Vertical: HealthcareBase Year: 202436 Sections
Market Size (2024)
$1.27B
Projected (2035)
$2.81B
CAGR (2018–2035)
6.0%
Key Players
10+
This report covers Europe Joint Health Supplements Market with forecasts from 2018 to 2035. 10 key companies are profiled.
The Europe Joint Health Supplements Market market is projected to grow at a CAGR of 6.0% from 2018 to 2035.
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View Subscription PlansIntroduction
The increasing number of product launches for joint health supplements, along with partnerships and acquisitions aimed at product expansion, as well as growing health consciousness and awareness campaigns, are key factors driving the growth of the European joint health supplements market. Moreover, the expansion of product formats, delivery options, and the numerous benefits of joint health supplements are further fueling market growth.
However, the proliferation of counterfeit and low-quality products, high costs of joint health supplements, a stringent regulatory environment, and intense competition among market players are expected to hinder market expansion. Nevertheless, growing investment and funding, along with an increasing geriatric population, are anticipated to create lucrative opportunities for industry growth.
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View Subscription PlansThis report applies a rigorous multi-stage research process combining primary interviews, secondary data sources, and bottom-up market modelling to ensure accuracy and completeness across all segments and geographies.
Base Year
2024
Historical Period
2018 – 2023
Forecast Period
2025 – 2035
Primary Interviews
150+
Historical data (2018–2024) and forecast period (2024–2035)
Our research process spans primary interviews with industry stakeholders combined with comprehensive secondary data analysis, validated through triangulation across multiple independent sources.
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View Subscription PlansMarket estimates by geography (2035)
InsightEurope leads with $2.81B by 2035.
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View Subscription Plans| REGION | 2018 | 2024 | 2035 | CAGR | SHARE |
|---|---|---|---|---|---|
| Europe | $1.05B | $1.57B | $2.81B | 6.0% | 100% |
| Total | $1.05B | $1.57B | $2.81B | 6.0% | 100% |
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Analytical insights on Europe Joint Health Supplements Market covering market dynamics, competitive landscape, and strategic outlook.
The Europe Joint Health Supplements Market market is projected to reach $2.81B by 2035, growing at 6.0% CAGR.
Introduction
The increasing number of product launches for joint health supplements, along with partnerships and acquisitions aimed at product expansion, as well as growing health consciousness and awareness campaigns, are key factors driving the growth of the European joint health supplements market. Moreover, the expansion of product formats, delivery options, and the numerous benefits of joint health supplements are further fueling market growth.
However, the proliferation of counterfeit and low-quality products, high costs of joint health supplements, a stringent regulatory environment, and intense competition among market players are expected to hinder market expansion. Nevertheless, growing investment and funding, along with an increasing geriatric population, are anticipated to create lucrative opportunities for industry growth.
Increasing product launch for joint health supplements
The increasing number of product launches in the joint health supplements segment is significantly boosting the growth of the Europe Joint Health Supplements Market. Driven by rising consumer awareness around joint care and the growing demand for preventive health solutions, manufacturers are introducing a wide variety of innovative formulations tailored to specific age groups, lifestyles, and health needs.
For instance:
October 2024: MD Logic Health launched its premium health supplements into the European market. This expansion marks a significant milestone in the company’s mission to provide high-quality, effective health products to consumers worldwide. The product line includes marine collagen sourced from wild-caught fish—a high-quality supplement that supports skin elasticity, joint health, and overall vitality.
April 2024: PharmaLinea introduced a private label supplement at Vitafoods Europe, backed by three clinical trials proving its efficacy in reducing joint pain severity and restoring mobility. The capsules represent a next-generation, clinically studied product designed to relieve joint pain and improve movement. Its advanced formulation offers multiple modes of action, including cartilage regeneration, anti-inflammatory effects, and pain relief. The complex has been shown to significantly reduce joint pain, discomfort, swelling, and stiffness, while restoring joint functionality in individuals with osteoarthritis and lower back pain.
