Vitamin Purchasers


Source: Roy Morgan Research October 2006 - September 2010, 12 month moving averages Australians aged 14+ n =  20,244.


The largest market segment is amongst women aged 35-49 years, who represent an estimated 1.2 million vitamin consumers.


Women Vitamin Purchasers – 12 months to September 2010


Source: Roy Morgan Research, October 2009 – September 2010, n= 4,596.


The fastest growing segment is women 65 and over with an increase of 205,000 in the last 3 years.


Increase in Women Vitamin Purchasers – Last 3 years


Source: Roy Morgan Research, October 2006 – September 2007, n = 5,348 October 2009 – September 2010, n=4,596.


Nick Williams, Healthcare Consultant at Roy Morgan Research, says:

“Women are the most valuable consumers in the vitamin market. 35-49 year olds are the most valuable purchasers whilst over 65’s constitute the fastest growing group. Psychographic segmentation of vitamin consumers enables further refinement of the target market.”

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