Australian Supplement Industry Statistics (2026): Market Size, Trends & Consumer Insights

May 22 2026, 24 min reading time

Last updated: May 2026

Australia has quietly become one of the most supplement-hungry nations on earth. Walk into any pharmacy, health food store, or open a browser tab, and the breadth of options, from collagen powders and probiotic capsules to plant-based protein bars and adaptogenic mushroom blends, tells a story of a country that has gone all-in on preventive health.

This page brings together the most important data points on the Australian supplement, health food, and wellness industry in one place. Whether you are a health-conscious consumer, a researcher, a journalist, or a business looking to understand the landscape, this resource is updated regularly with current market figures, consumer behaviour trends, and category-level breakdowns.

The Big Picture: Australia's Health and Wellness Economy

Before zooming into supplements specifically, it helps to understand the broader wellness ecosystem in which they sit.

Australia ranks among the top ten wellness markets in the world. The broader health and wellness economy reached a total value of approximately USD 126.7 billion in 2023, growing at an annual rate of 7.5% between 2019 and 2023, with a particularly strong 10.9% jump recorded between 2022 and 2023 alone. Australians spend roughly AUD 5,239 per person per year on wellness-related products and services, placing the country sixth globally for per capita wellness expenditure.

That figure covers everything from spa visits and gym memberships to mental health apps and functional nutrition. The dietary supplement sector is one of the fastest-growing segments within that broader pie.

Australian Dietary Supplement Market Size

Estimates for the Australian dietary supplement market vary by scope and methodology, but the most commonly cited figures give a strong sense of scale and direction.

According to Mordor Intelligence, the dietary supplements market (defined by discrete supplement products rather than the broader nutraceuticals or wellness categories) was valued at approximately USD 1.81 billion in 2024, expected to reach USD 1.97 billion in 2025, and projected to grow to USD 2.95 billion by 2030, at a compound annual growth rate (CAGR) of 8.33%.

IMARC Group, which uses a broader definition covering all dietary supplement products, pegs the market significantly higher. Their figures place the Australian dietary supplements market at USD 3.59 billion in 2024, with a projected rise to USD 6.95 billion by 2033, reflecting a 7.62% CAGR over that period.

When the scope expands further to include all nutritional supplements, functional foods, and nutraceuticals, the numbers grow considerably. IMARC estimates the overall nutritional supplements market reached USD 13.48 billion in 2024, with projections of USD 28.56 billion by 2033. Mordor Intelligence places Australia's total nutraceuticals market (covering functional foods, functional beverages, and dietary supplements combined) at USD 7.07 billion in 2024, growing to USD 9.52 billion by 2030 at a 5.04% CAGR.

The range of estimates reflects methodological differences rather than disagreement. The consistent thread across all sources is clear, sustained upward growth.

Key Market Size Figures at a Glance

How Many Australians Take Supplements?

The most reliable source for supplement consumption data is the Australian Bureau of Statistics (ABS), which ran its National Nutrition and Physical Activity Survey (NNPAS) from January 2023 to March 2024.

The headline number: one in three Australians (33.6%, or approximately 8.5 million people) took a dietary supplement in 2023. That is a meaningful increase from 28.5% recorded in the 2011 to 2012 survey, reflecting genuine growth in supplement uptake over the past decade.

Several patterns emerge from the ABS data:

Gender gap is significant. Adult females are considerably more likely to take supplements than adult males, with 43.7% of women taking at least one supplement compared to 30.8% of men. This gap holds across all adult age groups.

Usage increases with age. Among adults, the proportion taking supplements rises from about one in four (24.5%) in the 18 to 29 age group to more than one in two (50.9%) among those aged 75 and over.

Vitamin and mineral supplements dominate. Nearly three in ten Australians (29.7%) took a vitamin or mineral supplement in 2023, up from 21.9% in 2011 to 2012, making this the most common supplement category by a substantial margin.

