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As the digital landscape continues to evolve, online sales are exploding in a variety of sectors, and the vitamin and supplement market is no exception. Whether we're talking about vitamins, supplements, or even protein bars, demand is on the rise and requires effective solutions to meet it.

Join us as we explore the growth of the market, special considerations when selling online across Europe, and the crucial role of fulfillment services in ensuring seamless operations and customer satisfaction throughout the process.

Vitamin and Supplements Market in E-Commerce

Online sales are on the rise worldwide, and the vitamins and supplements sector is no exception. The global food suplement e-commerce market is anticipated to expand in the coming years, with a projected value of US$22,734.7 million by 2024


Among various categories in e-commerce, the vitamins and supplements sector stands out as one of the primary beneficiaries of this growth trend. Since 2021, there have been no indications of a slowdown in this sector's development.

Why are Vitamins and Supplements So Popular?

People's health awareness has been growing steadily for several years now. A healthy diet is increasingly becoming the focus of attention. On one hand, this is intended to strengthen health in general. On the other hand, more and more people are becoming aware that better nutrition goes along with greater performance. This is true not only in sports but also in working life. Accordingly, the use of vitamins and supplements is gaining popularity among the broad public.

Almost nine out of every ten Europeans have incorporated a food supplement into their lives, reflecting a high level of consumer trust in these products. Italy is the country with the highest expenditure on food supplements among European countries, followed by Germany, France, and the United Kingdom, making them the top four countries in per capita expenditure on food supplements.

In addition to the global players, many smart companies have recognized this and have taken up the fight for online shoppers.  Alongside quality products and strategic marketing, efficient logistics plays a crucial role in e-commerce success. Speedy, dependable, cost-effective, and eco-friendly shipping are the pivotal factors. For this reason, online retailers in the supplement industry and beyond are increasingly looking for suitable fulfillment solutions.

Special Considerations When Selling and Shipping Vitamins and Supplements Online

When selling and shipping vitamins and supplements online, there are several special considerations that online businesses need to take into account to ensure compliance, safety, and customer satisfaction.

What to look for when selling and shipping vitamins and supplements online?

The sale and shipment of vitamins, supplements, and the like via online stores is a successful business model in many cases. However, attention must be paid to some peculiarities. For example, in the EU it is forbidden to advertise food supplements claiming preventive, palliative, or curative effects. Also, most European consumers who use dietary supplements read labels carefully, so it is extremely important for your product to have the right labels and information. At the end of the day, these products are not categorized as medical products, but as foods that serve to supplement the regular diet. 

Cross-Border E-Commerce - Shipping Vitamins and Supplements Internationally

Since food supplements such as vitamins, fitness supplements, minerals, or dietary products are potentially hazardous to health, special food safety regulations must be considered. This is especially true when shipping abroad. Licensed online retailers can ship their products across borders after adding documents and certificates that are required in the respective target market. You should pay particular attention to so-called complementary substances such as preservatives and colorants or sweeteners. Especially when importing into the EU, comparatively strict rules apply, while there are only recommendations for shipping supplements to the USA, but no real barriers for such products.

We therefore strongly recommend that you inform yourself in advance about laws and regulations in the respective country of destination, but also in the country of origin. Also, be aware that some shipping providers have company policies that exclude certain products. With byrd, you have access to a wide range of delivery companies, which gives you the maximum flexibility to switch between them.

Guide for Cross-Border E-Commerce in the European Union

What Else Should You Pay Attention To When Selling Supplements and Vitamins online?

The distribution of supplements and the like is associated with some hurdles. These include the following regulations 

  • Product labeling
  • Online labeling
  • Advertising
  • Advertising bans
  • Obligation to notify when placing food products on the market
  • Obligation to register
  • Obligation to notify

What is Important for Fulfillment, Warehousing, and Shipping of Vitamins and Supplements?

E-commerce entrepreneurs should conduct a thorough evaluation of their options when selecting a fulfillment solution. While shipping and order fulfillment play a critical role in influencing the decisions and loyalty of online shoppers, they are not the only considerations for customers in today's market landscape. Here are five key points to keep in mind:


Certificates such as Fair Trade Certification or The Rainforest Alliance are crucial when handling vitamins and supplements because they ensure that products meet stringent organic fulfillment standards. These and many more certificates validate that the production process adheres to specific criteria and environmentally sustainable practices. For consumers, BIO certificates provide assurance that the products they purchase are of high quality, free from harmful chemicals, and produced in an environmentally responsible manner. Additionally, the HACCP certificate validates that appropriate measures are in place throughout the supply chain, from receipt of goods to shipment.


Another component of organic certification and equally important for online retailers in the food sector is the so-called LOT tracking. This allows keeping an overview of best-before dates. Thus, the expiration of products can be prevented in the best possible way and the shipping of expired goods can be excluded. 

First-In-First-Out Fulfillment

The same applies to the strategy of shipping products that were put into storage first. Sounds obvious and intuitive at first glance, but this is not the case in every warehouse.

Possibility to Create and Send Bundles

Especially in the area of vitamins and food, the shopping cart often consists of several products. A 3PL or fulfillment provider should therefore offer the option of bundling multiple products into one shipment. Efficiency gains can be realized through these bundles, which often leads to enormous cost savings and, incidentally, is also a much more sustainable solution.

Sustainable and Customizable Packaging

Especially in the area of vitamins and supplements, packaging is a crucial communication tool. It is the first thing consumers see and touch. Thus, in addition to color, size, and other visual characteristics, haptics is also key to offering a convincing customer experience.  With enclosed flyers, stickers, and branded packaging materials one can take the next step toward a higher recognition in these matters.

byrd packaging

In 2022, 90% of Europeans considered sustainability to be a priority purchase criterion, a sentiment that remains accurate today. So, to respond to consumer demand for environmentally friendly products, the nutritional supplement industry is actively embracing sustainable packaging solutions. Moreover, packaging regulations have undergone significant shifts towards sustainability, with further changes anticipated. The European Union has enforced strict regulations aimed at substantially reducing packaging waste and promoting circularity. 

Fulfillment for Supplements and Similar - What byrd Offers to You

byrd provides a comprehensive array of services, encompassing industry standards such as certified organic fulfillment centers, the capacity to ship bundles, and customizable packaging options—allowing you to utilize your own packaging materials. Additionally, we offer warehouses across Europe to distribute your products effectively and efficiently.

byrd's services are utilized by a large number of e-commerce companies, including online stores specializing in nutritional supplements, dietary supplements, and similar products. You can delve deeper into these companies above.