Vitamins, Minerals & Supplements in Amazon Europe: Top Brands & How to Capture Market Share
As we’ve covered previously, VMS in Amazon EU5 is already a big market, and it’s growing. The part that you might not know about is the competitive shape: the top 10 brands account for almost 20% of EU5 sales in our 2025 estimates.
But what does that actually mean? It means that a lot of revenue sits in the long tail. In simpler terms, the category still rewards brands that execute consistently across content, availability, pricing discipline, and visibility.
In this article, we’ll cover:
- The top 10 brands in EU5 Amazon VMS and their market share
- How dependent each brand is on one marketplace
- A simple way to spot where expansion upside is likely hiding
Top VMS Brands in EU5 & Market Concentration
Here are the top 10 Amazon VMS brands by estimated 2025 sales and market share in EU5:
- Natural Elements sit at the top with an estimated EU5 sales of €148.9M in 2025, capturing 4.4% market share. WeightWorld followed closely with €142.5M and 4.2% market share.
- Profuel, Nutravita, Nutrition Geeks, Solgar and Naturtreu share ranks 3 to 7, with estimated sales of €50-40M and market shares of 1.5-1.2%.
- Nature Love, Glow25, and GloryFeel round out the top 10, each with estimated EU5 sales of €39–37M and market shares of 1.2–1.1%.
All together, these brands generate ~€630M – 18.5% of total EU5 sales. That is meaningful scale, and it is far from a winner-takes-most dynamic.
EU5 VMS remains a high-opportunity category because no single player “owns the shelf.”
Pan‑EU Champions & Local Heroes in Amazon VMS Market
The top Amazon VMS in EU5 brands cluster into two patterns:
Pan‑EU Champions
Brands like WeightWorld, Nutravita, Solgar, and GloryFeel are active in all EU5 markets, building share through repeatable execution.
Local Heroes
Other brands win primarily through one dominant home market (taking only EU5 into account):
- Nutrition Geeks: 100% UK-dependent
- Naturtreu: 100% Germany-dependent
- Nature Love: 97.5% Germany-dependent
- Glow25: 97.2% Germany-dependent
Natural Elements and Profuel sit in between: present in multiple markets, with a heavy Germany center of gravity.
The takeaway here is that your footprint strategy is a growth lever, and it also defines your risk profile.
How to Flag Market Dependency Risk Before Planning Budgets
A quick way to pressure-test resilience is to ask: “How much of EU5 comes from one market?” Examples from the top 10:
- Profuel: 94.8% of EU5 sales come from Germany
- Natural Elements: 86.1% from Germany
- Nutravita: 60.3% from the UK
- GloryFeel: split across Spain (35.7%), Germany (33.7%), and Italy (25.4%)
High dependency can be a strength when execution is dialed in, and it increases exposure to local competition, policy shifts, and retail dynamics.
However, it’s also smart to treat market concentration as a measurable risk rather than a vague feeling.
Smart Market Expansion for Vitamins, Minerals & Supplements
Expansion decisions get easier when you combine two inputs: missing markets and market size. Taking top VMS brands in EU5 as example:
- Natural Elements: strong in Germany, active in Italy, Spain, France, and missing the UK. The UK is a €1.09B market, and peer Pan‑EU brands show meaningful scale there.
- Nutrition Geeks: currently UK-only. The next logical expansion targets can be: Germany (€1.15B) and then Italy (€464M) or Spain (€450M), depending on portfolio fit and price bands.
- Naturtreu, Nature Love, Glow25: heavily Germany-led and missing UK, Italy, Spain, France. The UK is the largest “next step” by market size, and Spain’s category growth makes it a strong secondary bet once operational readiness is proven.
Taken as a simple upside lens, not a guarantee, this way of thinking can help brands prioritize where to test next and what “good” could look like.
Bottomline: Use peer performance and market size to shortlist expansion markets, then validate with your own unit economics.
Download Our Free Whitepaper to Learn More
It’s safe to say that the market concentration of EU5 Amazon VMS still leaves room for share capture. The fastest path to a confident plan is to benchmark your brand against the leaders by market, then decide where footprint expansion creates the cleanest upside.
Do you want to map your current EU5 revenue mix, identify dependency risk, and shortlist one expansion market for this year, but not sure where to start? Download our free category report “How Health, Wellness & Nutrition brands win in Ecommerce in 2026” to get:
- How consumers purchase products across channels today
- Where growth is emerging in the health and wellness market on Amazon
- The top 20 VMS brands and what sets market leaders apart
- 8 specific growth levers for 2026
