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New Zealanders less sold on vitamins than Australians

Source: Roy Morgan Single Source (New Zealand), January 2012 – December 2012, n=10,987. Roy Morgan Single Source (Australia), January 2012 – December 2012, n=20,737.
While sales of vitamins, minerals and supplements are booming in Australia, it seems that many Kiwis may already have all the b-b-b-bounce they need. Compared to the 7.4 million (42%) Australians aged 18+ who bought vitamins in the last six months, just 868,000 (26%) New Zealanders did the same, according to the latest findings from Roy Morgan Research.

Unlike Australians, who primarily shop for their vitamins at chemists, almost half of vitamin-buying Kiwis prefer to do so at the supermarket. Chemists (6%) and health food stores (5%) are less popular options, suggesting that New Zealanders are inclined to treat vitamins as groceries rather than seek them out in specialist outlets.

Vitamins, minerals and supplements purchased in Australia and New Zealand by channel

Vitamins, minerals and supplements purchased in Australia and New Zealand by channel

Source: Roy Morgan Single Source (New Zealand), January 2012 — December 2012, n=10,987. Roy Morgan Single Source (Australia), January 2012 — December 2012, n=20,737.

Pip Elliott, General Manager, Roy Morgan Research NZ, says:

“The fact that a much smaller proportion of New Zealanders buy vitamins and supplements than Australians raises the double-barrelled question: do Kiwis feel healthy enough already without these products, or is there potential for some major market growth?

“Whereas chemists are the number one choice for Aussies when they purchase vitamins, New Zealanders prefer buying them at supermarkets. Brands would be wise to tailor their marketing accordingly, rather than simply replicate what works for them in Australia.”

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