9th Edition, 2021 Supplements/OTC/Rx Consumer Trends & Insights Report
133 pages of the Institute’s research, study supported, providing current consumer insights with data and analysis, including charts, graphs, and illustrations!
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Introduction Summary
Natural Marketing Institute® is pleased to present its 2021 Supplements/OTC/Rx Consumer Trends Report. The Institute has been tracking supplement usage for the past 15 years. It is our aim to provide you with the most recent and updated information on how consumers are thinking and behaving with regards to supplements, prescription, and over-the-counter medications. This comprehensive report also seeks to provide insights into how today’s consumer is confronting their own health and wellness. 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 and uncertain world.
The year 2020 introduced a variable into the health landscape which no one could predict. When viewing trends within this report, it is important to note that the current 2020 study was fielded in September of 2020. Therefore, the data collected in 2020, compared to previous years, may reflect changes due to the impact of the COVID-19/Coronavirus pandemic. Many of these changes may be permanent shifts in consumers’ attitudes, some may be temporary.
In this report, it is our aim to provide the insights into what may lie ahead and provide perspective on the trends within the supplement industry from a consumer point of view.
Some of the topics covered in the report:
- The impact of the COVID-19 pandemic on supplement use
- Emerging trends and opportunities surrounding immunity and digestive health
- White space opportunities for supplements and condition management
- Issues Supplement Users encounter when using supplements
- Desire for personalized supplementation
- Importance ratings of supplement attributes
- Willingness to pay a premium for certain supplement attributes
- Plus many others...
Table of Contents
Database Overview
Definitions of Groups
Introduction
Executive Summary
Trends & Opportunities
Five Consumer Segments
The Institute’s Consumer Segmentation Methodology
Segment Overview
WELL BEINGS Snapshot
FOOD ACTIVES Snapshot
MAGIC BULLETS Snapshot
FENCE SITTERS Snapshot
EAT, DRINK & BE MERRYS Snapshot
Segment Composition of Supplement User Groups
Segment Use of Supplements to Manage Health
Demographic Profile of Segments
Supplement Overview
Importance of Supplementation for Health
Supplementation for Dietary Health Assurance
Size of Supplement User Groups
Trended Growth of Supplement User Groups
Trended Demographic Composition of User Groups
Household Member Usage of Supplements
Trended Use of Supplement Categories
Detailed Trended Use of Supplement Categories
Trended Size of Light, Medium, and Heavy Users
Reasons for Increased Use
Reasons for Decreased Use
Future Use of Supplements
Trended Supplement Spending
Ratings of Effectiveness & Safety of Supplements
Issues When Using Supplements
Reasons for Non-Use among Lapsed and Non-Users
Influencers of Supplement Initiation
Use of Specific Supplements
Perceived Nutrient Deficiencies
Use of Specific Supplements in Past 30 Days-Tier 1
Use of Specific Supplements in Past 30 Days -Tier 2
Specific Supplement Use across Generations
Trended Use of Supplements-Past 5 Years
Metrics: Use of Zinc
Metrics: Use of Antioxidants
Metrics: Use of Collagen
Metrics: Use of CBD/Hemp Oil Use
Managing Health Conditions
Likelihood to Use Supplements for Condition Management - Top Tier
Likelihood to Use Supplements for Condition Management - Second Tier
Likelihood to Use Supplements for Condition Management - Trended
Current Condition Management
Growth of Condition Management
Management of Pain Issues
Methods Used to Manage Conditions-Tier 1
Methods Used to Manage Conditions-Tier 2
White Space Opportunities for Condition Management
Growth in Condition Specific Supplement Use
Blue Light Opportunity
Inflammation Opportunity
Emotional Issues Opportunity
Beauty from Within Opportunity
Sports/Nutrition Use
Concern about Condition Prevention
Growth in Concern about Condition Prevention
Concern about Preventing Conditions vs. Management
Perceptions of Supplement Effectiveness for Management
Growth of Perceived Effectiveness
Quadrant Analysis: Effectiveness vs. Concern over Prevention
