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, 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.

Psychographics

• 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.