What's going on with the vitamin market?

More than four in ten Australians use vitamins, minerals and supplements, with five brands dominating the top half the market.

A Roy Morgan survey shows Nature’s Own is top dog with 13.9% of Australians consuming its products in the latest 12-month period.

Just over 10% of the 200,000 adults in the survey report using a Blackmores product in the 2015/16 period. And exactly 10% report using a  Berocca product.

Next come Swisse (9.5%) and Cenovis (4.7%).

According to the survey, close to nine million people used other brands in the 12-month period.

The latest figures illustrate just how competitive the market is. Swisse was number two in 2013/14 at 11.9%. Blackmores has slipped one percentage point form 11%.

Other research by Roy Morgan shows women dominate the market, with 50.4% taking vitamins, compared with 37.8% of men.

When it comes to brands, women