How to Start a Gummy Supplement Brand in Europe - Complete Guide

Everything you need to know about launching a gummy supplement brand in the European market - from regulations to manufacturing to your first sale.

Introduction

Gummy supplements are one of the fastest-growing segments in the health and wellness industry. Consumers prefer them over pills and capsules because they taste better and are easier to take. For entrepreneurs, this creates a real opportunity.

But starting a supplement brand in Europe isn't as simple as finding a manufacturer and slapping your logo on a bottle. There are regulations to follow, formulations to get right, and business decisions that can make or break your launch.

This guide covers the entire process - step by step.

Step 1: Validate Your Idea Before You Invest

Most supplement brands fail not because of bad products, but because there was no real demand.

Before spending money on manufacturing, answer these questions:

• Who exactly will buy this product?

• Why would they choose yours over existing options?

• What problem does it solve?

• Is there search demand for this type of supplement?
  

How to validate:

Research keyword volumes for your product category. Tools like Google Trends, Ahrefs, or SEMrush show how many people search for terms like "sleep gummies" or "vitamin D gummies" in your target market.

Look at Amazon bestseller lists in supplements. What's selling? What are the reviews saying? Where are the gaps?

Talk to potential customers. If you have an audience - social media, email list, existing business - ask them directly.

Consider a small test order before committing to large volumes. This is where low MOQ manufacturers become valuable.

Step 2: Understand EU Supplement Regulations

In Europe, dietary supplements are regulated as foods, not medicines. This means you don't need drug approval, but you must follow food safety rules.

Key regulations:

Directive 2002/46/EC - The main EU directive covering food supplements. It defines what supplements are and sets rules for vitamins and minerals that can be used.

Regulation (EC) No 1924/2006 - Governs nutrition and health claims. You cannot claim your gummies "cure" or "treat" anything. Only approved health claims are allowed.

Regulation (EU) No 1169/2011 - Covers food labeling requirements including ingredient lists, allergen information, and nutrition declarations.

What this means for your brand:

• Your product must be safe and properly labeled

• You can only use permitted vitamins, minerals, and ingredients

• Health claims must come from the EU's approved claims register

• Your manufacturer must be certified (EU GMP or equivalent)

• You need to notify authorities in each country where you sell
  

Notification requirements vary by country:

• Germany: BVL notification

• France: DGCCRF declaration

• Italy: Ministry of Health notification

• Spain: AECOSAN notification

• Netherlands: NVWA notification
  

Some countries like the UK (post-Brexit) have separate requirements.

Work with a regulatory consultant or choose a manufacturer that provides compliance support.

Step 3: Choose Your Product Category

Not all gummy supplements sell equally. Some categories are saturated, others are growing fast.

High-demand categories in Europe:

• Multivitamins - Largest market share, universal appeal

• Vitamin D - High deficiency rates in Northern Europe especially

• Immunity support - Sustained demand post-pandemic

• Sleep support - Growing stress and sleep issues across demographics

• Beauty (hair, skin, nails) - Driven by social media and influencer culture

• Kids vitamins - Parents prefer gummies over pills for children
  

Emerging opportunities:

• Gut health and probiotics

• Stress and mood support (ashwagandha, adaptogens)

• Women's health (menopause, hormonal balance)

• Halal-certified gummies for Muslim consumers
  

Consider your target market:

A sleep gummy for stressed professionals is a different product than a sleep gummy for elderly customers - even if the formulation is similar. Your branding, marketing, and sales channels will differ.

Step 4: Decide Between Private Label and Custom Formulation

You have two main paths to get your product made.

Private Label (Ready-to-Brand)

You choose from existing, tested formulations. Add your branding and packaging. Faster to market, lower risk, lower cost.

Best for:

• First-time founders testing an idea

• Brands wanting to launch quickly

• Products in proven categories (multivitamins, vitamin C, etc.)
  

Custom Formulation

You develop a unique formula with specific ingredients, dosages, and specifications. Takes longer, costs more, but creates differentiation.

Best for:

• Brands with specific product vision

• Unique combinations not available off-the-shelf

• Premium positioning requiring proprietary formulas
  

Which to choose?

For most first-time founders, private label makes sense. Test the market with a proven formula. Once you have sales data and customer feedback, develop custom formulations for future products.

Step 5: Find the Right Manufacturer

Your manufacturer is your most important partner. The wrong choice means delays, quality issues, and wasted money.

What to look for:

Certifications

• EU GMP (Good Manufacturing Practice) - non-negotiable

• ISO 22000 (food safety management)

• HACCP (hazard analysis)

• Halal/Kosher if needed for your market
  

Minimum Order Quantities (MOQs)
Traditional manufacturers require 25,000-50,000 units minimum. For startups, this is too risky. Look for partners offering 5,000-10,000 unit minimums to start.

Lead Times
Some manufacturers quote 12-16 weeks. Others deliver in 3-4 weeks. Faster production means faster market testing and iteration.

Communication
Do they respond quickly? Can you talk to production teams directly? Or are you stuck with account managers who don't know your project?

Location
European manufacturers offer easier logistics, regulatory alignment, and no import duties for EU sales. Consider Eastern European facilities (Lithuania, Poland, Czech Republic) for competitive pricing with EU standards.

Questions to ask potential manufacturers:

• What are your MOQs for first orders?

• What certifications do you hold?

• What is your typical lead time?

• Do you provide regulatory and labeling support?

• Can I visit your facility?

• What happens if there's a quality issue?

Step 6: Develop Your Formulation

Whether private label or custom, you need to understand what goes into your product.

