The Australian industry’s export success over the past decade has largely been driven by trade with China. Total exports are now valued at $1.02bn.
Today, China (including Hong Kong) continues to dominate as the largest export destination, accounting for $690million, or 68 per cent of total exports.
However, diversification is gathering pace, with Vietnam strengthening its position as the second-largest market ($86 million, 8 per cent), followed by New Zealand ($49 million, 3 per cent), South Korea ($32 million, 3 per cent) and Thailand ($31 million, 3 per cent).
The data was revealed in trade body Complementary Medicine Australia’s (CMA) 2025 Industry Snapshot, which was launched at its annual summit, attended by NutraIngredients, last week.
The report also noted that new export opportunities were also arising, noting that “emerging demand in the United Arab Emirates further highlights Australia’s growing footprint in premium health and wellness products. Together, these markets reflect both resilience and opportunity, driven by rising incomes, a stronger focus on preventive health and ongoing demand for clean, safe and evidence-based products.”
Despite this, China remains the anchor market for Australian supplements, both as a direct export destination and through cross-border e-commerce.
The report stated that E-commerce continues to dominate distribution, now accounting for more than 60 per cent of China’s supplement sales in 2025.
“Innovation in formats such as gummies, vegan and plant-based supplements, and beauty-linked products is closely tied to these digital retail channels, providing powerful cross-border pathways for Australian brands reach Chinese consumers who increasingly value quality, authenticity and transparency,” it added.
“Australia’s reputation for ‘clean and green’ products, combined with its world-class manufacturing standards and regulatory alignment, ensures that demand from Chinese consumers remains robust.”
Meanwhile, Vietnam has rapidly emerged as one of the most dynamic markets for Australian exports. In 2024, exports reached $86 million, representing 8 per cent of Australia’s total exports and consolidating Vietnam’s position as the second-largest destination after China.
The report added: “E-commerce is playing an increasingly central role in Vietnam’s health and wellness market. From a single-digit share in 2015, online sales now account for more than 20 per cent of complementary medicines purchases by 2025. This shift has been accelerated by high digital engagement, with Vietnamese consumers turning to online platforms for convenience, product discovery and trusted international brands.
”For Australian exporters, Vietnam represents a powerful diversification opportunity. Rising disposable incomes, an expanding middle class, and strong consumer trust in Australian made products combine to create fertile ground for growth.”
Beyond China and Vietnam, other markets combine to generate a quarter of Australia’s export revenue, with India standing out as one of the other fastest-growing opportunities.
“The country’s complementary medicines market is forecast to expand at 9.0 per cent CAGR to 2030, with sports nutrition emerging as a breakout category at 15.9 per cent CAGR. This reflects India’s rapidly urbanising population, a surge in fitness culture, and increasing adoption of preventive health solutions among younger consumers,” the report noted.
Thailand and Malaysia are also demonstrating solid growth momentum. In Thailand, the complementary medicines market is projected to expand at steady rates, with sports nutrition growing at 8.0 per cent CAGR.
Malaysia is experiencing even faster growth, with sports nutrition up 10.4 per cent CAGR, supported by high health awareness and rising incomes. Ingestible beauty is also booming across ASEAN – beauty ranks among the top vitamin and dietary supplements categories in Thailand, Malaysia, and Singapore.
CMA CEO John O’Doherty said trust was a key factor in achieving exports growth.
“Trust – both at home and abroad – remains one of our industry’s greatest strengths,” he said.
“In 2025, 84 per cent of Australians expressed confidence in the safety and quality of complementary medicines, while international consumers consistently rank Australian-made products among the most trusted in the world. ‘Made in Australia’ continues to carry exceptional value, particularly in Asia, where exports exceeded $1 billion in 2024. As trade diversifies across South East Asia and emerging markets, our reputation for integrity and quality will continue to set Australia apart.”