The Australia dietary supplements market, valued at AUD 8.16 billion in 2024, has seen significant growth, driven by the provision of essential nutrients that may be missing from the regular diet, supporting overall health and well-being. The market is expected to grow at a compound annual growth rate (CAGR) of 8.10% from 2025 to 2034, potentially reaching AUD 17.78 billion by 2034, as they are beneficial in promoting healthy skin, joint health, and cognitive function, aiding healthier ageing.
A Growing Focus on Preventative Health
As Australians become more health-conscious, the demand for dietary supplements has risen. Increasing awareness of the importance of maintaining a balanced diet has led many individuals to turn to supplements to fill nutritional gaps and enhance their well-being. With busy lifestyles and the rise of chronic diseases linked to poor nutrition, supplements offer a convenient way to boost health and prevent deficiencies.
The dietary supplements market in Australia encompasses a wide range of products, including vitamins, minerals, herbal supplements, protein powders, and specialty formulas for various health concerns. These products are consumed to address specific needs such as immune support, heart health, energy, skin care, digestive health, and joint pain. With an increasing focus on preventative healthcare, dietary supplements have become an integral part of many Australians' daily routines.
Key Drivers of Market Growth
Health and Wellness Trend: Australians are increasingly prioritizing their health, with a focus on maintaining active lifestyles and managing stress. As a result, there is growing interest in supplements that support physical performance, mental clarity, and overall vitality. The use of supplements to improve fitness, boost energy levels, and support recovery from exercise is particularly popular among athletes and fitness enthusiasts.
Ageing Population: As the Australian population continues to age, the demand for supplements that aid healthy ageing is on the rise. Products aimed at improving joint health, maintaining bone density, supporting cognitive function, and promoting skin elasticity are becoming more sought after. Supplements such as collagen, glucosamine, and omega-3 fatty acids are especially popular among older consumers, who seek to maintain their independence and quality of life as they age.
Increased Awareness of Nutrition: Consumers are more informed than ever about the importance of good nutrition. With a growing understanding of the connection between diet and disease prevention, many Australians are turning to dietary supplements to complement their diets and address specific health concerns. There is also increasing demand for natural, plant-based, and organic supplements, which align with the broader trend toward holistic and sustainable health practices.
Product Innovation: As consumer preferences evolve, manufacturers in the dietary supplements market are continually innovating to meet the demand for new and improved products. From multivitamins to personalized supplement regimens, advancements in science and technology are leading to the development of more targeted, effective supplements. Additionally, advancements in delivery formats, such as gummies, powders, and capsules, make supplementation more convenient and appealing to a wider range of consumers.
Popular Categories of Dietary Supplements
Vitamins and Minerals: These are the most commonly used supplements in Australia, particularly products such as vitamin D, vitamin C, calcium, and magnesium. Australians frequently turn to multivitamins to fill gaps in their diets, especially when they struggle to consume a balanced variety of foods. Vitamin D, for example, is widely used to support immune health and bone density, particularly in regions where sunlight exposure is limited.
Herbal Supplements: Herbal products like echinacea, ginseng, and turmeric are commonly used to support immune function, reduce inflammation, and improve energy levels. The growing trend of natural health products has driven the popularity of herbal supplements, as consumers seek plant-based solutions with fewer synthetic ingredients.
Protein Supplements: Protein powders, shakes, and bars are widely consumed by Australians, especially by athletes and those engaged in physical fitness. These supplements support muscle growth, recovery, and overall body function. The market for plant-based protein supplements, including pea and hemp protein, has also expanded as more consumers opt for vegan and dairy-free alternatives.
Joint and Bone Health: Joint health supplements, including glucosamine and chondroitin, are commonly used by individuals dealing with arthritis or those looking to maintain joint flexibility as they age. Additionally, supplements containing calcium, magnesium, and vitamin D are used to support bone density and prevent osteoporosis, which is a growing concern among older Australians.
Cognitive and Mental Health Supplements: As mental health becomes a central focus for many individuals, cognitive-enhancing supplements are gaining in popularity. Products containing omega-3 fatty acids, ginkgo biloba, and adaptogens are being used to support brain function, reduce anxiety, and improve mood. These supplements are particularly popular among busy professionals and students looking to enhance their cognitive performance.
Digestive Health: Probiotics and digestive enzymes are increasingly used to support gut health. With growing awareness of the importance of gut microbiota in overall health, Australians are using supplements to manage digestive issues, such as bloating, constipation, and irritable bowel syndrome (IBS). Probiotics are also linked to immune system support and general well-being.
Regulatory Environment and Consumer Safety
The Australian dietary supplements market is regulated by the Therapeutic Goods Administration (TGA), which ensures that products are safe, effective, and of high quality. The TGA oversees the manufacturing, marketing, and labeling of supplements, ensuring that consumers are protected from misleading claims and harmful ingredients.
Additionally, industry organizations like the Complementary Medicines Australia (CMA) work to promote high standards in the production and marketing of dietary supplements. With the growing market size and the increasing number of new products entering the market, regulations help maintain consumer trust and ensure the safety of supplement use.
Challenges and Opportunities
While the dietary supplements market in Australia continues to grow, there are challenges that may impact its future development. One of the main challenges is the increasing competition in the market, as more companies vie for consumer attention with new products and formulations. As a result, differentiation through innovation, quality, and consumer education will be key for businesses to succeed.
Another challenge is the need for clearer regulation of claims made by dietary supplement brands. As the market expands, more attention will be placed on ensuring that health claims are accurate and substantiated by scientific evidence.
However, the market also presents numerous opportunities. As demand for personalized nutrition grows, there is potential for products tailored to specific health needs, such as genetic-based supplements. Furthermore, the rise in the number of online sales channels opens new doors for reaching health-conscious consumers across Australia.
