Wellness has become so much more than the absence of illness: this is the golden age of fitness, healthy food, destressing and balance in all things. Living well has become as important as living longer.
But while health and wellness are enjoying a purple patch – powering the growth of everything from wellness apps to gym memberships – lives have also never been so busy. Filling in the dietary intake cracks left by demanding schedules are nutritional supplements.
These are the added powders and tablets, drinks and solutions that aid the body to be the best it can be – and Australians are wild for them.
The Australia nutritional supplement market report last year valued the market at a staggering $14 billion, with strong growth projected through to 2030.
The boom is driven by a greater focus on preventative healthcare, an ageing population and a significant increase in online shopping.
Australian Bureau of Statistics data released last month shows one-in-three Australians took a dietary supplement in 2023 and this has been increasing for decades. Those in the industry say all demographics have upped their consumption, but older people are most likely to be hitting the collagen gel caps and loading up on green powers and protein shakes.
Luvin Life managing director Dayse Campbell says Australians generally are becoming more intentional about how they want to live.
“We want to live longer but, more importantly, live better,” she says.
“That means staying active, maintaining vitality and preventing issues before they start.
“People are much more aware of the impact of stress, poor sleep, processed foods and environmental toxins, and they’re using targeted nutrition like collagen, magnesium, creatine and hydration to take control of their health. The shift is from reaction to prevention.”
Nutritional supplements are increasingly a part of this prevention focus, filling in the gaps that food choices may leave and supporting a body that is constantly ‘on’. But not all nutritional supplements are created equal and some labels make promises they may not keep.
Kunara Organic Marketplace naturopath Cheree Sheldon says complicated labels and big promises could confuse consumers.
“It has never been more important to actively seek personalised advice when taking any supplements,” she says.
“Look for places that offer free education, well-researched and qualified advice and those that prioritise quality over cheaply sourced and heavily discounted lines.
“Supplements go hand-in-hand with a focus on a quality diet filled with fresh wholefoods, lots of water and a priority on sleep and stress management.”
Dayse says consumers are better informed than in any other era and that education has led to a demand for science-backed products.
“Consumers are moving towards transparency and traceability with Australian-made, pure ingredients and clear purposes,” she says.
“People want fewer products that do more, with results they can feel.”
Vitamin and/or mineral supplements are the most common type taken in the nation. Adult females are more likely than males to take supplements, but the male market is growing.
“Men are more open about health, longevity and performance,” Dayse says.
“Many are now taking collagen for joint health, magnesium for recovery and creatine for cognitive and physical performance – not just muscle gain.
“We’re seeing a big shift toward men wanting to future-proof their bodies, staying strong, sharp and energetic into their 50s, 60s and beyond.”
Protein supplements – powders, bars and even in water – are in higher general demand. Where once protein supplements were thought to be primarily for those wanting to grow muscle mass, research has found their benefits to be far broader.
“It’s no longer just for gym goers. It’s for anyone who wants to age well, maintain strength and recover faster,” Dayse says. “Protein should do more than help you recover: it should help you live stronger for longer.”
Cheree says seeking the advice of those truly in the know is key to getting real help.
“When reading labels, it’s good to remember that the first ingredient is the most concentrated in the product,” she says.
“Any numbers and synthetic preservatives, we recommend staying clear of. A lot of supplements are packed with fillers and cheap ingredients that offer zero benefits, so quality is vital to ensure you are actually consuming key benefits.
“Seek professional advice always.”
The Sunshine Coast is particularly health-focused, perhaps because it is nestled in natural environments. Dayse says the Coast lifestyle encourages movement, mindfulness and connection.
“The Sunshine Coast is a wellness hub, surrounded by nature, fresh food and people who value balance,” she says.
“We see strong engagement from active retirees, young families and professionals who prioritise preventative health.”
While quality supplements are excellent wellness supports, Cheree reminds those seeking to ward off health problems that good food choices should always come first and that supplements do not replace fresh food.
“Eat a rainbow of colours, fresh, locally grown and organic where possible,” she says. “Stay hydrated and include probiotic and prebiotic foods to help your gut health thrive. And when diet alone is not enough or you require extra nutritional support, wholefood supplements are a fantastic resource.”
Current Trends In Nutritional Supplements
- Targeted collagen peptides – specific types for skin, joints or muscle recovery.
- Hydration and electrolyte powders – supporting energy, focus and recovery without added sugar.
- Magnesium glycinate – a gentler, more absorbable form for stress, sleep and muscle health.
- Clean, functional coffee and thermo blends – daily rituals that do more for metabolism and mental clarity.
- Sustainability and purity – people are prioritising what’s not in the product as much as what is.
Source: Luvin Life
What Supplements Do
Supplements can:
- provide missing nutrients: supplements can fill nutritional gaps for those with unbalanced or specialised diets or absorption issues
- support bodily functions: vitamins and minerals are essential for many functions, including immune health, bone strength and energy production
- manage health conditions: a healthcare professional may recommend a supplement for specific conditions, such as iron for anaemia.
Common examples
Calcium and Vitamin D: for bone health.
Folic acid: to reduce the risk of neural tube defects during pregnancy.
Omega-3 fatty acids: from fish oil, for heart health and reduction of inflammation.
Probiotics: for gut health.
Magnesium: for bone health, more restful sleep or to alleviate headaches.
B Vitamins: essential for metabolism, energy production and red blood cell formation.
Important considerations
Consult a professional: always talk to a healthcare professional (naturopath, doctor or pharmacist) before taking supplements to ensure they are appropriate for you and to avoid negative interactions with other medications.
Supplements are not a cure-all: they are intended to supplement, not replace, a healthy diet.
Powerful Protein
It aids:
- strength and mobility: protein helps repair and build muscle tissue which is essential for staying strong and active
- bone health: a protein-rich diet supports bone density, helping to keep bones strong and resilient
- skin and hair: protein supports collagen production which is key for glowing skin and healthy hair
- sustained energy: protein provides a steady source of energy, helping to curb cravings and keep blood sugar stable.
Simple Ways To Boost Your Intake:
- smart snacking: reach for protein-rich snacks such as nuts, yoghurt, cheese, cured meats and a protein bar or shake when hunger strikes.
- protein-powered meals: make sure every meal includes a source of protein, whether it’s lean meat, fish, poultry or plant-based options
- supplement wisely: consider adding a scoop of protein to your shakes, coffee or baking for an extra boost.
Source: atkins.com.
