary
The Portugal dietary supplements market size was estimated at USD 703.7 million in 2024 and is projected to reach USD 1,097.1 million by 2030, growing at a CAGR of 7.8% from 2025 to 2030. A growing awareness about the importance of preventive healthcare has been a significant driver.
Key Market Trends & Insights
- By ingredients, the vitamin segment held the highest market share of 31.3% in 2024.
- Based on type, the prescribed segment is expected to grow at the fastest CAGR of 8.1% from 2025 to 2030.
- Based on application, the immunity segment held the highest market share in 2024.
- By end use, the infant segment is expected to grow at a considerable CAGR of 9.3% from 2025 to 2030.
- Sales of dietary supplements through offline channels held the highest share of 84.7% in 2024.
Market Size & Forecast
- 2024 Market Size: USD 703.7 Million
- 2030 Projected Market Size: USD 1,097.1 Million
- CAGR (2025-2030): 7.8%
Portuguese consumers increasingly adopt supplements to address nutritional gaps, boost immunity, and enhance overall wellness. This trend has been amplified by global health crises and an aging population that seeks solutions to maintain vitality and longevity. Consumers are leaning toward cleaner, more natural supplement options-those free from synthetic additives or allergens. This shift is fueling demand for plant-based supplements, herbal extracts, and organic formulations. The appeal of “clean-label” products resonates deeply with health-focused buyers and is influencing product development and marketing strategies across the industry.
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Rapid product innovation and personalization are expected to drive regional market growth. Brands are innovating to meet niche health needs such as sleep support, stress management, digestive health, and cognitive enhancement. The use of technology to personalize supplement regimens based on genetic profiles or lifestyle data has also emerged as a fascinating trend, appealing to tech-savvy and wellness-focused individuals alike.
In February 2025, SFI Health EMEA announced the launch of Equazen products in Portugal through a strategic agreement with Eqyon, enhancing access to clinically proven nutritional solutions supporting cognitive function and brain health.
The rise of e-commerce and digital platforms has made supplements more accessible to a wider audience. Online retailers, health-focused apps, and subscription models are transforming how consumers shop for supplements. In addition, pharmacies, supermarkets, and specialty stores continue to play a pivotal role in expanding physical retail availability.
Consumer Insights
As of June 2025, Portugal’s population is estimated at around 10.3 million. Within the country’s dietary supplements market, age plays a key role in shaping consumer behavior. Adults aged 40-59 are the most consistent users, often incorporating supplements into their daily routines to support healthy aging, manage chronic conditions, and maintain overall vitality. This group is generally more health-conscious and benefits from higher disposable income, allowing for regular investment in preventive wellness. Meanwhile, younger consumers-particularly those in their 20s and early 30s-are showing rising interest in supplements related to fitness performance, skin health, and mental focus.
In Portugal’s dietary supplements industry, gender is a notable factor influencing consumption patterns. Women tend to be more frequent and proactive users of supplements, particularly those targeting bone health, skin and hair, hormonal balance, and immune support. This trend is driven by a strong focus on preventive health and wellness, especially among women aged 35-55. Men, while traditionally less engaged, have shown increased interest in recent years-particularly in categories like energy boosters, joint health, heart support, and muscle recovery. The rise in gym culture and active lifestyles among Portuguese men, especially in urban centers, is further contributing to this shift
Key Portugal Dietary Supplements Company Insights
Some of the key companies operating in the Portuguese dietary supplements industry include Prozis.com, S.A., Herbalife, Amway, Marvelous Nutrition, and others.
- Amway is a global leader in health and wellness, and its presence in Portugal is anchored by the Nutrilite brand-recognized as the world’s top-selling vitamin and dietary supplement line.
Key Portugal Dietary Supplements Companies:
- com, S.A
- Herbalife
- Amway
- Marvelous Nutrition
About Grand View Research
Grand View Research, Inc. is a U.S. based market research and consulting company, registered in the State of California and headquartered in San Francisco. The company provides syndicated research reports, customized research reports, and consulting services. To help clients make informed business decisions, we offer market intelligence studies ensuring relevant and fact-based research across a range of industries, from technology to chemicals, materials and healthcare.
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