Multivitamins and vitamin D are the most popular individual supplements. Multivitamin or multimineral use increased from 9.5% in 2011 to 2012 to 15.5% in 2023. Vitamin D supplementation grew from 3.5% to 9.3% over the same period, a near-tripling, partly driven by awareness of deficiency: the National Health Measures Survey 2022 to 2024 found that one in five Australian adults (20.6%) had a vitamin D deficiency.

When Euromonitor surveyed a broader sample in late 2024, they found an even higher rate, with nearly 74% of Australians reporting taking at least one supplement in the past year, and 41% saying they did so daily. The most commonly used categories were multivitamins (43%), vitamin D (35%), vitamin C (33%), probiotics (28%), and omega-3 or fish oils (26%).

The divergence between the ABS figure (33.6%) and the Euromonitor figure (74%) reflects different survey methodologies and definitions of "supplement." The ABS is based on a rigorous national survey with strict dietary supplement criteria, while Euromonitor's figure captures a self-reported broader spectrum. Both reflect the same trend: supplement use is common, growing, and becoming normalised as part of everyday health management.

The Most Popular Supplement Categories in Australia

Vitamins and Minerals

Vitamins and minerals account for the largest share of the dietary supplement market in Australia and New Zealand, representing 29.4% of the combined market as of 2024. This includes vitamins C, D, B-complex, zinc, magnesium, and iron, in formats ranging from traditional capsules and tablets through to gummies and powders.

Tablets remain the most popular delivery format, accounting for 31.6% of the market by revenue in 2024. However, gummies have seen rapid growth, particularly among younger consumers and parents supplementing children, as brands like Nature's Way have leaned into zero-sugar and plant-sweetened formulations.

Consumer motivation for vitamin use is shifting. Euromonitor data from early 2024 shows that close to 15% of Australians now believe vitamins and supplements are important to their overall health, up from just 9% in 2019. The primary motivation is prevention: more than half (58%) of supplement users take products mainly to prevent illness or deficiency rather than to manage a diagnosed condition.

Protein Supplements

Australia has a thriving sports nutrition culture, and protein supplements sit at the centre of it.

IMARC Group estimates the Australian protein supplements market reached USD 524 million in 2024, with projections of nearly USD 1 billion by 2033 at a 7.3% CAGR. A more recent 2025 update from the same group puts the market at USD 562.2 million in 2025, reflecting continued growth.

Protein powders dominate, but protein bars and ready-to-drink formats are gaining ground as Australians look for convenient, on-the-go nutrition options. Whey protein remains the most widely used source, though it has faced pricing pressure: whey costs in Australia rose approximately 52% between August 2024 and December 2025 due to global dairy supply constraints.

Plant-based protein is the fastest-growing sub-segment. As more Australians shift toward flexitarian, vegetarian, and vegan eating, demand for pea, rice, and hemp-based proteins has grown consistently. This trend is relevant to the range of plant-based protein options available for consumers looking for clean-label alternatives.

Brands like Happy Way, Macro Mike, and Ghost Protein have each carved out strong positions by focusing on specific consumer segments: women's health and wellness, plant-based nutrition, and sports performance respectively.

Probiotics and Gut Health

Gut health has moved from a niche interest to a mainstream wellness priority, and the market data backs this up.

The Australian probiotics market was valued at USD 2.53 billion in 2024 and is projected to reach USD 5.12 billion by 2032, at a 9.3% CAGR. New South Wales accounts for the largest regional share at 34%, reflecting the state's high consumer awareness and extensive retail infrastructure.

The gut-brain connection is increasingly driving consumer interest. Awareness of how gut microbiome health relates to mood, energy, immunity, and inflammation has made probiotics a daily staple for a growing cohort of Australians. Probiotic supplement formats are also diversifying rapidly, with gummies, powders, and shelf-stable capsules joining traditional dairy-based sources like yoghurt and kefir.

The prebiotic and probiotic foods market is growing even faster. IMARC estimates this combined category reached USD 2.64 billion in 2024 and could reach USD 9.89 billion by 2033, driven in part by the growing availability of fermented foods, probiotic beverages, and gut-specific supplement stacks.

