2024 Supplements OTC Rx Consumer Trends Report

141 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: 11+ Years of Supplements-OTC-Rx (SORD) Marketplace Insights

Natural Marketing Institute is pleased to present its 2024 Supplements/OTC/Rx (SORD) Consumer Trends Report.  With 16+ years of trended data, this report provides insights into the changing supplement landscape with the most recent and updated information on how consumers are thinking and behaving with regard to supplements. In addition, it uncovers the health challenges consumers encounter and how their behaviors and attitudes surrounding supplement usage have transformed, adjusted, and realigned over the past decade in response to the ever-changing world and the current inflationary environment.

In this report, it is our aim to provide the insights into what may lie ahead and the perspective on the trends within the supplement industry from a consumer point of view.  It also intends 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 this report: 

  • How supplement use is changing due to the current state of the economy
  • Emerging opportunities surrounding women’s health
    Barriers Supplement Users encounter when using supplements
  • Importance of certifications and which are more likely to drive supplement purchase decisions
  • White space opportunities for supplements and condition management
  • …Plus many others

Table of Contents

Database Overview
Other Natural Marketing Databases Used
Definitions of Groups
Executive Summary
Overall Trends

Health & Wellness Consumer Segments

Natural Marketing Institute's Consumer Segmentation Methodology
Segment Overview
Importance of Daily Supplementation
Importance of Weight Maintenance & Exercise
Importance of Environmental Health
Importance of Vitamins and Herbal Use
Supplement Use for Condition Management
Daily Quantity of Supplements Used
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


What is Trending in the Supplement Landscape

Impact of Inflation on Supplement Purchase
Lowered Supplement Use and Tradeoff Behavior due to Economy
Buying in Bulk and Buying on the Internet
Switching to Store Brands
Brand Loyalty vs. Quality vs. Price
Growth in Current, Lapsed and Non Supplement Users
Growth in Current and Lapsed Usage across Generations
Shifts among Light, Medium & Heavy Supplement Users
Demographic Profile of Light, Medium, Heavy Users
Growth of Supplement Categories
Trended Use of Supplement Categories
Likelihood to Use Supplements for Specific Conditions
Likelihood to Use Supplements for Niche Conditions
Growth in Likelihood to Use Supplements for Specific Conditions
Most Important Conditions in Consumers' Lives
Reasons for Not Using Supplements

What is trending

Factors Which Help Drive Supplement Use

Important Attributes toward Supplement Purchase
Preference for Organic, Natural & Sustainable Sourcing
Importance of Supplement Brands' Sustainable Initiatives
Importance of Plant-Based & Vegetarian Supplements
Preference for Supplement Packaging Types
Importance of Ingredients Sourced from U.S.
Concern Regarding Counterfeit Supplements
Recognition of Certifications
Impact of Certifications on Supplement Purchase
Importance of a Physician's Recommendation
Physician's Influence on Supplement Purchase

Drivers of supplement use

Overcoming Barriers to Supplement Use

Level of Confidence in Using Supplements
Issues when Using Supplements
Issue: Uncertainty of Mechanism-of-Action
Issue: Concern about Absorption
Issue: Uncertainty about Needed Nutrients
Issue: Quantity of Supplements Required to Take
Issue: Difficulty Swallowing Pills
Preference for Alternative Supplement Formats
Preferred Supplement Formats across Age Groups
Use of Gummy-Type Supplements
Pros & Cons of Using Gummy-Type Supplements


Use of Specific Supplements and Reasons for Use

Use of Specific Supplements
Opportunities for Emerging Ingredients
Growth in Use of Specific Supplements across Age Groups
Likelihood to Use Probiotics for Specific Conditions
Reasons for Use of Specific Supplements (1 of 3)
Reasons for Use of Specific Supplements (2 of 3)
Reasons for Use of Specific Supplements (3 of 3)
Use of Condition Specific Supplements

Specific Supplement

Health Condition Management and Growth

Belief in Supplement Use for Condition Management
Condition Management & Growth - 30+ Conditions
Conditions Managed across Age Groups
Age Groups Responsible for Growth in Condition Management
Methods Used to Manage Health Conditions
Health Conditions for+E60 which No Methods Are Used to Manage
Most Important Health Issues in Life Right Now
Most Important Health Issues in Life Right Now among Managers
Management of Digestive Issues
Management of Mental Focus and Memory
Affect of Stress on Brain Function
Management of Stress & Anxiety
Management of Stress & Anxiety across Age Groups
Methods Used to Manage Stress & Anxiety
Specific Supplements Used to Manage Depression
Management of Immune Issues
Methods Used to Manage Immunity
Management of Joint Pain & Arthritis and Supplements Used
Concern and Management of Female Hormonal Issues
Likelihood  to Use Supplements for Specific Hormonal Issues
Trended  Weight Management and Methods Used to Manage
Trended Weight Management across Age Groups
Management of Fatigue and Methods Used to Manage
Management of Sleeplessness and Specific Supplements Used


Opportunities within the Herbal Supplement Landscape

Use of Herbal Supplement Category - Trended
Use of Specific Herbals among Herbal Users
Use of Specific Herbals- Trended
CBD/Hemp Use and Reasons for Use
Use of Specific Adaptogens across Age Groups
Use of Medicinal Mushrooms and How They Are Used
Reasons for Use of Medicinal Mushrooms
Use of Lion's Mane, Maca and Saffron
Use of Saw Palmetto across Demographic Groups
Use of Elderberry & Echinacea
Use of Algae & Seaweed
Use of Specific Herbals for Joint  Health Issues
Use of Cranberry Supplements  - Trended
Demographic and Psychographic Profile of Herbal Users
Channels Where Herbal Users Shop

Pathways to Purchase

Channels Shopped for Supplements
Channels Shopped for Supplements by Generations
Shopping on the Internet for Supplements - Trended
Shopping on Amazon for Supplements - Trended
Perceived Trustworthiness of Specific Channels
Perceived Trustworthiness of Specific Channels across Demographic Groups
Retailers Shopped for Supplements
Monthly Spending on Supplements

Herbal landscape
Pathways to purchase

The Natural Marketing 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.

  • This 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, 2023
  • 2023 research was conducted among 3,564 general population consumers and conducted in 4th quarter 2023
  • Conducted via on-line methodology
  • Fielded: 11/2/23 – 11/17/23
  • Trended research also conducted globally in 13 countries

Contact Us for more information on our 2024 Supplements-OTC-Rx Consumer Trends Report