Women more likely to buy VMS than men

Results from the latest Roy Morgan Single Source annual survey have indicated that women are more like to buy vitamins, minerals and supplements (VMS) than men.

The survey of more than 50,000 Australians indicated that in an average six-month period, 47 per cent of women buy VMS compared with 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,” Roy Morgan CEO, Michele Levine said.

According to Ms Levine, the favoured places for vitamin, mineral and supplement purchases are pharmacies or chemists (66 per cent of purchases) compared with supermarkets (27 per cent).

Healthy eating gender gaps

She points out that women have healthier attitudes concerning food and diet than men.

The data indicates that 29 per cent of women opt for a low fat diet, compared with  25 per cent of men, and more women prefer healthy snacks (68 per cent versus 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 NSW. She is likely to hold a diploma or degree, to have traditional family values, enjoy social events, attend theatre concerts and hold dinner parties.

Typically classed as a big spender in terms of discretionary spend, the typical buyer, according to Roy Morgan data, is more likely to buy Australian made products and enjoy both grocery and clothes shopping.

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