One notable data point: Australian kombucha brand Remedy Drinks secured a 36% market share in the UK by early 2024, reflecting the strength of Australian-origin gut health brands internationally.

Collagen Supplements

Collagen is one of the fastest-growing supplement categories in Australia, occupying a unique space at the intersection of beauty, joint health, and general wellness.

The Australian collagen supplements market was valued at USD 39.53 million in 2024 and is forecast to reach USD 56.55 million by 2033. The broader collagen peptide market (which includes food, beverage, and personal care applications) is growing at a CAGR of 5.5% through to 2030.

Bovine-sourced collagen currently represents the largest share of the market by source, but plant-derived and marine collagen options are growing at a faster rate as vegan and sustainably minded consumers look for ethical alternatives.

Collagen powders are commonly added to coffee, smoothies, and matcha drinks as part of morning wellness routines. The format crossover between matcha and collagen is one of the more interesting consumption trends to emerge in recent years, with a growing number of consumers building supplement stacks around a single morning beverage.

Omega-3 and Fish Oils

Omega-3 supplements, including fish oil, krill oil, and plant-based algae-derived options, consistently rank among the top five most used supplement categories in Australia. According to Euromonitor's 2024 survey data, approximately 26% of Australians used omega-3 or fish oil supplements in the prior year.

Demand in this category is driven by widespread awareness of the role omega-3 fatty acids play in cardiovascular health, brain function, joint support, and inflammation management. The TGA listing status of many omega-3 products also gives consumers confidence in their quality and safety claims.

The emergence of plant-based omega options is notable. In January 2024, PhytoLove launched a plant-derived omega supplement made from short-chain fatty acids EPA and DHA, targeting the growing segment of vegan and sustainability-conscious consumers who prefer not to use fish-derived products.

The Organic Food Market in Australia

Supplement use does not exist in isolation. Many Australians who take supplements also actively seek out organic, clean-label foods, and the two categories reinforce each other at the consumer level.

The Australian organic food market reached USD 1.1 billion in 2024 and is projected to grow to USD 2.2 billion by 2033, at a CAGR of 7.49%. Australia has over 53 million hectares of certified organic farming land as of 2023, making it one of the largest organic production countries in the world by land area.

Australian Certified Organic (ACO) is the dominant certifying body, covering 76% of farmers and producers and 74% of processors in the country.

The top organic product categories by farming land are vegetables (29%), fruits (23%), wine grapes (21%), and beef (19%). Honey has the highest levels of organic certification agreement among producers (70%), reflecting strong interest in natural and unprocessed options.

Retail distribution for organic products has expanded significantly. Major supermarket chains, including Woolworths and Coles, have widened their organic ranges, and e-commerce has lowered the barrier to access for consumers in regional and rural areas. Australian retail food sales grew by 3% year-on-year in May 2024, reflecting sustained consumer appetite for quality food products.

For shoppers interested in certified organic pantry staples, options like Planet Organic herbal teas and spices and products from Anthony's Goods represent the accessible end of the Australian organic market.

Plant-Based Diets: A Growing Driver of Supplement Demand

The shift toward plant-based eating in Australia has significant implications for supplement demand, particularly in categories like protein, B12, iron, omega-3, and vitamin D, where plant-forward diets can create nutritional gaps.

The ABS NNPAS 2023 found that 5.3% of Australians identify as vegetarian or vegan. Roy Morgan survey data suggests a broader figure: approximately 2.5 million Australians (around 12.1% of adults) follow diets that are entirely or mostly vegetarian or vegan. The gap between these figures reflects how "mostly" plant-based eating is measured, but both show a meaningful and growing cohort.

The 2024 Food Frontier Consumer Survey adds further colour. The most popular dietary choice in 2024 was "meat reducer," with 21% of Australians identifying in this category. Intermittent fasting ranked second, and organic eating ranked third. While 51% of Australians still maintain their current level of meat consumption (down from 56% in 2021), a quarter of the population has actively reduced their intake.

