Vitamin Use by Country

From pharmacy counters in Milan to cod-liver oil bottles in Oslo and red ginseng tonics in Seoul, vitamins and dietary supplements have become a global habit. But “who takes the most” depends on how you measure it—per person, by share of adults using, or by sheer market value. Here’s a data-driven tour through the countries where supplement culture is strongest, what people actually take, and why.

How We Measured “Use” (and Why It Matters)

There isn’t a single worldwide yardstick. National health surveys typically report prevalence (the share of adults reporting supplement use over a given period), while market analysts track retail value (sales, in dollars). We use both lenses:

• Per-capita use: anchored to national surveys of supplement use (e.g., the U.S. NHANES; national health surveys in Canada, Australia, the Nordics; the U.K. Food Standards Agency consumer research; Germany’s BfR monitor). These tell us how many people use and who they are—by age, gender, and income.

• Market value: based on reputable market monitors for 2024–2025 to indicate where people spend the most. (Grand View Research is used for country-level comparable figures; where available, national industry associations corroborate.) Globally, the dietary supplements market is estimated around $190–200 billion in 2024, with continued high-single-digit growth expected through the decade.

With those caveats, here’s where vitamin culture is most entrenched—and most valuable.

At a Glance: Who Tops the Charts?

By Per-Capita Use (share of adults using)

• Norway: Multiple national studies suggest very high use—one national public health survey in 2020 reported ~79% of adults used at least one supplement (any frequency); cod-liver oil and omega-3s are especially common among older adults.

• Italy: A 2024/2025 industry-supported national snapshot puts usage at ~73% of Italians, reflecting a deeply pharmacy-centric culture around “integratori.”

• South Korea: Health Functional Foods are mainstream; official briefings and industry tallies show most households purchase them annually, with vitamins/minerals and red ginseng among top categories.

• United States: The CDC’s NHANES shows ~58% of adults used a supplement in the prior 30 days (2017–2018), rising with age; an industry survey puts “any use” higher (~74% in 2023).

• Germany: The federal risk institute’s consumer monitor (2021) indicates a majority of Germans use vitamins or supplements; more than half (54%) reported buying NEM (supplements) within six months in 2024.

• United Kingdom: The Food Standards Agency’s consumer research describes “around half of UK adults” as regular supplement users (2018 baseline; later waves continue to show substantial adoption).

• Canada: National survey (CCHS 2015) found ~47% of adults used supplements in the past month, with higher use among women and older adults.

• Australia: The Australian Bureau of Statistics reports 33.6% of adults used dietary supplements in 2023 (vitamins/minerals) in the past two weeks/month measures, depending on series.

• Japan: Usage is widespread but varies by age; the market is mature and elderly-skewed, though consistent national prevalence figures are less harmonized across surveys.

• China: Per-capita usage lags developed peers, but urban adoption is rising fast; the story here is scale (see next list).

By Total Market Value (2024–2025 retail value)

• United States: The largest single market; nutritional supplements estimated $100B+ (category definitions vary).

• China: The second-largest market; estimates place VDS >$40B in 2024, aided by cross-border e-commerce.

• Japan: A top-five market with multi-billion-dollar consumer health/supplement spend, buoyed by an aging population.

• Germany / Italy / United Kingdom: Each a sizeable $4–8B market; Italy is Europe’s #1 by pharmacy-tracked sales (≈€4–4.5B in 2023).

• South Korea, Canada, Australia: Mid-sized but fast-growing, with strong online distribution.

What People Actually Take

Across most wealthy countries, three categories dominate: multivitamin-mineral (MVM) products, vitamin D, and omega-3/fish oil. In the U.S., NHANES shows MVMs are the most common, followed by vitamin D and omega-3s; usage climbs with age and is higher among women.

Regional flavors matter:

• Nordics: Cod-liver oil and omega-3s are cultural staples, especially among older adults in Norway.

• South Korea: Red ginseng sits alongside vitamins, probiotics, and EPA/DHA oils in the top five best-selling health functional food categories.

