New Nielsen Ad Intel and CMV data reveals rising competition in Australia’s vitamins and supplements sector, with brands increasing advertising investment as millions of Australians continue to make supplements part of their everyday health routines.
Nielsen Ad Intel data shows advertising spend in the vitamins and supplements sector reached $75.1 million in the 12 months from 1 June 2025 to 31 May 2026, up 26.5% year-on-year.
The lift in spend comes as Nielsen Consumer & Media View (CMV) data shows the category has become firmly mainstream. 11.8 million Australians take vitamins, representing 51% of the population, while 41% purchase vitamins at least every three months.
The five highest-spending vitamins and supplements advertisers over the period were Caruso’s Natural Health, followed by Swisse Wellness, Blackmores, Pharm-A-Care Laboratories and Sanofi-Aventis Consumer Health Care.
The data points to a competitive and increasingly visible category, with established health and wellness brands investing to maintain salience, capture consumer attention and stand out in a market where regular purchase behaviour is already strong.
“When 11.8 million Australians are taking vitamins, the opportunity is no longer just about reaching health-conscious consumers. It’s about understanding the many different Australians who are engaging with the category, how they shop, how often they buy, and what influences their choices,” said Glenn Channell, Pacific Head of Advanced Analytics at Nielsen.
