The vitamin market in Australia is looking buoyant with latest survey results showing seven million people buy supplements over a six-month period.
The Roy Morgan Single Source survey looked at a 12-month period to March 2012, and found there was an increase of 800,000 people buying vitamins over the last four years. At 44 per cent, women are the main buyers of vitamins compared to 31 per cent for men. Of those women, first-time mothers buy the most, making up 73 per cent of sales.
When it comes to frequency of purchases, 45 per cent of people buy their vitamins every two to three months; 21 per cent of people buy theirs every four to six months.
With over a third of the population purchasing vitamins in an average six month period, they are clearly popular with Australians, particularly among mothers with young children and first time mothers," says Norman Morris, industry communications director at Roy Morgan Research. Although women are the biggest buyers of vitamins we must not forget that men account for 43 per cent or 2.8 million purchasers.”