The Retail Market for Dietary Supplements Is Growing Steadily: Results for the First Quarter of 2026
Pharmacies maintain their leadership, marketplaces are increasing their share, and collagen and omega are becoming the most dynamic categories. We examine the key trends in the retail dietary supplement market.
According to DSM Group, from January to March 2026, the retail market for dietary supplements grew by 20% in rubles and by 4% in units compared to the same period last year. Pharmacies and marketplaces are currently the most transparent channels for retail sales of dietary supplements. Other segments-network marketing, sales through importer websites, and non-pharmacy retail-are significantly less digitized and account for a relatively small market share. Data from pharmacy chains and large online platforms formed the basis for DSM Group's study, which examines key areas of industry development.
Overall results for the quarter
According to the results of the first three months of 2026, Russians spent 69.4 billion rubles on dietary supplements-that's the market size in monetary terms. Sales in physical terms amounted to 123 million packages. Pharmacies remain the primary sales channel, but rapidly gaining momentum, marketplaces are driving growth: they increased by 30% in rubles and by 18% in packages, gradually increasing their share.
The range of dietary supplements in the two key channels differs significantly. Overall, the commercial market offered over 25,000 different dietary supplement SKUs in the first quarter, with only 6,000 available simultaneously in pharmacies and online. The number of dietary supplement manufacturers reached 1,800-twice as many as pharmaceutical companies. This makes the supplement market truly competitive.
Three categories deserve special attention, enjoying consistently high demand today: supplements for maintaining normal gut flora (probiotics, prebiotics, and synbiotics), collagen products, and sources of omega fatty acids. All three groups are represented in both key sales channels, with pharmacies generating the bulk of turnover, as is the case for the overall market. However, there are notable differences: while marketplaces account for a higher share of collagen (32.2%) and omega (26.5%) than the market average, online platforms account for only 6.1% of the market share of microflora supplements.
Dietary supplement for maintaining normal intestinal microflora
Pro-, pre-, and synbiotics account for 8% of the dietary supplement market by value. During the quarter, 7.2 million packages of these supplements were sold through retail channels, with a total value of 5.6 billion rubles. However, the category's performance is mixed: packaged sales decreased by 6.2% compared to Q1 2025, while monetary sales increased slightly by 0.3%. The average price per package was 772 rubles.
In terms of sales volume, the top three were PharmaMed (17.1% in rubles), Binnopharm Group (11.5%), and Mirrolla (7.6%). The brands Maxilak and Bak-Set were not only among the top three in their category but also among the top twenty in the overall dietary supplement market.
During the quarter, manufacturers launched 12 new products, the most successful of which were "Overvit Synbiotic Max Capsules 350 mg No. 10," "Dailyzen Probiotic Complex Capsules 471 mg No. 60," and "Be Healthy! Probiotic + Prebiotic Baby Powder No. 10": sales of these new products exceeded 5 million rubles in three months.
Dietary supplements - sources of collagen
Collagen supplements accounted for 4% of the market in monetary terms, making them the fastest-growing category of those analyzed. Sales grew by 44.1% in rubles and 38.2% in units, bringing the segment's capacity to 2.7 billion rubles and 1.6 million units by the end of the quarter. The average price per unit was the highest among the categories analyzed: 1,665 rubles.
The primary positioning of such supplements is to support skeletal disorders and improve the condition of skin, hair, and nails. In the first quarter, Russians purchased 732 collagen supplement SKUs from 246 manufacturers; the dominant forms are capsules and powders.
Evalar (17.6%), Petrovax Pharm (8.9%), and Bayer (8.1%) hold the leading market share. Evalar's marine collagen, as well as Artneo and Teraflex Ultra, products aimed at supporting and restoring joint function, round out the top three brands.
Five of the top fifteen collagen supplements are priced above 3,000 rubles. During the reporting period, manufacturers introduced 42 new SKUs. The most successful were those combining collagen with vitamin C: "Miosuperfood Marine Collagen + Vitamin C Capsules 530 mg No. 120" (Q1 turnover: 7 million rubles), "GA (Gubernskie Apteki) Collagen + Vitamin C Powder [Lemon-Lime] 180 g No. 1" (5.3 million rubles), and "BOTO Low-Molecular Marine Collagen Vitamin C / Hyaluronic Acid Powder [Lemon] 2 g No. 30" (4.7 million rubles).
Dietary supplements are sources of unsaturated omega fatty acids
Omega supplements accounted for 9% of the market value. The category grew by 23.6% in rubles and 8.5% in units: 6.2 million units were sold in the first three months, worth 6.1 billion rubles, with an average price of 982 rubles per unit.
Manufacturers most often market omega as a product that benefits the body as a whole; products supporting cardiovascular function and those affecting the reproductive system are also significant. The segment is highly competitive: 1,706 SKUs from 372 manufacturers are available in retail. Capsules are the primary form of release (over 80% of the market), and oral oil is also in demand.
Solgar (15.5%), Polaris (10%), and Evalar (8%) held the largest ruble shares. Pharmacy shoppers prefer Solgar, Evalar, and Doppelherz, while online platform users prefer Now Foods, Solgar, and Salmonica.
During the quarter, 55 new product lines were launched. The best results were demonstrated by Miopharm/Miopharm Blue Line Omega 3 capsules 1000 mg No. 200 (Q1 turnover of 23.3 million rubles), Healthis Omega 3-6-9 capsules 1350 mg No. 180 (18.6 million rubles), and TMA (April) Omecorcaps capsules 1415 mg No. 60 (16.7 million rubles).
The dietary supplement market promises to be vibrant in 2026: product range is expanding, competition is intensifying, and online channels are becoming increasingly important. To stay up-to-date on industry trends, learn about manufacturers' latest products, and share experiences with colleagues, we invite you to the Pharmtech & Ingredients exhibition-get a free ticket with the promo codepharmtech.