Close to 40 per cent of Australians – 8.24 million – buy vitamins, minerals and supplements in the average six-month period, reveals Roy Morgan Research.

Women account for 46 per cent of the market (4.88 million). But Australian men are also keen on health-from-within with a 33 per cent market share – 3.36 million.

The major purchasing demographics cross three generations – older Millennials, Gen Xers and Baby Boomers – aged 35 to 64. At least 50 per cent of women and 40 per cent of men reach for vitamins or supplements during this peak purchasing age range.

The habit does not fade as consumers get older. A hefty 48 per cent of women and 33 per cent of men aged 65-plus also buy vitamins and supplements regularly.

Chemist Warehouse has the dominant market share – 45 per cent of sales – by contrast to 39 per cent four years ago.

Other major pharmacy groups, including Priceline, TerryWhite Chemmart and My Chemist, account for 23 per cent of vitamins and supplement sales.

Supermarkets remain a popular channel with a 28 per cent share of the market, led by Woolworths (15%) and Coles (14%).

Keeping healthy has never been more important than during a global health crisis that poses a greater risk to people suffering from potential comorbidities and general poor health, says Michele Levine, CEO, Roy Morgan.

“There are other key characteristics of buyers of these products that can be drawn from the in-depth Roy Morgan data. Australians who agree with the statements they ‘avoid dairy foods whenever possible’, they ‘try to buy additive-free food’, that ‘the food I eat is all, or almost, gluten-free’ and ‘a low-fat diet is a way of life for me’ – are more likely to buy vitamins, minerals and supplements than the average Australians,” she notes.

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