Dietary supplements in Germany 2015 – Market, regulation, and consumer behavior

In 2015, the market for dietary supplements in Germany was in an exciting phase of development. Between increasing health awareness among consumers, complex legal requirements, and growing product variety, manufacturers and consumers alike sought guidance. This article provides an overview of the market, the legal framework, and the key trends of 2015.

Legal foundations for dietary supplements in Germany

EU directives and national laws

Dietary supplements (NEM) are legally classified as food in Germany – not as medicines. Therefore, they are subject to European and German food legislation.
The most important regulations in 2015 were:

• EU Directive 2002/46/EC, which specifies which vitamins and minerals may be used in dietary supplements.

• The German Dietary Supplements Ordinance (NemV), which implements EU requirements and supplements national demands (e.g., labeling, notification requirement).

• The Food and Feed Code (LFGB), which regulates general safety and labeling obligations.

Thus, every product had to comply with both EU and German regulations.

Notification requirement instead of approval

A central feature of the German system was (and is) that dietary supplements are not subject to approval requirements. Manufacturers or importers only had to notify their product to the Federal Office of Consumer Protection and Food Safety (BVL) – that is, submit a so-called "notification according to § 5 NemV".

This notification includes, among other things:

• Composition and recommended daily dose

• Label and packaging information

• Warnings and special instructions for use

• If applicable, safety or toxicological data

However, the BVL did not substantively review this information. The responsibility for safety and legal compliance lay entirely with the manufacturer. Violations could later be sanctioned by the food monitoring authorities of the federal states.

Ingredients, maximum levels, and health claims

• The NemV precisely defines which vitamins and minerals may be used in which form.

• For herbal substances, amino acids, or secondary plant substances, there were fewer specific regulations in 2015 as long as they were considered food ingredients.

• Binding maximum levels for vitamins and minerals were not yet established in Germany in 2015. Risks were assessed on a case-by-case basis by the Federal Institute for Risk Assessment (BfR).

• Health claims were only permitted if scientifically evaluated and approved according to EU Regulation (EC) No. 1924/2006.

• Labeling requirements: All mandatory information had to be provided in German, including dosage, ingredient list, warnings, and expiration date.

The market for dietary supplements in Germany in 2015

Market volume and growth

In 2015, the market for dietary supplements was an important part of the growing health and prevention sector.
Germany was one of the largest markets in Europe – driven by an aging population, increasing health awareness, and a strong pharmacy and drugstore culture.

The best-known brands already included:

• Orthomol – specialized in micronutrient combinations

• Doppelherz and Abtei – established brands in the pharmacy and drugstore sector

• Numerous smaller manufacturers and online providers serving niches such as sports or herbal supplements

Distribution channels

The most important distribution channels in 2015 were:

• Pharmacies and drugstores (e.g., dm, Rossmann)

• Health food stores and organic shops

• Online shops that were gaining increasing importance

• Fitness and nutrition specialty stores

At that time, online retail was still growing but quickly developed into a central sales channel for dietary supplements.

Consumer behavior and trends

In 2015, a clear trend towards conscious consumption and prevention was evident in Germany.
Typical developments:

• Consumers wanted to specifically supplement their diet to close possible nutrient gaps.

• Especially popular were multivitamin preparations, magnesium, calcium, and omega-3 products.

• Natural and “clean” ingredients were considered particularly trustworthy.

• At the same time, skepticism towards exaggerated health claims was high – many consumers trusted scientifically proven statements and well-known brands.

Challenges and risks in 2015

Despite growth, manufacturers and retailers faced some challenges:

1. Gray areas with novel ingredients: For many plant extracts or novel substances, clear legal regulations were lacking.

2. Missing maximum levels: Without binding upper limits, there was a risk of overdosing, especially with fat-soluble vitamins.

3. Unauthorized health claims: Violations of the Health Claims Regulation often led to warnings.

4. Product adulterations: Particularly in the area of sports and weight loss products, undeclared pharmacologically active substances were occasionally discovered.

5. Strong competition: The market was dominated by established brands – new providers had to convince through quality, transparency, and innovation.

Conclusion: A dynamic market with high demands

Looking back, the year 2015 shows how the German market for dietary supplements professionalized. Manufacturers had to:

• comply with strict labeling and notification requirements,

• use legally compliant health claims,

• and build consumer trust through quality and transparency.

At the same time, the market benefited from growing health awareness and increasing online affinity among customers. Many current developments – such as personalized supplements or sustainability in production – have their origins here.