• Italy/Germany/UK: Pharmacy-led categories—vitamin D, C, MVMs, magnesium, and botanicals—anchor sales, with Italy’s pharmacies handling the bulk of volume.

• China: Vitamins and traditional tonics/botanicals grow rapidly via cross-border channels (Tmall Global/JD Worldwide), where international brands participate without a full local entity.

Country Deep-Dives: The Top 10 “Supplement Nations”

1) United States

Who uses: CDC researchers report ~58% of adults used a dietary supplement in the prior 30 days (2017–2018), up from earlier cycles; use rises with age and is higher in women. The most common: MVMs, vitamin D, then omega-3s.
How big: Estimates vary with category scope. One widely cited monitor places U.S. nutritional supplements near $110–113B in 2024; growth is robust but normalizing from the 2020–2021 “immunity spike.”
Digital shift: Vitamins and OTC self-care saw an outsized migration online—e-commerce vitamin sales soared in 2020 and continued to gain mix.
Demographics: Supplement use correlates with age, female sex, higher income/education, and with managing chronic conditions; older adults are more likely to use multiple products.

2) Italy

Who uses: Italy is arguably Europe’s most supplement-friendly culture. Recent association data indicate ~73% of Italians use supplements. Pharmacies account for the lion’s share of sales.
How big: 2023 sales were >€4–4.5B, keeping Italy at the top of Europe by value.
Why: A pharmacy-led advisory model, prevention-oriented messaging (“integratori”), and strong domestic manufacturers drive penetration; sleep, immunity, digestion, and joint health are perennial themes.

3) Germany

Who uses: The federal risk agency’s consumer monitor shows most Germans report using vitamins/supplements; 54% said they’d bought supplements within six months in 2024.
How big: Estimates for 2024 put the market in the $6.7–7.8B range, with growth expected through 2030. Pharmacy sales alone reached ~€3.1B in 2023.
Why: Aging demographics, sport/fitness culture, and magnesium/vitamin D staples—tempered by strong regulator messaging against unnecessary high-dose use.

4) United Kingdom

Who uses: FSA research: around half of UK adults take supplements regularly; later waves of consumer tracking continue to show substantial use.
How big: 2024 estimates cluster around $4–5B for dietary supplements, with mainstream retail buoyed by inflation and e-commerce convenience.
Why: Vitamin D recommendations for risk groups, pregnancy folate guidance, and a crowded high-street/pharmacy ecosystem (plus discounters) keep VMS in the basket.

5) Japan

Who uses: A mature, elderly-skewed market under the Foods with Function Claims (FFC) regime; prevalence varies by age but the share of older consumers using supplements is high.
How big: 2024 valuations for “dietary supplements” cluster around $3–4B (narrow vitamin/mineral scope) with broader “health foods” much larger historically. Growth is steady rather than explosive.
Why: Healthy aging, joint/cognitive support, and probiotic/enzyme products—sold across drugstores and convenience channels, with heavy on-pack claims under FFC rules.

6) South Korea

Who uses: Among the highest household participation globally via the Health Functional Foods category; red ginseng, vitamins/minerals, probiotics, and EPA/DHA oils dominate. Recent production data show vitamins/minerals overtaking red ginseng by value.
How big: A multi-billion-dollar market with strong domestic brands—and vibrant export demand—across offline drugstores and powerful online platforms.
Why: Beauty/health crossover culture, competitive K-brands, and functional claims—plus gifting traditions around ginseng—keep demand sticky.

7) China

Who uses: Per-capita usage trails Western peers but adoption is rising quickly in urban cohorts. The real story is scale and e-commerce.
How big: Estimates put vitamins & dietary supplements above $40B in 2024, with cross-border channels (Tmall Global, JD Worldwide) central to international brands’ playbooks; policymakers are expanding rules to support cross-border commerce infrastructure.
Why: Post-pandemic immunity focus, status of imported brands, and livestream commerce accelerate uptake—especially in vitamins, probiotics, and TCM-aligned botanicals.

