Results from the latest Roy Morgan Single Source survey have shown that that women are more like to buy vitamins, minerals and supplements compared to men.
Roy Morgan’s Single Source survey, which involves in-depth interviews with more than 50,000 Australians annually, revealed that in an average six-month period 47 per cent of women purchase these products compared to 35 per cent of men.
“The proportion of Australian’s purchasing vitamins, minerals and supplements, 41 per cent as of June 2019, has remained fairly stable,” said Roy Morgan CEO, Michele Levine.
According to Ms Levine, the favoured places for vitamin, mineral and supplement purchases are pharmacies or chemists (66 per cent of purchases) compared to supermarkets (27 per cent of purchases).
Healthy eating gender gaps
Ms Levine points out that women have healthier attitudes concerning food and diet than men.
Data shows that 29 per cent of women opt for a low-fat diet, compared to 25 per cent of men and more women prefer healthy snacks (68 per cent vs 57 per cent of men).
Reportedly, women are also more likely to get sufficient calcium, buy additive-free food and favour ‘natural medicines’ and health products than men.
The typical supplement buyer
Roy Morgan data suggests that the typical vitamin, mineral and supplement buyer is a woman aged between 35-49, living in New South Wales.
She is likely to hold a diploma or degree, to have traditional family values and is likely to enjoy social events, attend theatre concerts and hold dinner parties.
Typically classed as a big spender in terms of discretionary spend, Roy Morgan data also indicates that she is more likely to buy Australian-made products, and to enjoy both grocery and clothes shopping.