These new products often feature trending ingredients such as collagen peptides, turmeric, MSM, hyaluronic acid, and plant-based alternatives, appealing to both aging populations and younger, health-conscious consumers. Many companies are also focusing on clean-label, vegan, and allergen-free formulations to meet evolving consumer preferences. Additionally, the use of advanced delivery formats—such as gummies, powders, and liquid sachets—is enhancing user convenience and compliance. Frequent product launches not only expand consumer choices but also intensify market competition, encouraging continuous innovation and quality improvement. This dynamic environment is accelerating market expansion, positioning Europe as a key hub for growth in the global joint health supplements industry.
rising popularity of sports, fitness, and active lifestyle
The rising popularity of sports, fitness, and active lifestyle trends across Europe is significantly contributing to the growth of the joint health supplements market. With more individuals engaging in activities such as running, cycling, gym training, and recreational sports, there is a growing focus on musculoskeletal health and injury prevention. Younger and middle-aged consumers are increasingly seeking supplements to support joint flexibility, reduce inflammation, and accelerate recovery from strain or overuse. This trend has expanded the target demographic for joint health products beyond the elderly, creating sustained demand for preventive and performance-enhancing formulations. Brands are capitalizing on this shift by launching sports-focused joint supplements, often enriched with ingredients like collagen, MSM, turmeric, and omega-3s, tailored to the needs of active consumers. As fitness becomes a central component of modern lifestyles, joint health supplements are evolving from niche products into mainstream wellness essentials, fueling market expansion across Europe.
Growing health consciousness and awareness campaigns
Growing health consciousness across Europe, coupled with widespread awareness campaigns, is significantly driving the expansion of the region’s joint health supplements market. European consumers are increasingly adopting a proactive approach to health management, with a particular focus on preventive care to preserve joint mobility and overall well-being as they age. Awareness initiatives across Europe emphasize the benefits of supplements containing vitamins, minerals, collagen, and natural anti-inflammatory ingredients, encouraging Europeans to incorporate these products into their daily routines.
Specifically, campaigns such as IASP’s 2016 Global Year Against Pain in the Joints have contributed by disseminating information about joint pain, connecting researchers with healthcare professionals treating patients, raising awareness among European government officials, the media, the public, and patient organizations, and encouraging support for research into more effective and accessible treatments. This move toward preventive health is further supported by the increased accessibility of supplements through digital channels and enhanced regional consumer education, driving demand. European market players are responding with tailored and innovative products that match consumers’ preferences for natural and effective solutions, further propelling growth in this sector.
Expanding product formats and delivery options
The expansion of product formats and innovative delivery options, such as gummies, is playing a pivotal role in boosting the growth of the European joint health supplements market. Gummies, in particular, have gained immense popularity due to their enjoyable taste, ease of consumption, and ability to deliver a wide range of key nutrients for joint health, including collagen, turmeric, and vitamins. This format addresses pill fatigue and makes supplements more accessible to consumers who may have difficulty swallowing tablets, such as the elderly or children. In Europe, the appeal of gummies is further enhanced by their alignment with growing demand for natural, vegan, and clean-label products.
For instance, Sirio Europe is set to unveil two innovative collagen-based gummies at Vitafoods Europe in Geneva, Switzerland, marking a strategic expansion into the sports nutrition and beauty segments. The new products include Jumping Jacks, a type II collagen gummy developed for joint health and sports performance, and Perfect Glow, a full-spectrum collagen gummy targeting skin health with types I, II, and III collagen. Formulated with Lonza’s patented UC-II collagen, each Jumping Jacks gummy delivers 40 mg of UC-II—a clinically supported dose known to enhance joint comfort, flexibility, and mobility—alongside 12 mg of vitamin C to aid collagen synthesis. Sirio’s launch underscores the growing consumer demand in Europe for convenient, functional supplements in appealing formats like gummies, especially within the joint health and beauty-from-within categories.
Manufacturers are leveraging advanced formulation techniques to maintain ingredient efficacy and provide tailored solutions that cater to diverse health needs and preferences. In addition, the growing range of delivery options—including liquids, powders, and chewables—broadens the market’s appeal, encouraging more consumers to integrate joint health supplements into their daily routines. This focus on convenient, palatable, and personalized product formats is reshaping the supplement landscape and driving robust market growth across the region.
Advantages of Joint Health Supplements
Joint health supplements are gaining prominence for their ability to enhance mobility, reduce joint discomfort, and support musculoskeletal health, especially among aging populations and physically active individuals. These supplements, often formulated with key ingredients like glucosamine, collagen, and omega-3 fatty acids, target common issues such as joint degeneration, inflammation, and stiffness, providing a preventive approach to joint care that appeals to both older adults and health-conscious consumers.
The growing emphasis on proactive wellness and the management of chronic joint conditions is a major factor driving the Europe Joint Health Supplements Market.
