Supplements OTC Rx Consumer Trends Report

155 pages of the Institute’s 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: $15,000 Order Report

Introduction: 10+ Years of Supplements-OTC-Rx (SORD) Marketplace Insights

Natural Marketing Institute is pleased to present its 2023 Supplements/OTC/Rx (SORD) Consumer Trends Report. With 10+ years of trended data, this report provides the most comprehensive view of how the supplement landscape has changed, along with the most recent and updated information on how consumers think and behave about supplements, prescription drugs, and over-the-counter medications.

This one-of-a-kind report also provides insights into how today’s consumers are confronting their health and wellness and uncovers the health challenges they face.

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

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Table of Contents

Database Overview
Other Natural Marketing Databases Used
Definitions of Groups
Executive Summary
Four Step Model for Driving Supplement Growth
What is Trending

Health & Wellness Consumer Segments

Natural Marketing Institute's Consumer Segmentation Methodology
Segment Overview
Importance of Daily Supplementation
Supplement Use for Condition Management
Supplement Quality vs. Price
Preference for Organic and Natural
Health & Wellness Nielsen Overlay Methodology
Nielsen's Dollars Per Buyer Index: A Segment Sample
Health & Wellness Composition of Supplement Groups
Demographic Profile of Health & Wellness Segments


Understanding the Supplement Landscape: What's Changing

Importance of Supplementation for Health
Changing  Demographic Profile of Supplement User
Perceived Nutrient Deficiencies
Supplement Use as Dietary Assurance
Supplement Category Growth Trends
Detailed Supplement Category Growth Trends
Growth in Current, Lapsed and Non Supplement Users
Reasons for Non-Use
Current Use Trended across Generations & Ethnicities
Profile of Generational and Ethnic Supplement Users
Shifts among Light, Medium & Heavy Supplement Users
Use of Specific Supplements
Growth in Use of Specific Supplements
Use of Specific Supplements across Generations
Use of Supplements: Increased, Decreased, Stay the Same
Impact of Inflation on Supplement Category Use
Impact of Inflation on Purchasing Behaviors
Reasons for Increased Supplement Use
Concerns when Taking Supplements
Concerns when Taking Supplements across Generations
Top 3 Concerns When Taking Supplements: Generational Detail
Interest in Personalized Supplements


Supplement Dynamics: Building Loyalty

Preference for Other Supplement Formats
Preference for Other Supplement Formats by Generation
Preference for Edible Formats
Supplement Formats Preferred
Ranked Formats: 2011 and 2022
Ranked Formats by Generation
Important Attributes Toward Supplement Purchase
Growth in Importance of Attributes
Concern Over Nutrient Bioavailability and Absorption
Preference for Organic or Natural Sourcing
Preference for Sustainable Ingredients
Preference for Plant-Based Supplements
Recognition and Understanding of Certifications
Lack of Recognition of Certifications
Impact of Certifications on Likelihood to Purchase
Impact of Certifications on Likelihood to Purchase by Generations
Sources of Influence on Supplement Purchase
Physicians' Influence on Supplement Use


The Herbal Landscape

Trended Use of Herbal Supplements
Average Daily Supplement Use among Herbal Users
Use of Supplement Categories by Herbal Users                                                         Use of Specific Herbal Supplements
Use of CBD /Hemp Trended
Importance of Sustainable Sourcing among Herbal Users
Important Attributes of Supplement Purchase among Herbal Users
Supplement Brand Use among Herbal Users
Use of Algae and Seaweed
Reasons for Use of Medicinal Mushrooms


