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 Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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