The market for dietary supplements is shifting in directions favored by Millennial supplement users, with clean label supplements, sports nutrition supplements, gummies, vitamin packs and online shopping all posting gains this year. These innovations may explain why supplement use has held steady among 18-34 year olds over the past 3 years, while declining somewhat among older adults. For more insights, the recently released 2015 Study of the U.S. Market for Vitamins and Other Dietary Supplements is currently available for immediate purchase and delivery.
Topics examined in this comprehensive annual trend study:
- Supplement choices
- Clean labels and whole food supplements
- Brand usage
- Shopping habits
- Social media participation
- Changing attitudes
- New delivery forms
- Knowledge and motivations
- Information sources
- Physician recommendations
- Generational differences
- Market Segmentation Analysis (Phase II) that divides respondents into distinct groups, each with their own unique set of attitudes impacting their receptivity to vitamins and other dietary supplements.
Phase I: General Population - - online interviews conducted among a national representative sample of 1,015 adults, age 18 and older.
Phase II: Current Supplement Users - - online interviews conducted from December 30, 2015 to January 19, 2016 among a national sample of 1,510 adults currently taking vitamin, mineral, herbal, condition-specific, specialty or sports nutrition supplements. Trends are included where relevant from earlier studies (2004-2015).
Summary Volume and Excel Tabs - Written analysis in PowerPoint including Key Findings, Summary and Market Segmentation, with Excel tabulation tables attached.
Top-line Trends Volume - Trended top-line tables detailing findings from all questions.