Growing funding and investment in the nutritional supplements sector are creating significant growth opportunities for the European joint health supplements market. Venture capital firms, private equity investors, and major pharmaceutical companies are increasingly recognizing the strong potential of the nutraceutical industry, particularly in response to rising consumer demand for preventive health solutions. Moreover, in November 2023, the German government allocated a groundbreaking USD 50.48 million for the promotion of alternative proteins for all diseases. The competence centre offered young companies an important point of contact, ensuring that Germany remains an attractive location for innovation. This influx of capital accelerates product innovation and enabling research into advanced formulations that combine clinically proven ingredients such as glucosamine, chondroitin, collagen, and hyaluronic acid. Additionally, funding is being directed toward expanding manufacturing capacities, enhancing quality control processes, and leveraging digital platforms for broader market reach. In Europe, this financial momentum is supporting the development of personalized, science-backed joint health supplements tailored to both the aging population and active lifestyle consumers. As a result, the joint health supplements segment is experiencing robust growth, with increased investment driving competitive differentiation, brand development, and accessibility— positioning the market for sustained expansion in the coming years.
The growing geriatric population in Europe is a major catalyst creating lucrative growth opportunities for the European joint health supplements market. As the population ages rapidly—particularly in countries like Italy, Germany, and Spain, which have high proportions of older adults—there is an increased prevalence of age-related musculoskeletal conditions such as osteoporosis and arthritis.For instance, according to Eurostat, there were 449.3 million people in the EU as of January 2024, and more than one-fifth (21.6%) were aged 65 years and over. These chronic bone and joint disorders significantly increase the demand for dietary supplements that support bone density, joint mobility, and overall musculoskeletal health. For example, the European Network on Osteoarthritis estimates that 10% to 15% of all adults over the age of 60 have some degree of osteoarthritis (OA), with prevalence being higher among women than men. These figures likely underestimate the true prevalence, as underreporting is common in many disease studies. The rise in chronic conditions among the elderly—coupled with heightened health consciousness and a shift toward preventive healthcare—is driving consistent consumption of joint health supplements. Manufacturers are responding by innovating and expanding product formulations, with segments like glucosamine and collagen supplements experiencing particularly robust growth.
Furthermore, this demographic shift is encouraging the development of tailor-made, scientifically validated supplements that appeal to older consumers seeking effective and safe solutions for maintaining mobility and quality of life. This expanding consumer base, combined with advancements in supplement formulations and increased accessibility through e-commerce, positions the European joint health supplements market for sustained and lucrative growth in the coming years.
Counterfeit and Low-Quality Products
The widespread availability of counterfeit and low-quality joint health supplements is emerging as a major barrier to the growth of the Europe joint health supplements market. For instance, in June 2024, The Advertising Standards Authority (ASA) has banned ads by Nutritional Sciences Ltd (UK) for falsely claiming their product, Activ8 Joint Complete, could treat arthritis. The company also inaccurately described Dr. Paul O’Connell as “the NHS’s leading joint expert.” Nutritional Sciences Ltd failed to respond to ASA enquiries, breaching advertising rules. The ASA found the ads made prohibited disease treatment claims and lacked evidence. The company must now comply with advertising standards.
Further, these illicit and substandard products are often distributed through unregulated online marketplaces, grey-market imports, and informal retail networks, making it difficult for consumers to distinguish between authentic and fake offerings. Counterfeit supplements frequently contain inaccurate or inconsistent dosages of active ingredients, harmful chemical substances, or in some cases, entirely inert fillers that provide no therapeutic benefit. This not only leads to poor health outcomes and potential side effects but also fuels growing consumer skepticism regarding the efficacy and safety of joint health supplements as a whole. Reputable brands suffer reputational damage, even when not directly involved, as trust in the entire category begins to erode. In response, regulatory bodies are tightening quality control standards and intensifying oversight, placing a heavier financial and operational burden on legitimate manufacturers. These added compliance requirements can stifle innovation and delay product launches. Furthermore, in countries with weaker enforcement mechanisms, the unchecked circulation of fake products discourages investment and new market entrants, thereby slowing the overall development and maturity of the European joint health supplements industry.
High Product Costs FOR JOINT HEALTH SUPPLEMENTS
The European joint health supplements market is facing moderate growth, primarily constrained by elevated product pricing. Current average monthly retail prices range from USD 23.11 to USD 57.79, contingent on formulation complexity, brand positioning, and ingredient sourcing. A significant cost driver is the incorporation of premium active ingredients—such as glucosamine, chondroitin, MSM (methylsulfonylmethane), and collagen—which are often sourced under stringent quality and purity standards, substantially increasing manufacturing overheads.
