Australia’s supplements industry is already moving on serious scale, with vitamins and supplements revenue reaching AUD 4.15 billion in the 2023 financial year and the dietary supplements market valued at AUD 4.2 billion in 2023. Yet everyday habits look surprisingly mixed, from 42% of adults 18 to 44 using dietary supplements daily to only 19% of Gen Z using sports nutrition weekly and 73% of supplement users reading labels carefully before buying. Below, you will find the figures behind who buys, what they choose, where they shop, and how regulators and quality checks shape what makes it onto Australian shelves.
Key Takeaways
- 42% of Australian adults aged 18-44 use dietary supplements daily in 2023.
- Women represent 62% of supplement purchasers in Australia as of 2023 surveys.
- 35% of Australians over 65 take vitamin D supplements regularly per 2023 health survey.
- In 2023, the Australian dietary supplements market was valued at AUD 4.2 billion, reflecting a CAGR of 5.8% from 2018 to 2023.
- The vitamins and supplements industry in Australia generated AUD 4.15 billion in revenue during the 2023 financial year.
- Australia's nutraceuticals market size reached AUD 3.8 billion in 2022, projected to grow to AUD 5.1 billion by 2028 at a CAGR of 5.2%.
- Vitamins represent 35% of total supplement consumption in Australia 2023.
- Herbal/traditional products hold 22% market share in Australian supplements 2023.
- Sports nutrition products account for 15% of industry sales in Australia 2023.
- The TGA regulates all therapeutic goods including supplements under the TG Act 1989.
- 15% of supplements tested by TGA in 2023 failed quality standards.
- Complementary medicines must list ingredients on ARTG since 2018 reforms.
- Pharmacy channels hold 42% of supplement distribution in Australia 2023.
- Online retail captured 31% of total supp sales value in Australia 2023.
- Supermarkets/grocery stores account for 18% of supp unit volume 2023.
In 2023, Australians spent AU$4.2 billion on supplements as demand surged for immunity, with online driving growth.
Related reading
01 · Category
Consumer Trends30 stats
01
42% of Australian adults aged 18-44 use dietary supplements daily in 2023.
02
Women represent 62% of supplement purchasers in Australia as of 2023 surveys.
03
35% of Australians over 65 take vitamin D supplements regularly per 2023 health survey.
04
Online purchases account for 48% of supplement buys among millennials in Australia 2023.
05
27% of Australian consumers prioritize 'natural ingredients' in supplement choices 2023.
06
Post-COVID, 51% of Australians increased supplement intake for immunity in 2023.
07
19% of Gen Z in Australia use sports nutrition supplements weekly in 2023.
08
73% of supplement users in Australia read labels carefully before purchase 2023.
09
Price sensitivity affects 41% of mid-income Australians in supplement buying 2023.
10
56% of parents give children multivitamins in Australia per 2023 parent survey.
11
Subscription models adopted by 22% of regular supplement consumers in Australia 2023.
12
38% of Australians trust doctor recommendations for supplements over ads 2023.
13
Eco-friendly packaging influences 29% of supplement purchases in Australia 2023.
14
45% of fitness enthusiasts take protein supps daily in Australia gym surveys 2023.
15
Vegetarians in Australia are 3x more likely to use B12 supplements, 67% usage rate 2023.
16
31% of remote area Australians rely on supplements due to diet gaps 2023.
17
Brand loyalty stands at 54% among repeat supplement buyers in Australia 2023.
18
24% of Australians trial new supplements based on social media influencers 2023.
19
Seniors (65+) show 68% adherence to daily supplement routines in Australia 2023.
20
39% of working professionals use stress-relief supps like ashwagandha 2023.
21
Organic certification sways 33% of health-conscious buyers in Australia 2023.
22
52% of women aged 30-50 take calcium supplements for bone health 2023.
23
Impulse buys represent 15% of pharmacy supplement sales in Australia 2023.
24
61% of supplement users track efficacy via apps or journals in Australia 2023.
25
Low-income groups (under AUD 50k) use 28% fewer supps than average 2023.
26
47% prefer gummies over tablets among under-35s in Australia 2023.
27
Vitamin C usage spiked 18% among parents during flu season 2023.
28
34% of Australians consult naturopaths before supplement purchase 2023.
29
Multivitamin gummies sales to kids up 25% in Australia 2023.
30
26% report switching brands due to better value perceptions 2023.
Interpretation
Consumer Trends Interpretation
Australia is collectively swallowing a small fortune in pills and powders, with nearly half of its younger adults taking daily supplements, women leading the purchases, and over half of parents dosing their kids, all while being a savvy but skeptical bunch who carefully read labels, trust doctors over ads, and are increasingly motivated by immunity, convenience, and a touch of influencer hype.
02 · Category
Market Size & Growth30 stats
01
In 2023, the Australian dietary supplements market was valued at AUD 4.2 billion, reflecting a CAGR of 5.8% from 2018 to 2023.
02
The vitamins and supplements industry in Australia generated AUD 4.15 billion in revenue during the 2023 financial year.
