Made in Europe: The Power of Private Label Supplements

In this article
In this article

Made in Europe: The Power of Private Label Supplements

What exactly is private label? A private label is a unique concept where a manufacturer creates bespoke products for third-party brands. In this context, manufacturers offer you the freedom to dictate the formula, design, and customization of the private label supplements they produce specifically for your brand. This tailored product is then exclusively retailed by your brand, blending production efficiency with the ability for small customizations in packaging and formula.

Private label production represents the best of both worlds: the simplicity of crafting a “generic” product paired with the opportunity to differentiate your product. Essentially, the existing production infrastructure makes the process quicker and more cost-effective, facilitating smaller order quantities while allowing for unique personalization.

The Rising Demand for Supplements

The supplement industry has experienced significant growth since the onset of the pandemic, with forecasts predicting at least a doubling in market size in the upcoming years. This expansion was fuelled by a shift in consumer focus toward health and wellness, propelling demand for supplements designed to enhance overall wellbeing. With health-conscious consumers seeking supplements tailored to their specific needs, brands have a golden opportunity to cater to this burgeoning market.

Among the variety of supplements available, beauty supplements have garnered notable attention. Consumed orally, these supplements enhance the health and appearance of skin, hair, and nails. The central principle is providing the body with the essential nutrients required to optimize your aesthetic appeal. These supplements are absorbed by the bloodstream and transported to the deepest skin layers.

Skin, the largest organ in the human body, is constantly undergoing regeneration. The skin is composed of three main layers – the epidermis, dermis, and hypodermis. The outermost layer, the epidermis, is continuously eroded through our touch and the natural exfoliation processes of daily life. When this layer is exfoliated, revealing the dermis – the underlying layer teeming with fresh skin cells – this renewal process significantly enhances your skin’s appearance.

These beauty supplements, rich in vitamins and essential nutrients, aid your body in producing healthy skin cells. Consequently, when the outer skin layer is exfoliated, the underlying fresh layer appears healthier and more vibrant. Thus, the increasing demand for private label supplements provides an excellent opportunity for brands to expand their product lines and meet the needs of their health-focused customers.

Variety of Private Label Supplements

When considering the types of private label supplements a brand might produce, the possibilities are vast and varied. These range from traditional tablets and capsules to softgels, powders, and the increasingly popular gummy supplements. Each form caters to different consumer preferences and needs. For instance, gummy supplements are often favored by children or those who find swallowing traditional capsules difficult.

1. Multivitamins:

These are comprehensive supplements designed to meet daily nutritional needs by providing a range of vitamins and minerals.

2. Protein Powders:

Often used by athletes or individuals seeking to build muscle mass, these supplements support muscle recovery and growth.

3. Probiotics:

Probiotics help maintain a healthy gut microbiome, supporting digestion and overall wellness.

4. Omega Fatty Acids:

Supplements like fish oil or flaxseed oil offer Omega-3 fatty acids, crucial for heart health and brain function.

5. Herbal Supplements:

Derived from plants and herbs, these supplements offer various health benefits, from boosting immunity to reducing stress.

Key Ingredients in Supplements

The effectiveness of any supplement is primarily determined by its ingredients. While the specific formulation will depend on the intended benefit of the supplement, there are some common ingredients found in many effective supplements:

  1. Vitamins: Essential for overall health, vitamins like A, B, C, D, E, and K play crucial roles in numerous bodily functions.
  2. Minerals: These include iron, calcium, potassium, magnesium, and zinc, vital for many bodily processes, including bone health and immune function.
  3. Proteins & Amino Acids: Important for muscle growth and recovery, protein or specific amino acids are common in sports supplements.
  4. Fiber: Often included in digestive health supplements, fiber aids in maintaining a healthy digestive system.
  5. Probiotics: Beneficial bacteria that promote gut health.
  6. Herbal Extracts: These are often used for their specific health benefits, such as turmeric for inflammation or ashwagandha for stress relief.