The top three motivations for reducing meat are health benefits (61%), budget constraints (54%), and environmental concerns (37%).

Plant-based milk adoption is particularly strong. Around 34% of Australians now consume plant-based milks at least once a week, and 40% have tried lactose-free milk. Major retailers have noticed: Woolworths has seen a 50% increase in demand for plant-based products in recent years and offers approximately 1,800 vegan products for sale.

This shift is directly relevant to supplement demand. A person reducing animal foods from their diet needs to be more intentional about protein, B12, zinc, iron, and omega-3 intake, and supplements fill that gap. Brands targeting this demographic, including Macro Mike and Happy Way, have built their ranges around clean, plant-derived ingredients that appeal to this growing cohort.

Superfoods and Functional Nutrition

The "superfood" category, loosely defined as nutrient-dense whole foods used to enhance health, has become a significant part of the Australian health food market.

Matcha is one of the best-documented superfood success stories in Australia. The bright green Japanese tea powder has moved from specialty cafes into mainstream retail and at-home wellness routines, appreciated for its combination of caffeine and L-theanine (which produces focused, calm energy), along with its antioxidant content. The Matcha Collection at Wallaby Wellness reflects this sustained consumer interest.

Superfoods like those offered through Laird Superfood are tapping into a growing appetite for functional beverages that serve a dual purpose: everyday enjoyment and targeted nutritional support. Laird's range of creamer and superfood blends are popular with those who follow dairy-free and low-carb diets.

Electrolyte and hydration supplements represent one of the faster-growing subcategories in the functional nutrition space. Post-pandemic awareness of hydration's role in energy, cognition, and recovery has fuelled interest in electrolyte products that go beyond the traditional sports drink. Options like Sodii Hydration and Electrolytes have found an audience that goes well beyond gym-goers, reaching a broader health-conscious consumer base that values daily hydration support.

Who Is Buying Supplements? Consumer Demographics

Understanding who buys supplements in Australia matters for both consumers and businesses.

Women are the dominant buyers. Roy Morgan data found that 4.88 million Australian women (46% of the female population) buy vitamins, minerals, or supplements in any given six-month period, compared to 3.36 million men (33%). Over 45% of women aged 25 and over buy these products, rising to 50% or more for women aged 35 to 64.

Peak buying ages are 35 to 64. This cohort is the core market for most supplement categories, driven by a combination of disposable income, health awareness, and the onset of age-related concerns around energy, joints, hormonal health, and immunity.

Menopause and bone health are significant drivers for women aged 40 to 60. Euromonitor's 2024 survey found that 37% of women in this age bracket used supplements specifically targeting menopause symptoms or bone density support.

Prevention is the primary motivation. More than half (58%) of supplement users in Australia take products primarily for prevention rather than treatment. A further 24% use supplements to manage a diagnosed condition. This reflects a genuine cultural shift toward proactive health management rather than reactive treatment.

Capsule and pill formats remain preferred. Over 70% of consumers prefer capsule or pill formats according to Euromonitor's 2024 research, though powders are growing rapidly, particularly among younger consumers integrating supplements into their food and beverage rituals.

How Australians Are Buying Supplements: Retail and Online Trends

The distribution landscape for supplements has shifted significantly over the past five years, and the trend is accelerating.

Offline channels still lead in terms of overall market share. Pharmacies, supermarkets, and health food stores remain the primary points of sale, driven by consumer preference for in-store guidance and the ability to physically inspect products. IBISWorld's analysis of Australia's vitamin and supplement stores industry notes that while overall supplement sales are growing, specialist supplement retailers have faced increasing pressure from pharmacies and supermarkets offering lower prices.

Online retail, however, is the fastest-growing distribution channel. Rising internet penetration, the breadth of products available online, and competitive pricing have all contributed. E-commerce adoption accelerated sharply during the COVID-19 pandemic, with temporary closures of supplement stores pushing consumers to online alternatives that many have continued to use.

