The Romania nutraceuticals market size was estimated at USD 2.07 billion in 2024 and is projected to reach USD 4.30 billion by 2033, growing at a CAGR of 8.4% from 2025 to 2033. This market growth is primarily driven by heightened consumer awareness of preventative healthcare and a growing focus on holistic health and wellness.
- By product, the functional food segment held the highest market share of 46.1% in 2024.
- Based on application, the weight management & satiety segment held the highest market share in 2024.
- By distribution channel, the offline segment held the highest market share in 2024.
Market Size & Forecast
- 2024 Market Size: USD 2.07 Billion
- 2033 Projected Market Size: USD 4.30 Billion
- CAGR (2025-2033): 8.4%
This market growth is further propelled by the increasing penetration of online sales channels and evolving consumer preferences for supplements targeting specific health needs such as immunity, stress management, and age-related concerns. Consumers actively seek products that offer benefits beyond basic nutrition, particularly in categories such as immunity boosters, stress relief, and formulations addressing specific health conditions. This growing demand, coupled with the cost-effectiveness and broad reach of online promotion, has led to a significant expansion of e-commerce for dietary supplements in Romania. Innovations are centered on developing products that offer multiple benefits and leverage plant-based formulations, with companies investing in R&D to create new active ingredients and delivery methods.
Consumer Insights
Transparency in product labeling, clear communication of benefits, and natural ingredient sourcing are key factors influencing consumer trust and purchasing intent. While price remains a consideration, consumers increasingly prioritize efficacy and brand reputation. Understanding these nuanced behavioral patterns is crucial for businesses aiming to effectively engage and serve the evolving needs of Romania’s nutraceutical industry consumers.
Consumers in Romania are favoring easy-to-use delivery forms such as gummies, capsules, powders, and effervescent tablets. Online shopping has grown significantly, supported by better access to product information and peer reviews, though pharmacies remain the most trusted sales channel. In 2023, Romania was recognized by the International Trade Administration as the 47th largest e-commerce market globally, with estimated revenues reaching approximately USD 5.50 billion. This considerable market size and revenue projection underscore the strong and expanding trajectory of online retail in Romania, which positively impacts the growth and accessibility of the nutraceuticals sector for consumers across the country.Â
Product Insights
Based on product, the functional food segment dominated the market with a revenue share of 46.1% in 2024. Romanian shoppers increasingly seek everyday foods enhanced with health benefits such as probiotic yogurts, fortified milks, and fibre‑enriched snacks. In June 2023, Napolact launched a new range of organic dairy products, including kefir, buttermilk, and drinking yogurt. These are exclusively available at LUCA, a Romanian street food chain with approximately 150 stores. This strategic distribution enhances the visibility and accessibility of functional foods, further cementing their dominant position within the Romania nutraceuticals industry by catering to growing consumer demand for health-promoting options.
The dietary supplements segment is projected to experience the fastest CAGR of 10.4% from 2025 to 2033. Dietary supplements, while a distinct product segment, are experiencing the highest growth, particularly driven by evolving distribution channel strategies in Romania. Companies are actively engaging in new product development and market expansion. In July 2022, Secom Healthcare Group a Romanian company that specializes in importing, promoting, and selling natural health and beauty products expanded its retail portfolio with new 120 products including dietary supplements from well-known brands, leading the European market.
Application Insights
The weight management & satiety segment held the largest revenue share of the Romania nutraceuticals industry in 2024. Consumers increasingly seek multifunctional products that support satiety, energy regulation, and body composition and similarly companies are focusing on product innovation.
The men’s health segment is projected to experience the fastest CAGR from 2025 to 2033. Rising interest in targeted supplementation for energy, performance, prostate support, and hormonal balance is driving this growth.
Distribution Channel Insights
The offline distribution segment dominated the Romanian nutraceuticals industry in 2024, primarily driven by established retail networks such as pharmacies, specialized health stores, and hypermarkets. Consumers often prefer the in-person experience, including direct consultation with pharmacists or sales associates, and the immediate availability of products.
The online segment is anticipated to experience the fastest CAGR of 10.4% from 2025 to 2033. This growth is fueled by increased internet penetration, convenience, competitive pricing, and a wider product selection available through e-commerce platforms and dedicated online health stores.
Key Companies & Market Share Insights
Some of the key players in the Romanian nutraceuticals industry include Amway, ADVANCE nutraceutics SRL, Alevia, SanoVita, and others.
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Amway operates in various European markets, including Romania, where it offers health and wellness products under its Nutrilite brand. In the Romanian nutraceuticals market, the company provides a diverse range of dietary supplements, encompassing multivitamins, omega-3, and beauty-focused nutrition products.
- Amway
- ADVANCE nutraceutics SRL
- Alevia
- SanoVita
Recent Developments
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In August 2024, Aenova, a CDMO (Contract Development and Manufacturing Organization), announced that it was investing USD 8.8 million in a new gummy production line at its Cornu, Romania, facility. This state-of-the-art, starchless line will have an annual capacity of approximately 1 billion gummies, offering pharmaceutical and food-grade options.
Romania Nutraceuticals Market Report Scope
Report Attribute
Details
Market size value in 2025
USD 2.25 billion
Revenue forecast in 2033
USD 4.30 billion
Growth rate
CAGR of 8.4% from 2025 to 2033
Actuals
2021 – 2024
Forecast period
2025 – 2033
Quantitative units
Revenue in USD million and CAGR from 2025 to 2033
Report coverage
Revenue forecast, company ranking, competitive landscape, growth factors, trends
Segments covered
Product, application, distribution channel
Key companies profiled
Amway, ADVANCE nutraceutics SRL, Alevia, SanoVita
Customization scope
Free report customization (equivalent up to 8 analysts working days) with purchase. Addition or alteration to country, regional & segment scope.
Pricing and purchase options
Avail customized purchase options to meet your exact research needs. Explore purchase options
Romania Nutraceuticals Market Report Segmentation
This report forecasts revenue growth at the country level and provides an analysis of the latest industry trends in each of the sub-segments from 2021 to 2033. For this study, Grand View Research has segmented the Romania nutraceuticals market report based on product, application, and distribution channel:
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Product Outlook (Revenue, USD Million, 2021 – 2033)
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Dietary Supplements
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Tablets
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Capsules
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Soft Gels
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Powders
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Gummies
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Liquid
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Others
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Functional Food
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Functional Beverages
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Energy drink
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Sports drink
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Others (Functional dairy based beverages, kombucha, kefir, probiotic drinks, and functional water)
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Infant Formula
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Application Outlook (Revenue, USD Million, 2021 – 2033)
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Distribution Channel Outlook (Revenue, USD Million, 2021 – 2033)