Australian Market Statistics

Australian Market Statistics
Breakdown of the Australian Market
Australian Distribution Channels of Supplements ($ Million)
The Food Pyramid
Dietary Deficiency
Supplements Play a Powerful Role in Preventing and Treating Dietary Deficiencies

Australian Market Statistics
Australian nutritional market size is estimated as being worth $604 million (1998). In Australia a wide range of food is available in fresh processed mixed or prepared forms. Overall, the food supply is adequate to meet the nutritional needs of Australians, as assessed by the NHMRC (National Health and Medical Research Council) using the RDI's (Recommended Daily Intakes). But, although we have access to great food resources many Australians do not meet the nutritional guidelines as set by the NHMRC. The following figures are the result of the National Nutrition Survey (1995).

1. Over half the males aged 12-44 years and approximately a third of children aged 4-11 years had not eaten fruit or fruit products the day prior to the interview.
2. Calcium intake for females in most age groups was lower than the RDI (Recommended Daily Intake).
3. Many do not consume adequate levels of certain nutrients, such as vitamins A, E and B6 and iron.

Current research indicates that some nutritional supplementation may be helpful in maintaining good health. Moreover, complementary medicine, which includes nutritional supplementation, is a booming topic of research. In 1999 the Australian Council for Responsible Nutrition launched a report of the status of antioxidant nutrients bringing together around 128 clinical studies and scientific reviews of antioxidants.

Australian adults are known to take a variety of nutritional supplements. A nationwide Omnibus survey in 1997, conducted by a nutritional supplement manufacturer showed that 55% of the Australian population had taken a supplement in the preceding 12 months. Interestingly, a national survey in 1995 found that a higher proportion of women (27%) than men (15%) take supplementation. Vitamin C was the most frequent supplement taken by both groups, followed closely by vitamin B, multivitamins, calcium and vitamin E supplementation. LifePak®, the core product of the Pharmanex range, provides you with all of these nutrients and more in a balanced combination to help maintain general well being.

LifePak is an exceptional multivitamin-mineral supplement optimally formulated to supply you with a multiple dietary source of antioxidants, chelated minerals, whole food extracts and essential vitamins - all in a form useable by your body. LifePak is not your ordinary nutritional supplement.

Vitamin and mineral supplement sales make up 40% of the total nutritional sales in Australia (1998) Supplementation can help you to obtain many of the essential nutrients and some of the food components, which may be lacking in your diet. However, Pharmanex recommends that you eat a healthy diet including plenty of fruit and vegetables, as there are hundreds of phytonutrients and other food components yet to be identified that can only be obtained from food.

Breakdown of the Australian Market

Australian Distribution Channels of Supplements ($ Million)

The Food Pyramid
The food pyramid indicates how many servings are required per day from each of the various food groups. Just how many people know how big one serving of vegetables is? Most people really do not have a strong concept of what we should be eating.

There is a big energy deficit in the world today, more and more people feel fatigued and tired. Market research that we have conducted at Pharmanex has indicated that most people buy a supplement because they feel that they need more energy. It is very interesting that magnesium is something that's deficient in many people's diets and is so closely tied in with energy production.

Dietary Deficiency
The human body needs more than 40 nutrients in order for it to maintain optimal health and endurance levels, but studies have indicated that most people do not receive adequate amounts of vitamins and minerals in their daily diets. Those who are not eating a well-balanced diet may not be receiving enough nutrients.

Environmental factors also play a role in making us vitamin deficient. For example, excess dietary fats, pollutants and stress can affect how our bodies obtain and use the vitamins and minerals from the foods we eat. In addition, environmental pollution and smoking deplete the body's nutrient stores, stress affect the body's chemistry. Dieting interferes with metabolism, and some prescription and over-the-counter medicines may affect the actual absorption of nutrients in the diet.

Our busy lifestyles, dual careers, and a tendency to skip meals also play a part. The body requires a ready supply of nutrients as a foundation for health. Eating a well-balanced diet, regular exercise and taking a high quality, scientifically balanced multiple vitamin/mineral supplement is an excellent way to meet nutrient needs and to give the body a fighting chance.

Supplements Play a Powerful Role in Preventing and Treating Dietary Deficiencies
Scientists are now finding that supplements - such as vitamins, minerals, phytonutrients and antioxidants - are not only helping us achieve better performance and endurance, they are pro-active in helping assist in maintaining health and wellness.

In recent years medical research has shown supplements have shown to be of benefit for the prevention and treatment of dietary deficiencies. Supplements that contain folic acid and are taken daily for one month before conception and during pregnancy may reduce the risk of women having a child with birth defects of the brain and/or spinal cord such as the neural tube defects known as spina bifida and anencephaly. It is recommended that you do not exceed the stated dose except on medical advice. If you have had a baby with a neural tube defect you should seek specific medical advice.

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