Dietary supplements market: what and how Ukrainians buy in 2025
15 April 16:56
Over the past few years, the demand for biologically active supplements (BAAs) has changed, and if earlier consumers made their choice based on price, now a conscious approach to health dominates. The press service of the Ukrainian marketplace MAUDAU told URTC about what else has changed in consumer behavior, Komersant ukrainskyi reports.
From price factor to conscious choice
A year ago, the top sellers on MAUDAU were dietary supplements with the most attractive price. But nowadays, people are increasingly choosing high-quality, natural products with a clear composition.
Supplements without synthetic ingredients that are easily absorbed and have a minimum of side effects are becoming increasingly popular. People want not just to be “cured” but to support themselves systematically, understanding the needs of their body. In fact, this has led to an increase in the average bill: if a year ago it was within UAH 500, now it is more than UAH 600-700.
What are the most popular categories?
Until recently, vitamin complexes “for all occasions” were popular. Today, according to MAUDAU, demand is distributed not just by functionality (for stress, for immunity), but by niche needs.
One of the main areas is beauty supplements for skin, nails, and hair health. Biotin, vitamins C and E, zinc – these ingredients have become a must-have, especially in spring and in preparation for summer.
In second place are products for sleeping, calming, and stress management. Magnesium, melatonin, complexes with adaptogens – all of these are in consistently high demand.
Another observation is the consistently high demand for Omega-3. We can say that this is already a basic item in the medicine cabinet of many Ukrainians.
Seasonality also plays a role: in the fall, there is a growing interest in immunity products (vitamin C, zinc), in the winter – in vitamin D, and in the spring – in everything that will help to recover and look healthy.
Details also matter
Customers pay attention not so much to the design of the jar as to the composition, method of administration, age restrictions, and warnings about allergic reactions.
That’s why high-quality product cards play an important role: clear descriptions, precise dosages, instructions, and answers to common questions. This is how loyalty and repeat purchases are formed.
Vitamins have their own peculiarities compared to other product categories. For example, this segment is actively influenced by TikTok recommendations, Instagram reviews, and expert blogs. However, in this niche, “multi-channel” trust works: a single recommendation is not enough. If a product is recommended by a nutritionist, a blogger, and a friend at the same time, the chances of buying it increase. But transparency, certificates, and a detailed description of the product still remain a priority.
What are dietary supplements?
Biologically active supplements (BAAs), or dietary supplements, are popular treatments, mostly self-medication, which are not formally medicines and whose use has become extremely widespread in the world. This is how the Rational Pharmacotherapy publication explains it.
It also cites the following figures: 90% of Japanese people use dietary supplements on a daily basis, 80% in the United States, and 60% in Germany and France.
The Japanese population began using dietary supplements more than 50 years ago, and the US – 20 years ago. The widespread use of dietary supplements in the United States was facilitated by the adoption of the Dietary Supplement Act in 1994 by the Congress.
A dietary supplement is not a medicine, but a food product
The State Service of Ukraine on Food Safety and Consumer Protection also explains that dietary supplements are a concentrated source of nutrients (including proteins, fats, carbohydrates, vitamins, minerals) or other substances with nutritional or physiological effects and are intended for consumption in small, defined amounts.
The agency reminds that the label of dietary supplements, in addition to the mandatory information about the food product (Article 6 of the Law of Ukraine “On Information for Consumers on Food Products”), in accordance with the Hygienic Requirements for Dietary Supplements approved by the Order of the Ministry of Health of Ukraine No. 1114 dated 19.12.2013, should indicate
– name of the food product – “dietary supplement”;
– the name of the categories of individual nutrients or other substances that characterize the product or indicate the origin of such individual nutrients or other substances;
– the amount (portion) of the dietary supplement recommended for daily consumption;
– a warning not to exceed the specified recommended amount (serving) for daily consumption;
– an indication that dietary supplements should not be used as a substitute for a complete diet;
– a warning that the product should be kept out of the reach of children.
The Law of Ukraine “On Amendments to Certain Laws of Ukraine on Improving the Regulation of the Production and Circulation of Dietary Supplements, Settlement of Other Issues in the Field of Healthcare” has now been adopted and will come into force on September 27, 2025.
The said law, in particular, stipulates that a market operator intending to put a dietary supplement on the market for the first time is obliged to notify the competent authority (State Service of Ukraine on Food Safety and Consumer Protection) of the intention to put a dietary supplement on the market by sending a notification in accordance with the procedure established by the Ministry of Agrarian Policy at least 10 business days prior to putting it on the market.
