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.