Australians love vitamins
October 4, 2012
AUSTRALIA’S over the counter
vitamins, minerals and supplement
market has grown by 13% in the 12
months to June 2012, according to
a new Nielsen report.
Commissioned by Swisse, the
report focused on the vitamins,
minerals and supplement market in
Australia and Asia, and found that
sales of multivitamins within the
overall category grew by 16% to
$A190m in the year to June 2012.
These increases were bolstered
partly by product launches from
Swisse, with the company’s
multivitamin brand Swisse Ultivite
growing over 40% during the 12
month period, a growth factor
which Nielsen attributed to a high
ad spend and launches which
boosted the profile of the whole
range.
“Swisse Ultivite multivitamins for
men and women aged over 50
years and 65 years are particularly
popular,” the report said.
Meanwhile, looking at the overall
growth of the vitamins, minerals
and supplement market the report
found that the Australian market
growth outstripped all markets in
South East Asia, including South
Korea (5%) and China (10%), whilst
the market in Japan actually
declined during the 12 month
period.
The report also noted Roy
Morgan research which found more
than one-third of Australians
purchase vitamins in an average sixmonth
period.
“In particular, women of all ages
buy vitamins including a generous
73% of first time mothers-to-be,”
the Nielsen report said.
Interestingly, the report found
that single vitamin sales were up
5% in the same period with
Vitamin D shown to be a strong
growth area.
The above article was sent to subscribers in Pharmacy Daily's issue from 04 Oct 12To see the full newsletter, see the embedded issue below or CLICK HERE to download Pharmacy Daily from 04 Oct 12
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