Demand for vitamins is predicted to stabilise over the forecast period, although overall retail volume sales of single vitamins are set to remain significantly lower than pre-pandemic levels. Whilst Australians search for more convenient and cost-saving multivitamins, the overall category is likely to come under greater scrutiny from the Therapeutic Goods Administration (TGA), which has reviewed regulations covering vitamins and dietary supplements, including analysing endorsements, claims and overall marketing of these products.
Opportunities in terms of personalisation within vitamins will continue to grow over the forecast period, with the Australian market still in its infancy in terms of innovation and investment in technologies that allow players to better address the individual needs of consumers. The use of health questionnaires and lifestyle goals offered by subscription services is only the first step towards products and services that can offer true personalisation.
Vitamins is facing strong competition from functional wellness products which are on the rise across different industries. Local consumers’ awareness of the need to strengthen one’s immunity reached a peak during the pandemic, increasing demand for functional food and beverages with additional vitamins, as well as fresh food.
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Understand the latest market trends and future growth opportunities for the Vitamins industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Vitamins industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of multivitamins and single vitamins.See All of Our Definitions
This report originates from Passport, our Vitamins research and analysis database.
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