Australia & New Zealand Liquid Dietary Supplements Market (2025 - 2030) Size, Share & Trends Analysis Report By Ingredients (Vitamins, Botanicals), By Type, By Application, By End Use, By Distribution Channel, And Segment Forecasts

Market Size & Trends

The Australia & New Zealand liquid dietary supplements market size was estimated at USD 167.4 million in 2024 and is projected to grow at a CAGR of 12.9% from 2025 to 2030. Liquid dietary supplements are experiencing growing adoption due to their various associated characteristics, including convenience, palatable delivery, and enhanced nutrient absorption compared to other formats, including tablets and capsules. A growing share of the population consumes supplements daily, with younger consumers particularly inclined toward formulations that address gut health, stress relief, hydration, and skin health. Brands respond to changing consumer demands with novel formulations infused with various ingredients such as botanicals, electrolytes, and amino acids-that facilitate fast absorption and improved health.

The well‑established regulatory environment in this market further solidifies consumer’s trust, leading to rising inclusion of liquid dietary supplements in regular nutrition choices. In Australia, supplements-including botanicals, vitamins, and minerals-are regulated by the Therapeutic Goods Administration (TGA). Products must meet stringent standards of safety, quality, and manufacturing before being listed on the Australian Register of Therapeutic Goods (ARTG). New Zealand also maintains high benchmarks, reinforcing consumer trust, facilitating market growth.

Australia is emerging as one of the fastest-growing markets for liquid supplements in the Asia-Pacific region. New Zealand, while smaller in size, shows steady demand growth, especially among aging demographics and wellness-focused consumers. The rising popularity of fitness and sports nutrition in both countries is also supporting market expansion, with protein-based liquid supplements seeing increased uptake.

Changing consumer demands and growing adoption of application-specific supplements stimulate new product developments. For instance, Vida Glow, one of the ingestible beauty brands, offers collagen tripeptides-based Pro Collagen+ for anti-aging skin results. Launched in September 2024 , the collagen supplement Pro Collagen+ provides hyaluronic acid and digestive enzymes to enhance skin texture, wrinkle reduction, and moisture reduction. Such developments are projected to support growing customer engagement.

Consumer Insights

Consumer trends in Australia and New Zealand liquid dietary supplements market are highly influenced by the significant interest in sports and outdoor activities among local populations and age distribution. In addition, offerings provided by domestic market participants also experience notable customer attention in this market. According to the Consumer Insights Tracker survey conducted by Food Standards Australia New Zealand in 2023, featuring 1,200 Australians and 800 New Zealand-based consumers aged 18+ years, approximately 72.0% of the respondents expressed confidence in the safety of their food supply. Nearly 71.0% of respondents stated they can make informed choices based on product labeling.  Nutrition was among the key factors influencing food choices, and the Nutrition Information Panel and ingredient list were stated as significant and most trusted features. Sugar content is the most commonly monitored element on nutrition panels, ahead of fat and energy values. The Health Star Rating (HSR) system, though voluntary, is recognized by over half of respondents as important and played a pivotal role in purchase decisions.

Consumer Demographics

Consumers in Australia and New Zealand are increasingly blending evidence-based nutrition with convenience and transparency, driving strong interest in clean-label, health-star-rated functional beverages and supplements. Government-endorsed initiatives-such as Australia’s Health Star Rating (HSR) front-of-pack labelling system, adopted in both countries since 2014-have resulted in increasing consumer awareness and influenced purchases toward healthier ready-to-drink supplements. Meanwhile, the Therapeutic Goods Administration (TGA) enforces strict standards for complementary medicines, underscoring demand for products adhering to high safety and efficacy benchmarks.

Ingredient Insights

The botanicals segment dominated the Australia & New Zealand liquid dietary supplements market and accounted for a revenue share of 32.8% in 2024. The rising consumer inclination toward natural and plant-based wellness solutions primarily drives growing demand for botanicals as a key ingredient in this market. These ingredients-derived from herbs, roots, flowers, and other plant parts-are commonly associated with holistic health benefits, including immunity support, stress relief, digestion, and detoxification. The growing popularity of traditional herbal ingredients, such as Echinacea, turmeric, and ginseng, has found modern applications in innovation-based liquid formats, such as functional beverages, tonics, and wellness shots. Product innovation and new product developments reflect changing customer preferences. For instance, Berocca by Bayer, one of the market participants in the supplements market, provides Berocca GO with three flavor variations, including Lemon Zinger, Watermelon Blast, and Paradise Punch. The products feature natural flavors and vitamins such as Niacin, Thiamine, and Pyridoxine hydrochloride. The growing availability of such products is expected to support segment growth during the forecast period.

