Mar 26, 2025
Nowadays, more people focus on their health and immunity, leading to a big rise in demand for supplements, especially in the US and Europe. But to succeed in these markets, a great product isn’t enough. You need to understand your customers and deliver what they expect with reliable omnichannel fulfillment.
In this blog, we will look at what makes US and European supplement shoppers different, and how the right fulfillment strategy can help your brand grow.
Americans love their daily supplements! In 2024, 75% of Americans continued to use supplements, with a 75% usage rate. 38% of them take one or more each day, way above the global average of 26%. Multivitamins are the most popular, followed by Vitamin D, Vitamin C, Calcium, and Omega-3 Fish Oil.
The top reasons for taking supplements include overall health and wellness (40%), immune support (31%), filling nutrient gaps (25%), and supporting heart health (23%).
When it comes to shopping for supplements, U.S. consumers flock to drugstores (49%), online retailers (43%), and health stores (43%). And the online market is booming, set to jump from 36.6% to 49.8% by 2028.
Supplement use is also widespread in Europe, with nearly 90% of consumers having taken a food supplement at some point. Countries like Italy (€63.6), Germany (€32.9), and France (€31.7) lead in per capita spending.
Over the past year, the most popular supplements were Vitamin D (46%), Vitamin C (36%), and Magnesium (33%). The main reasons Europeans take supplements are to maintain overall health (52%), support the immune system (45%), and boost energy (29%).
When shopping, most consumers prefer pharmacies (63%), followed by supermarkets (25%), health food stores (15%), specialized websites (15%), and brand websites (10%).
Both US and European consumers have a strong demand for dietary supplements with a focus on maintaining health and boosting immunity. In both regions, Vitamin D, Vitamin C, Multivitamins, and Omega-3/Fish Oil are among the top choices. Both markets are seeing rapid growth in online supplement purchases, making omnichannel fulfillment strategies increasingly important.
Reach customers everywhere they shop
Today's supplement shoppers expect to find their favorite supplements wherever they shop. Whether it’s on Amazon, at a local pharmacy, or through a brand’s website, being available across platforms builds trust and increases visibility.
Ensure a consistent customer experience
Accurate orders, fast shipping, and reliable delivery are key to building brand loyalty. Omnichannel fulfillment helps ensure customers get the same great experience no matter where they buy.
Improve inventory management and speed up delivery
Managing inventory across channels can be tricky, but omnichannel systems keep stock levels accurate and reduce the risk of stockouts or overstocking. Localized fulfillment centers in key markets speed up delivery times.
Fast and reliable fulfillment
With a 99.26% delivery success rate, we offer same-day fulfillment for orders placed by 3 PM and a variety of shipping options, from expedited to economy shipping. With a global network of fulfillment centers across the US and Europe, you can reduce transit times and shipping costs, ensuring your customers receive their orders quickly and reliably.
Secure and compliant storage
Health and wellness products, like supplements and vitamins, require strict quality control and safe handling. CIRRO Fulfillment ensures your inventory stays protected and compliant with adherence to regulatory guidelines and secure storage facilities, giving you peace of mind as you expand into new markets.
Advanced inventory management
Managing different supplement SKUs, sizes, and formulations is simple with our real-time inventory tracking and smart placement strategies. Our system helps prevent stockouts and overstocking, while detailed reporting makes it easy to forecast demand and manage restocking efficiently.
Custom packaging solutions
Stand out in a crowded market with branded, eco-friendly packaging designed to enhance the customer experience. CIRRO Fulfillment offers custom inserts, including product guides, promotional materials, or handwritten thank-you notes, making every unboxing moment memorable and reinforcing your brand identity.
