Profile of Vitamin Users
To find out the demographics and psychographics of vitamin users to conduct preliminary research before entering the wellness space.
- Among the 77% of Americans that use dietary supplements, 81% of dietary supplement users fall within the 35-54 age group, as found through the CRN Consumer Survey.
- In the US, 79% of female adults and 74% of male adults consume dietary supplements.
- 81% of married adults consume dietary supplements in the US.
- The Southern part of the US is the leading region in terms of dietary supplement consumption, where 80% of adults consume them.
- Hispanic consumers are among the leading users of supplements and vitamins in the US.
- The most popular dietary supplements in the US include multivitamins, vitamin D, vitamin C, protein, calcium, vitamin B/B complex, omega 3 fatty acids, green tea, magnesium, probiotics, iron, vitamin E, and turmeric.
- Multivitamins, vitamin D, and vitamin C are the most popular dietary supplements with 58%, 31%, and 28% of US adults consuming them respectively.
- Retailers and manufacturing companies use several types of segmentation for marketing purposes, one of which is psychographic segmentation.
- Healthcare consumers, including vitamin and supplement consumers, can be divided into five psychographic segments, namely self achievers, balance seekers, priority jugglers, direction takers, and willful endurers.
- These segments have varying characteristics in terms of psychographics, e.g. self achievers are "wellness-oriented and proactive in healthcare; motivated by goals and progress measures; willing to invest what is necessary toward health and appearance."
- 88% of vitamins and supplement users in the US read the label before buying.
- 53% of consumers research before they purchase anything from the store.
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