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Research Outline
Prepared for Alex S. | Delivered August 7, 2020
Profile of Vitamin Users
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Goals
To find out the demographics and
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of vitamin users to conduct preliminary research before entering the wellness space.
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Early Findings
Demographics
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,
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, 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.
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Retailers and manufacturing companies use several types of segmentation for marketing purposes, one of which is
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segmentation
.
Healthcare consumers, including vitamin and supplement consumers, can be divided into
five
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segments
, namely self achievers, balance seekers, priority jugglers, direction takers, and willful
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.
These segments have varying characteristics in terms of
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, 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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