Friday, March 15th, 2013 - Roy Morgan Research

While sales of vitamins, minerals and supplements are booming in Australia, it seems that many Kiwis may already have all the b-b-b-bounce they need. Compared to the 7.4 million (42%) Australians aged 18+ who bought vitamins in the last six months, just 868,000 (26%) New Zealanders did the same, according to the latest findings from Roy Morgan Research. 

While sales of vitamins, minerals and supplements are booming in Australia, it seems that many Kiwis may already have all the b-b-b-bounce they need. Compared to the 7.4 million (42%) Australians aged 18+ who bought vitamins in the last six months, just 868,000 (26%) New Zealanders did the same, according to the latest findings from Roy Morgan Research.

Unlike Australians, who primarily shop for their vitamins at chemists, almost half of vitamin-buying Kiwis prefer to do so at the supermarket. Chemists (6%) and health food stores (5%) are less popular options, suggesting that New Zealanders are inclined to treat vitamins as groceries rather than seek them out in specialist outlets.

Vitamins, minerals and supplements purchased in Australia and New Zealand by channel

Source:Roy Morgan Single Source (New Zealand), January 2012 - December 2012, n=10,987. Roy Morgan Single Source (Australia), January 2012 – December, n=20,737

Pip Elliott, General Manager, Roy Morgan Research NZ, says:

“The fact that a much smaller proportion of New Zealanders buy vitamins and supplements than Australians raises the double-barrelled question: do Kiwis feel healthy enough already without these products, or is there potential for some major market growth?

“Whereas chemists are the number one choice for Aussies when they purchase vitamins, New Zealanders prefer buying them at supermarkets. Brands would be wise to tailor their marketing accordingly, rather than simply replicate what works for them in Australia.”

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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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Keywords

vitamins, new zealanders, australians

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