Today, more than one out of two French people take dietary supplements[1]. In order to understand who the market targets better, it is essential to take a look at the profiles of these consumers. Profiles which are far from being unique: there are several types. There is notably a contrast between the past, with regular consumers and the present with the millennials who are changing habits. The rise of Digital Native Vertical Brands (DNVB) is bringing new consumers. We talk about it in this article.

Photo fit picture of today’s consumer

The typical profile of today’s dietary supplement consumer is a young (average age of 45 with 13% aged between 18 and 24), active (63% from a higher socio-professional category) woman (57%) without children (56%)1. And among all consumers, we can observe a majority of occasional consumers (82%) for only 19% of regular consumers. Occasional consumers will be interested in dietary supplements at specific times: a change in season or a stressful period, for example.

Lately we have been witnessing the rise of millennials, a population that includes people born between the beginning of the 1980s and the end of the 1990s. These younger consumers are sensitive to brand identities. They also have good social media skills and generally know how to use digital tools. New, exclusively digital brands are therefore becoming more popular: Digital Native Vertical Brands. Brands that are surfing web and personalisation trends are reinventing habits. Communication is becoming more direct, more daring: dietary supplements have become a trend.

A general digital trend, which directs purchasing habits of users to e-commerce channels. In addition E-commerce represents 7% of the dietary supplement market today, with a growth of + 30% between 2019 and 2020[2]. However, chemists remain the leaders on the market. Indeed, this historical channel still represents 50% of the market.


Health and naturalness at the heart of expectations

Today, the reasons why people take dietary supplements are directly related to naturalness and health. The main opportunities for taking them are linked with stress and sleep, digestive well-being, vitality and immunity. And these reasons were confirmed with the sanitary crisis which greatly boosted the immunity promise.

Today’s consumer is looking for evermore personalised promises. Promises of straight hair, dark skin, etc. Brands play on hyper-segmenting their offer in order to answer the consumer’s needs specifically.

The quest for naturalness is also affecting the ingredients and the origin of dietary supplements. Indeed, 3/4 of users foster their natural nature, and 2/3 their efficiency, their ingredients which don’t contain additives and then their price[1]. These are all traits that also encourage dietary supplement laboratories to offer more ethical, locally sourced products that have a perfect traceability and to widely inform about their formulas.


Innovate with PiLeJe Industrie

Would you like to innovate on the dietary supplement market? Let yourself be guided by PiLeJe Industrie. Our plant and microbiotic expertise are perfectly in harmony with the quest for naturalness and health of today’s consumers. This expertise is also associated with industrial expertise and know-how.

At PiLeJe Industrie, quality and attention to detail are at the forefront of the production process. This way we guarantee the safety and quality of your products.

Lastly, we offer you personalised support. This allows you to develop tailor-made dietary supplements. A good innovative way to answer the precise expectations of consumers.


To discuss your project with our team, feel free to contact us by clicking here.



[1] Harris Interactive, Final report: : Nouvelles Tendances Consommateurs dans les Compléments alimentaires (New Consumer Trends in Dietary Supplements), 2021. Synadiet.
[2] Synadiet, Dietary Supplements Market 2020, 2021
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