Vitamins, Minerals & Supplements in Amazon Europe: Growth Signals to Watch for 2026
If you sell vitamins, minerals, and supplements (VMS) on Amazon, Europe is already a serious revenue engine. Amazon VMS category in EU5 (Germany, the UK, France, Italy, Spain) closed 2025 with an estimated sales of €3.41B.
But how is the market shared, how fast is it growing, and what’s the seasonality around VMS products on Amazon?
In this article, we dig into:
- The EU5 market size snapshot, by country
- The fastest-growing Amazon VMS marketplaces in 2025
- A simple read on seasonality so you can plan with confidence
VMS Amazon in EU5
Market Size & Distribution
EU5 Amazon VMS market in 2025 was led by two markets that did most of the heavy lifting:
- Amazon.de: €1.15B and 34% share
- Amazon.co.uk: €1.09B and 32% share
Rest of the market was shared by smaller markets:
- Amazon.it: €464M and 14% share
- Amazon.es: €450M and 13% share
- Amazon.fr: €246M and 7% share
YoY Growth (2025 vs. 2024)
+51%
Amazon.es
+30%
Amazon.fr
+26%
Amazon.de & Amazon.co.uk
+19%
Amazon.it
Sales-weighted growth figures – where higher revenue markets and months influence the total more than smaller ones – reveal that the total Amazon VMS market in EU5 grew by 30% YoY in 2025.
This growth can be tied to a mix of factors:
- Public health discussions around micronutrient gaps and nutrition resilience have also become more visible in Europe, which can reinforce consumer attention on supplements.
- External factors like trade and regulatory shifts can also influence costs and pricing decisions, which makes category benchmarking even more valuable when you plan budgets.
- Across Europe, researchers increasingly talk about “hidden hunger”, micronutrient gaps that can exist even when people have enough calories. Growing literature on such topics can also explain why VMS demand tends to stay resilient across the year and why the category keeps expanding across the continent.
- Other factors can be growing consumer interest in preventive health, expanding assortment, and stronger retail execution on Amazon.
When Do European Consumers Buy
Vitamins, Minerals and Supplements on Amazon?
VMS behaves like a “baseline” category: demand stays consistently high across the year, with visible lifts around mid-year and Q4 in several markets.
A few examples from monthly estimated sales in 2025:
- Amazon.de peaked in November (~€113M) and stayed strong in July and October (~€102-105M).
- Amazon.it built into November (~€45M) with solid months in March, July, and October.
- Amazon.co.uk showed strength in July and October (~€98-99M).
- Amazon.es stayed relatively steady, with a lift in March, July and October (~€40M).
- Amazon.fr remained smaller yet consistent (€18-22M throughout the year).
Several forces can shape these peaks. Q4 strength often lines up with major retail moments like Black Friday and holiday gifting, and many shoppers also refresh health routines heading into winter. Mid-year lifts can reflect seasonal lifestyle shifts and “reset” behavior around travel and fitness.
The key planning point is that VMS demand stays relatively steady, and the peaks tend to reward brands that are already retail-ready before the surge hits.
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EU5 Amazon VMS is already a multi-billion-euro category, and 2025 growth signals show meaningful acceleration across markets, especially Spain. The best practice is to benchmark market size correctly, prioritize where scale is concentrated, and plan around steady demand patterns. With preventive health rising on the EU agenda and consumer demand staying resilient, having a market-by-market view of Europe performance is becoming a planning advantage.
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
