Vitamin shift to pharmacy
October 7, 2015
COMMUNITY pharmacy is
seeing a significant increase in
market share when it comes to
sales of complementary medicines,
according to a recent report from
Roy Morgan Research.
Based on a poll of just over 15,000
Australians for the year ending
30 June 2015, the proportion
of vitamin buyers making their
products at supermarkets has fallen
from 33% to 28%, due primarily to
a drop in people purchasing these
items from Woolworths/Safeway.
The market share of health food
stores also declined from 14% to
9%, with Roy Morgan noting the
increasing tendency to purchase
vitamins, minerals and supplements
from a chemist - rising from 44% of
all vitamin buyers in 2011 to 54% as
of June 2015.
“Despite ongoing medical debate
about whether vitamins actually
work, an increasing number of
Australians are buying them, with
chemists their favourite place
of purchase,” according to Roy
Morgan gm consumer products,
Andrew Price.
“Although there is no denying
the convenience of picking up
one’s vitamins at the supermarket
with the rest of the groceries, the
proportion of consumers doing this
has declined in recent years”.
Price said one factor could be the
larger range of vitamins generally
available in pharmacies.
The data revealed that women
were far more likely than men
to purchase complementary
medicines, particularly females
aged between 35 and 65.
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