Data-based approach identifies products for health supplements market
Complementary medicines and dietary supplements are becoming more advanced and increasingly formulated to meet specific health goals, leading Australians to better recognise the role they can play in supporting wellbeing challenges and improving overall health.
In fact, individuals are spending more on vitamins, supplements and non-subsidised medications than they are on other medicines and healthcare services, such as visiting allied health practitioners.
A data-based approach to innovation and product development led natural health company Blackmores to develop a range of supplements aimed at improving people’s sleep. iStock
Complementary Medicines Australia (CMA) chief executive John O’Doherty says Australians are increasingly interested in holistic approaches to health and wellbeing.
Therefore, many are choosing vitamins, minerals, herbal remedies and other products as they’re natural and low-risk alternatives to pharmaceutical drugs.
Meanwhile, more research is being conducted into complementary medicine that’s also strengthening the scientific basis of Australian products, he adds.
“There has been a shift in attitudes about healthcare from cure to prevention,” he says. “Australians are seeking to maintain good health and prevent ill health, leading to increased interest in preventive health measures such as healthy eating, exercise and mindfulness, stress reduction and focus on sleep.
“At the same time, a global trend toward evidence-based complementary medicine has influenced the Australian industry. Australian companies are increasingly conducting clinical trials to compete in the worldwide market.”
A key player, natural health company Blackmores, is using data-based approaches in innovation and product
Read more on afr.com
