Saturday, July 14th, 2012
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 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.
Shaun Ellis
P: 03 9224 5332


vitamins, health, well-being, fmcg



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