Australia & New Zealand Dietary Supplements Market (2025 - 2030) Size, Share & Trends Analysis Report By Ingredients (Vitamins, Botanicals, Minerals), By Form, By Type, By Application, By End Use, By Distribution Channel, And Segment Forecasts

Australia & New Zealand Dietary Supplements Market Summary

The Australia & New Zealand dietary supplements market size was estimated at USD 3.60 billion in 2024 and is projected to reach USD 6.55 billion by 2030, growing at a CAGR of 10.6% from 2025 to 2030. The market growth is fueled by rising health consciousness among consumers and the increasing elderly population. 

Consumers increasingly prioritize preventive healthcare and seek supplements to strengthen immunity and manage age-related conditions. Educational campaigns and healthcare professional endorsements boost confidence in supplement use. This combined shift toward proactive wellness and demographic changes is expanding demand, making dietary supplements an essential part of health routines across both countries and driving steady market growth. In July 2024, Melrose Health introduced a new line of longevity-focused supplements designed to combat the shrinking health span and rising chronic diseases among Australia’s aging population.

Higher disposable incomes coupled with a booming fitness culture is expected to significantly expand the dietary supplements market in Australia & New Zealand. Consumers with greater spending power invest more in premium supplements that enhance performance, recovery, and general health. Rising gym memberships and active lifestyles boost demand for protein powders, vitamins, and energy boosters.

Consumer Insights

Health-conscious consumers in Australia & New Zealand are increasingly integrating dietary supplements into their daily wellness routines. Adults aged 25-50 are the key demographic, strongly focusing on preventive health, immunity, and fitness performance. There is growing demand for clean-label, organic, and plant-based supplements, particularly among younger, urban consumers. Many rely on digital health platforms, fitness influencers, and online reviews to guide purchases.

Consumers across Australia & New Zealand are showing heightened interest in supplements that support mental well-being, sleep quality, and digestive health. Post-pandemic awareness has driven the uptake of stress-relief formulas, adaptogens, and probiotics. Parents increasingly purchase age-specific supplements for children, especially multivitamins and immune boosters. Elderly consumers favor bone, heart, and joint health supplements, often influenced by healthcare professionals. Offline channels like pharmacies remain preferred by older buyers, while subscription-based models are gaining traction among tech-savvy users. Flavor, dosage format, and ease of use are becoming key purchase considerations.

Ingredient Insights

The vitamin segment dominated the market with the largest share of 29.4% in 2024, attributed to increasing health awareness and a focus on preventive care. Consumers seek supplements to bolster immunity, enhance energy levels, and address nutritional deficiencies. Products like vitamin C, D, and multivitamins are in high demand, reflecting a shift towards maintaining overall health and wellness. This trend is supported by both domestic and international brands, catering to a diverse consumer base across the region.

The proteins and amino acids segment is projected to be the fastest-growing segment with a CAGR of 13.9% from 2025 to 2030. Increased fitness awareness and rising participation in sports and physical activity fuel demand for proteins and amino acids in Australia & New Zealand. Consumers seek targeted nutrition to support muscle growth, recovery, and overall performance. Whey protein, vegan protein blends, and BCAAs are becoming staples for gym-goers and health enthusiasts.

Form Insights

The tablets segment held the largest revenue share in 2024 due to convenience, precise dosage, and longer shelf life. Tablets are easy to store and transport, making them highly practical for everyday use. Manufacturers offer a wide range of supplements in tablet form, including multivitamins, minerals, and herbal extracts, ensuring broad consumer appeal. Cost-effective production and consistent quality also make tablets a preferred format.

The powders segment is anticipated to grow at the fastest CAGR over the forecast period. Consumer preference for customizable and easily absorbable supplement formats is driving interest in powders across Australia & New Zealand. Busy lifestyles, especially among younger consumers, favor powdered supplements for their convenience and versatility. Protein powders, greens blends, collagen powders, and meal replacements are increasingly incorporated into daily routines. Product innovation, including flavored and plant-based options, enhances appeal.

Type Insights

The OTC segment dominated the market in 2024, driven by easy accessibility and rising consumer preference for self-medication. Growing health awareness, coupled with increasing availability across pharmacies, supermarkets, and online platforms, has further fueled demand. Consumers opt for OTC supplements to address daily nutritional gaps without visiting healthcare providers.

The prescribed segment is expected to grow at the fastest CAGR during the forecast period, owing to rising incidences of chronic diseases and physician-recommended supplementation. Increasing consumer trust in professional medical guidance encourages higher uptake of prescribed products, particularly among aging populations and individuals with specific deficiencies.

Application Insights

The bone and joint health segment dominated the market in 2024 due to the aging population and increasing prevalence of arthritis and osteoporosis. Consumers actively seek products enriched with calcium, vitamin D, and glucosamine to maintain mobility and joint flexibility. Lifestyle factors, such as sedentary behavior and poor diets, have heightened the need for joint support. Rising healthcare costs and the emphasis on preventative measures have led more individuals to invest in supplements targeting musculoskeletal health, fueling continued market dominance.