Further compounding production costs are the regulatory compliance requirements within the European Union, including clinical validation, product safety assessments, and adherence to labelling standards. Moreover, the use of advanced delivery systems—such as liquid supplements, time-release capsules, or patented formulations—adds additional layers of cost in both R&D and manufacturing.
These cost dynamics are particularly impactful in price-sensitive markets, notably within Eastern Europe, where consumer purchasing power is relatively lower. Although demand is underpinned by favorable demographic trends—such as a growing aging population and increasing health consciousness consumer adoption is often hindered by price barriers. This results in observable behavioral shifts, with many consumers opting for lower-cost alternatives, extending usage cycles, or reducing dosage frequencies, all of which ultimately impact category growth.
To unlock broader market potential and improve penetration across diverse income segments, manufacturers must explore cost optimization strategies. These include streamlining ingredient sourcing, leveraging economies of scale, introducing bulk purchasing incentives, or developing economy-tier product lines that maintain core efficacy while offering competitive price points. Strategic pricing adjustments, combined with operational efficiencies, will be critical in driving sustainable growth in the European joint health supplements sector without compromising product integrity or consumer trust.
Stringent Regulatory ENVIRONMENT
The stringent regulatory environment in Europe is a major restraint on the joint health supplements market. For instance, in September 2022, Under Regulation (EC) No 1924/2006 on nutrition and health claims, any health-related claims made on products must be clear, scientifically substantiated, and authorized based on rigorous scientific evaluation by the European Food Safety Authority (EFSA). This regulatory framework, while aiming to protect consumer safety and enable informed purchasing decisions, imposes substantial compliance burdens, including extensive documentation, clinical evidence, and pre-market approval processes. The European Commission is also advancing legislative proposals on nutrient profiles to restrict claims on foods high in saturated fat, sugar, or salt, reflecting evolving regulatory complexity. Additionally, current challenges include addressing scientific substantiation disparities between botanical and non-botanical claims, which further complicates compliance for joint health supplements. These regulatory constraints increase product development timelines, costs, and market entry barriers, collectively restraining the growth and innovation capacity within the Europe joint health supplements market
INTENSE COMPETITION AMONG MARKET PLAYERS
The European joint health supplements market is characterized by intense competition, with a growing number of domestic and international players vying for market share. This highly fragmented landscape includes established pharmaceutical companies, nutraceutical brands, private-label retailers, and emerging direct-to-consumer startups. As a result, the market is saturated with products that often offer similar claims, formulations, and ingredients, leading to significant brand dilution and pricing pressures. To remain competitive, companies are forced to invest heavily in marketing, promotional discounts, and product differentiation strategies expenditures that erode profit margins and reduce resources available for innovation or long-term growth initiatives. In a market where regulatory restrictions limit promotional messaging and product differentiation is constrained by strict health claim approvals, standing out becomes increasingly difficult. Consequently, the pressure to maintain competitive pricing often discourages the use of high-quality ingredients or advanced delivery technologies, further limiting value creation and slowing market expansion, particularly in cost-sensitive regions like Eastern and Southern Europe.
Growing funding and investment in the nutritional supplements sector are creating significant growth opportunities for the European joint health supplements market. Venture capital firms, private equity investors, and major pharmaceutical companies are increasingly recognizing the strong potential of the nutraceutical industry, particularly in response to rising consumer demand for preventive health solutions.
Moreover, in November 2023, the German government allocated a groundbreaking USD 50.48 million for the promotion of alternative proteins for all diseases. The competence centre offered young companies an important point of contact, ensuring that Germany remains an attractive location for innovation.
This influx of capital accelerates product innovation and enabling research into advanced formulations that combine clinically proven ingredients such as glucosamine, chondroitin, collagen, and hyaluronic acid. Additionally, funding is being directed toward expanding manufacturing capacities, enhancing quality control processes, and leveraging digital platforms for broader market reach.
Near-term growth will likely concentrate in modular bioreactor lines and closed-system media workflows that shorten validation cycles while preserving batch traceability.
Partnerships between CDMOs and instrumentation vendors should accelerate standard datasets for comparability across sites, improving forecasting models used in capacity planning.
Longer horizon, organoid and microphysiological adoption may reshape segment mix; teams that invest early in assay interoperability and cloud QC hooks are better positioned to capture upside without fragmenting their analytics stack.
