Complementary Medicine Use and Perceptions of It in Victoria, Australia: A Statewide Cross-Sectional Survey

Background/Objectives: Complementary medicines (CMs) are widely used in Australia, yet consumer beliefs about their safety and effectiveness often diverge from the scientific evidence. Contemporary statewide data from Victoria, particularly about these perceptions and underlying perception profiles, are limited. We therefore aimed to characterise CM use patterns and perceptions of it among Victorian adults and identify the demographic and use-related belief patterns. Methods: A cross-sectional survey was conducted in metropolitan and regional Victoria (November 2024–August 2025) among adults (≥18 years) who had used complementary medicines in the previous 12 months (N = 447). The questionnaire assessed CM use patterns, perceived effectiveness, safety, quality, perceived risk relative to prescription medicines, adverse events, and demographics. The analyses included descriptive statistics, χ2 tests with multiple-comparison control, Spearman correlations, and a multivariable regression. An exploratory factor analysis (EFA) and latent class analysis (LCA) were used to identify the perception dimensions and distinct consumer profiles. Results: CM use was frequent (62.2% daily; 19.2% weekly) and often long term (>1 year, 55.0%). The most commonly used products were vitamin D (53.0%), multivitamins (39.8%), magnesium (34.5%), iron (33.8%), and vitamin C (30.0%). The perceptions were favourable: 77.3% rated CMs as effective, 90.4% as safe, and 60.3% as high quality; 78.5% perceived CMs to have lower side-effect risks than prescription medicines. Adverse events were reported by 12.3%. In the adjusted models, adults ≥ 65 years and monthly/occasional users were less likely to endorse “lower risk than prescription medicines” (aOR: 0.18; 95% CI: 0.06–0.51; aOR: 0.36, 0.18–0.72). East Asian respondents had lower odds of endorsing CM effectiveness than Caucasian/White respondents (aOR: 0.28, 0.11–0.72). Their perceived quality was higher among men (aOR: 1.73, 1.09–2.74) and adults aged 55–65 years (aOR: 3.81, 1.39–10.48). Conclusions: In this contemporary statewide Victorian sample, CM use was common and generally viewed positively, yet the comparative risk may be underestimated. Profiling perception patterns and identifying belief patterns by age, culture, and use intensity provides actionable targets for clinician/pharmacist counselling and culturally tailored education to support safer, evidence-aligned CM use.