New Nielsen Ad Intel and CMV data reveals rising competition in Australia’s vitamins and supplements sector
Sydney, July 7 2026 – Australia’s vitamins and supplements market is heating up, with brands increasing advertising investment as millions of Australians continue to make supplements part of their everyday health routines.
New 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.
Rose Lopreiato, Nielsen Ad Intel’s Pacific Commercial Lead, said: “Advertisers in the vitamins space need a clear view of where investment is moving, which brands are active, and how competitors are showing up across channels,” Lopreiato said. “Ad Intel gives marketers that competitive lens, helping them track category momentum, understand competitor behaviour and make more informed decisions in a fast-moving sector.”
Genn Channell, Pacific Head of Advanced Analytics at Nielsen, added: “Nielsen CMV adds the consumer context brands need to plan with greater precision. 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. CMV gives brands a powerful view of vitamin consumers, connecting demographics, shopping behaviour, attitudes and media habits to help marketers build more relevant and effective strategies.”
Together, Nielsen Ad Intel and CMV show how advertising investment and consumer demand are intersecting in one of Australia’s most active health and wellness categories. For vitamins and supplements brands, the data provides a clearer view of where the category is moving, which brands are competing for attention, and how Australians are engaging with supplements as part of their broader approach to wellbeing.
About Nielsen
Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences – now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook and Instagram).
Media Contact
Dan Chapman
Assoc. Director, Communications, Nielsen APAC
dan.chapman@nielsen.com
+61 404 088 462
