AlphaWave™ L-Theanine has been available for use in the Australian and New Zealand markets since March 2024, where it has quickly grown to become one of the most popular products for stress-relief in both supplements and beverages.
Entry into the Australian market was only possible after approval by the Therapeutic Goods Administration (TGA) for use as an active ingredient in listed medicines. With this approval, AlphaWave™ is the only source of L-Theanine for supplement use in Australia.
This approval was received after 18 months of work by Ethical Naturals Inc (ENI), and Transchem, their Australian partner.
To date, the market adoption has been exceptional, with 18 products containing AlphaWave™ launched, 10 of which have AlphaWave™ in combination with other actives such as Magnesium.
A further 15 launches by major retail & practitioner brands are planned for the remainder of 2025.
The Market potential of AlphaWave™ in the Australian and Asia-Pacific markets is substantial.
It is estimated that the Australian & New Zealand markets will “mirror” the Globaland, in particular, the Asia-Pacific growth forecast.
Coherent Market Insights reports Global CAGR to 8.21%m, to almost USD$100 million by 2030, with Asia-Pacific being the dominant region with almost 40% of the global market share.
