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Vitamins and other supplements: why, when, where, and how? USA Report

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This study covers the vitamins industry and will enable and empower branding and marketing managers to make confident company, brand and product related decisions.

This study is designed to serve as a tool for professionals looking to gain a competitive advantage and stay on track with the ever-changing trends within the vitamins and other supplements industry. It will allow professionals to gain a closer look through the vItamins and other supplements segment in particular and evaluates the impact it has on consumers' lives today.

Consumer lifestyles are changing and moving toward healthier lifestyles with a focus on disease prevention. Aside from the rising costs of healthcare, consumers are taking more precautionary measures to combat future diseases. Thus, vitamins are a popular choice for consumers looking to complement their daily diet to meet dietary standards, prevent chronic diseases or to simply improve health.

A key focus area of this study highlights the differences in consumption frequency and dosage options, preferences over brand attributes and sales channels and overall appetite with regards to trying new products. In addition, the study uncovers the vitamin consumption patterns and the types of vitamins consumers take when it comes to future health concerns and current health issues.

Therefore, it is important that brands understand the relevant trends within the vitamins industry. This study contains a thorough analysis across the United States.




Focus areas

How often do you consume vitamins? / How often do different segments consume vitamins?

  • Consumption frequency in the US
  • Consumption frequency segmented by current health issues
  • Consumption frequency segmented by future health concerns

Where do you purchase vitamins? / Where do consumer segments buy vitamins?

  • Preferred sales channels in the US
  • Preferred sales channels segmented by current health issues
  • Preferred sales channels segmented by future health concerns
  • Preferred sales channels segmented by consumption frequency

What is important to you when choosing vitamins? / What is important to consumers when it comes to vitamins?

  • Preferences over product and brand attributes in the US
  • Importance of product attributes segmented by current health issues
  • Importance of product attributes segmented by future health concerns
  • Importance of product attributes segmented by sales channels

Where do you search for information? / Where do different consumer segments search for products information?

  • Information channels in the US
  • Preferred information channels segmented by current health issues
  • Preferred information channels segmented by future health concerns
  • Preferred information channels segmented by dosage preference
  • Bigger items (e.g strollers, high chairs, baby carriers, etc.) sales channels
  • Preferred information channels segmented by sales channels

Are you willing to try something new? / Are consumers willing to try new products and brands?

  • Willingness to try new products and brands in the US
  • Willingness to try new products segmented by current health issues
  • Willingness to try new products segmented by future health concerns
  • Willingness to try segmented by sales channels

Which dosage form do you prefer? / Which dosage forms are preferred by different consumer segments?

  • Preferred dosage forms in the US
  • Preferred dosage forms segmented by current health issues
  • Preferred dosage forms segmented by future health concerns
  • Preferred dosage forms segmented by sales channels
  • Preferred dosage forms segmented by vitamin type

Do you prefer multi- or single-vitamins? / Do consumers prefer multi- or single-vitamins?

  • Preference for vitamin type in the US
  • Preference for vitamin type segmented by current health issues
  • Preference for vitamin type segmented by future health concerns




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