Over 45 per cent of the Australian population are taking the products, with two Brisbane-founded brands leading the way.
Nature’s Own is consumed by 13.9 per cent of Aussies (more than 2.7 million people) in an average 12 months; and Blackmores is the brand of choice for 10.1 per cent (almost 2 million people). Coming a very close third is Berocca (10.0 per cent), with two other local brands—Swisse (9.5 per cent) and Cenovis (4.7 per cent)—completing the Top Five.
“The popularity of Australian vitamins in China has been well documented recently (retired Chinese tennis star Li Na even acts as a Blackmores Ambassador), but the Chinese are not their only fans: nearly 50 per cent of Aussies take vitamins, minerals and/or supplements in an average 12 months, and home-grown brands account for four out of the top five most widely consumed brands,” said Norman Morris, industry communications director of Roy Morgan Research.
“These people already eat well, avoiding food additives and opting for organic wherever possible, while some even manage their recommended two serves of fruit and five serves of veges per day! It seems ironic that they over-index for vitamin consumption when Aussies whose diets are probably lacking in goodness, such as those who eat minimal fruit and/or veg, are below average!” said Morris.
Most widely consumed vitamin/mineral/supplement brands in Australia
Just over half (50.4 per cent) of all Australian women take vitamins, compared with 37.8 per cent of men. But while women outnumber men for consumption of Nature’s Own, Blackmores, Swisse, Cenovis and other brands, the gender skew is reversed for Berocca. Considering the female focus of the four Australian brands in their advertising (Nicole Kidman for Swisse, for example), and the male focus of Berocca’s ads, it’s safe to say that all five brands’ marketing is working.
Nature’s Own owes its popularity primarily to Aussies aged 50+, 15.3 per cent of whom take its products, as well as 35 to 49 year olds (14.6 per cent). It’s also the brand most widely consumed by teenagers aged 14 to 17 (7.8 per cent), although it should be noted that this group is much less likely than Aussies 18+ to take any vitamins, minerals or supplements at all. Among 18 to 24 and 25 to 34 year olds, Berocca is tops, taken by 13.9 per cent and 15.5 per cent respectively.
Who’s more (and less) likely to take vitamins?
Of course, age and gender are just two of the factors influencing a person’s propensity to take vitamins. Not surprisingly, people with a vitamin deficiency are dramatically more likely than the population average to take vitamins: more surprising is the fact that only 75.4 per cent of them report doing so, leaving a quarter who don’t take anything to rectify their condition.