This pattern mirrors broader trends in Australian e-commerce, where the sector was valued at USD 536 billion in 2024 with projections to reach USD 1.57 trillion by 2033. For specialty health food retailers like Wallaby Wellness, the online channel offers a meaningful opportunity to reach health-conscious consumers across Queensland and nationally, including those in regional areas who lack access to specialist stores.

Regulatory Environment: The TGA and Supplement Safety in Australia

One of the factors that distinguishes Australia's supplement market from many others is its regulatory framework. Dietary supplements in Australia are classified as listed medicines and regulated by the Therapeutic Goods Administration (TGA), which requires products to meet safety and quality standards before they can be sold.

The TGA's oversight creates a higher barrier to market entry than exists in countries where supplements are largely unregulated, but it also provides Australian consumers with a meaningful baseline of assurance. TGA-listed products display an "AUST L" number on their label, indicating they have passed the TGA's compliance requirements.

Recent regulatory updates include:

A June 2024 approval by the TGA for ADM's DE111, a spore-forming probiotic, authorising its use in foods, beverages, and supplements to promote gut health, immune function, and microbiome diversity.

In July 2025, Clasado Biosciences received TGA approval to include its prebiotic ingredient Bimuno GOS in TGA-listed therapeutic products, reflecting the regulator's growing engagement with functional prebiotic applications.

From June 2027, vitamin B6 supplements with a recommended daily dose over 50mg but 200mg or less will be reclassified as pharmacist-only products in Australia, an important update for consumers who self-supplement with higher-dose B6 products.

These regulatory developments signal that the TGA is actively keeping pace with innovation in the supplement space, adjusting its frameworks as evidence and product categories evolve.

Key Market Trends Shaping the Industry

1. Personalised Nutrition

The personalised nutrition market in Australia was valued at USD 359.5 million in 2024 and is projected to grow to USD 853.5 million by 2030. AI-powered algorithms and at-home testing kits are enabling consumers to receive supplement recommendations tailored to their genetic profile, lifestyle, and biometric data. This is moving supplement use from a one-size-fits-all approach toward precision nutrition.

2. Mental Health and Mood Support

The mood and relaxation supplement category was the fastest-growing segment in the Australian vitamin and dietary supplement market between 2019 and 2024. With 31% of Australians identifying stress or anxiety among their top three health priorities, the demand for supplements targeting mood, sleep, and cognitive function is substantial and growing. The estimated economic cost of poor sleep in Australia is AUD 66.3 billion per year, creating a clear consumer pain point that the supplement industry is working to address.

3. Healthy Ageing

Australia's ageing demographic profile is creating sustained demand for supplements targeting joint health, cognitive support, and longevity. According to the Australian Institute of Health and Welfare, approximately 2.1 million Australians were living with osteoarthritis in 2022. A December 2024 report from the Royal Australian College of General Practitioners found that Australians lost approximately 5.8 million years of healthy life to disease and premature death in 2024, with overweight and obesity the leading risk factor. These figures create a strong structural tailwind for supplements targeting metabolic health, inflammation, and physical mobility.

4. Clean Label and Transparency

Australian consumers are increasingly scrutinising ingredient lists. There is a growing preference for supplements free from artificial colours, preservatives, and synthetic fillers, with a corresponding rise in demand for certified organic, non-GMO, and allergen-free options. This "clean label" movement is pushing brands toward greater transparency and simpler formulations.

5. Whole-Food and Functional Food Crossover

The line between food and supplement is blurring. Products like protein bars, collagen-infused beverages, probiotic yoghurts, and superfood blends increasingly serve both nutritional and supplementation functions. This crossover is driving innovation in formats and has expanded the supplement market's addressable audience beyond committed health enthusiasts to mainstream food shoppers. Browsing the protein bars and Fibre Boost protein bars collections at Wallaby Wellness reflects this integration well.

Australia's Supplement Industry vs Global Markets

Australia represents approximately 2.6% of the global dietary supplement market's total revenue. While this is a small share in absolute terms, it is large relative to the country's population of around 26 million, reflecting Australians' high per capita wellness spending.