03
Australia's nutraceuticals market size reached AUD 3.8 billion in 2022, projected to grow to AUD 5.1 billion by 2028 at a CAGR of 5.2%.
04
The sports nutrition supplements segment in Australia grew by 7.2% year-on-year in 2023, reaching AUD 650 million.
05
Overall supplement sales in Australia increased by 4.9% in 2023 compared to 2022, driven by post-pandemic health focus.
06
The Australian herbal supplements market was valued at AUD 1.1 billion in 2023, with a forecasted CAGR of 6.1% to 2030.
07
Protein supplements market in Australia hit AUD 450 million in 2023, up 8.3% from previous year.
08
The total addressable market for omega-3 supplements in Australia is estimated at AUD 320 million for 2024.
09
Australia's weight management supplements sector reached AUD 280 million in revenue in 2023.
10
Immune health supplements in Australia grew to AUD 750 million in 2023, a 12% increase YoY.
11
The probiotics supplements market in Australia was worth AUD 220 million in 2023.
12
Collagen supplements sales in Australia surged to AUD 150 million in 2023, CAGR 9.5% since 2020.
13
Vitamin D supplements dominated with 28% market share in Australia's supplements industry in 2023.
14
The Australian supplements e-commerce market expanded to AUD 1.2 billion in 2023.
15
Total industry employment in Australian vitamins and supplements stood at 12,500 full-time equivalents in 2023.
16
Multivitamins accounted for AUD 950 million in sales in Australia in 2023.
17
The market for sleep aids supplements in Australia reached AUD 180 million in 2023.
18
Bone and joint health supplements generated AUD 410 million in Australia in 2023.
19
Australia's kids vitamins market was valued at AUD 120 million in 2023.
20
The anti-aging supplements segment in Australia hit AUD 95 million in 2023.
21
Energy supplements market size in Australia was AUD 310 million for 2023.
22
Digestive health supplements reached AUD 560 million in sales in Australia 2023.
23
The nootropics or brain health supplements market in Australia was AUD 140 million in 2023.
24
Pet supplements market in Australia grew to AUD 250 million in 2023, indirectly boosting human supp industry.
25
Functional food supplements hybrid market valued at AUD 890 million in Australia 2023.
26
The Australian adaptogens supplements niche reached AUD 75 million in 2023.
27
Women's health supplements market in Australia was AUD 420 million in 2023.
28
Men's health supplements generated AUD 380 million in Australia 2023.
29
The vegan supplements market in Australia hit AUD 210 million in 2023.
30
Overall CAGR for Australia supplements industry projected at 6.3% from 2024-2030.
Interpretation
Market Size & Growth Interpretation
Even as we grapple with modern anxieties, our collective Australian faith in a capsule-sized solution has become a $4.2 billion testament to the hope that better health can be bottled.
03 · Category
Product Segments28 stats
01
Vitamins represent 35% of total supplement consumption in Australia 2023.
02
Herbal/traditional products hold 22% market share in Australian supplements 2023.
03
Sports nutrition products account for 15% of industry sales in Australia 2023.
04
Omega-3/fish oil supplements comprise 12% of the market volume 2023 Australia.
05
Probiotics make up 9% of supplement unit sales in Australia 2023.
06
Protein supplements dominate sports seg with 42% sub-share in Australia 2023.
07
Collagen products grew to 7% market penetration in beauty supps Australia 2023.
08
Multivitamins hold 25% value share in vitamins category Australia 2023.
09
Magnesium supplements increased to 8% of mineral sales in 2023 Australia.
10
Turmeric/curcumin herbal supps at 11% of herbals market Australia 2023.
11
Vitamin D leads singles with 31% of vitamin sales volume 2023 Australia.
12
Greens powders/superfoods represent 6% of functional supps 2023 Australia.
13
CoQ10 holds 5% in heart health supps segment Australia 2023.
14
Ashwagandha adaptogen sales up to 4% of stress relief category 2023.
15
B-complex vitamins account for 14% of energy supps Australia 2023.
16
Glucosamine/chondroitin at 28% of joint health market Australia 2023.
17
Elderberry immune supps grew to 3% market share post-2022 2023 Australia.
18
Melatonin sleep aids comprise 19% of sleep supp sales 2023 Australia.
19
Zinc supplements hold 7% in mineral category Australia 2023.
20
Prebiotics pair with probiotics at 2.5% standalone sales 2023.
21
L-theanine nootropic at 6% brain health supp share Australia 2023.
22
Calcium leads bone health with 35% share in women supps 2023.
23
BCAAs represent 22% of intra-workout supps Australia 2023.
24
Echinacea herbal immune at 9% herbals immune sub-segment 2023.
25
Iron supps for women at 12% mineral female focus 2023 Australia.
26
Lion's Mane mushroom supp 1.8% cognitive market 2023 Australia.
27
Creatine monohydrate 55% of performance enhancer supps 2023.
28
Evening primrose oil 4% women's hormonal balance 2023 Australia.
