Poland 2019 Supplement/OTC/Rx Report


90+ pages of NMI research, study supported, providing current consumer insights with data and analysis, including charts, graphs, and illustrations!

Site License: Includes PDF, PPT with access to charts and site rights for internal network usage across one company BRAND/location.

Price: $4,500 Order Report Note: Pre-Order Required with 2 Week Delivery upon ordering.

Introduction Overview

Since 2005, NMI’s Global Dietary Supplements/OTC/Rx Consumer Studies are devoted to understanding consumer attitudes and behaviors and their impact on market dynamics!

Natural Marketing Institute (NMI) is pleased to present its Poland 2019 Supplements/OTC/Rx Report. This comprehensive report analyzes the dietary supplement market from the consumer perspective with 90+ pages of consumer attitudes, behaviors and product usage patterns surrounding dietary supplements, over-the-counter medication and pharmaceuticals.

This research uncovers how consumers integrate this mix of self-care methods into their current lifestyle and reveals the motivations and the challenges they encounter in their pursuit of health. Many factors are driving multiple categories across Denmark. For example, aging drives condition specific needs, and increased consumer knowledge and desire for specific product features and benefits drive sustainable, organic, and plant-based options. The need for education and an understanding of the drivers that affect consumer behavior patterns has never been stronger.

The overall objectives of the report are to develop unique and specific consumer insight to maximize client learnings and opportunities in terms of attracting new consumers, increasing compliance and developing compelling messaging and communications strategies.

Some of the topics covered in the report:

Top “White Space” Opportunity areas

The size and demographic composition of Consumer groups

Highly engaged consumer segments in supplement use

Health and Wellness composition of various supplement user groups

‘Likely User’ groups to buy supplements –Condition management

Understanding NMI’s Health & Wellness consumer segmentation

Demographic Profile of the Health & Wellness Segments

and much more!

Background and Methodology

Country: Poland

Background: In Quarter 1 of 2019, NMI conducted an online quantitative survey to understand Poland consumer attitudes and usage patterns with regard to dietary supplements in order to assist companies with their health and wellness initiatives on a global basis.

Methodology: Online

Sample size: 1,000 +/- general population respondents

Data collection: March 2019 – April 2019

Report Published: July 2019

image_background_and _methodology_poland

Definitions of Consumer Groups within the Report

GP – General Population Adults 18+

Millennials – born 1977-1997 (Ages 21-41)

Young Millennials – born 1991-1997 (Ages 21-27)

Older Millennials – born 1977-1990 (Ages 28-41)

Gen X – born 1965-1976 (Ages 42-53)

Boomers – born 1946-1964 (Ages 54-72)

Matures – born 1900-1945 (Ages 73+)

Understanding NMI’s consumer segmentation within the Poland general population allows marketers to optimize their target products and messages


NMI’s Consumer Segmentation

NMI’s Global Health and Wellness consumer segmentation reveals five well-defined segments with distinctive paths toward health and wellness

This proprietary global health and wellness segmentation, based on more than 40 variables, measures commonalities and differences between five distinct consumer groups using k-means cluster analysis. The comprehensive statistical modeling process used to derive NMI’s Health and Wellness consumer segmentation is based on the following techniques and methodologies:

  • Exploratory and confirmatory factor analysis of nearly 200 measures of consumer attitudes and behaviors regarding health and wellness, organic products, supplements, exercise, and many other topics. The analysis identified more than 25 potential factors.
  • The identification of 31 measures from the factor analysis that best represented each of the potential factors and maintained consistency with the previous years’ segmentation solution.
  • K-means cluster analysis which examined numerous potential solutions to determine which segmentation model provided the optimal solution, based on the following criteria:
    • Maximum differentiation between consumer groups
    • Maximum homogeneity within each consumer group
  • NMI’s Health and Wellness Segmentation tool has 92% accuracy in predicting segment membership.

The analysis determined that a five-cluster solution was optimal. The five segments listed below are mutually exclusive. Within each segment, the key attitudinal drivers of health and wellness exert unique levels of influence.


Table of Contents

toc layout top poland

Consumer’s use of supplements in the past 30 days

Consumer confidence in supplementation to maintain their health

Consumers’ perception about the foods they eat

Consumers are managing an array of conditions

Top health conditions Supplement Users are currently managing

Use of condition specific supplements

Consumer likelihood to use supplements to manage and prevent a whole host of conditions. (Top and Second Tiers)

Preventative positioning and messaging

Messaging - boosting consumer confidence

Lower confidence in some specific supplements


% of consumers currently using supplements

% of consumers exhibiting lapsed usage

Looking at more specific supplement use; past 30 days average number of types used

Supplement growth over the past 5 years

Supplement User profile- from Light to Heavy each day

Reasons for lowered usage

Primary supplements used by consumers; Tier 1 and Tier 2

Emerging supplements

Past 3 year growth of top supplements

Variations in generational use

% of Supplement Users using probiotics

Plant-based protein dynamics


Attributes important in purchase decision

Bioavailability, absorption, “size of the dose”

Importance of Messaging in the second tier of important attributes

Prescription medications perceptions and credibility vs. Supplements

Influences on purchase supplements

Social media website influences on supplement purchase decisions

Confidence in Practicioners

Personalized supplements

Assurance of ingredient content and health benefit claims

Country of origin impact on purchase

Levels of confusion regarding supplements

Consumer willingness to pay premium pricing


Innovative formats solutions

Preferred supplement formats

Growth in alternative delivery formats

Preference for plant-based supplements

Demand for sustainable and e-friendly ingredients

Segments showing strong orientation toward natural and organic

Certifications and level of importance


Primary reasons for lapsed usage

Opportunities to boost perceptions of effectiveness and increase compliance

The main barrier to supplement use among non-users

Demographic Profile of Supplement Users and Lapsed Users


Where do most consumers shop for supplements?

Internet shopping

Channel shopping growth now and future

Top retailers

Top brands dominating the Market

Average Monthly spend on supplements among Supplement Users

Understanding of a quality and price sensitivity


Physicians and prescription medications

Conditions for which Supplement Users are taking prescription medications

Generational variations in the conditions for which they have used a prescription medication

Consumer dilemma regarding prescription medications

Concern with prescription medication interaction with supplements

Supplement User spending on prescription medications vs. supplements

Nutrient depletion due to prescription use

Supplement Users spending on over-the-counter medications


For more information, kindly contact Steve French.