The demand for health and wellness products among Australian consumers is estimated to remain strong over the forecast period, as highlighted by the positive growth of both vitamins and multivitamins. Euromonitor International’s Voice of the Consumer: Health and Nutrition Survey (fielded January to February 2024) also shows that just under 15% of Australians believe that vitamins and supplements are important to their overall health, up from 9% in 2019, highlighting the growing importance Australians place on this category.
Euromonitor International’s Voice of the Consumer: Health and Nutrition Survey (fielded January to February 2024) highlights the preferences Australian consumers have in terms of format within vitamins and supplements. The most preferred format is the capsule or pill by a significant margin, with over 70% of consumers choosing this.
As with many developed economies, Australia is facing the challenge of an ageing population and as consumers age they become more vulnerable to illness and increasingly reliant on vitamins to maintain their health. In 2024, less than 9% of multivitamins are positioned for elderly people, with the largest positioning for multivitamins being for pregnancy (27%) and men (18%).
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Understand the latest market trends and future growth opportunities for the Vitamins industry in Australia 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 Vitamins 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.
Vitamins
This report originates from Passport, our Vitamins research and analysis database.
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