Media Influence on Consumer Choice: Vitamins and Nutritional Supplements


June 23, 2009
60 Pages - SKU: ADL2406342
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The vitamin and nutritional supplement industry is experiencing growth as alternative medicine and health-conscious consumers - including the large Baby Boomer demographic - become more aware of the positive effects of these products. As demand rises and new products become available, advertising in this segment becomes increasingly important. This report includes extensive detail on the level of influence 20 different types of online and traditional media had on vitamin and nutritional supplement choice. Online media covered: Email, Health Web sites, Store/Pharmacy Web sites, News Web sites, Online Yellow Pages, Search Results, Sports Web sites, Online Video. Social media types covered: Blogs, Forums, Negative Comments, Positive Comments, Product Reviews, Social Networks. Traditional media types covered: Direct Mail, Magazine, Newspaper, Out-of-Home, Radio, Television, Yellow Pages.


I. Executive Summary
II. Survey Findings
III. Consumer Spending
IV. Methodology+Definitions
TABLE OF FIGURES
1. Percentage of U.S. Adults That Have Used the Internet to Research Topics Related to Health Food,
Vitamins or Nutritional Supplements Recently
2. Percentage of U.S. Adults That Have Purchased Over-The-Counter Vitamins or Nutritional Supplements
Recently
3. Demographic Analysis of U.S. Adults That Have Purchased Over-The-Counter Vitamins or Nutritional
Supplements Recently
4. Preference of Purchase Location (U.S. Vitamins or Nutritional Supplements Purchasers 18+)
5. Demographic Analysis of U.S. Vitamins or Nutritional Supplements Purchasers (18+) That Prefer To
Purchase Online
6. Factors that are Most Important in Purchase or Location of Purchase of Vitamins or Nutritional
Supplements (U.S. Adults 18+)
7. Factors that are Most Important in Purchase of Vitamins or Nutritional Supplements by Age
8. Factors that are Most Important in Purchase of Vitamins or Nutritional Supplements by Gender
9. Factors that are Most Important in Purchase of Vitamins or Nutritional Supplements by Race
10. Factors that are Most Important in Purchase of Vitamins or Nutritional Supplements by U.S. Region
11. Demographic Analysis of U.S. Vitamins or Nutritional Supplements Purchasers Who Consider Price
More Important than Quality
12. Percentage of U.S. Adults That Are Somewhat or Significantly Influenced by Online Media
13. U.S. Vitamins or Nutritional Supplements Purchasers (18+) Somewhat or Significantly Influenced by
Information/Advertising from Online Media
14. Demographic Analysis of U.S. Vitamins or Nutritional Supplements Purchasers Influenced by Website
Content or Advertising
15. Demographic Analysis of U.S. Vitamins or Nutritional Supplements Purchasers Influenced by Other
Online Media
16. Percentage of U.S. Adults That Are Somewhat or Significantly Influenced by Social Media
17. U.S. Vitamins or Nutritional Supplements Purchasers (18+) Somewhat or Significantly Influenced by
Information/Advertising from Social Media
18. Demographic Analysis of U.S. Vitamins or Nutritional Supplements Purchasers Influenced by Social
Media
19. Demographic Analysis of U.S. Vitamins or Nutritional Supplements Purchasers Influenced by Social
Media
20. Percentage of U.S. Adults That Are Somewhat or Significantly Influenced by Traditional Media
21. U.S. Vitamins or Nutritional Supplements Purchasers (18+) Somewhat or Significantly Influenced by
Information/Advertising from Traditional Media
22. Demographic Analysis of U.S. Vitamins or Nutritional Supplements Purchasers Influenced by Traditional
Media
23. Percentage of U.S. Vitamins or Nutritional Supplements Purchasers (18+) who consider Sports Marketing
Somewhat or Very Important
24. Demographic Analysis of Vitamins or Nutritional Supplements Purchasers who consider Sports Marketing
Somewhat or Very Important
25. Percentage of U.S. Vitamins or Nutritional Supplements Purchasers (18+) who consider Cause Marketing
Somewhat or Very Important
26. Demographic Analysis of Vitamins or Nutritional Supplements Purchasers who consider Cause Marketing
Somewhat or Very Important
CONSUMER SPENDING FIGURES
1. 2007 U.S. TV Market Comparison of Consumer Spending on Nonprescription vitamins (Estimated Total
per Market)
2. 2007 U.S. TV Market Comparison of Consumer Spending on Nonprescription vitamins (Estimated
Average Per Household per Market)
3. 2007 U.S. Consumer Spending on Nonprescription vitamins by Life Stage Cluster
4. 2007 U.S. TV Market Comparison of Consumer Spending on Non-electric articles for the hair (Estimated
Total per Market)
5. 2007 U.S. TV Market Comparison of Consumer Spending on Non-electric articles for the hair (Estimated
Average Per Household per Market)
6. 2007 U.S. Consumer Spending on Non-electric articles for the hair by Life Stage Cluster

 

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