PROSPECTS AND OPPORTUNITIES
Innovation, personalisation and format diversification to drive steady growth throughout forecast period
Value sales of vitamins are expected to rise over the forecast period overall, driven by a convergence of innovation, personalisation and evolving consumer expectations. Multivitamins will remain central to category performance, but the products’ evolution into more targeted, value-added formulations, which address specific health concerns such as immunity, energy and skin health, will blur the lines between traditional multivitamins and combination supplements.
Reports of B6 toxicity concerns among Australian regulators prompt growing awareness over safety and supplement labelling in New Zealand
Concerns over vitamin B6 toxicity and under-reported cases of peripheral neuropathy have prompted Australia’s Therapeutic Goods Administration (TGA) to propose tighter regulation. From February 2027, supplements containing 50-200mg of pyridoxine, pyridoxal or pyridoxamine (vitamin B6) may be reclassified as S3 pharmacist-only, requiring consultation for around 100 products.
New Zealand government and industry stakeholders consult on standalone bill to modernise regulation of natural health products following repeal of the TPA
The New Zealand government has confirmed plans to develop a standalone Natural Health Products Bill (separate from medicines and medical devices) to regulate vitamins, minerals and herbal products and ultimately modernise the regulation of VDS and other natural health products, following the repeal of the Therapeutic Products Act (TPA) in late 2024. The TPA was intended to regulate medicines, medical devices and natural health products under one framework but was scrapped by the incoming government due to concerns about over-regulation, cost burdens and reduced competitiveness for exporters.
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Overview:
Understand the latest market trends and future growth opportunities for the Vitamins 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 Vitamins 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 Vitamins 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 Vitamins in New Zealand?
- Which are the leading brands in Vitamins in New Zealand?
- How are products distributed in Vitamins in New Zealand?
- How has the regulatory and operating environment for Vitamins changed in New Zealand?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Vitamins
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Vitamins in New Zealand - Category analysis
KEY DATA FINDINGS
Rising health awareness drives value growth despite subdued consumer confidence
A mix of multinational, regional and local companies characterises the competitive landscape in 2025
Pharmacies and retail e-commerce continue to outperform supermarkets and direct selling
Innovation, personalisation and format diversification to drive steady growth throughout forecast period
Reports of B6 toxicity concerns among Australian regulators prompt growing awareness over safety and supplement labelling in New Zealand
New Zealand government and industry stakeholders consult on standalone bill to modernise regulation of natural health products following repeal of the TPA
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:
Vitamins
- Multivitamins
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- Vitamin A
- Vitamin B
- Vitamin C
- Vitamin D
- Vitamin E
- Other Single Vitamins
Why 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 Vitamins research and analysis database.
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