Food supplements & vitamins · Lithuania · Latvia · Estonia
APG Media runs Google Ads, Meta ads, SEO and AI search visibility for food supplement and vitamin brands in Lithuania, Latvia and Estonia. We plan every market around the EU claim rules and each country's market-entry requirements, with tracking built for repeat purchase and prices published up front.
In short
APG Media is a performance marketing agency in Vilnius that grows food supplement and vitamin brands in Lithuania, Latvia and Estonia. It runs Google Ads (Search, Shopping and Performance Max), Meta ads, SEO and AI search visibility work (GEO, AEO and ChatGPT ads), writes ad copy from claims in the EU Register, and sets up GA4 and server-side tracking so first orders and repeat orders are measured in each market.
Work starts from €990 per month excluding VAT, and ad spend is paid directly to the platforms. APG Media is a Google Premier Partner, part of All Digital Group, and the organiser of EcomExpo, an e-commerce conference in Vilnius. For skincare and cosmetics, see beauty marketing in the Baltics.
Updated 28 October 2026
Why supplements need their own plan
A supplement brand in the Baltics competes with pharmacy chains and marketplaces in three languages, under some of the strictest advertising rules in e-commerce. Four things decide whether marketing pays.
Claims
In the EU, a health claim is allowed only if it is in the EU Register of authorised claims. That applies to ads, landing pages and social posts as well as the pack. Copy that sounds better than the authorised wording is usually the copy that gets rejected.
Market entry
Lithuania lists notified supplements before they can be sold, Latvia registers them, and Estonia takes a notification by launch day. Ads that run before a product may legally be sold waste budget and create risk.
Channels
Shoppers compare Eurovaistinė, Camelia, BENU, Mēness aptieka, Apotheka, Südameapteek and marketplaces such as Pigu.lt, 220.lv and Kaup24.ee. Your own shop needs a reason to buy there: bundles, subscriptions, advice or availability.
Repeat purchase
Most supplement margin comes from people who reorder. If tracking only counts first purchases, campaigns that bring loyal customers look expensive and get cut.
Launching or growing a supplement brand in more than one Baltic country? We'll check claims, entry status and tracking before you spend.
Ask for a launch reviewClaims and compliance
The same EU rules apply in all three countries, and they cover every ad, landing page, product feed and creator caption. We build a claims sheet for each hero product before the first ad runs and reuse the approved wording everywhere.
Reg. (EC) 1924/2006 · Reg. (EU) 432/2012
Only claims in the EU Register may be used, in wording that keeps the authorised meaning. General references to wellbeing need an authorised specific claim next to them, and claims about the rate or amount of weight loss are not allowed at all.
On hold since 2010 · CJEU C-386/23 (2025)
Plant-based claims are still waiting for an EU decision. After the Court of Justice ruling of 30 April 2025, we treat botanical claims about mood, stress or other psychological effects, and vague wellbeing claims, as off-limits unless your adviser confirms otherwise.
Google and Meta ad policies
Google rejects supplements on its unapproved-substances list and anything presented as preventing or treating disease. Meta rejects copy that asserts a personal health condition and requires supplement ads to target people aged 18 and over.
Reg. (EU) 1169/2011 · national rules
Mandatory product information must be in a language shoppers understand, and Lithuania, Latvia and Estonia each require their own language. For online sales, that information has to be available before the purchase is made.
We are a marketing agency, not a law firm. New ingredients, novel foods and borderline claims go to your regulatory adviser before launch.
Market entry
Advertising should start once a product may legally be sold. This is the short version we check for every new supplement client.
| Country | Authority | What is required | State fee | Typical timing | Language |
|---|---|---|---|---|---|
| Lithuania | VMVT (State Food and Veterinary Service) | Notification; sales allowed from the day the product is added to the supplements list | €100 (EU/EEA/CH product), €159 (other) | 5 working days for a complete EU/EEA/CH file; 20 for third-country imports | Lithuanian |
| Latvia | PVD (Food and Veterinary Service) | Registration in the PVD register before sale | €125 (EEA product); €210 or €380 for non-EEA products | Up to 20 working days | Latvian |
| Estonia | PTA (Agriculture and Food Board) | Notification no later than the day the product is first sold | Free | By launch day at the latest | Estonian |
Checked on vmvt.lrv.lt, pvd.gov.lv and pta.agri.ee on 28 October 2026. Fees and deadlines change; confirm them with the authority or your regulatory adviser before launch.
What we do
Most supplement brands we meet run Meta through one partner, Google through another, and leave SEO and AI answers to chance. We plan the channels together, from the same approved claims and the same numbers.
Capture searches for nutrients, needs and your brand.
Facebook and Instagram for discovery and reorders.
Rank nutrient, ingredient and category pages in each language.
Improve how ChatGPT, Gemini, Perplexity and Google AI Overviews describe your products.
Numbers that separate first orders from reorders.
Copy that sells and stays inside the rules.
We don't give regulatory or legal advice, file notifications with VMVT, PVD or PTA, design packaging or run influencer PR. When you need these, we work with your regulatory adviser and partners so every channel uses the same approved claims.
How we work
Supplement buyers rarely buy once. We work through five steps in this order for every market, and judge campaigns by what customers are worth over time, not only by the first order.
We list the hero products, their authorised claims and their notification or registration status in each country.
Outcome: a claims sheet and a list of markets where ads can start.
We audit GA4, Meta Pixel and Conversions API, Google conversion tags, consent setup and feeds, and add first-order and reorder tracking.
Outcome: numbers that show customer value, not just first sales.
