Advertising spend in Australia's vitamins and supplements sector increased 26.5% to $75.1 million in the year to May, as brands compete for the attention of a mainstream consumer base, according to Nielsen Ad Intel data.
Nielsen Consumer & Media View data shows 11.8 million Australians, about 51% of the population, take vitamins, while 41% purchase them at least every three months.
The five highest-spending advertisers are Caruso's Natural Health, Swisse Wellness, Blackmores, Pharm-A-Care Laboratories and Sanofi-Aventis Consumer Health Care.
Genn Channell, Pacific head of advanced analytics at Nielsen, said the scale of the category meant the opportunity extended well beyond health-conscious consumers.
"When 11.8 million Australians are taking vitamins, 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," she said.
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