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Health and wellness in Australia pivots towards sugar reduction, functionality and credible everyday benefits
Health and wellness in Australia in 2024 continued to evolve from a niche or premium concept into a mainstream expectation across food and drinks. While consumer interest in healthier eating and drinking remained structurally strong, behaviour was increasingly shaped by rising awareness of obesity, diabetes and digestive health issues, alongside ongoing cost-of-living pressures. Rather than pursuing restrictive diets, Australian consumers favoured products that deliver tangible, easy-to-understand health benefits within familiar formats, such as reduced sugar, high protein, gut health support and clean-label positioning.
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Overview:
Understand the latest market trends and future growth opportunities for the Health and Wellness industry in Australia with research from Euromonitor International's team of analysts.
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.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food and beverages categories.
If you're in the Health and Wellness industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity; or to offer resilience amidst market uncertainty.
The Health and Wellness in Australia 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 Health and Wellness in Australia?
- What are the key health and wellness concerns driving sales in Health and Wellness?
- Is Health and Wellness a dynamic niche or mainstream concern in Australia?
- Which are the leading brands in Health and Wellness in Australia?
- How are products distributed in Health and Wellness in Australia?
- How has COVID-19 and accordant recession impacted sales? Which categories have seen rising demand? Which are most vulnerable to economic disruption and diminished consumer confidence?
- Where is future growth expected to be most dynamic?
Health and Wellness in Australia
Health and wellness in Australia pivots towards sugar reduction, functionality and credible everyday benefits
Sugar reduction and metabolic health concerns shape category-wide performance
Functionality, gut health and protein move health and wellness beyond avoidance
Mainstream integration of functional, lower-sugar and clean-label products will drive future growth
HW Hot Drinks in Australia
KEY DATA FINDINGS
Functional innovation and clean-label expectations redefine hot drinks wellness
Functional benefits gain momentum across other hot drinks and tea
Natural positioning remains relevant but increasingly overlaps with premium and sustainable cues
No sugar expands from indulgent powders into more everyday hot drink occasions
Functional hot drinks expand into targeted wellbeing, including mental health
Natural hot drinks recover through sharper positioning and stronger value propositions
No sugar becomes more mainstream as taste improves and permissible indulgence grows
Table 1 Sales of Hot Drinks by Health and Wellness Type: Value 2020-2024
Table 2 Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2020-2024
Table 3 Company Shares of Organic Hot Drinks (Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 4 Company Shares of Natural Hot Drinks (2nd Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 5 Company Shares of Gluten Free Hot Drinks (3rd Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 6 Company Shares of Good Source of Vitamins Hot Drinks (4th Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 7 Company Shares of No Allergens Hot Drinks (5th Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 8 Forecast Sales of Hot Drinks by Health and Wellness Type: Value 2024-2029
Table 9 Forecast Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2024-2029
HW Soft Drinks in Australia
KEY DATA FINDINGS
The “sugar revolution” accelerates as functional benefits reshape innovation
Reformulation and functionalisation widen health and wellness appeal beyond carbonates
No sugar consolidates leadership across carbonates, sports drinks and energy drinks
Natural positioning holds up through clean labels, botanicals and “credible” functionality
Sugar reduction and benefit-led hydration will drive health and wellness soft drinks growth
No sugar is expected to sustain strong growth as reformulation becomes the default
Natural is expected to remain steady, strengthened by clean labels and functional botanicals
Table 10 Sales of Soft Drinks by Health and Wellness Type: Value 2020-2024
Table 11 Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2020-2024
Table 12 Company Shares of No Sugar Soft Drinks (Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 13 Company Shares of Energy Boosting Soft Drinks (2nd Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 14 Company Shares of Natural Soft Drinks (3rd Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 15 Company Shares of Good Source of Vitamins Soft Drinks (4th Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 16 Company Shares of Gluten Free Soft Drinks (5th Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 17 Forecast Sales of Soft Drinks by Health and Wellness Type: Value 2024-2029
Table 18 Forecast Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2024-2029
HW Snacks in Australia
KEY DATA FINDINGS
Healthier snacking accelerates through protein, portion control and “permissible indulgence”
Health-conscious snacking broadens from restriction to “better for you” value and taste
Gluten free remains mainstream in savoury snacks, supported by ease of adoption and clear communication
Natural positioning gains relevance as consumers scrutinise ingredients and seek cleaner labels
Health and wellness growth will be shaped by protein, healthier impulse occasions and tighter advertising controls
Gluten free is expected to grow steadily as portfolios widen and the claim remains a trusted shortcut
Natural is expected to expand through cleaner formulations and emerging challenger brands
Table 19 Sales of Snacks by Health and Wellness Type: Value 2020-2024
Table 20 Sales of Snacks by Health and Wellness Type: % Value Growth 2020-2024
