Key Trends in Demand in the Dietary Supplements Market in Russia

At the end of 2025, the Russian dietary supplements market maintained a positive trend, despite the pressure of macroeconomic factors, a decrease in real disposable incomes of the population and a noticeable increase in prices. At the same time, in physical terms, the growth in relation to 2024 was up to 5%, while in monetary terms, the market added more than 15%.

According to Anna Valueva, head of the consulting company Smart Consult, the development of demand for dietary supplements in Russia is supported by several factors at once. Among them are the growing popularity of a healthy lifestyle, the strengthening of a preventive approach in medicine, as well as a change in consumer perception of the role of dietary supplements in the daily diet. An additional impact is caused by a decrease in the content of nutrients (vitamins, protein, fats, minerals) in traditional foods, an increase in income in 2018-2025 for one of the most loyal audiences of the category — women aged 30–50, as well as the active promotion of dietary supplements by international manufacturers through the medical community, social networks and influencers.

According to the annual survey of Smart Consult analysts, tablets and capsules remain the most popular forms of dietary supplements in the Russian market - they account for about 29% of demand. Another 18% are oil-fat capsules. In many ways, the structure of demand is determined by the specifics of supply from both domestic and foreign manufacturers: for example, magnesium and other minerals are more often available in the form of tablets and capsules, and omega-3 and vitamin D are in oil-fat capsules.

The growing interest in the sachet format deserves special attention. Over the past three years, this form has noticeably strengthened its position in the Russian market, largely under the influence of South Korean manufacturers, for whom this format is traditional. This trend has already been picked up by Russian brands, primarily those operating in the premium segment.

Powders are still a specific form of release for certain dietary supplements, primarily collagen. Gummy forms are in demand mainly in the children's segment, and syrups remain a fairly rare form of release and are typical for individual manufacturers.

If we talk about the most popular categories of dietary supplements at the end of 2025, mineral supplements are in the lead - including zinc, various forms of magnesium, iron and combined products. They account for more than 10% of total demand. A comparable share is occupied by "multivitamins or complexes of vitamins and minerals" for various purposes - to support immunity, healthy hair and nails, as well as to increase overall tone, including in an audience leading an active lifestyle.

About 8% of the demand was for probiotics to normalize digestion. A little more than 5% of the market is formed by products used for joint diseases, Omega-3, gynecological dietary supplements, as well as dietary supplements.

Manufacturers' expectations for 2026 remain generally positive. Almost half of the survey participants predict an average annual market growth in monetary terms at the level of 15-20%. The scenario of stagnation is considered by about 3% of respondents.

The positive expectations of the majority of respondents are primarily associated with global demand trends and the stage of the life cycle of the dietary supplements market in Russia. Negative expectations are a further decline in real disposable incomes of the population.

*Source: RBC Research Store.