Pharmacy Daily | Australians love vitamins

AUSTRALIA’S over the counter vitamins, minerals and supplement market has grown by 13% in the 12 months to June 2012, according to a new Nielsen report. Commissioned by Swisse, the report focused on the vitamins, minerals and supplement market in Australia and Asia, and found that sales of multivitamins within the overall category grew by 16% to $A190m in the year to June 2012. These increases were bolstered partly by product launches from Swisse, with the company’s multivitamin brand Swisse Ultivite growing over 40% during the 12 month period, a growth factor which Nielsen attributed to a high ad spend and launches which boosted the profile of the whole range. “Swisse Ultivite multivitamins for men and women aged over 50 years and 65 years are particularly popular,” the report said. Meanwhile, looking at the overall growth of the vitamins, minerals and supplement market the report found that the Australian market growth outstripped all markets in South East Asia, including South Korea (5%) and China (10%), whilst the market in Japan actually declined during the 12 month period. The report also noted Roy Morgan research which found more than one-third of Australians purchase vitamins in an average sixmonth period. “In particular, women of all ages buy vitamins including a generous 73% of first time mothers-to-be,” the Nielsen report said. Interestingly, the report found that single vitamin sales were up 5% in the same period with Vitamin D shown to be a strong growth area.

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