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The Health of the Vitamin IndustryMinahil Khurshid, Research Analyst - ANZ
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Euromonitor International network and coverage
ABOUT EUROMONITOR INTERNATIONAL
Overview
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GLOBAL OVERVIEW
LOCAL OVERVIEW
TRENDS
KEY TAKEAWAYS
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Global Overview
Consumer HealthUSD266.7 billion
OTCUSD117.9 billion
Vitamins and Dietary Supplements
USD109.4 billion
Weight Management & Wellbeing
USD17.7 billion
Sports NutritionUSD21.6 billion
USD 110 billion
GLOBAL OVERVIEW
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Global Overview
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
0
20
40
60
80
100
120
OTC VDS Weight Management Sports Nutrition
USD
Bill
ion
Global Market Size and Absolute CAGR
2014 2019 2014-2019 CAGR %
GLOBAL OVERVIEW
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Global Overview
0%
1%
2%
3%
4%
5%
6%
7%
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
2016 2017 2018 2019 2020 2021 2022 2023 2024
USD
Mill
ion
Global VDS Retail Value and Y-on-Y Growth
VDS Market size Y-on-Y growth (%)
GLOBAL OVERVIEW
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Regional Comparison
57%41% 39%
30% 29% 25%21%
0%10%20%30%40%50%60%70%80%90%
100%
Asia Pacific Australasia North America Eastern Europe Western Europe Latin America Middle East andAfrica
USD
Mill
ion
Consumer Health : region size by category 2019 (RSP USD million)
OTC Sports Nutrition Vitamins and Dietary Supplements Weight Management and Wellbeing
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Health and Nutrition Survey
49%
39%
34%
33%
30%
0% 10% 20% 30% 40% 50% 60%
USA
South Korea
Poland
Australia
Thailand
% of Consumers who take VDS on a daily basis in 2019
% of respondents
GLOBAL OVERVIEW
Overview
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GLOBAL OVERVIEW
LOCAL OVERVIEW
TRENDS
KEY TAKEAWAYS
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Local Overview
Consumer HealthAUD 7,502
million
OTCAUD 2,637 million
Vitamins and Dietary Supplements
AUD 3,067 million
Weight Management & Wellbeing
AUD 433 million
Sports NutritionAUD 1363 million
AUD 3 billion
LOCAL OVERVIEW
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Local Overview
0%
5%
10%
15%
20%
25%
30%
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024
AUD
Mill
ion
Australian VDS Retail Value
VDS Y-on-Y growth %
LOCAL OVERVIEW
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Health and Nutrition Survey
Daily or almost every day33%
1-2 times a week13%
1-2 times a month
8%
Once every few months
7%
Rarely 18%
Never21%
“How often do you take health vitamins/supplements?”
Euromonitor Health and Nutrition Survey 2019
LOCAL OVERVIEW
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Solid Growth across VDS with Probiotics the Strongest
0%2%4%6%8%10%12%14%16%18%
050
100150200250300350400450
AUD
Mill
ion
Australia market size and CAGR % : 2014-2019
2014 2019 2014-2019 CAGR %
LOCAL OVERVIEW
Overview
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GLOBAL OVERVIEW
LOCAL OVERVIEW
TRENDS
KEY TAKEAWAYS
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Trends
Connected ConsumerPremiumisationHealthy living
TRENDS
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Healthy Living
Nutrition Emotional balanceSelf-care
TRENDS
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Positionings
Nature’s Way Beauty Collagen (Source : Naturesway.com.au)
Beauty from withinMood and relaxation Cognition
Now Brain Elevate (Source : Nowfoods.com)
Onnit New Mood (Source : Onnit.com)
TRENDS
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Hottest Ingredients
Turmeric Collagen Elderberry
TRENDS
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Premiumisation
Building a better me
Services that help
Thoughtful consumption
Helping customers to become their best selves
Stressed out customers spend more on products that free up time
Customers will look to justify every item of expenditure
TRENDS
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Formats
Nature’s Way Multi-Vitamins(Source : Naturesway.com.au)
Oral spraysGummy vitamins Tonics/liquid form
Harker Herbals Stress Tonic (Source : Harkerherbal.com.au)
BetterYou Vitamin D Spray (Source : Betteryou.com)
TRENDS
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Connected Australian Consumer
Digital Health
Consumer
Tracks health and shares
data
Expects firms to tailor
products to health needs
Buys VDS online
24/7 health education
“82% of the Australian population access the internet daily”
“VDS e-commerce grew by 9% since last year”
“Number of internet users expected to reach 98% in 2023”
TRENDS
Overview
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GLOBAL OVERVIEW
LOCAL OVERVIEW
TRENDS
KEY TAKEAWAYS
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Australia - Future Outlook
-3%-2%-1%0%1%2%3%4%5%6%7%8%
050
100150200250300350400450500
AUD
Mill
ion
Australia market size and CAGR % : 2019-2024
2019 2024 2019-2024 CAGR %
KEY TAKEAWAYS
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Plant-based ingredients
Wellness positioning
Convenient formats
Personalised solutions
E-commerce
Key Takeaways
KEY TAKEAWAYS