The Proteins and amino acids segment is expected to grow at the fastest CAGR of 17.0% from 2025 to 2030. Proteins and amino acids are gaining strong traction in the liquid supplements market, especially among consumers focused on fitness, recovery, and everyday wellness. Known for supporting muscle repair, strength, and overall energy, these ingredients are commonly used in post-workout drinks, meal replacement shakes, and performance-focused formulas. Ready-to-drink protein beverages enriched with essential amino acids are becoming a go-to choice for active individuals and users engaged in a busy lifestyle in urban areas.

The increasing availability of premium ingredients in this market is expected to influence market growth positively. In May 2025, Arla Foods Ingredients partnered with Alchemy Agencies to distribute premium whey and milk protein isolates-such as Lacprodan whey, micellar casein, and milk fat globule membrane-across Australia, New Zealand, and the Pacific Islands, tapping into a region with robust demand for sports nutrition products.

Increasing focus on research and development is expected to support segment growth. For instance, in 2025, a research initiative carried out by Cawthron Institute from Nelson, New Zealand, identified novel microalgae strains comprising naturally high protein content. The initiative was co-funded by NXW (Nutrition from Water). Such developments are expected to facilitate the growth of the nutrition supplements market in the region.

Type Insights

The OTC segment accounted for the largest revenue share of the Australia & New Zealand liquid dietary supplements market in 2024. This dominance is driven by the ease of access to over-the-counter products, which are readily available through pharmacies, supermarkets, and online platforms. The stringent regulations associated with such products by agencies such as the Therapeutic Goods Administration (TGA) in Australia ensures consumer confidence in their safety and quality. Increasing awareness regarding preventive health has generated rising demand for products such as wellness drinks, vitamin beverages, energy booster formulations and others. The convenience of purchasing these products without a prescription continues to fuel their widespread use across diverse demographic groups. In addition, increasing market penetration of online portals and e-commerce websites across Australia & New Zealand is expected to support segment growth. 

The prescribed dietary supplements segment is projected to grow at the fastest CAGR during 2025 and 2030. This anticipated growth is largely attributed to the increased use of liquid dietary supplements in clinical settings, particularly for managing chronic health conditions and supporting aging populations. Prescribed supplements often contain higher-potency ingredients and require professional supervision, which helps build confidence in their efficacy. The rising interest in tailored healthcare and personalized nutrition is also driving demand for prescription-based supplements, as more individuals seek targeted solutions backed by professional guidance.

Application Insights

The Bone & joint health segment dominated the Australia & New Zealand dietary supplements market with a revenue share of 14.4% in 2024. The ease of ingestion offered by liquid dietary supplements primarily drives the growing demand in this segment. Bone & joint health issues are prevalent in Australia & New Zealand. According to the Australian Institute of Health and Welfare, in June 2024, nearly 3.7 million individuals in Australia  were estimated to be living with arthritis. Health professionals increasingly recommend bone & joint health supplements to patients during treatments to enable faster recovery and prolonged relief. These factors are expected to support the growth of this segment in the coming years.  

On the basis of application, the prenatal health segment is expected to grow at the fastest CAGR from 2025 to 2030. Significant growth in awareness regarding the role of key nutrients in pregnancy stage development is mainly driving the growing demand for this segment. In 2023, 286,998 registered births were recorded in Australia. However, according to the Australian Institute of Family Studies, fertility rates in  Australia have fallen for every age group under 35 over the last 10 years. Educational campaigns and clinical directives reinforce a preventive care approach, which in turn stimulates uptake of quality prenatal supplement blends across the region. Such aspects also lead to growing consumption of prenatal health supplements to ensure improved immunity and overall wellbeing in pregnant women.

End Use Insights

The adult segment accounted for the largest market share in 2024. The dominance of adults as the primary end users of liquid dietary supplements in Australia and New Zealand reflects a growing awareness regarding the benefits offered by the supplements, the significance of nutrients, and overall well-being. Driven by an expanding middle-aged and elderly demographic, adults increasingly seek supplements that support immune function, bone and joint health, cognitive vitality, and energy maintenance. Government-led initiatives, such as the annual Consumer Insights Tracker by FSANZ, highlight high consumer interest and trust in food and supplement labelling among adults, showcasing confidence in quality and regulations.

The Infants segment is anticipated to grow at fastest CAGR during the forecast period. The growing demand for infant health supplements is driven by increasing awareness among parents regarding role of nutrients in early development of infants, growing number of premature births, rising availability of information associated with early-life nutrition and developmental health. Product formulated for infants such as liquid vitamins, probiotic tonics, and others have been experiencing increasing adoption, primarily due to ease of administration and focus on immune resilience in infants.

