PROSPECTS AND OPPORTUNITIES
Dietary supplements set for growth amid evolving consumer trends and pending regulatory reform
Value sales of dietary supplements are expected to rise over the forecast period, driven by evolving consumer priorities and a shift toward multifunctional, lifestyle-aligned health solutions. Consumers are increasingly moving away from single-benefit formulations in favour of comprehensive products that simplify routines while addressing multiple health goals.
New Zealand researchers propose grading system to aid use of probiotics for mental health
While probiotics with claims of supporting mental health are becoming more prevalent, local research reveals that there are considerable inconsistencies for effectiveness across products and strains. In 2025, researchers from The University of Auckland’s Department of Psychological Medicine proposed a formal grading system to help consumers and healthcare professionals evaluate the effectiveness of probiotics marketed for mental health.
Scientific substantiation and regulatory alignment to continue to drive credible innovation
New Zealand’s regulatory environment for health claims and product labelling is designed to protect consumers and uphold scientific integrity, with oversight primarily shared between the Ministry for Primary Industries (MPI) and Food Standards Australia New Zealand (FSANZ). MPI is responsible for enforcing food labelling and health claim regulations within New Zealand, while FSANZ develops and maintains the Australia New Zealand Food Standards Code, which governs how health claims can be made on food and dietary supplement products.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Dietary supplements industry in New Zealand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Dietary supplements industry in New Zealand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Dietary supplements in New Zealand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Dietary supplements in New Zealand?
- Which are the leading brands in Dietary supplements in New Zealand?
- How are products distributed in Dietary supplements in New Zealand?
- How has the regulatory and operating environment for Dietary supplements changed in New Zealand?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Dietary supplements
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Dietary Supplements in New Zealand - Category analysis
KEY DATA FINDINGS
Probiotic supplements and combination supplements lead growth in 2025
Competitive landscape characterised by product innovation
Rising interest in gut health prompts innovative 60-day health journey format
Dietary supplements set for growth amid evolving consumer trends and pending regulatory reform
New Zealand researchers propose grading system to aid use of probiotics for mental health
Scientific substantiation and regulatory alignment to continue to drive credible innovation
Consumer Health in New Zealand - Industry Overview
Consumer Health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for Consumer Health?
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
The following categories and subcategories are included:
Dietary supplements
- Combination Dietary Supplements
-
- Aloe
- Combination Herbal/Traditional Dietary Supplements
- Cranberry
- Echinacea
- Evening Primrose Oil
- Garlic
- Ginkgo Biloba
- Ginseng
- St John's Wort
- Other Herbal/Traditional Dietary Supplements
-
- Co-Enzyme Q10
- Combination Non-Herbal/Traditional Dietary Supplements
- Eye Health Supplements
- Fish Oils/Omega Fatty Acids
- Glucosamine
-
- Calcium Supplements
- Mineral Supplements
- Probiotic Supplements
- Protein Supplements
- Other Non-Herbal/Traditional Dietary Supplements
Dietary supplements
It is the aggregation of all dietary supplements: Minerals, fish oils/omega fatty acids, garlic, ginseng, ginkgo biloba, evening primrose oil, Echinacea, St John's Wort, protein supplements, probiotic supplements, eye health supplements, co-enzyme Q10, glucosamine, combination herbal/traditional supplements, non-herbal/traditional supplements, and all other dietary supplements specific to country coverage.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Dietary supplements research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!