Vitamin brands increase ad spend in Australia

Caruso's Natural Health was the largest advertiser in the category during the period

Advertising investment by Australia's vitamins and supplements brands increased sharply over the past year as more consumers made supplements part of their regular health routines, according to Nielsen.

Nielsen Ad Intel data shows advertising spend in the category reached AUD 75.1 million in the 12 months from June 1, 2025, to May 31, 2026, an increase of 26.5 percent compared with the previous year. Separate Nielsen Consumer & Media View (CMV) data found that 11.8 million Australians, or 51 percent of the population, take vitamins, while 41 percent purchase them at least once every three months.

Leading brands increase advertising activity

Caruso's Natural Health was the largest advertiser in the category during the period, followed by Swisse Wellness, Blackmores, Pharm-A-Care Laboratories and Sanofi-Aventis Consumer Health Care.

According to Nielsen, the figures highlight growing competition among established health and wellness brands as they seek to maintain visibility and attract consumers in a category with high levels of repeat purchasing.

Data highlights market competition

Rose Lopreiato, Pacific Commercial Lead, Nielsen Ad Intel: "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. 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."

Glenn Channell, Pacific Head of Advanced Analytics at Nielsen: "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."

Consumer demand continues to support category

Nielsen said the combined findings from Ad Intel and Consumer & Media View illustrate how advertising investment is tracking alongside sustained consumer demand. The data also provides brands with insight into competitive activity and changing consumer behaviour in the Australian vitamins and supplements market.

www.nielsen.com

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