The Rise of Gummy Supplements

In recent years, gummy supplements have risen in popularity, especially among children and adults who dislike swallowing pills. They offer a tasty, easy-to-consume alternative and can be formulated to provide various health benefits. From multivitamins to probiotics, omega fatty acids, and even herbal supplements, virtually any supplement can be transformed into a gummy form. Private label gummy supplements also offer a unique branding and customization opportunity for brands venturing into the world of private label supplements.

Private Label, White Label, and Contract Manufacturing: A Breakdown

In the expanding world of supplement production in Europe, there are three popular production models brands often consider: private label, white label, and contract manufacturing. Each model presents distinct opportunities and benefits, depending on a brand’s specific needs, resources, and business goals.

Private Label Manufacturing

Private label manufacturing involves a production agreement where a manufacturer creates a unique product to be exclusively sold under a brand’s name. With this approach, a brand has the liberty to customize the product formula, design, and packaging to match its identity and customer expectations. This model is advantageous for brands aiming to establish a unique position in the market with a product exclusively associated with their brand.

For instance, if you were a brand looking to launch a line of private label supplements in the European market, you could partner with a local manufacturer to create a bespoke supplement formula. You’d have control over aspects like ingredient selection, flavor, and packaging design, ensuring that the final product aligns with your brand image and customer preferences.

White Label Manufacturing

White label products, on the other hand, involves a manufacturer creating a generic product that multiple brands can sell under their own name. Unlike private labeling, the product formula is not customizable to the same extent. Instead, a brand can purchase the product, rebrand it, and sell it as its own.

In the context of supplements, a white label manufacturer might produce a line of multivitamins. Different brands can then purchase these multivitamins, repackage them with their branding, and sell them as their own product. White label manufacturing can be a cost-effective and time-efficient way for brands to expand their product offerings without investing in product development.

Contract Manufacturing

In contract manufacturing, a brand develops its own product formula, then outsources the actual production process to a third-party manufacturer. This model is advantageous for brands with a specific product idea or formula but lacking the necessary production facilities or resources.

For example, a brand with a proprietary formula for a unique beauty supplement could partner with a contract manufacturer to produce the supplement. The brand maintains control over the product formula, while the manufacturer ensures the product is produced to the brand’s specifications.

Ultimately, the choice between private label, white label, and contract manufacturing depends on a brand’s specific needs and resources. Each model offers distinct advantages and can play a key role in a brand’s growth strategy within the European supplements market.


The thriving supplements market in Europe presents ample opportunities for brands to expand and tailor their product offerings to meet the growing health-conscious consumer needs. Whether opting for private label, white label, or contract manufacturing, brands have diverse options to craft their unique position in the market.

Private label allows for customization and exclusivity, letting a brand stand out with a product entirely associated with their brand identity. White label provides a time-efficient, cost-effective method for expanding product lines without the need for extensive product development. And contract manufacturing combines a brand’s unique formula and innovation with the production capabilities of a specialized manufacturer.

Choosing the right manufacturing model is crucial in a brand’s strategy, shaping not only its market positioning but also the potential to meet consumer demand effectively. As the European health and wellness sector continues to expand, so too will the opportunities for brands to create impactful, health-enhancing supplement products.

Disclaimer: The information provided in this article does not represent the health advice offered by Wonnda. All information is based on external sources, and Wonnda does not guarantee the complete accuracy of the information represented. If you are interested in obtaining further information, we ask you to contact your local health authority.

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About the author
Alice Pegorin
Alice Pegorin is a talented writer and a world-citizen who was born and raised in Brazil. In 2019, she moved to Lisbon, Portugal to pursue a BSc in Marketing and Advertising at IADE-UE. Following her passion for business management, Alice moved to Berlin, Germany in 2022 for her Erasmus semester at UE-Germany, where she completed her studies. Alice is a curious and open-minded individual who adapts easily to any environment. She enjoys exploring new cultures and experiences, and is always eager to learn. Currently based in Berlin, Alice travels to Portugal from time to time to visit friends. Her passion for writing and business management makes her an invaluable member of our team at Wonnda, and we're thrilled to have her on board.
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