Vitamins: who's winning the market-share battle?

Almost 45% of Australia’s vitamin consumers shop at the Chemist Warehouse/My Chemist group, according to a 2016 Roy Morgan survey.

It shows that almost 8.1 million Australians bought vitamins, minerals and supplements in any given six months between July 2015 and June 2016.

This is where they spent their money:

  • 44.2%  Chemist Warehouse / My Chemist
  • 38.2%  otherpharmacy
  • 15.4%  Woolworths
  • 14.6%  Coles
  • 7% health food store

(Percentages total more than 100% as some consumers shopped at more than one location)

The survey, which has a sample size of 50,712, found 58.7% of buyers  shopped at a pharmacy, up from 46.9% in 2011.

Supermarket vitamin sales dropped by more than three percentage points (total vitamins bought at any supermarket was 29.3%, down from the 2011 figure of 33%).