Supplement Payment Issues in 2026: What UK & EU Sellers Need to Know

Today, supplements are one of the most popular categories of products in both the UK and the rest of Europe, with the lion’s share of growth occurring in online channels. The problem, however, is that many companies taking advantage of this growth find themselves in a situation not connected with their product or marketing but rather with acquiring a means of payment.

Numbers differ wildly depending on how analysts estimate the market size. Grand View Research estimates the market for dietary supplements in the UK to be worth USD 4.79 billion in 2024, reaching USD 9.65 billion by 2033, with an 8.1% CAGR. Other estimations, taking more into account, show the UK market size being roughly USD 17.3 billion in 2025. What’s crucial is the trend itself—it's up in any case.

The customer base is extensive and consistent. According to a survey conducted by the HFMA, close to 20 million people in the UK take supplements on a daily basis, which is an increase of 19% since 2019. This is due to factors such as an aging population that needs support in healthy aging, preventive healthcare and personalized nutrition.

Segments

In 2024, vitamins topped the UK market in terms of revenue share with 37.4%, whereas powders will show the highest growth rate (9.4% CAGR) among forms, and prenatal will demonstrate the highest growth rate (12.0%) Apart from vitamins, gut health, sleep, cognitive performance, adaptogens, functional mushrooms, and sports nutrition categories receive the most brand launches and investment.

Channels

Offline sales prevail and, even according to one 2024 estimate, represent 82.8% of UK sales, yet their share decreases. In the year until September 2025, the digital sales of Holland & Barrett increased by 20% and currently represent more than 20% of the company’s revenue. At the same time, social commerce via TikTok Shop and Amazon UK is used to sell trendy products; gummies, in particular, are especially in demand.

Business Models.

Direct-to-consumer brands, subscription boxes, and “stacks” win because these models give brands control.

They help brands manage margins, own customer data, and generate steady revenue. At the same time, these models imply high dependency on successful card processing.

With growth comes competition and increased regulatory pressure. Customer-acquisition costs are increasing as more brands are competing on the same social feed. What's more, ingredient regulation, labeling, and health claims put a strain on the brands, which could result in recalls and other negative effects.

The situation is not much different in the EU, where the laws regarding health claims and novel ingredients vary depending on the region. In case a brand is moving into a new territory, it will need its marketing, labeling, and checkout process to be compliant in this specific market. Most importantly, as it is about putting something inside your body, trust is the name of the game.

Paytriot is a UK payment provider that specializes in providing services to merchants that are usually not considered by other providers. The reviews of Paytriot's customers available in the public domain come from the high-risk industry that is adjacent to the supplement industry and includes CBD, vaping, and online contests that suffer from the same problems.

One of the reviewers said that since their business was high risk, they had trouble obtaining a merchant account until Paytriot helped them out. Another mentioned an easy underwriting process and then a Shopify plug-in when their account was created.

The advantages to supplement retailers of opting for a specialist high-risk payment processor include:

1) An account set up taking into account the industry you work in, thus avoiding any unexpected shutdown.

2) Expert advice on how to navigate the onboarding process.

3) Account setup assistance that works with ecommerce and multi-currency platforms.

4) Having a personal point of contact at your account.

Things for winning brands to do in 2026

1) Get a solid payment processor in place before expanding. Have a robust merchant account in place before being shut down by a provider.

2) Ensure that everything is defensible in each market served.

3) Provide subscription services with transparency in pricing, when renewals take place, and how to cancel them.

4) Monitor dispute ratio and resolve them before being forwarded to the card scheme.

5) Have multiple sales channels, including your website, marketplaces, and retail sales, without relying on any one particular payment channel.

6) Focus on providing evidence through third-party testing, batch traceability, and proper labeling.