Body Systems and Health Connections

Use of Supplements for Health Management
Condition Managers' Discussion of Supplement Use with Physician
Likelihood to Use Supplements for Specific Conditions
Growth in Likelihood to Use Supplements for Specific Conditions
Condition Management (37 conditions)
Top 10 Conditions Managed- Trended
Growth in Conditions Managed: 2020-2021
Top 10 Ranked Conditions across Generations
Likelihood to Use Supplements Plotted against Conditions Managed
Likelihood to Use Supplements among Niche Condition Managers
Level of Concern about Preventing Conditions
Growth in Concern about Preventing Conditions
Concern about Preventing Conditions  among Generations
Concern about Preventing Conditions During Pandemic Years
Concern for Prevention Plotted against Conditions Managed                       Management vs. Concern for Prevention of Immune Issues-Trended
Reasons for Increased Supplement Use among Immune Managers
Methods Used to Manage Immune Issues
 Effect of COVID-19 on Management of Emotional Issues
Management of Emotional Issues-Trended
Management of Emotional Issues by Immune Issues
Management of Emotional Issues by Generations
Purchase of Supplements to Manage Stress due to Inflation
Attitudes Surrounding Brain Fitness
Methods Used to Manage Brain Fitness
Management of Digestive Issues
Methods Used to Manage Digestive Issues
Methods Used to Manage Lack of Energy
Methods Used to Manage 35 Different Issues (1)
Methods Used to Manage 35 Different Issues (2)
 Ranked Order of Conditions by Method Used to Manage
Growth in Supplement Use for Condition Management
Growth in Non-Use of Any Method to Manage Conditions
Preference for a Supplement Remedy over an Rx or OTC


Pathways to Purchase

Channels Shopped for Supplements & Growth in Channels Shopped
Channels Shopped Most Often
Supplement Sourcing Preferences and Brand Loyalty by Internet Shoppers
Mass Merchandiser Shopping by Demographic Groups
Impact of Inflation on Supplement Use by Channel Shoppers
Growth in Grocery Shopping by Demographic Groups
Attitudes Regarding Store Brands by Brand Users
Brand Loyalty vs. Price
Monthly Spending on Supplements
Monthly Spending on Supplements by Channel & Retail Shoppers
Retailers Shopped for Supplements


Use of OTC and Prescription Medications

Types of Over-the Counter Medications Used & Growth
Use of Sleeping Aids-Trended
Use of Digestive Remedies-Trended
Use of Decongestants, Cough & Cold Remedies-Trended
Use of OTC Medications by Condition Managers
Concerns about OTC Medications
Conditions for Which a Prescription Medication is Used
Use of Prescription Medications by Condition Managers
Concerns about Prescription Medications
Physicians' Involvement with Prescribing Medications
Monthly Spending on OTC and Prescription Medications


The Institute's Health and Wellness Segmentation Model Methodology

Development of the Institute’s Health & Wellness segmentation model began in 2009 with evaluating over 515 different attitudinal and behavioral variables, later narrowed to approximately 19.

A k-means clustering method was used. Cluster centers were defined as dense regions in the multivariate space based on a k-means segmentation of the attitudinal  and behavioral variables from the Institute’s Health & Wellness Consumer Trends Database survey.

  • Health and Wellness segmentation can be used to identify and predict segment membership as part of a quantitative extrapolative analysis of future consumer behavior.
  • 5 Unique Segments: each segment is mutually exclusive and is designed to have the maximum differentiation between consumer groups and the maximum homogeneity within each consumer group. The predictive accuracy is high at 92.2%.
  • The segmentation has been overlaid on third-party data sets such as Nielsen’s Homescan and can be used through the Institute in custom/primary qualitative or quantitative research.

Supplements-OTC-Rx Database (SORD) and Report Methodology

  • 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 to +/- 1.2%
  • Research previously conducted and trended in USA in 2006, 2009, 2011, 2013, 2015, 2017, 2018, 2020, 2021
  • 2022 research was conducted among 3,012 general population consumers and conducted in 4th quarter 2022
  • Conducted via on-line methodology
  • Trended research also conducted globally in 13 countries

Contact Us for more information on our 2023 Supplements-OTC-Rx Consumer Trends Report