8) Canada

Who uses: The national nutrition survey shows ~47% of adults used supplements in the prior month (2015), higher among women and older adults; later analyses confirm strong demographic gradients (education, income, urban residence).
How big: The market is ~$4B (2024) with vitamins as the largest ingredient category; growth in high single digits expected through 2030.
Why: Vitamin D for northern latitudes; fish oils and MVMs are enduring staples; e-commerce penetration has risen alongside grocery/club-store assortments.

9) Australia

Who uses: The ABS reports 33.6% of Australians used vitamins/minerals in 2023; women out-use men, with uptake highest among older adults.
How big: A mid-size market historically buoyed by “clean & green” exports (especially to China) and a strong chemist/shopfront presence. (Industry sources vary widely by scope; ABS prevalence is the reliable anchor.)
Why: Sun-safe culture drives vitamin D interest; fish oils, magnesium, and sleep/stress botanicals round out baskets.

10) Norway (Nordic Proxy for High Per-Capita Use)

Who uses: Consistently very high prevalence, especially among women and older adults; cod-liver oil/omega-3 use is culturally embedded.
How big: A smaller market by dollars (population), but among the world’s highest per-capita vitamin D and omega-3 users.
Why: Latitude (vitamin D), public-health traditions, and strong local brands.

The Demographics of Supplement Use

Across countries with good survey data, three patterns repeat:

1. Age: Use rises steadily with age. In the U.S., older adults not only use supplements more, but are far likelier to take multiple products. Canada shows the same gradient.

2. Gender: Women are more likely than men to use supplements in most countries studied.

3. Income/Education: Higher education and income correlate with higher use (Canada, Norway, and others).

These patterns reflect a blend of health literacy, healthcare access, and discretionary income—plus targeted marketing (e.g., prenatal folate, bone/joint formulas, beauty-from-within collagen).

Regional Storylines

North America: “Mainstreamed Prevention”

The U.S. and Canada treat supplements as part of everyday self-care. In the U.S., MVMs, vitamin D, and omega-3s top the list; overall use is highest among older adults. The e-commerce surge that began in 2020 never fully reversed—vitamin categories led online OTC growth, and grocery/club chains expanded shelf space.

Europe: Pharmacy-Led, Regulator-Watched

In Italy, pharmacists are the gatekeepers of a €4–4.5B market—Europe’s largest by sales—where usage is normalized and advice-driven. Germany and the U.K. are large, steady markets with strong regulator voices: Germany’s BfR regularly warns against unnecessary high doses even as a majority of consumers report use. Nordic countries post some of the world’s highest per-capita omega-3/vitamin D use for latitude reasons.

Asia: Scale (China), Seniors (Japan), and Functional Fandom (Korea)

China is the second-largest market by value, powered by cross-border e-commerce and platform retail (Tmall Global, JD Worldwide). Japan’s elderly demographics support a stable, claims-driven market under the FFC framework. South Korea blends K-beauty and health; red ginseng, probiotics, vitamins/minerals, and EPA/DHA dominate, with vitamins/minerals recently overtaking ginseng in production value.

Product Types: The Big Five

1. Multivitamin-Mineral (MVM): The default “cover the bases” product and most common supplement in U.S. surveys.

2. Vitamin D: Ubiquitous in northern latitudes and among older adults; widely recommended for specific groups.

3. Vitamin C: Pandemic-era immunity halo sustained interest; a staple in Europe and Asia.

4. Omega-3/Fish Oil: Cultural mainstay in Nordics (cod-liver oil); popular for heart/brain claims elsewhere.

5. Herbals/Functional Botanicals: Red ginseng in Korea; TCM-aligned tonics in China; sleep/stress botanicals (valerian, ashwagandha) in Western markets.

Distribution: Vitamins Go Digital

Two pandemic-era shifts stuck:

• Online outpaced in-store growth for vitamins and OTC self-care in the U.S.; 2020–2022 saw category-leading gains online.

• Cross-border e-commerce became a default entry path for supplement brands into China—Tmall Global and JD Worldwide let foreign labels sell without full on-shore setup; China is actively upgrading cross-border rules and logistics to support this trade.

The upshot: discovery happens on social and marketplaces; replenishment is increasingly subscription-based; and small brands can achieve national (even international) reach quickly.

