Saturday, July 14th, 2012 - Roy Morgan Research
Some seven million Australians 14+ (37%) buy vitamins in an average six month period, an increase of 800,000 people over the last four years. These are the latest findings from the Roy Morgan Single Source survey for the 12 months to March 2012.
Women are the main buyers of vitamins with 44% purchasing vitamins in an average 6 month period compared to 31% for men. Among women, it is the ‘first-time mothers to be’ that have the highest level of purchasing vitamins with 73%.

Purchased Vitamins (Last 6 Months)

Source: Roy Morgan Single Source (Australia), April 2011 – March 2012. Base: Australian Population (14+), n = 19,690.

Nearly half (45%) of those purchasing vitamins generally purchase them every two to three months, while 21% purchase them every four to six months.

Norman Morris, Industry Communications Director at Roy Morgan Research, says:
“With over a third of the population purchasing vitamins in an average six month period, they are clearly popular with Australians, particularly among mothers with young children and first time mothers.

“The fact that just under three quarters (73%) of first time mothers to-be purchase vitamins is a strong indicator that vitamins are considered to play an essential part in their health and well-being at this critical time.

“Although women are the biggest buyers of vitamins we must not forget that men account for 43% or 2.8 million purchasers.”


Find more detailed insights with Roy Morgan Research Customer Profiles of overall Vitamin Buyers as well as the latest detailed profiles of brand vitamin buyers including Blackmores,CenovisNature’s Own and Swisse. These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.

Click here to browse thousands of accurate, insightful quantitative Roy Morgan research reports and profiles ready to download now.

For more details contact:

[email protected]

Contact Profile

Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.
Alex Dalidakis
P: +61 3 9224 5209


vitamins, health, well-being, fmcg



More Formats