Interpretation
Product Segments Interpretation
It seems Australians are meticulously self-assembling from the inside out, with vitamins forming the foundation, herbs as the eccentric landscaping, and a staggering amount of protein holding the gym walls upright.
More related reading
04 · Category
Regulations & Challenges21 stats
01
The TGA regulates all therapeutic goods including supplements under the TG Act 1989.
02
15% of supplements tested by TGA in 2023 failed quality standards.
03
Complementary medicines must list ingredients on ARTG since 2018 reforms.
04
Import alerts issued for 220 contaminated supps from Asia in 2023.
05
FSANZ sets maximum permitted levels for vitamins/minerals in supps.
06
28 infringement notices for false claims on supp labels in 2023.
07
GMP certification mandatory for all listed medicines manufacturers since 2021.
08
Novel foods approval process delayed 45% of new supp launches 2023.
09
Advertising Code enforced by CMAA, 92 complaints upheld in 2023.
10
Export certificates issued for 1,200 supp batches to 45 countries 2023.
11
Heavy metals exceedances in 8% of herbal supps tested 2023.
12
Post-market surveillance reviewed 5,600 adverse events from supps 2023.
13
AUST L listing required for low-risk supps, 45,000 active in 2023.
14
Claims must be evidence-based per TG Regulation 7, breaches fined AUD 500k max.
15
Supply chain traceability mandated for all imported supps since 2022.
16
12 recalls for microbial contamination in protein powders 2023.
17
Vitamin A upper limit set at 3,000ug/day for adults by NHMRC.
18
Online sales require same labeling as physical products per 2023 rules.
19
6% growth in compliance audits on supp manufacturers 2023.
20
Prohibited substances list updated with 15 new entries for sports supps 2023.
21
Customs seized AUD 2.5m illicit supps at borders in 2023.
Interpretation
Regulations & Challenges Interpretation
Australia's supplement industry operates within a tightly woven regulatory net, but the persistent snags—from one in seven products flunking quality checks to a steady stream of false claims and contaminated imports—reveal a landscape where vigilant enforcement is constantly playing catch-up with the pressures of a global market.
05 · Category
Sales Channels29 stats
01
Pharmacy channels hold 42% of supplement distribution in Australia 2023.
02
Online retail captured 31% of total supp sales value in Australia 2023.
03
Supermarkets/grocery stores account for 18% of supp unit volume 2023.
04
Health food stores represent 7% of market distribution Australia 2023.
05
Gyms and fitness centers sell 4% of sports nutrition supps 2023.
06
Direct-to-consumer via brand sites grew to 12% share in 2023 Australia.
07
Chemist Warehouse dominates pharmacy with 28% supp sales 2023.
08
Amazon Australia holds 15% of online supp market 2023.
09
Woolworths supermarket chain 9% of grocery supp sales 2023.
10
Independent health stores declining to 5% from 8% in 2020 2023.
11
Subscription boxes like Nourished Life 3% DTC share 2023 Australia.
12
Priceline pharmacy chain 11% of total pharmacy supp sales 2023.
13
iHerb international online platform 8% market in Australia 2023.
14
Coles supermarkets 7% grocery supp distribution 2023 Australia.
15
Vitamin Shoppe-like chains 2% specialist retail share 2023.
16
Pop-up fitness events contribute 1.2% seasonal sales 2023.
17
TerryWhite Chemmart pharmacies 6% chain pharmacy share 2023.
18
Catch.com.au deals site 4% online discount supp sales 2023.
19
Go Vita health stores network 4.5% health food channel 2023.
20
Myer department stores wellness section 0.8% minor channel 2023.
21
Bulk Nutrients direct brand sales 2.1% protein supp DTC 2023.
22
Chemistworks online pharmacy 3% e-pharmacy share 2023 Australia.
23
Healthylife stores 1.5% independent health retail 2023.
24
Swisse brand DTC app sales 5% of brand total 2023 Australia.
25
Kmart pharmacy aisles 2.3% discount retail supps 2023.
26
Blackmores retail partnerships cover 22% offline distribution 2023.
27
Pharmacy Online e-tailer 2.8% online pharmacy segment 2023.
28
Nutrition Warehouse fitness retail 3.2% sports supp stores 2023.
29
Australian Supplements direct online 1.7% niche ecom 2023.
Interpretation
Sales Channels Interpretation
Despite holding a traditional stronghold with 42% of the market, Australian pharmacies are watching their territory get picked apart by the rise of online retailers, direct brands, and even supermarkets, signaling a dramatic shift in how health-conscious consumers now shop for their supplements.
Reference
Cite This Report
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APA
Henrik Dahl. (2026, February 13). Australia Supplements Industry Statistics. Gitnux. https://gitnux.org/australia-supplements-industry-statistics
MLA
Henrik Dahl. "Australia Supplements Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/australia-supplements-industry-statistics.
Chicago
Henrik Dahl. 2026. "Australia Supplements Industry Statistics." Gitnux. https://gitnux.org/australia-supplements-industry-statistics.
Sources & references
100 datasets cited across this report · attribution is report-level
amazon.com.au