Trade physique Complementary Medicines Australia (CMA) revealed common well being complement classes and Australian client buying behaviour for 2025 in its annual trade snapshot revealed final week (Nov. 26).
Ladies’s well being has continued to dominate the most well-liked dietary dietary supplements class, with complete retail worth hitting AUD$375m (US$245m) this 12 months.
That is adopted by digestive well being (AUD$264m), joint well being (AUD$184m), immune system (AUD$158m), and bone well being (AUD$136m), the report wrote, citing Euromonitor Worldwide 2026 Shopper Well being Market Information.
The ladies’s well being class contains merchandise equivalent to girls’s multivitamins, which recorded a complete retail worth of AUD$97.4m (US$63.6m) or 24.2% of the full multivitamin market.
A couple of-third of ladies aged 40 to 60, or 37%, used menopause or bone well being dietary supplements, wrote the Euromonitor report, which surveyed 2,015 shoppers.
Ladies have been additionally extra probably to make use of dietary supplements than males, with practically 4 in 5 (78%) utilizing dietary supplements, compared to 69% of males.
About three in 4 took dietary supplements
In complete, virtually three-quarters (74%) of Australians reported taking dietary supplements previously 12 months, with 41% taking them every day.
Essentially the most generally used dietary supplements included multivitamins (43%), vitamin D (35%), vitamin C (33%), probiotics (28%), and omega-3/fish oils (26%).
Greater than half (58%) took dietary supplements primarily for prevention, whereas 24% took them to handle a identified situation.
Over two in three (71%) agreed that dietary supplements ought to complement typical medicines to enhance outcomes.
This was towards the backdrop of low satisfaction charges with the healthcare system, particularly for the administration of persistent situations.
Solely 36% of Australians stated they have been happy with how the healthcare system managed persistent situations, whereas 62% believed it was treatment-focused with an absence of emphasis on prevention.
Satisfaction charges have been additionally low with sleep-related remedies at 28%, menopause at 27%, mobility points at 28%, and digestive well being at 35%.
Low remedy satisfaction linked to increased complement uptake
The low satisfaction charges with these remedies have been mirrored in a better uptake of well being dietary supplements addressing these wants, as seen within the case of menopause assist and digestive well being merchandise.
Digestive well being, which has a remedy satisfaction charge of 35%, was the second hottest well being complement class, after girls’s well being.
The market had additionally greater than doubled since 2016 as probiotics and microbiome-focused merchandise turned “on a regular basis household staples”, wrote the report.
Nonetheless, greater than two in 5 Australians (42%) have been actively in search of higher choices for digestive well being.
Temper and leisure dietary supplements have additionally turn out to be one of many fastest-growing classes, recording a 21.3% CAGR between 2020 and 2025.
“Australians report low satisfaction with take care of a number of widespread well being considerations…These identical areas present robust demand for brand spanking new options, with greater than 4 in 10 Australians (42%) actively in search of higher choices for digestive well being and one in three for sleep issues (33%),” wrote the report.
Poor sleep, usually exacerbated by display publicity and lighting, was estimated to price the financial system $66.3 billion every year, and 31% of Australians recognized stress or nervousness amongst their high three well being priorities.
Shoppers additionally expressed willingness to strive new prevention or remedy approaches, with 29% prepared to take action to handle stress and nervousness. This has additionally proven “persistent gaps in how the well being system helps holistic wellbeing and preventive care”.
