The Australian population’s desire to take preventative healthcare measures, support existing conditions, and boost their fitness routines through complementary and alternative medicines (CAM), alongside steady global demand for Australian-produced CAM, has kept the market’s revenue above billion Australian dollars for two consecutive years. Complementary medicines encompass vitamins, minerals, and dietary supplements; sports nutrition; herbal and traditional products; and weight management and well-being products.
Popular VMS products: From women’s health to mental well-being
Within Australia’s complementary medicines industry, vitamins, minerals, and dietary supplements (VMS) lead revenue generation, bringing in approximately billion Australian dollars in 2024. Women’s health contributed the highest revenue across Australia's VMS categories that year, with digestive and bone health products the next most prominent supplement types sold. Combined, the top three categories accounted for almost percent of Australia’s VMS market share. While these VMS products maintain their dominance, other segments have shown notable expansion. The country’s mood and relaxation VMS segment experienced rapid growth between 2019 and 2024 alongside beauty supplements to support skin, hair, and nail health. Price, brand reputation, and scientific validation are some key criteria when comparing brands to shop from.
Fitness in focus: Sports nutrition’s rising popularity
While sports nutrition is the second-largest Australian complementary medicines sector, it has been on an upward trajectory due to sustained consumer interest in intra-workout-enhancing supplements, as well as pre-workout and physical activity recovery products. In line with steady consumer demand for a broader range of workout boosters beyond protein powder to energy bars, gels, gummies, creatine powder, and gainers, Australia’s sports nutrition sector is poised for continued expansion between 2024 and 2029. Alongside this, the country’s plant-based sports nutrition segment has expanded due to higher demand for sustainable, ethical, and natural products.