Australia Dietary Supplements Market

Australia Dietary Supplements Market Size and Share:

The Australia dietary supplements market size reached USD 3.59 Billion in 2024. Looking forward, the market is projected to reach USD 6.95 Billion by 2033, exhibiting a growth rate (CAGR) of 7.62% during 2025-2033. The market is driven by growing health awareness, an aging population, and growing disposable incomes. Consumers are increasingly looking for preventive healthcare options, resulting in a demand boost for supplements that promote overall well-being and deal with particular health issues.

Key Trends of Australia Dietary Supplements Market:

Personalization of Supplements

The rising demand for personalized health solutions is significantly influencing the Australian dietary supplements market. For instance, as per industry reports, in 2024, the personalized nutrition and supplements market in Australia was valued at USD 359.5 Million, with projections indicating it will grow to USD 853.5 Million by 2030. In terms of revenue, Australia represented 2.6% of the global market's total revenue in the same year. Consumers are increasingly moving away from generic supplements and towards products that are personalized to their unique health profiles, diets, genetic markers, and lifestyle. Improvements in biotechnology, artificial intelligence, and at-home diagnostic kits are allowing for the creation of customized nutrition plans that include personalized supplement protocols. This trend is especially prevalent among millennials and Gen Z, who prefer data-driven, preventative approaches to health. Brands are pushing back with subscription-based offerings, DNA or microbiome testing kits, and apps that suggest supplements based on a person's individual biomarkers. With greater knowledge of personalized healthcare, the trend is likely to be a main growth factor in the future.

Integration of Skin Health into Supplement Offerings

Australian consumers are increasingly seeking dietary supplements that support both inner wellness and outer appearance, leading to a surge in products focused on skin health. The “beauty from within” movement has gained popularity, with collagen peptides, hyaluronic acid, biotin, and antioxidant-rich vitamins becoming common ingredients in daily supplement regimens. These ingredients target skin hydration, elasticity, and aging concerns, appealing especially to female consumers and the aging population. For instance, in March 2025, Australian brand Vincent entered the U.S. market with a four-step beauty regimen combining skincare and a dietary supplement, targeting the growing demand for “beauty from within.” The products feature activated phenolics, ultra-antioxidants extracted from Australian apples using a patented, solvent-free method. These compounds support skin and overall health at the cellular level. With strong roots in scientific research, Vincent offers clean, vegan products and plans global expansion. Their “An Apple A Day” supplement claims 93% absorption and broad health benefits. With rising concerns over pollution and lifestyle-related skin damage, supplements are seen as a proactive approach to maintaining youthful, healthy skin. Additionally, brands are merging dermatological research with nutritional science to validate their claims, enhancing credibility. This cross-section of beauty and health is fostering innovation and expanding the customer base beyond traditional wellness seekers.

Preventive Health Awareness Fueling Supplement Use

Preventive health has become a major focus for Australian consumers, leading to a noticeable rise in the use of dietary supplements. People are more conscious about boosting their immunity, maintaining energy levels, and supporting overall wellness, especially in the wake of the pandemic. This shift is influencing daily routines, where vitamins, minerals, and herbal supplements are being taken proactively rather than reactively. Consumers are addressing deficiencies and aiming to avoid illness altogether. This behavior is reinforced by growing health education, influencer marketing, and easy access through pharmacies and online platforms. The result is a steady increase in product uptake across age groups, significantly contributing to the Australia dietary supplements market demand across both urban and regional populations.

Growth Drivers of Australia Dietary Supplements Market:

Growing Health Consciousness

Australians are growing more proactive in their health, with a high degree of shift towards preventative care. Instead of waiting for sickness, consumers are increasingly looking to daily dietary supplements to maintain immunity, energy, digestion, and mental clarity. This is driven by increased access to health information, social media, and public health campaigns. Younger adults specifically are adding multivitamins, probiotics, and herbal mixtures to their regimens as part of an overall wellness culture. The trend is also supported by increasing numbers of health-oriented products available on store shelves and on websites. As this habit becomes increasingly habitual, it continues to drive the market demand.

Aging Population

Australia's aging population is a primary driver of the market for dietary supplements. As life expectancy rises, so does concern about healthy aging and quality of life. Older people are increasingly looking to supplements for maintaining joint flexibility, bone density, cardiovascular health, and mental function. Supplements with calcium, omega-3 fatty acids, vitamin D, and coenzyme Q10 are particularly favored among this population. They also recommend numerous elderly people to take supplements in combination with their medications. Increased concern about age deficiency, and a motivation to remain active and independent, is fueling consistent demand. This demographic will continue to influence the direction of Australia's dietary supplement market.

