Do Europeans take vitamins? A comprehensive look at supplementation habits

December 25, 2025 •

4 min read

According to a 2022 Ipsos survey for Food Supplements Europe, almost 9 in 10 European consumers have taken food supplements at some point, with the vast majority doing so within the past year. This reveals a widespread habit, but the answer to 'Do Europeans take vitamins?' is more nuanced, varying significantly by country and specific health needs.

Quick Summary

A significant majority of Europeans use vitamins and food supplements, though rates and specific habits differ across the continent. Key factors include latitude-related vitamin D deficiencies, national health policies, and lifestyle choices. Use is driven by concerns for general health and immunity, with popular supplements including vitamins D and C.

Key Points

High Usage Rate: A large majority of Europeans (almost 9 in 10) have taken food supplements, with most being recent users.
Top Supplements: The most commonly taken supplements are Vitamin D, Vitamin C, and Magnesium.
Widespread Deficiency: Vitamin D deficiency is a major public health concern throughout Europe, affecting 13% of the population year-round.
Country Variations: Supplementation rates differ significantly across the continent, with some Eastern and Nordic countries showing higher usage than some Southern nations.
Key Motivators: The primary reasons for taking supplements are to maintain overall health and support the immune system.
Influencing Factors: Age, gender, season, skin pigmentation, lifestyle habits, and socio-economic status all influence who takes supplements and what they take.

The Prevalence of Vitamin Supplementation in Europe

Recent data confirms that vitamin and food supplement consumption is a widespread practice across the European continent. An Ipsos survey conducted in 2022 on behalf of Food Supplements Europe revealed that 88% of European consumers have used supplements in their lifetime, with 93% of those having taken them in the preceding 12 months. This high rate of use underscores a proactive approach to personal health, but a deeper look reveals interesting variations. For example, usage rates were particularly high in certain Eastern European countries like Poland (98%), Romania (97%), and Czechia (97%). Conversely, older data from national nutrition surveys showed lower rates in countries like Spain (13.3%) and Italy (5%) during the 2000s, suggesting considerable national differences and evolving trends. The overall market is also expanding, with growth forecasts driven by an aging population and increasing health consciousness.

Common Reasons for Taking Vitamins

Multiple factors drive the decision to take supplements, with immune support being a primary motivation, especially in the wake of global health events. The Ipsos survey highlighted several common reasons European consumers give for their supplement use:

Maintain overall health: 52% of users
Maintain immune system: 45% of users
Energy: 29% of users
Skin, hair, and nail health: 17% of users
Heart health or blood pressure: 14% of users

These reasons illustrate a blend of general wellness and targeted health concerns. Older adults, for instance, are more likely to seek supplements for bone health, while younger demographics might focus on energy or beauty-related benefits.

Vitamin D: A Pan-European Deficiency

One of the most compelling reasons for supplementation in Europe is the high prevalence of Vitamin D deficiency. Approximately 13% of the EU population is vitamin D deficient (serum 25(OH)D levels <30 nmol/L), with rates climbing to over 40% for insufficiency (<50 nmol/L). Several factors contribute to this issue:

Limited sunlight: In Northern Europe, UVB sunlight is insufficient for vitamin D synthesis from October to March.
Genetics and ethnicity: Darker skin pigmentation significantly reduces the efficiency of vitamin D production from sunlight.
Lifestyle factors: Spending more time indoors, covering up with clothing, and using sunscreen also limit sun exposure.
Age: The body’s ability to produce vitamin D decreases with age.

This widespread deficiency has led many European health authorities to recommend supplementation, especially during winter and for at-risk groups. Finland, for example, has seen improvements in vitamin D status due to policies promoting fortification and supplementation.

Cross-Country Comparisons and Attitudes

Differences in supplementation practices and attitudes exist across Europe, influenced by national health policies, cultural norms, and economic factors. Health systems in Europe often prioritize preventative care, contrasting with the more reactive model often seen in the United States. This emphasis on prevention may contribute to a higher baseline use of supplements. Additionally, market saturation and consumer awareness vary significantly by country. Italian consumers, for example, show high usage, possibly influenced by strong domestic manufacturers and a pharmacy-led advisory model.

Comparison of Supplement Use in Selected European Countries


Country	Vitamin D Use (2022 Survey)	General Supplement Usage (Various)	Influencing Factors
Poland	Higher than average (61%)	One of the highest overall usage rates	Higher overall supplementation rate, likely due to high Vitamin D deficiency
Germany	Higher than average (43%)	Most adults report using vitamins/supplements	Strong market driven by aging demographics and wellness culture
UK	High prevalence of deficiency, esp. winter	About half of UK adults are regular users	Vitamin D recommendations for risk groups, seasonal use
Italy	Data suggests use, but historically lower	Highest market value in Europe, high overall use	Pharmacy-led advisory model, prevention-oriented messaging
Spain	Below average	Historically lower usage rates reported	Lower rates of deficiency in sunnier climates, but still present
Finland	Higher than average (59%)	One of the highest usage rates in some studies	National policies including food fortification, low sun exposure

Lifestyle and Demographics

Socio-economic status (SES), lifestyle habits, and diet quality are also key predictors of supplement use. Higher education levels often correlate with higher supplement consumption, though patterns can differ by country. The number of different supplements taken also varies; some surveys show people in Eastern Europe and Finland taking a higher average number of supplements than those in other regions. Gender differences also play a role, with women more likely to take vitamin D, magnesium, and iron, and men more likely to take vitamin C and omega-3s.

Conclusion

In conclusion, the practice of taking vitamins and food supplements is very common across Europe, but it is far from uniform. While overall usage rates are high, they are influenced by significant national, regional, and demographic variations. Factors such as a high prevalence of vitamin D deficiency, seasonal sun exposure, and evolving lifestyle and dietary trends all play a part. While many Europeans take supplements proactively for general health and immune support, it is critical to use them responsibly and ideally under medical supervision, as not all claims are scientifically backed. A balanced diet remains the best foundation for health, with supplements serving as a targeted tool to address specific deficiencies or needs. For further reading on public health initiatives related to supplementation, particularly concerning cost-effectiveness, refer to this report from Food Supplements Europe on how supplements can help contribute to public health in Europe.

Frequently Asked Questions

Yes, taking vitamins and food supplements is a very common practice in Europe. A 2022 survey indicated that almost 90% of Europeans have used them at some point in their lives.

The most popular vitamins reported by consumers are Vitamin D and Vitamin C, followed by magnesium and multivitamins.

Yes, vitamin D deficiency is a major issue in Europe, with 13% of the EU population deficient and over 40% insufficient. Rates are particularly high during the winter months.

European healthcare systems often emphasize preventative care, which can influence supplement use, whereas the US system tends to be more reactive. However, both regions have high rates of supplement consumption.

Supplement habits vary by country due to factors like national health policies, diet, and climate. For example, higher rates of use have been noted in Eastern and Nordic countries compared to some Southern countries in certain surveys.

While a balanced diet is the cornerstone of nutrition, deficiencies can still occur. A 2022 survey found that 31% of non-users believed they got all necessary nutrients from their diet, but this isn't always the case, particularly for Vitamin D.

Supplement usage tends to be higher among certain demographics, such as older adults and women. Factors like higher income and specific health concerns also correlate with increased use.