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Trends in supplements – what are Nordic consumers asking for?

Supplements have long since gone from being a niche product to a fixed part of everyday life for many Nordic consumers. But what do they put in the basket – and why? At Mezina, we follow the development closely. Here are the trends we see shaping the market right now.

Trends in supplements – what are Nordic consumers asking for?

By Mezina | June 2026

The supplement market has rarely moved as fast as it does now. Where consumers used to buy one multivitamin and call it a day, today we see a far more conscious and targeted approach: people choose supplements according to specific needs, life stages and goals. We feel this development clearly in the Nordics – and it places new demands on us as a manufacturer.

From "one size fits all" to targeted choices

Perhaps the biggest change is that consumers are no longer looking for one product that covers everything. Instead, they want specialised supplements for specific purposes: digestion, sleep, energy, bones and muscles, or women's health through the stages of life – from pregnancy to menopause. The industry analysis Supplement Trends 2026 from BioHealth International sums up the European market like this: more specialisation and targeted products rather than "one size fits all". The same picture is painted by U.S. News & World Report's annual OTC report, which in 2026 has added 11 new product categories – including supplements for menopause and digestion – precisely because of rising demand for specialised health products.

This aligns with Mezina's own approach across more than 40 years: the body has different needs at different stages of life, and supplements should reflect that.

The gut has taken centre stage

Lactic acid bacteria and digestive products are seeing significant growth. According to industry data cited by Vitaquest, sales of specialist supplements rose by around 6.3 percent, driven by demand for, among other things, collagen, fibre and pro-, pre- and synbiotics. NutraIngredients' annual review of the industry also identifies gut health as one of consumers' absolute top needs – alongside sleep, mental balance and women's health. At the same time, we see that the classics hold their ground: omega-3 fatty acids from fish oil remain strong in the Nordics, where the tradition for marine products is deeply rooted.

Strength and healthy ageing – not just for athletes

One of the most notable trends is that products such as creatine, collagen and protein have moved from the fitness world out to the general population. BioHealth International's trend analysis describes how creatine is moving from the fitness world out to a broader audience who want to support daily performance and health, and at Europe's largest industry trade fair, Vitafoods Europe 2026, protein, creatine, collagen and fibre were among the most talked-about categories – often positioned around preserving strength and vitality with age. "Healthspan" – the number of good, healthy years of life – has become a key word, and it reflects a fundamental Nordic attitude: we don't just want to live longer, we want to bring ourselves along.

Vitamin D and the dark months

Some needs are particularly Nordic. With short winter days and limited sunlight for large parts of the year, vitamin D is one of the most sought-after supplements at our latitudes. The Danish Health Authority recommends that children over 4 years and adults take a daily supplement of 5-10 micrograms of vitamin D during the winter half-year from October to April – and that has made vitamin D a fixed habit for many Danes. Magnesium and calcium are also among the steady bestsellers, driven by interest in sleep, muscles and bone health.

Trust and documentation weigh heaviest

The last – and perhaps most important – trend is not about ingredients, but about trust. Nordic consumers read ingredient lists, demand transparency and want to know where the products come from. At the same time, specific cases have heightened attention: as recently as March 2026, the Danish Veterinary and Food Administration warned against supplements with ashwagandha sold from a foreign online shop – an ingredient that is illegal to sell in Denmark. Such cases underline that supplements must be safe and comply with the law. The industry media NutraIngredients similarly points out that regulation and documentation of safety and efficacy are taking up more and more space in the market.

This is where we, as a Danish manufacturer with our own production, stand strong. Consumers want products where the documentation is in order, the ingredients are well known, and the claims stay within the EU's rules. We only see that demand growing, says Mezina.

For us, the trends confirm the direction we have chosen: simple, transparent products of high quality, developed for real needs in real lives – no matter which stage of life you are in.

  1. Life-stage supplements – targeted products for, among other things, women's health and healthy ageing
  2. Gut health – lactic acid bacteria and fibre growing strongly
  3. Strength and healthspan – creatine, collagen and protein reaching new audiences
  4. Nordic core needs – vitamin D, magnesium and omega-3 remain strong
  5. Trust and documentation – transparency, traceability and compliant marketing decide the choice

Sources

Food supplements should not replace a varied diet and a healthy lifestyle.

Contact: Mezina · mail@mezina.com