Table 21 Company Shares of Gluten Free Snacks (Biggest HW Type in Global Snacks): % Value 2020-2024
Table 22 Company Shares of Vegetarian Snacks (2nd Biggest HW Type in Global Snacks): % Value 2020-2024
Table 23 Company Shares of Organic Snacks (3rd Biggest HW Type in Global Snacks): % Value 2020-2024
Table 24 Company Shares of Vegan Snacks (4th Biggest HW Type in Global Snacks): % Value 2020-2024
Table 25 Company Shares of No Allergens Snacks (5th Biggest HW Type in Global Snacks): % Value 2020-2024
Table 26 Forecast Sales of Snacks by Health and Wellness Type: Value 2024-2029
Table 27 Forecast Sales of Snacks by Health and Wellness Type: % Value Growth 2024-2029
HW Dairy Products and Alternatives in Australia
KEY DATA FINDINGS
Digestive health, plant-based nutrition and sugar reduction reshape dairy wellness
Digestive health and functional positioning drive product development across dairy and alternatives
Good source of minerals remains a strong nutrition cue, supported by fortification in both dairy and plant-based
High protein expands beyond fitness into mainstream “everyday nutrition” consumption
Digestive health, nutrient-enhanced plant-based and lower sugar renovation will drive future growth
Good source of minerals is expected to remain relevant, supported by fortification and ageing-related health priorities
High protein is expected to sustain momentum, with growth supported by multifunctional propositions
Table 28 Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2020-2024
Table 29 Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2020-2024
Table 30 Company Shares of Organic Dairy Products and Alternatives (Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2024
Table 31 Company Shares of Good Source of Minerals Dairy Products and Alternatives (2nd Biggest HW Type in Global Dairy Products and Alternatives): % V
Table 32 Company Shares of Gluten Free Dairy Products and Alternatives (3rd Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-20
Table 33 Company Shares of Lactose Free Dairy Products and Alternatives (4th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2
Table 34 Company Shares of Low Fat Dairy Products and Alternatives (5th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2024
Table 35 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2024-2029
Table 36 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2024-2029
HW Cooking Ingredients and Meals in Australia
KEY DATA FINDINGS
Health-led renovation accelerates across sauces, oils and convenient meals
Clearer labelling and reformulation support sugar avoidance and healthier everyday choices
Gluten free becomes an everyday expectation, supported by mainstream innovation and strict compliance
Natural and “less processed” cues gain importance, reinforced by trust and provenance
Value-led health innovation will centre on cooking confidence, convenience and “better for you” staples
Gluten free is expected to keep growing through broader formats and more family-friendly innovation
Natural is expected to remain resilient, strengthened by anti-ultra-processed sentiment and transparency demands
Table 37 Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2020-2024
Table 38 Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2020-2024
Table 39 Company Shares of Organic Cooking Ingredients and Meals (Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 40 Company Shares of Gluten Free Cooking Ingredients and Meals (2nd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 41 Company Shares of Vegetarian Cooking Ingredients and Meals (3rd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 42 Company Shares of Vegan Cooking Ingredients and Meals (4th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 43 Company Shares of Natural Cooking Ingredients and Meals (5th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 44 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2024-2029
Table 45 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2024-2029
HW Staple Foods in Australia
KEY DATA FINDINGS
Functional staples gain visibility as front-of-pack cues influence purchase decisions
Functional benefits and front-of-pack signalling shape staple foods innovation
High fibre evolves into a gut health narrative rather than a standalone claim
High protein expands across everyday staples, but value sensitivity shapes how it is used
Weight management, no added sugar cues and clearer labelling shape future staple foods demand
High fibre is expected to grow modestly, with differentiation depending on functional storytelling
High protein will remain important, but claim usage will depend on category fit and consumer expectations
Table 46 Sales of Staple Foods by Health and Wellness Type: Value 2020-2024
Table 47 Sales of Staple Foods by Health and Wellness Type: % Value Growth 2020-2024
Table 48 Company Shares of Gluten Free Staple Foods (Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 49 Company Shares of Organic Staple Foods (2nd Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 50 Company Shares of High Fibre Staple Foods (3rd Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 51 Company Shares of Vegetarian Staple Foods (4th Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 52 Company Shares of No Allergens Staple Foods (5th Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 53 Forecast Sales of Staple Foods by Health and Wellness Type: Value 2024-2029
Table 54 Forecast Sales of Staple Foods by Health and Wellness Type: % Value Growth 2024-2029
COUNTRY REPORTS DISCLAIMER
Health and Wellness
Health and Wellness encompasses a number of key claims made on a food or drink products that suggest a health and/or wellness positioning. It comprises positionings relating to better for you, dietary and free from, fortified/functional, health benefit, natural and organic. Please note that data is not available at this level or other aggregated claim levels.
See all of our definitions
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This report originates from Passport, our Health and Wellness research and analysis database.
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