There is a real shift happening in how Australians are looking at their health—and you can feel it. It’s no longer just about going to the doctor when something goes wrong. More and more, people are wanting to stay well, feel better, and actually take control of their health before things reach that point.
Complementary medicine is sitting right in the middle of that shift.
The industry is now worth over $6.3 billion and continues to grow steadily (Euromonitor International, 2026). But what matters more than the numbers is how people are using it. Around 74 per cent of Australians are now taking supplements, and many are doing so daily—not because they’re sick, but because they want to maintain their health (Euromonitor International, 2025).
That tells you everything. We are moving into a prevention-first mindset.
You’re also seeing a change in how health is defined. It’s not just physical anymore. Around 64 per cent of Australians now see health as a balance of mind, body, diet and sleep, and 68 per cent believe nutrition and supplements go hand in hand (Euromonitor International, 2025). That aligns very closely with what we see clinically—people want energy, better sleep, less stress, and to feel like themselves again.
At the same time, the reality is our healthcare system is under pressure. One in two Australians are living with a chronic condition, and on average, people are spending around 11 years in poor health (Australian Institute of Health and Welfare, 2023). That is significant. It also explains why people are looking outside the traditional model for support.
Trust plays a big role here as well. Around 84 per cent of Australians trust the safety and quality of supplements (Therapeutic Goods Administration, 2025), which is largely due to Australia’s strict regulatory standards. That trust extends globally, with exports now exceeding $1 billion annually, particularly across Asia (Australian Bureau of Statistics, 2024).
What’s interesting is where the growth is happening. It’s not just your standard multivitamin anymore. We’re seeing strong demand in areas like stress and mood support, sleep, energy, gut health, and women’s health. These are real, everyday concerns—and people are looking for solutions that fit into their lifestyle.
There’s also been a really important shift at a policy level, with private health insurance rebates for natural therapies being reinstated in 2025 (Department of Health and Aged Care, 2025). That is a big step forward. It acknowledges that natural therapies have a place in preventative healthcare and makes them more accessible.
What we’re moving towards is a more integrated model of health. One where complementary medicine supports conventional care—not replaces it—and where you, as the patient, actually have more ownership over your health outcomes.
And honestly, that’s where the future is.
Because health isn’t just about treating illness anymore. It’s about how you live, how you feel, and how well you function day to day.
References
Australian Bureau of Statistics (2024). Australian Complementary Medicines Export Statistics 2020–24.
Australian Institute of Health and Welfare (2023). Australia’s Health 2023.
Department of Health and Aged Care (2025). Natural Therapies Review and Policy Updates.
Euromonitor International (2025). Voice of the Consumer Health & Nutrition Survey.
Euromonitor International (2026). Consumer Health Market Data.
Therapeutic Goods Administration (2025). Complementary Medicines Manufacturing Licence Registry.
Complementary Medicines Australia (2025). 2025 Industry Snapshot.