Market Size and Growth: What’s Next

• Global: The dietary supplements market was about $193B in 2024 with ~9% CAGR projected through the early 2030s. The growth rate is cooling from the 2020–2021 immunity spike but remains well above packaged-goods averages.

• United States: A $100B+ nutritional supplements market with mid-single-digit forward growth as usage levels remain elevated and categories premiumize.

• China: >$40B in 2024 for vitamins/supplements; policy tailwinds for cross-border commerce should keep the category dynamic even amid consumer down-trading.

• Europe: Italy, Germany, and the U.K. form a $15–20B triad (combined), with Italy leading on a €4–4.5B pharmacy-anchored model; Germany and the U.K. are set for steady growth to decade’s end.

• Rest of top 10: South Korea continues to modernize from red ginseng–centric to a balanced mix heavy on vitamins/minerals and probiotics; Canada and Australia grow steadily, aided by online and club formats.

Why People Supplement (and Why It Differs by Country)

1. Public-health context: Latitude (vitamin D in Nordics/Canada/UK), diet patterns (omega-3s), and national guidance (e.g., pregnancy folate) shape baseline demand.

2. Culture and retail: Pharmacy-first (Italy), drugstore/convenience (Japan), cross-border marketplaces (China), or hybrid grocery/club/e-com (U.S., Canada, Australia).

3. Wellness zeitgeist: Beauty-from-within in Korea; longevity and brain health in the U.S./EU; immunity globally. E-commerce amplifies micro-trends into macro-sales.

Health Caveats: Benefits, Risks, and Regulation

Regulators routinely emphasize supplements are not substitutes for a balanced diet, and caution against excessive intakes—especially when stacking multiple products. Germany’s BfR, for instance, has pressed for tighter guardrails around high-dose products despite widespread use. U.S. NIH’s Office of Dietary Supplements likewise notes that MVMs can help fill gaps but can also push intakes above tolerable upper limits if overused.

The Top 10, Country by Country—Quick Profiles

• United States: High adoption; the MVM–D–omega-3 trifecta dominates; older, higher-income, and female consumers lead; largest global market; e-commerce sticky.

• Italy: Europe’s usage/value leader; pharmacist-guided choices; €4–4.5B market; strong trust in integratori.

• Germany: Majority users; pharmacy sales ~€3.1B in 2023; rigorous regulator scrutiny.

• United Kingdom: About half of adults use; steady growth in a $4–5B market; clear public-health recommendations for specific groups.

• Japan: Elderly-leaning user base; FFC claims; stable growth with a focus on digestive, joint, and cognitive health.

• South Korea: Red ginseng + vitamins/minerals + probiotics core; vitamins/minerals recently overtook ginseng in production value.

• China: Scale and cross-border define the category; >$40B in 2024; import platforms enable foreign brands.

• Canada: ~47% adult use; $4B market; similar demographic gradients as the U.S. (women/older/higher-income).

• Australia: 33.6% adult use; strong chemist chains and export linkages; D, magnesium, fish oils, sleep/stress botanicals.

• Norway: World-class per-capita omega-3/vitamin D culture; very high use among older adults and women.

What to Watch Next

• Normalization after the “immunity bump”: Growth remains healthy, but pandemic-level surges are behind us.

• E-commerce as the default aisle: Auto-replenish, social discovery, and cross-border will keep redefining shelf space—especially in China and the U.S.

• Regulatory tightening in the EU: Expect continued debate over safe upper levels and claims, even as usage remains high.

• Category mix shifts: In Korea, vitamins/minerals are now outpacing red ginseng by production value; in the West, sleep/stress and healthy aging formulas continue to premiumize.

Bottom Line

If “who takes the most” means per person, look to the Nordics, Italy, South Korea, and the United States, where a majority of adults say they use supplements (with women and older adults out in front). If it means total dollars, the United States and China are the clear giants, followed by Japan and the big European trio (Italy, Germany, U.K.). What unites them is a shift toward preventive wellness, a durable vitamin D–MVM–omega-3 core, and a buying journey that increasingly starts—and often ends—online.