Profiles of 109 companies operating in the Europe Joint Health Supplements Market market, including revenue, employee count, and market positioning where available.
Showing 109 of 109 companies
GELITA AG is one of the world's two largest producers of collagen proteins — gelatin, collagen peptides and collagen — and the largest family-owned player in an industry otherwise being consolidated by listed conglomerates. Operating from Eberbach since its origins in 1875, the group converts by-products of the meat industry (pig skin, bovine hide, bones) into more than 250 gelatin grades and a branded portfolio of "Bioactive Collagen Peptides" (VERISOL®, FORTIGEL®, FORTIBONE®, BODYBALANCE®, TENDOFORTE®, PeptENDURE®, CURADERM®). It serves confectionery and food manufacturers, softgel and hard-capsule pharmaceutical producers, dietary-supplement brands, and technical/bioscience users, and monetises residual streams as fats, proteins and minerals. Its differentiation rests on clinically substantiated peptide brands, pharma-grade quality systems, a 20-plus-plant global network spanning both porcine and bovine (including halal) raw materials, and in-house research institutes. Its principal strategic challenge is that its leading competitor, Rousselot, is merging with PB Leiner to form a ~USD 1.5 billion collagen company. --- ### What the company does GELITA manufactures collagen-derived proteins from animal by-products sourced from the meat-processing industry. Raw materials (pig skins, bovine hides, bovine bones, and — in some product lines — fish) undergo pre-treatment (acid or alkaline conditioning, demineralisation of bones into ossein), extraction, filtration, concentration, sterilisation and drying. The output streams are: 1. **Gelatin** — partially hydrolysed collagen with gelling, film-forming and binding properties, sold in hundreds of grades by Bloom strength, viscosity, particle size and raw-material origin. 2. **Collagen peptides** — enzymatically hydrolysed collagen with low molecular weight and no gelling, sold both as generic protein and as branded "Bioactive Collagen Peptides" (BCP®) backed by clinical studies. 3. **Collagen** (non- or partly-water-soluble) — referenced by the company as a third category within its range. 4. **Fats, proteins and minerals (FPM)** — co-products such as GELIFAT® (fat, used in biofuel and feed), GELIPRO® (protein for feed) and GELIMIN® (mineral, used in fertiliser and feed). The company's own description, as used on its website, presents GELITA as a family-owned, innovation-driven firm with roughly 20 sites that produces future-oriented collagen-protein ingredients for food, dietary supplements, pharmaceuticals and technical applications, under the mission "Improving Quality of Life" [S2]. Because GELITA publishes no annual report to the public, there is no formal "annual report description" available; the website statement is the closest equivalent. ### Business model and revenue model There is no subscription revenue. The model is overwhelmingly product-based, with services used to pull through ingredient sales. ### Value-chain position GELITA sits in the midstream of the animal by-product value chain: upstream are slaughterhouses, tanneries and renderers supplying hides, skins and bones; downstream are confectionery, dairy, meat, supplement, capsule and pharmaceutical manufacturers. It does not own slaughter operations (unlike Darling Ingredients, which is vertically integrated into rendering), which makes raw-material procurement a structural strategic priority — the company has historically described pursuing several strategies to secure raw-material supply [S15]. ### Customer types and end-markets The company's website organises its markets into: Food (confectionery, dairy, meat, beverages); Health & Nutrition (beauty, healthy aging, sports nutrition, protein enrichment, sugar reduction); Pharma (hard capsules, softgels, tablets, microencapsulation); Bioscience (vaccine stabilisation, 3D bioprinting, medical devices, cultured meat); Technical (cleaning additives, metalworking fluids, paper coating, biofuel, fertiliser, galvanisation aid, ballistic tissue simulation, art restoration); Photo; Animal Feed; and Pet Health [S8]. ### Independent characterisation GELITA is best understood as a two-speed business: a mature, cyclical, capital-intensive gelatin franchise whose economics are governed by raw-material spreads and energy costs, layered with a faster-growing, higher-margin, science-led collagen-peptide brand portfolio that behaves more like a specialty nutrition ingredients business. The strategic logic since the mid-2010s has been to shift mix toward the second engine (evidenced by the 2017–18 Iowa collagen-peptide expansion, EUR 56 million of 2017 capex mostly directed to capacity, and a steady cadence of BCP® launches) while defending the gelatin base through specialty pharma grades and geographic breadth (halal bovine via SelJel, China via Liaoyuan). As a family-owned company with a modest disclosed credit facility (EUR 100 million), it competes against a much larger, vertically integrated rival with balance-sheet flexibility that GELITA does not appear to have.
