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5 Things Retailers Need to Know About the Supplement Sector

Wholesale supplements

9.3 million Australians take vitamins for their health. That represents a 16% increase in a single year.1 According to the Complementary Medicines Australia 2021 Industry Audit, the sector as a whole is worth a staggering AUD $5.6 billion.2

As with any sector, the supplements sector has its own complexities and trends driving the growth in the market. With the opportunity wholesale supplements present to retailers, it’s important you understand what those drivers and trends are. Here are five of the key things you need to know for healthy supplement sales.

In the 10 years to 2021, the vitamin and dietary supplement category has doubled. It is the largest and fastest growing category in the supplement sector.2

40% of Australians take vitamin D supplements, making it the most commonly consumed supplement. This is closely followed by vitamin C and multivitamins, both taken by 34% of people.2

These numbers are significant, representing a large proportion of the population that shop within the supplement market. Capitalise on your share of the market with leading brands and products like:

  • IMUNI has recently launched a new range of supplements, including a Vital D3 Oral Liquid as well as Vegan Complete, an all-in-one product for plant-based consumers.
  • Eden Healthfoods Wild C Natural Vitamin C Powder is a highly bioavailable, entirely natural superfood blend sourced from wild berries and greens. 

2. Immunity is the top health priority

In response to global events, consumer demand for immune health supplements is on the rise. In fact, immunity is the biggest influence on innovation within the category.2

Interestingly, behind immunity, stress management and sleep support are the two next largest priorities, followed by probiotics and plant-based products.2

Innovation is thriving with these brands offering high-quality options to stock your shelves:

  • IMUNI Immune Defence is a top-selling, practitioner-quality immune health supplement. 
  • FijiKava is the first medicinal Kava brand in Australia with Noble Calm and Noble Sleep catering to the rise in interest in sleep support and stress management.
  • PPC Herbs has a range of herbal medicines that target different concerns including immune health, stress and sleep. 

3. Consumers are seeking personalised solutions

The age of personalisation has arrived with consumers seeking to tailor their supplement intake to their personal wellness goals rather than more general products. Research suggests that 55% of consumers seek out health products with claims that suit their individual needs.3 There is also increased interest in alternative supplement formats, such as powders or liquids, rather than traditional pills and capsules.4

As consumers become more savvy about ingredients and look to reach their health goals, this drive towards personalisation is more important than ever.

You can make the most of this trend by offering products that make it easy for consumers to tailor their supplement intake to their own needs, such as:

  • Supercharged Food Earth and Sea Beauty Capsules contain ingredients to support healthy hair, skin and nails for beauty supplement consumers.
  • Eden Healthfoods Ultimate Biotic Pre/Probiotic comes in a powder format and can be mixed with water or juice for easy consumption.

4. Scientific evidence of efficacy matters

It’s probably no surprise that modern consumers want to be sure that the products they are using are backed by science. This is important to the majority of consumers, with 59% expecting scientific evidence to support supplement efficacy.5 

Brands that can substantiate their claims with high-quality products may be seen more favourably by consumers.

Stock your shelves with brands that invest in research to select the highest-quality and most effective ingredients, including:

  • IMUNI integrates evidence-based medicine and science to choose optimal ingredients at therapeutic doses.
  • FijiKava draws on over a decade of research to find the optimum Kava varieties and technology for their products.

5. Holistic wellness is front of mind

Today’s consumers take a more proactive approach to preventative health. Consumers aren’t afraid to indulge but they are taking a long term and holistic view of their health and wellness.6 

Supplements have a role to play in this proactive approach. This links strongly with the trend towards personalisation where consumers can proactively target their health concerns with supplements that support their individual needs.

There are innovative products, some beyond the traditional supplements, to consider stocking on your shelves as consumers increasingly prioritise their health. These include:

  • Evolution Botanicals premium adaptogenic, mushroom and herbal extracts.
  • IMUNI Magnesium Citrate Oral Powder, a critical mineral in the human body.
  • Comvita Olive Leaf Extract products, which may support healthy immune and cardiovascular systems.

Shop our range of wholesale supplements 

We’ve only mentioned a handful of the wholesale supplements and brands we stock at Unique Health Products. In our online store, you’ll find a range of supplements to cater to consumer interest in the supplements category. You can shop online 24/7, or call our friendly sales team on 1800 787 904. New to Unique Health Products? If you don’t have a wholesale account with us yet, you can register for one here.

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