AUSTRALIA | Australia’s vitamins and supplements market has heated up, with brands increasing advertising investment as millions of Australians continue to make supplements part of their everyday health routines.
New Nielsen Ad Intel data showed advertising spend in the vitamins and supplements sector reached AUD 75.1 million in the 12 months from June 2025 to May 2026, up 26.5 percent year-on-year.
The lift in spend came as Nielsen Consumer & Media View (CMV) data showed the category has become firmly mainstream. 11.8 million Australians take vitamins, representing 51 percent of the population, while 41 percent purchase vitamins at least every three months.
Glenn Channell, Pacific Head of Advanced Analytics at Nielsen, said that when 11.8 million Australians are taking vitamins, the opportunity is no longer just about reaching health-conscious consumers; it’s about understanding the many different Australians who are engaging with the category, how they shop, how often they buy, and what influences their choices.
The five highest-spending vitamins and supplements advertisers over the period were Caruso’s Natural Health, followed by Swisse Wellness, Blackmores, Pharm-A-Care Laboratories and Sanofi-Aventis Consumer Health Care.
The data pointed to a competitive, increasingly visible category, with established health and wellness brands investing to maintain salience, capture consumer attention, and stand out in a market where regular purchase behaviour is already strong.
“Advertisers in the vitamins space need a clear view of where investment is moving, which brands are active, and how competitors are showing up across channels,” said Rose Lopreiato, Nielsen Ad Intel’s Pacific Commercial Lead.
“Ad Intel gives marketers that competitive lens, helping them track category momentum, understand competitor behaviour and make more informed decisions in a fast-moving sector.”
For vitamins and supplements brands, the data provided a clearer view of where the category has been moving, which brands have competed for attention, and how Australians have been engaging with supplements as part of their broader approach to wellbeing.
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