### Market capitalisation Reckitt is a UK-headquartered, pure-play consumer health and hygiene company that is part-way through a deliberate portfolio contraction. It owns 11 "Powerbrands" that drive more than 80% of Core net revenue: Dettol, Lysol, Harpic, Finish, Vanish, Durex, Veet, Mucinex, Nurofen, Strepsils and Gaviscon. Since the July 2024 strategy update, Reckitt has done the following: - sold a 70% stake in its £1.9bn-revenue Essential Home household business to Advent International (completed 31 December 2025); - returned £6.4bn to shareholders since July 2024; - cut fixed costs from 20.9% to 19.4% of revenue in one year; - reclassified Mead Johnson Nutrition (£2.1bn revenue) as non-core, with all options open. Core Reckitt grew 5.2% LFL in 2025, at a 26.7% adjusted operating margin. Emerging Markets are now its largest area at 44% of Core revenue in H1 2026. The investment case rests on three things: medium-term 4–5% Core growth, margin expansion, and a clean exit from Mead Johnson. That exit is weighed down by US NEC litigation, although the defence record has recently been strong. --- ### What the company does Reckitt develops, manufactures, markets and sells branded consumer health and hygiene products. Its own description of its purpose is to "protect, heal and nurture in the pursuit of a cleaner, healthier world" (company boilerplate, 2025–26 RNS). In its July 2024 Strategy Update and the FY2024/FY2025 reports, management set the ambition to become a "world-class consumer health and hygiene company" focused on high-growth, high-margin Powerbrands. From 1 January 2026, reported operations are: ### Business and revenue model Reckitt's revenue is almost entirely product sales of branded fast-moving consumer goods (FMCG) and over-the-counter (OTC) medicines. It has: - no material subscription revenue; - no material licensing revenue. Minor brand-licensing income exists in some markets; not separately disclosed. - a small service-type income stream from 2026: transitional manufacturing, distribution and services income from Vestacy (£248m of related-party income in H1 2026 under IAS 24); - vendor loan note interest (£10m in H1 2026); - a share of the Vestacy associate's result (a £23m loss in H1 2026). ### Value-chain position Reckitt is a vertically integrated brand owner. It handles: - R&D, including medical and material science; - regulatory affairs for OTC drugs and infant formula, which are FDA-regulated in the US; - in-house manufacturing across a global plant network, supplemented by co-manufacturers; - brand marketing (Brand Equity Investment was 14.6% of net revenue in FY2025); - sales and distribution to retail customers. It does not own retail. It sells through: - mass grocery and hypermarkets; - drugstores and pharmacies; - e-commerce, which is material in China, where social e-commerce and new online launches drive growth; - traditional trade (kiranas) in India and other emerging markets; - hospital and clinical channels for MJN preterm products and for Biofreeze clinical sales. ### Customer types and end-markets End-markets served: - consumer OTC healthcare (cold and flu, pain, digestive health); - vitamins, minerals and supplements (VMS); - sexual wellness and intimate care; - hair removal; - surface and personal disinfection; - toilet care; - automatic dishwashing; - laundry stain removal; - infant and specialised paediatric nutrition. ### Independent characterisation Reckitt is best understood as a two-speed consumer-health hybrid. Roughly half of Core revenue sits in OTC and VMS ("Self Care") and sexual wellness. These are structurally higher-growth and higher-margin categories with pharmacy-like regulatory moats. The other half sits in hygiene and household categories (Germ Protection and Household Care). These carry strong brand shares but face private-label and promotional pressure, especially autodish in Europe. The 2024–2026 programme has three parts: - removing the lowest-growth home-care tail (Essential Home); - ring-fencing the litigated nutrition asset (MJN); - funding brand investment through fixed-cost reduction. The mix shift toward Emerging Markets is pronounced. Emerging Markets delivered LFL growth of 14.6% in FY2025 and 8.5% in H1 2026, which makes the group more growth-geared but also more exposed to FX, geopolitical shocks (Middle East, Russia) and Chinese tax and regulatory changes such as the VAT on condoms.
1 interactive charts drawn from the Europe Joint Health Supplements Market dataset — market size, regional splits and each segment breakdown. Open one to read its full data table and download it.
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Historical performance and future projections (2020–2030, USD Billion)
Market Size (USD Million)
