Health trend that has exploded

It is the health trend that has doubled in the past year, with one group leading the charge.

Australia is a nation of pill poppers with two in three people taking daily supplements, with one generation outspending the rest.

Body+Soul’s Health of the Nation survey found 66 per cent of Aussies are taking daily vitamins and supplements, up from 34 per cent the previous year.

The survey found Millennials, those aged between 22 and 37, are spending the most, forking out more than $56 each month.

Millennials are also the largest group with spending power exposed to social media advertisements which drive the $1.7 billion Australian supplement industry.

Two in three people are taking daily supplements, Body+Soul’s Health of the Nation report has found.

Unsurprisngly, the survey found Boomers and pre-Boomers were most likely to take vitamin D and Magnesium - used for bone and muscle health, forking out on average $34.45 a month,

while gut health and skin, hair and nails were bigger motivators for younger generations.

More than one in three (37 per cent) of those surveyed said they were taking the daily vitamins and supplements to improve their overall health, while a quarter said it was to support their immune health.

Australian grocery giant Woolworths said its vitamin category has “seen strong year-on-year growth” fuelled by Aussies’ ongoing commitment to health and wellness.

“This is reflected in key trends like increased demand for gut health and muscle support and recovery supplements, as well as growing interest in products for stress management, sleep, and women’s health,” a Woolworths spokesperson said.

“We’re also seeing strong performance from trending ingredients like Magnesium Glycinate, Ashwagandha, prebiotics, and probiotics, consistent with broader market and pharmacy trends”.

But for the average healthy Australian, excessive supplementation without a deficiency could be harmful, according to practicing dietician and senior lecturer at the University of Sydney, Dr Rajshri Roy.

“For example too much vitamin A can be toxic, high doses of vitamin C can cause digestive issues and over-supplementation of certain nutrients like iron and calcium can interfere with the absorption of others,” Dr Roy told news.com.au.

Dr Rajshri Roy. Picture: Supplied

Dr Rebecca Reynolds. Picture: Supplied

She said food should always come first, and supplements should be used only if a deficiency is confirmed, or a specific need exists.

“Most essential nutrients should be obtained from whole foods, as they come with additional benefits like fibre, antioxidants, and other bioactive compounds that work together to support health,” she said.

Registered nutritionist and adjunct lecturer at UNSW Dr Rebecca Reynolds agreed that social media influencing is heavily impacting the industry.

“There are so many trendy, attractive supplement influencers out there that contribute to increased supplement usage,” Dr Reynolds said.

“In an ideal world, no one would need nutrition supplements and we would get all we need from food. Unfortunately, we do not live in an ideal world - we live in one where it is easier for us to eat nutrient-poor foods, that is, foods that don’t provide high levels of wholesome nutrients,” she said.

“Certain population groups should definitely consume specific supplements, e.g., pregnant women and vegans.”

Originally published as Health trend that has exploded