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Australian sports nutrition market size 2014, by category

In 2014, the protein powder market in Australia was valued at 389 million Australian dollars, dominating the sports nutrition industry in the country. In the same year, the combined Australian and New Zealand sports nutrition market was the world’s second largest behind the United States. Additionally, Kiwis and Aussies had the highest per capita consumption of these nutritional products. Aside from protein powders, this included: protein bars, protein drinks, and non-protein-based supplements.

What products are Australians consuming?

While pre-workout, mass-gainers, and amino acid supplements are consumed by Australians, protein-based products are the most commonly purchased nutritional product. Around two thirds of protein supplement consumers purchased it in powder form in 2019. Chocolate was the leading flavor of protein products in the country, followed by vanilla, strawberry, and banana. Brands commonly purchased by consumers included: Australian-owned Bulk Nutrients; Optimum Nutrition; Aussie Bodies and Musashi.

Fitness industry trends

Complementing the sports nutrition market, the fitness industry in the country looks set to continue growing. Health consciousness among Australians and the rise of budget 24/7 gyms seem to be a driver for this growth. Supporting this growth, the number of fitness instructors in the country has been increasing annually over the past decade.

In an increasingly digital world, fitness devices are currently one of the biggest trends in the industry globally. This is no different in Australia. The share of consumers using wearable health devices in the country has increased dramatically from 2014, reaching a penetration rate of almost 30 percent in 2018.

Sports nutrition market size in Australia in 2014, by category (in million Australian dollars)*

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Release date

October 2015



Survey time period


Supplementary notes

* Estimate.
On the date of publication, the exchange rate according to was 1.00 AUD (Australian Dollar) = 0.726 USD (United States Dollar).

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