Vitamin & Mineral Supplements: What people really want

Bryter Insight Director Isabel Wood explores global survey results identifying how consumers’ health priorities impact their buying of supplements and wellness products

Introduction

In an age where health and wellbeing – both mental and physical – are prioritized, the health and wellness industry has seen unprecedented growth, with the global vitamin, mineral, and supplement market anticipated to continue its upward trajectory over the next decade.

The consumption of these supplements persists despite some scientific debates questioning their value in disease protection and overall health improvement.

Bryter conducted a global survey of 11,075 consumers across six global markets (US, Canada, Brazil, UK, Germany, and Italy) to identify shopper preferences in health and wellness supplements, shedding light on the trends shaping the industry and informing product innovation and marketing strategies.

Health Priorities: A Global Perspective

A substantial 40% of global consumers purchase products that provide immune support, highlighting a shift towards preventative health measures. This focus on immune support is followed by heart health, with 39% of consumers buying relevant products.

Mental wellness is also becoming a significant consideration, with 38% of consumers seeking products supporting mental health or stress management, 31% buying supplements to aid their brain and memory, and 29% to aid better sleep. Even the pursuit of specialized benefits like eye health (attracting 18% of consumers) and improvements in hair, skin, and nails (17%) signifies diverse and distinct needs within the market.

Single vs. Multi-Use Products

For many people, taking a multivitamin is the first step to starting a supplement regimen. Multivitamins are heavily marketed and easy to find. For some consumers, however, a supplement routine can extend much further than your daily multivitamin. Individual, specific supplements, available in multitudes of forms and doses, are just as important to them for strengthening their regimen, addressing nutritional inadequacies, and targeting functions areas of health and wellbeing.

In our survey, 63% of consumers said that they would rather buy vitamins / supplements that target a specific issue. And a substantial 39% thought that multivitamins / supplements dispense unnecessary extras that their body doesn’t need, potentially impacting their purchasing decisions.

There is, however, room in the market for multivitamins too. In our survey, 56%, perceive multivitamins to be as good as individual vitamins / supplements, and 53% think of them as being better value.

Understanding consumers to inform marketing strategy

If you're in the health and wellness industry, you probably already know that market research is essential to stay ahead of the competition and create products that resonate with your target audience. The rising consumer demand for products offering specific benefits like immune support, heart health, and mental wellness can lead to the development of specialized supplement lines, creating an avenue for brands to highlight the unique benefits and effectiveness of their products.

It is also important to remember that understanding your target audience is an ongoing process that requires constant re-evaluation and updates as their preferences change over time. The complexity and variety in consumer attitudes and behaviors towards vitamins and supplements underlines the need for continuous innovation.

Bryter are experts in understanding HCP and consumer needs to help clients maximize opportunity.

We combine our vast global category expertise and experience with advanced statistical, digital, and behavioral change approaches to generate insight to inform decision making. We have a strong focus on innovation in research and employ a range of in person and digital research techniques to truly understand the needs of healthcare professionals and consumers.

Our work provides strategic, evidence-based guidance from the initial concept and market sizing through to post-launch assessments.

Contact us today to learn more about how we can assist you in creating a market research plan that provides useful insights for your health and wellness project.