From collagen powders and magnesium blends to gut health formulas and longevity supplements, Australians are spending more than ever on wellness products as they look for ways to improve their health, energy and overall wellbeing. Social media trends, growing awareness around preventative health and a stronger focus on ageing well have all contributed to the booming supplement industry – but with so many products on the market, knowing where to start can feel overwhelming.
According to naturopath Cheree Sheldon from Flannerys Organic & Wholefood Market, customers are becoming increasingly proactive about taking control of their health through a more natural and holistic approach.
“Ageing well and longevity, it’s not a trend, but a real awareness of our customers that’s seen an uptake in products like NMN, polyphenols, brain and cognitive support products and creatine,” Cheree says.
She says magnesium glycinate has also become one of the most popular supplements among customers seeking support for stress and relaxation, while women are increasingly turning to natural therapies to support hormonal health throughout different life stages.
“Women across their lifespan are becoming more aware of nutrition support for hormonal health through puberty, fertility, to perimenopause and menopause,” she says. “Women are using herbs and nutrition like seed cycling, chaste tree, wild yam or shatavari to nourish and balance their natural rhythm.”
While curiosity around peptides continues to grow online, Cheree says there are strict regulations around the products. “Peptides aren’t a product that the TGA has approved for over-the-counter purchasing or to be prescribed by anyone other than medical doctors, so until that changes, we can’t speak to them,” she says.
With social media constantly promoting new wellness products and “miracle” supplements, Cheree says professional advice is more important than ever.
“We always recommend speaking to a qualified professional, and we like to take a holistic approach to wellbeing,” she says. “It’s not a one-size-fits-all approach, particularly if you’re already on medications or supplements.”
One thing that sets Flannerys apart is its in-store naturopaths, who offer personalised guidance to customers navigating today’s overwhelming wellness market.
“We offer this as a free service in all our stores,” Cheree says. “It can be overwhelming knowing where to start or which products are right for you.”
That personalised approach also extends to Flannerys’ liquid herbal tonics, which are custom-blended to support individual needs.
“The wonderful thing about making a herbal tonic is how customised we can make it to what that person needs,” she says. “Tonics can be targeted for acute conditions like a sore throat, period pain, or constipation,and can be used for so many other things like stress, trouble sleeping, sinus and pain.”
When it comes to supplements that consistently deliver results, Cheree says magnesium remains a standout.
“Magnesium is fantastic for sleep and stress. Actually, it is important for over 300 processes in our bodies. L-theanine and herbs like chamomile, passionflower and kava are also great for relaxation and sleep.”
For gut health, she points to prebiotics, probiotics and nutrients such as zinc and glutamine, while adaptogens like ginseng continue to be popular for energy support.
Despite the ever-changing wellness landscape, Cheree believes the foundations of good health remain the same.
“Sleep, stress, nutrition, activity, connection and then supplements can make you feel like the best version of yourself,” she says. “Supplements are a fantastic add-on to a wholefood organic lifestyle, not to replace it.”