Australia New Zealand Dietary Supplements Market Report: Market Size & Forecast 2026

The Australia and New Zealand dietary supplements market encompasses vitamins, minerals, herbal and botanical extracts, sports nutrition and condition-specific nutraceuticals sold across multiple retail and online formats. Combined regional sales reached approximately USD 3.95 billion in 2025 and the market is forecast to compound at roughly 10.6% annually through the early 2030s. Per-capita supplement consumption in Australia is among the highest in the Asia-Pacific region, while New Zealand contributes a smaller but rapidly growing share led by export-oriented domestic brands.

• •Market size in 2025: ~USD 3.95 billion, with a CAGR of ~10.6%.
• •Common product formats: tablets, capsules, powders, liquids and soft gels.
• •Distribution spans pharmacies, supermarkets, health-food stores, direct-selling and online channels.

Rising preventive healthcare spending is the core driver, as consumers in both countries increasingly treat supplements as part of everyday wellness routines rather than occasional purchases. Population aging is lifting demand for joint, bone, heart and cognitive health products, while post-pandemic focus on immunity continues to shape purchasing behaviour. Wider product availability through digital channels and growing trust in clinically backed, locally manufactured brands are reinforcing category expansion.

• •Aging demographics in Australia and New Zealand are lifting demand for age-targeted formulations.
• •E-commerce and direct-to-consumer subscription models are broadening access and frequency of purchase.
• •Heightened consumer focus on immunity, gut health, mental wellness and active lifestyles is expanding the addressable user base.

By form, tablets and capsules dominate value share due to convenience and dosage accuracy, while powders and liquids are the fastest-growing formats driven by sports nutrition, collagen and beauty-from-within products. By application, vitamins and minerals remain the largest segment, with sports nutrition, herbal and botanical supplements, and condition-specific products (immunity, sleep, gut, joint) expanding quickly. Australia accounts for the bulk of regional revenue, while New Zealand shows above-average growth, supported by its strong nutraceutical manufacturing base and export linkages.

• •Vitamins and minerals lead application share; sports nutrition and herbal/botanical supplements are the fastest-growing categories.
• •Pharmacies and drug stores remain the leading distribution channel, but online retail is gaining share fastest.
• •Australia represents the majority of regional demand; New Zealand is the higher-growth contributor relative to its size.

What are the recent trends and outlook?

Personalisation, traceability and clean-label claims are becoming central to brand strategy, with consumers favouring products that disclose ingredient origins and clinical evidence. Plant-based, marine-sourced (including New Zealand green-lipped mussel and marine collagen) and probiotic formulations are emerging as premium growth pockets. Through 2030 the market is expected to continue compounding in the high single to low double digits, with online channels, subscription models and condition-specific formulations driving incremental value.

• •Personalised nutrition and at-home health testing are creating new subscription-based supplement offerings.
• •Marine, botanical and probiotic ingredients from New Zealand are supporting both domestic demand and export-led growth.
• •Regulatory tightening by the Therapeutic Goods Administration (TGA) in Australia is pushing brands toward stronger quality and labelling standards, favouring established players.