Research Outline

Profile of Vitamin Users


To find out the demographics and psychographics of vitamin users to conduct preliminary research before entering the wellness space.

Early Findings



  • 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.