Swisse creeps up on Blackmores as comedians lure Millennials

Simon EvansSenior reporter

Apr 23, 2023 – 2.08pm

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Key Points

The chairman of Hong Kong-listed Health & Happiness International, which owns the Swisse vitamins business, expects growth to slow across the industry in Australia.
Social media comedians Matt Ford and Jack Steele, known as The Inspired Unemployed, have been behind a popular new campaign for chewable Swisse Gummies.
The Hong Kong parent is determined to wrest the crown of market leader in Australia in vitamins and mineral supplements from Blackmores.

The parent company of Swisse, the biggest rival in the vitamins sector to ASX-listed market leader Blackmores, has warned that sales growth is likely to moderate across the industry as cost-of-living pressures hit households.

Swisse’s forecast bookends a strong March quarter, with price increases across its range and new promotional campaigns using social media comedians The Inspired Unemployed helping lift Australasian sales by 20.2 per cent for the three months ended March 31, compared with the same period a year ago.

Simon Evans writes on business specialising in retail, manufacturing, beverages, mining and M&A. He is based in Adelaide.