Busy Lifestyles

Modern Australian consumers lead increasingly busy lives, often juggling work, family, and personal commitments. This hectic pace frequently results in skipped meals or poor dietary choices, leading people to rely on supplements to fill nutritional gaps. Multivitamins, energy boosters, protein powders, and meal replacement products are becoming staples for many, especially among working professionals and students. The convenience factor plays a huge role supplements are quick, portable, and easy to incorporate into daily routines. Brands are responding with innovative formats like gummies, effervescents, and ready-to-drink formulas. As long as lifestyle pressures remain high, reliance on dietary supplements as a practical nutritional solution will continue to grow in the Australian market.

Opportunities in Australia Dietary Supplements Market:

E-commerce Growth

The rapid expansion of e-commerce is reshaping how dietary supplements are bought and sold in Australia. Consumers are increasingly choosing online platforms for convenience, better pricing, broader product selection, and access to international brands. This shift is fueling the rise of direct-to-consumer (D2C) brands that bypass traditional retail and build stronger engagement through social media and personalized services. Subscription models offering monthly supplement deliveries are also gaining popularity, especially among busy professionals. Digital platforms allow for better targeting, flexible marketing, and faster product innovation. This online momentum opens doors for both local and global players to reach wider audiences. Australia dietary supplements market analysis suggests that e-commerce will remain a key channel for growth and competition in the coming years.

Rising Demand for Plant-Based and Vegan Supplements

Consumer preference is shifting toward plant-based and vegan supplements as Australians become more conscious of ethical, environmental, and health-related choices. Many are avoiding animal-derived ingredients due to allergies, lifestyle changes, or sustainability concerns. This has led to a surge in demand for cruelty-free, allergen-free, and clean-label products that use plant proteins, herbal extracts, and natural sources of vitamins and minerals. The market now sees innovation in delivery formats like vegan gummies, capsules made from cellulose, and organic superfood blends. These products appeal to vegans and flexitarians and health-focused consumers. As awareness continues to rise, the plant-based segment is emerging as a strong growth category in the Australia dietary supplements market.

Growing Demand for Healthy Aging Supplements

Australia’s aging population is driving demand for supplements that support longevity and quality of life. Older adults are actively seeking products that target bone density, cardiovascular function, cognitive health, eye care, and joint flexibility. Ingredients like calcium, magnesium, omega-3s, vitamin D, and collagen are in high demand. Many seniors also favor supplements that are easy to digest and come in convenient formats like soft gels or liquids. This age group is reactive and increasingly proactive, using supplements to maintain independence and daily function. With life expectancy increasing and greater health literacy among older Australians, the market for healthy aging products is expected to expand steadily, creating long-term opportunities in the Australia dietary supplements market.

Challenges in Australia Dietary Supplements Market:

Regulatory Compliance

The Australian dietary supplements market operates under the oversight of the Therapeutic Goods Administration (TGA), known for its stringent regulatory standards. While this ensures product safety and quality, it also presents a significant challenge for manufacturers and brands. The process of gaining TGA approval involves extensive documentation, testing, and compliance with labeling and health claim guidelines. This adds time and financial burden, particularly for smaller businesses or new entrants. Delays in product launches and reformulation requirements can affect market agility and competitiveness. Although these regulations build consumer trust, they can also slow innovation and discourage international brands unfamiliar with Australia’s regulatory framework. Navigating this landscape effectively is essential for long-term success in the Australia dietary supplements market.

Market Saturation Limiting Brand Differentiation

Australia’s dietary supplements market is crowded with a wide range of products targeting similar health concerns immunity, energy, digestion, and aging. This saturation makes it difficult for new brands to stand out, especially without a unique value proposition or niche positioning. Many products share overlapping ingredient profiles, packaging styles, and marketing language, leading to consumer fatigue and confusion. Established brands dominate retail shelf space and digital visibility, making entry barriers even higher. For smaller players, competing on price alone isn't sustainable, and innovation becomes a costly necessity. Building brand loyalty also takes time due to the wide availability of alternatives. This competitive intensity is a major challenge for growth and profitability in the Australia dietary supplements market.