Distribution Channel Insights

Offline distribution channels led the market with the largest revenue share in 2024. Easy accessibility and increasing focus among manufacturers and marketers to embrace effective offline distribution to ensure improved brand visibility are key factors driving growth. In addition, events such as nutrition fairs, consumer health summits, and others also contribute to segment growth. New retail pharmacy stores opened across Australia are expected to support the development of this segment. For instance, in June 2025, the fourth pharmacy store to provide 24-hour service all 7 days  of the week was opened in Adelaide by Terry White Chemmart Hallett Cove. Availability of supplements through such stores and other retail establishments is likely to fuel market growth during the forecast period.

The online distribution segment is projected to experience the fastest CAGR from 2025 to 2030. Growing digital health awareness, combined with consumer demand for convenience and access to product transparency, has accelerated e-commerce adoption for dietary supplements in both Australia and New Zealand. Online platforms-including brand-owned websites, e-pharmacies, and third-party marketplaces-are increasingly preferred for their competitive pricing, subscription-based offerings, and peer reviews that support informed decision-making.  Leading players such as iHerb, Amazon, and local retailers like Healthy Life are capitalizing on this momentum, offering streamlined delivery, personalized bundles, and enhanced user experiences tailored to a digitally engaged consumer base.

Key Australia & New Zealand Liquid Dietary Supplements Companies

Some key companies operating in the market include BLACKMORES, Swisse Wellness Pty Ltd, GO Healthy (Nestlé Health Science), Xtendlife, Nature's Way (Pharmacare Laboratories Australia), Vitadrop, and others.

• BLACKMORES specializes in a science-backed approach to wellness. The company offers a comprehensive portfolio of vitamins, minerals, herbal remedies, and nutritional supplements, including a growing range of liquid formulations tailored for absorption and ease of use. It has a strong presence across Australia, New Zealand, and key Asia-Pacific markets.

• Vitaco (Healtheries) is one of the natural health product manufacturers and exporters from New Zealand. It offers a portfolio of trusted brands including Healtheries, Nutra-Life, and Aussie Bodies. Healtheries, a flagship brand under Vitaco, provides a broad range of supplements, vitamins, and wellness products for families-including liquid vitamins, children’s formulations, and immune boosters.

Australia & New Zealand Liquid Dietary Supplements Market Report Scope

Australia & New Zealand Liquid Dietary Supplements Market Report Segmentation

This report forecasts revenue growth at the country level and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the Australia & New Zealand liquid dietary supplements market report based on ingredients, type, application, end use, and distribution channel:

• Ingredients Outlook (Revenue, USD Million, 2018 - 2030)

  • Vitamin

    • Multivitamin

    • Vitamin A

    • Vitamin B

    • Vitamin C

    • Vitamin D

    • Vitamin K

    • Vitamin E

  • Botanicals

  • Minerals

    • Calcium

    • Potassium

    • Magnesium

    • Iron

    • Zinc

    • Others (Selenium, Chromium, Copper)

  • Proteins & Amino Acids

    • Collagen

    • Others

  • Fibers & Specialty Carbohydrates

  • Omega Fatty Acids

  • Probiotics

  • Prebiotics & Postbiotics

  • Others

• Type Outlook (Revenue, USD Million, 2018 - 2030)

  • OTC

  • Prescribed

• Application Outlook (Revenue, USD Million, 2018 - 2030)

  • Bone & Joint Health

  • Gastrointestinal Health

  • Immunity

  • Cardiac Health

  • Diabetes

  • Anti-cancer

  • Lungs Detox/Cleanse

  • Skin/ Hair/ Nails

  • Sexual Health

  • Brain/Mental Health

  • Insomnia

  • Menopause

  • Anti-aging

  • Prenatal Health

  • Others

• End Use Outlook (Revenue, USD Million, 2018 - 2030)

  • Adults

    • Millennials

      • Male

      • Female

        • Pregnant Women

        • Non-pregnant Women

    • Gen X

      • Male

      • Female

        • Pregnant Women

        • Non-pregnant Women

    • Gen Z

      • Male

      • Female

        • Pregnant Women

        • Non-pregnant Women

    • Boomers

      • Male

      • Female

  • Geriatric

  • Children

  • Infants

• Distribution Channel Outlook (Revenue, USD Million, 2018 - 2030)

  • Offline

    • Hypermarkets/Supermarkets

    • Pharmacies

    • Specialty Stores

    • Practioner

    • Others (Direct to Consumer, MLM)

  • Online

    • Amazon

    • Other Online Retail Stores