Australia's major supplement brands, including Blackmores, Swisse, and Life-Space Probiotics, have significant international reach, particularly across Asia, where demand for Australian-manufactured supplements is strong due to perceptions of quality and clean provenance.

The country is also a meaningful innovation hub. Australian brands like Remedy Drinks, Beforeyouspeak Coffee, and Vitadrop have launched with strong domestic traction before scaling internationally.

Summary: Australian Supplement Industry Key Statistics (2025)

Sources and References

This article draws on research from the following sources. All market size figures and projections should be understood as estimates by the respective research organisations, using their own methodologies and data collection approaches. Figures vary between organisations based on scope and definition.

1. Australian Bureau of Statistics (ABS) – Dietary Supplements, 2023. National Nutrition and Physical Activity Survey (NNPAS), released September 2025. abs.gov.au

2. Australian Bureau of Statistics (ABS) – Dieting and Food Avoidance, 2023. abs.gov.au

3. Mordor Intelligence – Australia Dietary Supplements Market Size and Share Analysis, 2025. mordorintelligence.com

4. Mordor Intelligence – Australia Nutraceuticals Market Size, 2025. mordorintelligence.com

5. IMARC Group – Australia Dietary Supplements Market Size, Share and Report, 2025 to 2033. imarcgroup.com

6. IMARC Group – Australia Nutritional Supplements Market: Industry Trends, Share, Size, Growth, Opportunity and Forecast 2025 to 2033. imarcgroup.com

7. IMARC Group – Australia Protein Supplements Market, 2025. imarcgroup.com

8. IMARC Group – Australia Organic Food Market, 2025 to 2033. imarcgroup.com

9. IMARC Group – Australia Prebiotic and Probiotic Foods Market, 2025. imarcgroup.com

10. IMARC Group – Australia Probiotics Market, 2025. imarcgroup.com

11. IMARC Group – Australia Health and Wellness Market Report, 2025 to 2033. imarcgroup.com

12. Grand View Research – Australia and New Zealand Dietary Supplements Market Report, 2030. grandviewresearch.com

13. Credence Research – Australia Probiotics Market Size, Trends, Share and Forecast 2032. credenceresearch.com

14. Expert Market Research – Australia Protein Supplements Market Size and Report 2034. expertmarketresearch.com

15. Expert Market Research – Australia Vegan Food Market Size and Share, 2025 to 2034. expertmarketresearch.com

16. Deep Market Insights – Australia Collagen Supplements Market Size, Share and Growth Report 2033. deepmarketinsights.com

17. Roy Morgan Research – Women Dominate Australia's Vitamins, Minerals and Supplements Market. roymorgan.com

18. Euromonitor International – Vitamins in Australia Country Sector Briefing, 2024. euromonitor.com

19. IBISWorld – Vitamin and Supplement Manufacturing in Australia, 2024. ibisworld.com

20. IBISWorld – Vitamin and Supplement Stores in Australia, 2025. ibisworld.com

21. Statista – Vitamins, Minerals and Supplements Market in Australia: Statistics and Facts. statista.com

22. Nutraingredients – Australia's Top Five Most Popular Dietary Supplement Categories Revealed, December 2025. nutraingredients.com

23. Food Frontier – Survey Reveals Australia's Most Popular Diets in 2024. foodfrontier.org

24. Global Wellness Institute / AMI – Australia's Wellness Economy Surges to USD 126.7 Billion, Ranks Fourth in APAC. ami.org.au

25. Recovery Lab – Wellness Industry Australia. recoverylab.com.au

26. Department of Agriculture, Water and the Environment (Australia) – Organic Farming Land Figures, 2022.

27. Royal Australian College of General Practitioners (RACGP) – Annual Health Report, December 2024.

28. Australian Institute of Health and Welfare (AIHW) – Osteoarthritis prevalence figures, 2022.

This page is updated regularly. Last updated: May 2026. If you notice a data point that has changed or a significant new study, please contact us at [email protected].

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