Key formulation decisions:

Active ingredients and dosages
What vitamins, minerals, or botanicals? At what doses? Dosages should be effective but also compliant with EU maximum limits.

Gummy base
Gelatin (animal-based) or pectin (plant-based for vegan). This affects texture, stability, and target market.

Sweeteners
Sugar, glucose syrup, or sugar-free alternatives (maltitol, stevia). Sugar-free is growing but affects taste and texture.

Flavors and colors
Natural or artificial? Natural is preferred by consumers but limits options and may affect stability.

Coatings
Some gummies have wax or oil coating to prevent sticking. Affects appearance and shelf feel.

Allergens
Check for common allergens in ingredients. Allergen-free claims (gluten-free, nut-free) open up market segments.

Work with your manufacturer's formulation team.
They know what works in gummy format, what's stable, and what tastes good. Don't insist on ingredients that don't perform well in gummies.

Step 7: Design Your Brand and Packaging

Your product competes on shelf (physical or digital) with established brands. Design matters.

Brand positioning:

• Who is your customer?

• What tone fits them? (Clinical vs playful, premium vs accessible)

• What makes you different?

Packaging considerations:

Bottle vs pouch
Bottles are standard and expected. Pouches are lighter, cheaper to ship, more sustainable - but less common in supplements.

Label compliance
EU requires specific information: ingredient list, nutrition declaration, net quantity, storage conditions, best before date, manufacturer details, health claim disclaimers.

Design tips:

• Clear product name and benefit

• Easy to read supplement facts

• Consistent brand look across products

• Consider how it photographs for e-commerce

Get professional help if needed. Bad packaging kills good products. A few hundred euros on a designer is worth it.

Step 8: Set Up Your Business Structure

Before selling, your business needs to be properly established.

Legal structure:
Register a company in your country. Sole trader is simplest, limited company offers liability protection.

Food business registration:
In most EU countries, you must register as a food business operator with local authorities before selling supplements.

Product liability insurance:
Protects you if someone claims your product harmed them. Many retailers and distributors require it.

Trademarks:
Consider registering your brand name and logo. Prevents others from copying you.

Terms and conditions:
For your website - returns policy, shipping terms, privacy policy, cookie consent (GDPR).

Step 9: Plan Your Sales Channels
Where will you sell your gummies?

Direct-to-consumer (DTC)
Your own website (Shopify, WooCommerce). Highest margins, full control, but you handle all marketing and customer acquisition.

Amazon
Massive reach, built-in trust. But fees eat margins (15%+ referral fees plus fulfillment), heavy competition, and you don't own the customer relationship.

Retail
Pharmacies, health stores, supermarkets. Credibility and volume, but lower margins, listing fees, and you need sales capacity.

Wholesale/Distribution
Sell to other businesses who resell. Lower margins but less marketing work. Good for scaling.

Most new brands start DTC + Amazon.
Lower barrier to entry, faster feedback, easier to test and iterate.

Step 10: Launch and Iterate

Your first product won't be perfect. That's fine.

Pre-launch:

• Build an email list or waitlist before launch

• Create content explaining your product and story

• Set up tracking (Google Analytics, Facebook Pixel)

• Prepare customer service processes

Launch:

• Start with a small inventory (your first MOQ)

• Focus marketing on your best customer segment

• Collect reviews and feedback immediately

• Watch what sells and what doesn't

Post-launch:

• Analyze data: What's conversion rate? CAC? Repeat purchase rate?

• Talk to customers: What do they love? What's missing?

• Iterate: Adjust marketing, consider new flavors or formulations

• Scale what works

Don't over-invest before validation. Many successful brands started with one product, one channel, and small orders. They scaled after proving demand.

Common Mistakes to Avoid

Ordering too much inventory
Start with minimum quantities. It's better to sell out and reorder than sit on unsold stock.

Ignoring regulations
Non-compliant labels or claims can get your products removed from sale or lead to fines.

Choosing manufacturer on price alone
Cheapest quote often means hidden costs, delays, or quality issues.

Copying competitors exactly
You need differentiation - in product, positioning, or marketing.

Underestimating marketing costs
Manufacturing is often the smaller expense. Customer acquisition costs money.

Skipping the test phase
Launching in many countries before validating locally wastes money.

Timeline: What to Expect

Weeks 1-4: Research, validation, business setup
Weeks 4-8: Find manufacturer, select formulation, approve samples
Weeks 8-12: Finalize branding and packaging, place first order
Weeks 12-16: Production and delivery
Week 16+: Launch and sell

With a fast manufacturer and ready-to-brand formulas, this can be compressed to 6-8 weeks total.

Costs: Realistic Budget

Startup budget (conservative):

• Company registration: €100-500

• First manufacturing order (5,000 units): €5,000-15,000

• Branding and design: €500-2,000

• Website setup: €500-2,000

• Initial marketing: €1,000-5,000

• Regulatory/compliance: €500-1,500

Total: €8,000-25,000 to launch

Bigger budgets help, but many brands launch successfully under €15,000 by starting small and reinvesting profits.

Conclusion

Starting a gummy supplement brand in Europe is achievable. The market is growing, consumers prefer gummies, and manufacturing is more accessible than ever.

The key is to start lean. Validate your idea. Find a manufacturer that works with startups. Launch small, learn fast, scale what works.

Don't wait for perfect. Your first product is a learning tool, not your final offer.

Ready to Start?

Gumio is an EU-based gummy manufacturer built for startups and growing brands. Low MOQs, fast production, transparent pricing.

Browse our formulations or send us your idea.