The ancient Greeks left us the maxim “Know Thyself,” but when it comes to marketing your private label supplements, the phrase may sound more like “Know Thy Clients.”
Instead of guessing or groping in the dark, using the results of various consumer reports can give you a better picture of who is buying dietary supplements. If you have the profile of your potential clients at hand, you will be able to direct your marketing campaign at the right target and reach the most satisfactory sales numbers.
One of the best reports in the industry, the Council for Responsible Nutrition (CRN) annual survey, examines the attitude of consumers toward dietary supplements. For the past several years, the Consumer Survey on Dietary Supplements indicates that between 80% – 85% of American adults are confident that supplements are effective, and think that those available on the market are of high quality and safe to take.
But in order to tap into this potential consumer base, it is important to ask: which supplements are they most interested in?
The Most Popular Supplements
According to the 2013 CNR survey, 68% of Americans take dietary supplements. Out of those, 53% say that their intake is frequent, 12% consider themselves to be occasional users, and 4% use supplements on a seasonal basis. The survey is a national sample of 2,013 adults.
When talking about consumer profile variations, we have to consider the big influence media reports have in the shaping of public opinion. The media can be held accountable for the unpredictable ebb and flow of consumer preferences when it comes to supplement intake.
But even though contradictory research findings may sensationally sweep through the online community, a big number of Americans obviously believe in the benefits of multivitamins as an insurance policy for good health. Overall, vitamins rule the top 5 spots on the list of the most taken dietary supplements.
Take a look at what percentage of U.S. adults have taken the following supplements in the last 12 months:
- Multivitamins – 52%
- Vitamin D – 20%
- Omega – 3 Fish Oil – 19%
- Calcium – 18%
- Vitamin C – 17%
In addition, the survey also examines what types of supplements women and men prefer to take. The percentages are about equal, with 1% – 2% difference:
- 97% of both men and women reportedly take vitamins & minerals;
- 47% of women take specialty supplements, vs. 46% of the surveyed men;
- 29% of women take herbals/botanicals, vs. 28% of men;
- 23% of women take sports nutrition/weight management supplements vs. 25% of men.
Why Do People Turn to Dietary Supplements?
There’s no simple answer to this question, because consumers are motivated by very different reasons. Clients search for a way to relieve various ailments (or prevent them), so listen closely and be there to offer the best possible advice and product.
Among the highest ranking supplements in recent surveys is the Omega-3 Fish Oil. – Khaldaa Farhan / Flickr / CC BY
Another survey, conducted by the Harvard Opinion Research Program and published at the end of 2012, found that consumers have their own individual perception of supplement efficacy. Scientific statements did not drastically affect the general opinion of how effective one supplement is compared to another.
Most of the 1579 respondents in the survey did not seem to have health-specific reasons for taking supplements, but rather relied on them for their overall well-being.
Among the highest ranking supplements was Omega-3 Fish Oil. One-fourth of the surveyed adults reported to have taken it in the past 2 years.
To the question why they take supplements, here are the most common answers:
- “To feel better” – 41%
- “To improve your overall energy levels” – 40.8%
- “To boost your immune system” – 35.9%
- “To treat digestive issues” – 28.4%
- “To relieve pain” – 25.5%
- “To lower cholesterol” – 20.6%
- “To lower high blood pressure” – 15.7%
- “To treat arthritis” – 13.3%
- “To improve mood or alleviate depression” – 11.9%
An interesting fact remains that some 35% of the respondents indicated that they haven’t told their physician that they use dietary supplements. At the same time, every 3 in 10 of the surveyed adults said that a nurse or a physician had recommended the intake of some specific supplements.
Conclusion
Knowing what motivates people to reach for a vitamin or a health-specific supplement will help you market your products with authority. You don’t need to read every single survey out there. However, keep an eye on the annual consumer reports, especially those coming from trustworthy sources such as Harvard.
The information gained through surveys will also help you stay prepared. So when a customer walks in, or asks a question online, you’ll know what makes them tick and what they care for. You’ll be ready to make a suggestion first, and a final sale last.
Check your supplies of Omega-3 Fish Oil, Vitamin D, and Vitamin C, along with immune boosters to make sure you’re ready to meet the consumer demand. Spring is coming, and perhaps, some of us will feel less energetic after the long and trying winter we had. Echinacea is the perfect supplement to offer to your clients if they wish to boost their energy levels.
Private Label Supplement will gladly help you in your efforts to stay on top of consumer needs and deliver the most wanted supplements. Hurry up! Come March, with the polar vortex gone and forgotten, your clients will flock wanting to “feel better.” Be there with an array of products to make your customers happy!
Call our Sales Manager Sarah at 855-209-0225 ext. 1010 or email her at sarah@privatelabelsupplement.com to order now.
All my best,
Stefani Thionnet
Stay focused and never give up!