Market Opportunities Revealed by Quadrant Analysis
COVID-19 & Immunity
Concern for Family's Health due to COVID-19
Change in Supplement Use due to COVID-19
Use of Supplements for Immunity & Flu
Ratings of Nutrient Effectiveness for Immunity
Supplements Used for Immunity, Flu &COVID-19
COVID-19 Effect on Emotional States
Condition Management among Immune Managers
Importance of the Microbiome
Perceived Importance of the Microbiome
Use of Supplements for Digestive Issues
Reasons for Digestive Supplement Use
Trended Use of Digestive Supplements
Probiotic & Prebiotic Use
Demographic Profile of Probiotic/Prebiotic Users
Management of Digestive Issues
Management Methods for Digestive Issues
Condition Management among Digestive Managers
Probiotic Use for Condition Management
Supplement Attribute Importance among Probiotic/Prebiotic Users
Supplement Content, Format, Sourcing
Attribute Importance among Supplement Users-Tier 1
Attribute Importance among Supplement Users- Tier 2
Growth of Attribute Importance
Attribute Importance across Generations
Supplement Format Preference
Sustainable Sourcing Preference and COVID-19
Plant-based & Vegetarian Preference
Concern over False Ingredient Claims
Influencers of Supplement Use
Sources of Influence for Supplement Purchase
Sources of Influence for Supplement Purchase among Generations
Supplement Discussions with Physician
Certification Recognition
Value of Certifications Toward Purchase
Relevance of Bioavailability
Desire for Personalized Supplements
Factors Influencing Premium Pricing
Brand Loyalty vs. Price
Supplement Shopping Behaviors
Supplement Channel Shopping
Demographics of Shopper Types
Spending across Channels
Store Brand Supplements vs. National Brands
OTC & Rx
OTC Products Used in Past 6 Months
Growth of OTC Use
Condition Managers Use of OTC
Concerns Regarding Over the Counter Medications
Trended Spending on OTC Across Generations
Conditions for Which a Prescription Medication Was Used
Growth in Use of Prescription Medications for Condition Management
Concerns Regarding Prescription Medications
Condition Managers Use of Prescription Medication
Trended Spending on Rx Across Generations
Understanding the Institute’s Health & Wellness consumer segmentation within the U.S. general population allows marketers to optimize their target products and messages
Definitions of Consumer Groups within the Report
GP - General population U.S. adults (18+)
USERS
Supplement Users - Used any supplement in past 30 days or prior to past 30 days
Current Supplement Users - Used any supplement in the past 30 days
Lapsed Users - Used any supplement but not in the past 30 days
Non-Users - Have not used supplements in past 30 days or prior to past 30 days
Light Users - Current supplement users using 1-2 supplements/day
Medium Users - Current supplement users using 3-5 supplements/day
Heavy Users - Current supplement users using 6 or more supplements/day
Herbal Users - Used herbal/botanical supplements in the past 30 days
Pet Users - Dog, cat, other pet use supplements
GENERATION SUPPLEMENT USERS
iGen Users – Born 1998-2000 (Age: 18-22) and used any supplement in past 30 days or prior to past 30 days
Millennial Users – Born 1977-1997 (Age: 23-43) and used any supplement in past 30 days or prior to past 30 days
Gen X Users – born Born 1965-1976 (Age: 44-55) and used any supplement in past 30 days or prior to past 30 days
Boomer Users – Born 1946-1964 (Age: 56-74) and used any supplement in past 30 days or prior to past 30 days
Mature Users – Born before 1946 (Age: 75+) and used any supplement in past 30 days or prior to past 30 day
MANAGERS
Heart Managers – Managing heart disease, high cholesterol, high blood pressure/hypertension
Digestive Managers – Managing digestive problems, acid reflux/heartburn, indigestion, intestinal irregularity/constipation, irritable bowel syndrome
Immune Managers – Managing cold & flu, immunity boost
Supplements/OTC/Rx Database (SORD) & 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 research was conducted among 2,000 general population consumers and conducted in 4th quarter 2020
- Conducted via on-line methodology
- Trended research also conducted globally in 13 countries
For additional Insight & Opportunities, kindly contact Steve French, Chief Operating Officer.