Innovation in reproduction: bringing science-backed fertility support to European couples

However, new research reveals a significant disconnect between this demand and consumer understanding of how nutrition can help to shape fertility journeys

For supplement brands, there is an exciting opportunity to fill this gap and help people to regain control of their reproductive health.

In this article, Filip Van hulle, General Manager of Kaneka Nutrients Europe, explores this growing market potential and how brands can stand out through consumer education and next-generation science-backed solutions. 

Market expansion meets consumer confusion: Europe’s fertility supplement landscape

Global statistics suggest that involuntary childlessness could affect approximately 25 million EU citizens alone.^1,2

With fertility rates declining throughout Europe, the region holds the largest share of the global fertility market.³

So, perhaps it’s no surprise that the market for fertility supplements in Europe shows strong potential for expansion, with a 7.3% compound annual growth rate (CAGR) predicted between 2024 and 2030 and a forecast revenue of more than $1 billion.⁴

However, as the demand for solutions that support reproductive health accelerates, consumer understanding of fertility nutrition and the role of targeted supplements continues to lag.

A 2020 survey by a German company reported that more than 60% of respondents were unaware of how nutrition can impact fertility.⁵ 

More recently, fertility expert Dr Emma Derbyshire presented findings from a UK survey at the 2025 Royal College of Obstetricians and Gynaecologists (RCOG) World Congress.⁶

This investigation focused on the awareness of a particularly potent nutrient for reproductive health: ubiquinol.

A growing body of scientific evidence, including numerous clinical studies, indicates how ubiquinol can support multiple aspects of both female and male fertility.⁷

Despite this scientific prominence, the study found that 80% of the more than 1000 adults surveyed had not heard of ubiquinol or the role it can play in health and fertility.

These significant gaps in consumer knowledge may seem like a challenge, but they can also reveal opportunities to stand out when tapping into this growing fertility supplement market.

By offering consumers education and guidance to help them along their conception journeys, brands can build trust and connection that keeps their products top of mind.

The missing pieces: what consumers don't know (but should)

Although general and overarching education about how nutrition impacts fertility is needed, some common misunderstandings can be directly addressed.

That men don’t need to take supplements to increase their chances of conception is a widespread myth, for example.

One survey even reported that 75% of people did not know that nutrition impacts male fertility and sperm quality.⁶

At the same time, we’re beginning to see a growing recognition that male fertility is half the conception equation. The market for supplements designed specifically to support male fertility is expected to show particular growth during the next 5 years.⁸

Here, there is an opportunity for brands to offer support with consumer education regarding how couples can start supplementing together.

Another frequent misconception is the belief that, because women are born with all of the eggs they will ever have, there is no way to improve the quality of these cells through nutrition.⁹

However, this is not the case; nutrients that support mitochondrial health and offer antioxidant protection can help to improve oocyte quality and competence for fertilisation.

The consumer appetite for this type of education is strong. In the survey, 51% of participants expressed a desire to better understand ubiquinol and its role in fertility and mitochondrial health.⁶

Brands could frame their education strategies around specific and powerful ingredients such as ubiquinol, emphasising its scientific and clinical backing. 

The mitochondrial foundation of fertility: ubiquinol supplementation for reproductive health

Ubiquinol is the bioactive form of coenzyme Q10 (CoQ10), an antioxidant compound that is vital for mitochondrial health and cellular energy production — an indispensable process for both female and male fertility, as well as prenatal health.

Mitochondrial function, and therefore ubiquinol, plays a fundamental role in both the formation and function of gametes. Human oocytes contain the highest number of mitochondria compared with other cells, reflecting the high energy demands of the eggs.¹⁰

Age-related increases in mitochondrial dysfunction and oxidative stress have been associated with declines in human oocyte quality.¹¹

When it comes to male fertility, mitochondrial health also strongly influences sperm cell production, both in terms of quantity and morphology.¹²

Plus, mitochondrial energy production is crucial to power sperm motility.¹³

As such, supporting mitochondrial health with ubiquinol supplementation has the potential to boost gamete quantity and quality, which can contribute to improved embryo development and higher pregnancy success rates.¹¹

