Australia: Probiotic supplements in e-commerce

Strategic Fact Sheets

Published November 2020. Being one of the least developed e-commerce markets for probiotics supplements, Australia is catching up fast, with the number of customer reviews rising by 192% in the first half of 2020 compared to 36% in the previous six months. A high rate of product withdrawals still affects the category.  As part of its new series of country fact sheets, Lumina Intelligence looks at the strategic developments behind the growing engagement with probiotic supplements in the Australian e-commerce.


What this report gives you:

  • Key numbers for Australia, reviews, online engagement and price and how this compares with the rest of the Asian region.
  • An overview on immunity, digestion and  women’s health.
  • Competitive landscape including differentiators; format, dosage, delivery systems.
  • Supply chain – who are the main ingredient suppliers and their partners.
  • Ingredient make up of most reviewed brands, including any pre-biotics.

Quick facts:

  • Australia is a relatively volatile e-commerce market with 17%  Of products withdrawn in the period 2017 – 2020.
  • In our most recent research period, probiotic cosmetics show a 493% growth rate, the highest growth for the categories we monitor.
  • The average price of probiotics in Australia is US$27, putting it the 3rd lowest average price point in the APAC region.

Preview – 2 slides of 54:


  • Country overview
  • Product analysis by:
    • Target population
    • Format
    • Price
    • Delivery system
  • Health benefit analysis with focus on:
    • Digestion
    • Immunity
    • Women’s health
  • Health claims by:
    • On pack
    • On websites
  • Competitive landscape
  • Supply chain
  • Ingredients by:
    • Species/strains: Generic versus proprietary
    • Prebiotics
    • Dosage
    • Methodology

Got questions about the probiotics market?

We examine the key players, trends and target consumers in over 20 countries, as well as explore how Lumina can help you form a fact-based business strategy.

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