(Last updated: 25 Feb 2009)

Overview

The Australian complementary or natural healthcare industry has domestic sales of approximately A$1.5 billion per annum. Market research shows that the popularity of complementary healthcare products increases each year with more than 70 per cent of Australian under 35 using complementary healthcare products and a quarter of the population visiting complementary healthcare practitioners each year.

The Australian industry continues to grow to meet these requirements. Already attuned to alternative approaches to health, discerning baby boomers (Australia’s largest population group) increasingly demand greater choice when it comes to healthcare as they seek to improve the quality and length of life.

Many Australians adopt a preventative healthcare approach to maintaining healthier lives combining traditional and alternative therapies within their healthcare programs. This has resulted in the wide use of supplements, traditional remedies and other natural healthcare products.

The Australian natural healthcare industry is fully integrated into our national health system. There are more than 17,000 products – vitamin, mineral, herbal, aromatherapy and homeopathic supplements – containing around 2,200 active ingredients that are listed by the Australian Government’s industry regulator, the Therapeutic Goods Administration (TGA).

Key opportunities

In Asian markets, nutritional supplements (including vitamins and slimming products) are in high demand. Increasing concerns for disease prevention and a rapidly growing aging population are major factors to drive demand for nutritional supplements.

In other markets, herbal and homeopathic medicines, nutraceuticals are key growth products.

Key opportunities for Australian natural healthcare providers exist in Asia – Taiwan, South Korea, Thailand, Malaysia, Philippines and Vietnam – and in the United Kingdom and the United Arab Emirates. Australia’s international reputation for clean, green and organic products is boosting demand for its products in more and more markets.

How can we help you?

With a worldwide network of highly experienced and qualified staff, Austrade provides a number of dedicated and tailored services to Australian exporters.

Austrade offers practical advice, market intelligence and ongoing support (including financial) to Australian businesses looking to develop international markets. Austrade also provides advice and guidance on overseas investment and joint venture opportunities, and helps put Australian businesses in contact with potential overseas investors.

For further information please contact Austrade on 13 28 78 or email info@austrade.gov.au.