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2018 Supplements/OTC/RX Consumer Insights & Trends

2018 Supplements/OTC/RX Consumer Insights & Trends

Natural Marketing Institute (NMI) is pleased to present its 2018 Supplements/OTC/Rx Consumer Insights & Trends Report. As consumers have many alternatives in their search for health, this research analyzes the nutritional/dietary supplement market and also examines the impact of the role over-the-counter and prescription medications play in consumers’ efforts to incorporate a mix of self-care methods into their current lifestyle.

Maryellen Molyneaux, NMI Managing Partner shares that the overall objectives of this research are to explore how consumers perceive dietary supplements, what and why they currently use, and even why they have stopped using certain supplements to provide the insights necessary from which to identify marketplace opportunities and industry challenges.

Some of the topics covered in this report include:

  • Which supplements are trending up
  • Concerns and issues consumers experience with supplement use
  • Interest in personalized nutrition
  • Preference for supplement formats
  • And much more...
What’s Trending... Just a few to consider
  • As consumers continue to look for ways to be healthy, 3 in 5 do not feel they are getting enough nutrition in their diet and about half believe they can manage many of their health issues by taking supplements.
  • Personalized technology and customized nutrition via DNA testing, self-monitoring devices, mobile apps, web-based consultations is emerging as a trend which is expected to drive supplement industry growth for the next decade and beyond.
  • The ever increasing role of the internet is highly connected to the personalization trend as e-commerce and internet-linked technology are critical in implementing and expanding such demand.
  • Consumers are customizing their own condition specific formulations using individual supplements which target their specific needs.
  • Consumer desire for ‘clean label’ is trending up within the supplement market.
  • The concept of Healthy Aging is being embraced across the entire demographic spectrum as health issues once reserved for older cohorts are now relevant to much younger consumers.
  • NMI’s Health and Wellness segmentation has revealed 5 defined segments where key attitudinal drivers exert unique levels of influence within each segment that differentiates them across distinctive paths toward wellness.
  • Challenges Create Your Opportunities
  • Seven out of ten supplement users are concerned that supplements are based on false claims of health benefits.
  • How can such beliefs be lessened and benefits made more tangible?
  • More than 1 in 10 Supplement Users have decreased supplement use over the past few years, purchasing fewer supplements overall and being less compliant on a daily basis.
  • Can new formats or more personalized supplements boost usage and compliance?
  • A third of supplement users would prefer to get their supplements in other forms than pills and capsules.
  • How can growing formats such as beverages, liquids, or dissolving tablets fit into consumer lifestyles?
  • Younger consumers (those under 40) show a higher likelihood to be managing specific health issues such as anxiety, depression, and sleeplessness.
  • Can new science breakthroughs and innovation create accelerated consumer demand?
  • Supplements/OTC/Rx Database (SORD) Overview
  • Most comprehensive data and robust data collection vehicle available which examines the intersection of dietary supplements, OTC, and pharmaceuticals
  • Ongoing consumer research among U.S. general population adults.
  • Nationally representative sample of the U. S. population statistically valid at 95% confidence level +/- 1.2%
  • Previously conducted in 2006, 2009, 2011, 2013 and 2015
  • 2017 research was conducted among 2,000 general population consumers in quarter 3, 2017
  • Conducted via on-line methodology