Rising Raw Material Costs

Global supply chain disruptions, shipping delays, and ingredient shortages have led to rising raw material costs in the dietary supplements sector. Key ingredients such as plant extracts, vitamins, minerals, and specialty compounds are experiencing price hikes due to limited availability and high international demand. This directly affects manufacturers' margins, forcing many to either raise retail prices or absorb the cost, impacting profitability. For smaller brands, this challenge can limit their ability to scale or maintain competitiveness. Sourcing high-quality, compliant ingredients that meet TGA standards adds another layer of complexity and cost. These pressures are reshaping pricing strategies and slowing new product development, ultimately influencing Australia dietary supplements market share distribution among players who can better manage sourcing risks.

Australia Dietary Supplements Market Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the region/country level for 2025-2033. Our report has categorized the market based on product type, form, distribution channel, application, and end-use.

Product Type Insights:

• Vitamin and Mineral Dietary Supplements 
• Herbal Dietary Supplements 
• Protein Dietary Supplements 
• Others 

The report has provided a detailed breakup and analysis of the market based on the product type. This includes vitamin and mineral dietary supplements, herbal dietary supplements, protein dietary supplements, and others.

Form Insights:

• Tablets
• Capsules
• Powders
• Liquids
• Soft Gels
• Gel Caps

The report has provided a detailed breakup and analysis of the market based on the form. This includes tablets, capsules, powders, liquids, soft gels, and gel caps.

Distribution Channel Insights:

• Pharmacies and Drug Stores
• Supermarkets and Hypermarkets
• Online Channels
• Others

The report has provided a detailed breakup and analysis of the market based on the distribution channel. This includes pharmacies and drug stores, supermarkets and hypermarkets, online channels, and others.

Application Insights:

• Additional Supplements 
• Medicinal Supplement 
• Sports Nutrition 

The report has provided a detailed breakup and analysis of the market based on the application. This includes additional supplements, medicinal supplement, and sports nutrition.

End-Use Insights:

• Infant 
• Children 
• Adults 
• Pregnant Women 
• Old-Aged 

The report has provided a detailed breakup and analysis of the market based on the end-use. This includes infant, children, adults, pregnant women, and old-aged.

Regional Insights:

• Australia Capital Territory & New South Wales
• Victoria & Tasmania
• Queensland
• Northern Territory & Southern Australia
• Western Australia

The report has also provided a comprehensive analysis of all the major regional markets, which include Australia Capital Territory & New South Wales, Victoria & Tasmania, Queensland, Northern Territory & Southern Australia, and Western Australia.

Competitive Landscape:

The market research report has also provided a comprehensive analysis of the competitive landscape. Competitive analysis such as market structure, key player positioning, top winning strategies, competitive dashboard, and company evaluation quadrant has been covered in the report. Also, detailed profiles of all major companies have been provided, including:

• Abbott Nutrition
• Amway Corp.
• Bayer AG
• BioGaia Australia
• Blackmores Group
• Bulk Nutrients
• Lipa Pharmaceuticals
• Nature's Sunshine Products of Australia Pty Ltd
• NOW Health Group, Inc.
• Nu Skin Pacific
• Swisse Wellness Pty Ltd
• Vitaco

Australia Dietary Supplements Market News:

• In January 2024, Abbott launched PROTALITY™, a high-protein nutrition shake brand designed to support adults on weight loss journeys, especially those at risk of muscle loss. Each shake provides 30g protein, 25 vitamins and minerals, and is low in sugar and calories. It targets users of GLP-1 medications, bariatric surgery patients, and those on calorie-restricted diets. PROTALITY aims to fill nutrition gaps and help maintain muscle mass.
• In July 2024, Nutritional Growth Solutions (NGS) entered into an exclusive partnership with The Healthy Chef®, an Australian premium wellness brand, to produce and distribute its products in the U.S. and Canada. Under a 3-year intellectual property license agreement, NGS will manage a portfolio of 28 products targeting women's health areas such as stress, sleep, menopause, gut health, and immunity. The collaboration is projected to generate over USD 1.5 Million in revenue within the first year.

Australia Dietary Supplements Market Report Coverage:

Key Benefits for Stakeholders:

• IMARC’s industry report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the Australia dietary supplements market from 2019-2033.
• The research report provides the latest information on the market drivers, challenges, and opportunities in the Australia dietary supplements market.
• Porter's five forces analysis assist stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the Australia dietary supplements industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.