The prenatal health segment is anticipated to grow at the fastest CAGR from 2025 to 2030, fueled by growing awareness of maternal and fetal nutrition. Increasing recommendations from healthcare professionals for folic acid, iron, and DHA during pregnancy are boosting demand. Young mothers are more proactive about health, often relying on supplements to ensure healthy pregnancies.

End Use Insights

The adult segment dominated the market with the largest share in 2024, propelled by growing awareness about preventive healthcare and lifestyle-related health concerns. High rates of stress, poor dietary habits, and sedentary routines have pushed adults to seek nutritional support through supplements. Products targeting immunity, energy, and heart health are in strong demand. The wide availability of adult-specific formulations across pharmacies and supermarkets, combined with targeted marketing campaigns, has further reinforced this segment’s dominance in the regional supplement market.

The infant segment is projected to be the fastest-growing segment over the forecast period, attributed to rising concerns around early childhood nutrition and development. Parents are increasingly turning to supplements to support immunity, brain development, and bone growth during infancy. Pediatricians’ growing recommendations for vitamin D, iron, and probiotic supplements are also playing a significant role. Product innovations tailored for infants and increased awareness among new parents are driving demand.

Distribution Channel Insights

Offline distribution channels led the market with the largest share in 2024, propelled by consumer preference for in-store purchases and professional guidance. Pharmacies, supermarkets, and health food stores remain primary points of sale due to trust, convenience, and the ability to examine products physically. The offline model also allows real-time interaction with pharmacists or store staff, enhancing purchase confidence. Strong brand visibility and promotional campaigns at retail outlets continue to attract a wide customer base, reinforcing the dominance of offline channels in the region.

Online distribution channels are anticipated to witness lucrative growth over the forecast period, owing to rising internet penetration and digital shopping preferences. Consumers are drawn to the convenience, broader product range, and competitive pricing offered by e-commerce platforms. Social media, influencer marketing, and subscription models also influence purchase behavior. Increased health awareness and personalized supplement recommendations through digital tools are boosting online sales. The ability to compare products and read reviews is further accelerating the shift toward online purchases, driving strong segment growth.

Key Australia & New Zealand Dietary Supplements Company Insights

Some key companies operating in the market include Swisse Wellness Pty Ltd, Blackmores, FIT- BioCeuticals Ltd., Pharmacare Laboratories Australia, Sanderson Vitamins, Healtheries (Vitaco) and others.

Recent Developments

• In August 2024, DKSH extended its distribution agreement with Cosucra in Australia and New Zealand (ANZ). DKSH will provide marketing, business development, sales, distribution services and logistics for Cosucra’s range of plant-based proteins and dietary fibres in ANZ.

Australia & New Zealand Dietary Supplements Market Report Scope

Australia & New Zealand Dietary Supplements Market Report Segmentation

This report forecasts revenue growth at the country level and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the Australia & New Zealand dietary supplements market report based on ingredients, form, type, application, end use, and distribution channel:

• Ingredients Outlook (Revenue, USD Million, 2018 - 2030)

  • Vitamin

    • Multivitamin

    • Vitamin A

    • Vitamin B

    • Vitamin C

    • Vitamin D

    • Vitamin K

    • Vitamin E

  • Botanicals

  • Minerals

    • Calcium

    • Potassium

    • Magnesium

    • Iron

    • Zinc

    • Others (Selenium, Chromium, Copper)

  • Proteins & Amino Acids

    • Collagen

    • Others

  • Fibers & Specialty Carbohydrates

  • Omega Fatty Acids

  • Probiotics

  • Prebiotics & Postbiotics

  • Others

• Form Outlook (Revenue, USD Million, 2018 - 2030)

  • Tablets

  • Capsules

  • Soft Gels

  • Powders

  • Gummies

  • Liquid

  • Others

• Type Outlook (Revenue, USD Million, 2018 - 2030)

  • OTC

  • Prescribed

• Application Outlook (Revenue, USD Million, 2018 - 2030)

  • Bone & Joint Health

  • Gastrointestinal Health

  • Immunity

  • Cardiac Health

  • Diabetes

  • Anti-cancer

  • Lungs Detox/Cleanse

  • Skin/ Hair/ Nails

  • Sexual Health

  • Brain/Mental Health

  • Insomnia

  • Menopause

  • Anti-aging

  • Prenatal Health

  • Others

• End Use Outlook (Revenue, USD Million, 2018 - 2030)

  • Adults

    • Millennials

      • Male

      • Female

        • Pregnant Women

        • Non-pregnant Women

    • Gen X

      • Male

      • Female

        • Pregnant Women

        • Non-pregnant Women

    • Gen Z

      • Male

      • Female

        • Pregnant Women

        • Non-pregnant Women

    • Boomers

      • Male

      • Female

  • Geriatric

  • Children

  • Infants

• Distribution Channel Outlook (Revenue, USD Million, 2018 - 2030)

  • Offline

    • Hypermarkets/Supermarkets

    • Pharmacies

    • Specialty Stores

    • Practitioner

    • Others (Direct to Consumer, MLM)

  • Online

    • Amazon

    • Other Online Retail Stores