Online sales of supplements have tripled in Sweden over the past ten years, leaving traditional channels trailing, a new survey has found. 

The survey, carried out by Swedish self-care trade group Svensk Egenvård and and analyst Euromonitor, shows that online sales of supplements in Sweden now account for 44% of all sales, with supermarkets taking a 19% slice and pharmacies and health stores accounting for a 14% share each.  

The new survey shows that all categories (dietary supplements, herbal medicines, weight loss products and sports nutrition) grew in real terms in 2025, albeit with lower growth than in previous years.

The survey shows that Swedish consumers buy the least dietary supplements in the Nordic countries, with Finnish consumers buying twice as much. 

The standout trend is a shift towards ‘value for money’ and online channels. 

Svensk Egenvård says that Swedish consumers have become more price-conscious in recent years and increasingly choose affordable alternatives in vitamins and supplements. This has led to growth in private label products. 

Sales of premium products have been relatively stable. Mid-range products have been affected the most as many consumers have switched to cheaper alternatives. Price focus and discounts continue to play a decisive role in consumers’ purchasing decisions. 

There has also been a clear channel shift. More and more consumers are buying their There has also been a clear channel shift. More and more consumers are buying their self-care products online or in grocery stores, mainly due to lower prices and the convenience of combining supplements with everyday food shopping.

Despite cost of living pressures, 26% of Swedish consumers say they expect to increase their investment in health and wellbeing in 2026. Current growth categories include children’s vitamins (+45% since 2021), vitamin D and multivitamins. Interest in probiotics, collagen, biotin and other beauty-related supplements is also shown to be growing.

Main image: Health store, Sweden