We pull search volumes for nutrients, needs and product types in each language and check what Google and AI assistants show today.
Outcome: a priority list by market and channel.
Google campaigns and feeds go live per market. Meta tests one argument at a time. SEO and answer-ready content start with the products that have the most demand.
Outcome: live campaigns and a dated testing plan.
Each month we review conversion value, cost per first order, reorder rate and AI answer presence per market, then move budget to where the next euro works hardest.
Outcome: written decisions for the next month.
Want this plan for your brand? Bring your shop URL, hero products and markets to a 30-minute call.
Results
We publish only results our clients have approved. These two Baltic e-commerce results are not from supplement brands; they show how we run Google and multi-market Meta work. Each figure is platform-reported, with its period and limits.
+121.6%conversion value
InBeauty sells cosmetics and haircare. In the May period, conversion value was 121.6% higher than in January while spend rose 91.7% and cost per acquisition fell 9.1%.
Period: 5 Jan–1 Feb vs 4–31 May 2026, four weeks each.
Limits: a strong growth stage. ROAS for 3–30 August was 5.79, so this is not a full-year result.
| Market | Conversion value | Cost per conversion |
|---|---|---|
| Lithuania | +188.8% | −57.6% |
| Latvia | +219.2% | −54.8% |
| Estonia | +318.6% | −54.9% |
Period: 5 Jan–1 Feb vs 3–30 Aug 2026, four weeks each.
Limits: promotions, seasonality and attribution are not separated, and in Latvia Google ROAS fell over the same comparison.
Conversion value is the value an ad platform attributes to ads, not revenue confirmed in your accounts. All 14 client and market stories
Choosing an agency
Brands selling here usually compare three kinds of agency. This is how they tend to differ on the points that matter in these markets.
| What to check | International supplement or wellness specialist | Local generalist agency | APG Media |
|---|---|---|---|
| Baltic languages, pharmacies and marketplaces | Usually translated from English | Strong in one market | Campaigns, feeds and keywords per market in LT, LV and EE |
| Claims | Strong in English | Varies | Claims sheet from the EU Register, agreed reviewer per language |
| Market-entry checks | Rarely covered | Rarely covered | Notification or registration status checked before ads go live |
| Google Search, Shopping and SEO | Often Meta-first | Usually covered | Google Premier Partner; SEO and link building in-house |
| AI answers | Rarely offered | Rarely offered | Monthly prompt tracking, GEO and AEO, ChatGPT ads |
| Repeat purchase measurement | Varies | Varies | First orders, reorders and customer value per market |
| Prices | Rarely published | Sometimes published | From €990/month, published |
If you need regulatory filings or a full creative studio, you'll need partners for those parts. We'll plan the work with them.
Price and fit
From €990 / month, excl. VAT
Ad spend is paid directly to Google, Meta or OpenAI and is not part of the fee.
The fee depends on the number of markets and languages, channels, product range, creative volume and tracking work.
FAQ
Each country has its own rule. In Lithuania, supplements are notified to the State Food and Veterinary Service (VMVT) and may be sold only once they appear on its list. In Latvia, they are registered with the Food and Veterinary Service (PVD) before sale. In Estonia, the Agriculture and Food Board (PTA) must be notified no later than the day of launch. We check this status before any ads run.
Only claims listed in the EU Register of authorised nutrition and health claims, under Regulation (EC) No 1924/2006 and the list in Regulation (EU) No 432/2012, in wording that keeps their authorised meaning. This applies to ads, landing pages and social posts as well as packaging. Claims about the rate or amount of weight loss are not allowed.
Botanical health claims have been on hold at EU level since 2010 and are still awaiting a decision. After the Court of Justice ruling of 30 April 2025 in case C-386/23, botanical claims about psychological effects such as mood or stress, and vague wellbeing references, carry high risk. We avoid them unless your regulatory adviser confirms they can be used.
Yes, within their policies. Google blocks products on its unapproved-substances list and anything presented as preventing, treating or curing disease. Meta does not allow ads that assert a personal health condition and requires supplement ads to be targeted to people aged 18 and over. We write copy and set targeting with both policies and EU law in mind.
APG Media's work starts from €990 per month excluding VAT. Ad spend is separate and paid directly to the platforms. The fee depends on how many markets, languages and channels you need, the size of your range, creative volume and tracking work. You get a scoped proposal after a short review.
Usually both. Pharmacy chains and marketplaces such as Pigu.lt, 220.lv and Kaup24.ee bring reach and trust, while your own shop keeps the margin and the customer relationship. We protect your brand searches, keep prices and availability consistent, and give shoppers a reason to buy direct, such as subscriptions or bundles.
AI assistants build answers from sources they trust: clear product pages, pharmacy and marketplace listings, reviews and media articles. We find the prompts in your market that mention competitors, make your product and FAQ pages easier to cite with authorised wording, and work on the outside sources assistants read. Progress is tracked monthly. Nobody can guarantee a mention.
We set up GA4 and server-side tracking so first orders and repeat orders are recorded separately in each market, and report reorder rate and customer value alongside cost per order. That stops campaigns that bring loyal customers from being cut for looking expensive.
Claims, entry checks and measurement fixes come first. How quickly creative and budget tests can be read depends on your order volume, so we agree a review period at the start. SEO and AI visibility work usually needs three to six months to show a clear trend.
Next step
Send us your shop, hero products and markets. Within 24 hours we'll reply with what we'd check first: claims, entry status, Google and Meta accounts, and how AI assistants describe you in each Baltic market.