Clinical research has shown that ubiquinol has been seen to enhance mitochondrial biogenesis and energy production in oocytes and provide antioxidant protection.¹⁰

In male fertility, ubiquinol supplementation has been shown to promote improvements in sperm morphology and motility.^12,13

What’s more, one study specifically using Kaneka Ubiquinol saw a 53% increase in sperm count after 6 months of supplementation.¹²

The benefits of ubiquinol supplementation go even further, with clinical studies reporting that it can normalise reproductive hormone levels in both women and men.^12,14

Plus, once the gametes have joined, ubiquinol supports mitochondrial function to meet the intense energy demands for rapid cell division in early pregnancy.

At the same time, it delivers powerful antioxidant activity that can protect the early embryo from oxidative stress and cellular damage.¹¹

The path forward: empowering consumers with education and innovation

The strong scientific backing of ubiquinol as a powerhouse ingredient for fertility is an invaluable storytelling tool for brands looking to connect with consumers in the reproductive health space.

For this health area that is so close to people’s hearts, innovative, effective and science-backed solutions are especially important, so emphasising supporting evidence can be an important differentiator.

But this is just the beginning. Dr Derbyshire’s recent findings also highlighted knowledge gaps when it comes to the difference between conventional CoQ10 (ubiquinone) and the bioactive form ubiquinol, with 72% being unsure which was more bioavailable.⁶

By gaining increased insights into consumer awareness such as these, brands can further tailor their messaging to offer both the educational and nutritional support consumers want and need.

Here, ingredients such as ubiquinol can help brands to lead the charge when it comes to supporting women and men on their fertility journeys.

References

1. www.scb.se/contentassets/bfc0f68c6559485d89b77b071e12fe91/be0701_1970i2018_br_be51br2001.pdf.
2. https://fertilityeurope.eu/about-fe/our-mission/white-paper2023/.
3. www.precedenceresearch.com/fertility-market.
4. www.grandviewresearch.com/horizon/outlook/fertility-supplements-market/europe.
5. www.bayer.com/media/en-us/60-of-parents--parents-to-be-do-not-realise-that-nutrition-directly-impacts-a-babys-growth-and-development-during-pregnancy/.
6. E. Derbyshire, “Awareness of Fertility Nutrient Ubiquinol: Findings from a UK Wide Population Survey,” presentation at The Royal College of Obstetricians and Gynaecologists World Congress (London, UK, 23–25 June 2025).
7. E. Derbyshire, “COQ10: The Potential Role in Female and Male Subfertility. A Narrative Review of RCTs and Controlled Clinical Trials,” Journal of the Australasian College of Nutritional and Environmental Medicine 44(1), 20–29 (2025).
8. www.grandviewresearch.com/industry-analysis/fertility-supplements-market.
9. F. Van hulle and Z. West, “Unlocking Fertility: Could This Essential Nutrient be the Missing Link?” presentation at Vitafoods Europe (Barcelona, Spain, 20–22 May 2025).
10. Y. Xu, et al., “Pretreatment with Coenzyme Q10 Improves Ovarian Response and Embryo Quality in Low-Prognosis Young Women with Decreased Ovarian Reserve: A Randomized Controlled Trial,” Reproductive Biology and Endocrinology 16, 1–11 (2018).
11. C. Rodríguez-Varela and E. Labarta, “Does Coenzyme Q10 Supplementation Improve Human Oocyte Quality?” International Journal of Molecular Sciences 22(17), 9541 (2021).
12. A.S. Thakur, et al., “Effect of Ubiquinol Therapy on Sperm Parameters and Serum Testosterone Levels in Oligoasthenozoospermic Infertile Men,” Journal of Clinical and Diagnostic Research 9(9), BC01 (2015).
13. B. Cakiroglu, et al., “Ubiquinol Effect on Sperm Parameters in Subfertile Men Who Have Asthenoteratozoospermia with Normal Sperm Concentration,” Nephro-Urology Monthly 6(3), e16870 (2014).
14. A.S. Thakur, et al., “Effect of Ubiquinol on Serum Reproductive Hormones of Amenorrhic Patients,” Indian Journal of Clinical Biochemistry  31, 342–348 (2016).