19% of Australians (3.4 million) bought vitamins, minerals or supplements from a pharmacy, 14% from a supermarket (2.4 million) and 5% from a health food store (860,000).
Of the 41% of Australians who bought vitamins, minerals or supplements in the last six months, almost half did so from a pharmacy, compared to one in three from a supermarket and one in eight from a health food store.
Men are around 40% of the total market, and are more inclined to purchase their vitamins, minerals and supplements at a supermarket than women.
Nick Williams, Healthcare Consultant, Roy Morgan Research, says:
“Pharmacy is clearly the preferred outlet for purchasers and consumers of vitamins and supplements. Within this channel the leading brands are Blackmores and Nature’s Own. It will be interesting to see how these established market leaders compete with fast growing brands like Swisse.”
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.
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