Definitions of Groups
Executive Summary
What's Trending
Opportunities and Challenges
The Impact of Millennials
5 Consumer Segments
NMI's Consumer Segmentation Methodology
Understanding the Segments
Changing Composition of Segments
Segment Composition of Current, Lapsed and Non-User
Attitudes Toward Diet and Nutrition
Profiles of Nutritional Groups
Reasons for Nutritional Diet Deficiencies
Reasons for Nutritional Diet Deficiencies by Generation
Concerns Regarding Supplement Use
Supplement Absorption Concerns
Interest in Personalized Nutrition Products
Likelihood to Purchase Personalized Nutrition Products
Likelihood to Purchase Personalized Nutrition Products by Generation
Descriptor Ratings of Personalized Nutrition Products
Concern for Personalized Nutrition Product Requirements
Supplement Market Landscape
Current, Lapsed and Non-Supplement User Profiles
Trended Supplement Category Usage
Trended Overall Supplement Use across Generations
Trended Supplement Category Use across Millennials and Gen X
Trended Supplement Category Use across Boomers and Matures
Supplement Use among Youngest and Oldest Millennials
Profiles of New Users and Long Term Users
Average Number of Supplements Used Daily by Generation
Trended Size of Level of Supplement User (Light, Medium, Heavy)
Level of Use across Segments
Level of Use across Supplement Category User
Trended Multivitamin Use
Reasons for Decreased Supplement Use
Profiles of Users Who Have Decreased vs. Increased Users
Specific Supplement Use
Trended Use of Specific Supplements
Ranked Order of Use of Specific Supplements: 2005 vs. 2017
Use of Top Supplements Trended
Growth of Top Supplements by Generation Trended
Specific Supplement Use by Gender
Ranked Supplement Use Across Generations
Specific Supplement Use Indexed across Channel Shoppers
Low Use of Specific Supplements
Health Management
Use of Supplements for Health Assurance
Use of Supplements for Health Fortification
Use of Supplements, RX, OTC for Condition Management
Ranked Conditions across Condition Methods
Likelihood to Use Supplements for Condition Management: 1st Tier
Likelihood to Use Supplements for Condition Management: 2nd Tier
Growth in Likelihood to Use Supplements to Manage Conditions
Likelihood to Use Supplements for Conditions by Condition Managers
Likelihood to Use Supplements for Conditions by Generation
Condition management by Millennials
Concern about Eye Health due to Overuse of Screen Time
Interest in Eye Health Supplements for Blue Light Damage
Growth in Use of Condition Specific Supplements
Relationship between Concern for Prevention and Likelihood to Use Supplements
Perceived Effectiveness of Supplements for Condition Management
Prevention Concerns vs. Effectiveness of Available Remedies
Product Positioning to Optimize Market Opportunities
Effectiveness Ratings of Supplements, OTC, Rx
Safety Ratings of Supplements, OTC, Rx
Trended Safety Ratings
Trended Effectiveness Ratings
Concerns Regarding Supplements and Prescriptions
Supplement Dynamics
Supplement Purchase Criteria
Growth in Supplement Purchase Criteria
Supplement Purchase Criteria by Level of User
Supplement Purchase Influencers
Growth of Influencers
Social Media Influencers
Physicians' Influence on Supplement Use
Discussions with Physicians Regarding Supplements
Physician Supplement Recommendation
Influence of Healthcare Professionals across Supplements, OTC, Rx
Recognition of Seals on Supplement Products
Seals Impact on Purchase
The Composition of Supplements
Preference for Sustainable Ingredient Sourcing
Preference for Natural and Organic Sourcing
Willingness to Pay a Premium across Supplement Attributes
Supplementation in Pill Form vs. Food
Supplement Format Preference
Supplement Format Preference by Generation
Types of Gummy Supplements Used
Growth in Format Preferences
Level of Engagement in Supplement Brands
Supplement Brand Loyalty
Concern over Nutrient Levels in Supplements
Concern over Veracity of Health Claims
Perceptions of Safety and Effectiveness of Store Brands
Trended Perceptions of Safety of Store Brands
Barriers to Supplement Use and Lapsed Usage
Barriers to Supplement Use
Attitudinal Profile of Lapsed User
Lapsed Usage across Specific Supplements
Reasons for Non-Use of Specific Supplements
Reasons for Non-Use of Supplements with Highest Lapsed Usage
Reasons for Non-Use of Supplements: Lapsed vs. Non-User
Issues Regarding Supplement Use
Profile of Current vs. Lapsed vs. Non-Supplement User
Supplement Purchasing Dynamics
Channels Shopped for Supplements
Channels Shopped for Supplements - Trended
Total Monthly Spend on Supplements
Increased Spending across Channels
Allocated Spending Across Channels Trended
Increase Channel Spending Across Generations
Specific Retailers Shopped for Supplements
OTC and Prescription Medication
Belief in Rx for Health
Use of Rx for Specific Condition Management
Important Attributes for Rx Use
Concern over Rx Side Effects vs. Condition Management Need
Attitudes Regarding Role of Physician and Rx
Trended Spending on Rx Medications
Types of OTC Products Used
Trended Spending on OTC Medications
Use of OTC for Specific Condition Management
Important Attributes for OTC use
The 4 Step Model for Driving Supplement Growth
The 4 Step Model for Driving Supplement Growth
Consumption: Boosting Consumption
The Product: Know the Landscape Inside and Out
Brand Trust: Building & Keeping Trust
Buying Dynamics: Pathways to Purchase

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