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Archive for the RESEARCH UPDATE Category

Shifting Patterns in Women’s Hygiene & Grooming (TM)

Women as a whole have begun showering and washing their hair less frequently during the past two decades or so, with many of them individually acknowledging that they have begun showering less in the past few years.

Multi-sponsor Surveys’ 2017 Target Market Report on Shifting Patterns in Women’s Hygiene examines the factors potentially motivating women to shower and wash their hair less often, and the extent to which these shifting trends impact the use of women’s haircare and grooming products.

Key topics include:

  • Shower and hair washing frequencies among different demographics
  • Health concerns and attitudes shared by those washing less frequently
  • Perceived benefits of showering less
  • Influence of hair style trends on frequency of hair washing
  • Effects on frequency of hair appliance usage





I. Overview: Trends and Demographics

II. Benefits of Showering/Washing Less Frequently

III. Hair Styles and Appliances

IV. Alternative Freshening Habits


cost: $4,300.  (subject to New Jersey or New York sales tax where applicable)
Electronic deliverables:

  • Summary Report (in PowerPoint) includes Key Findings section
  • Follow by Detail Sections including graphs and charts depicting survey findings.

Challenges & Opportunities for the Contact Lens Market

The contact lens market is challenged by wearers’ flagging loyalty that may be traced to problems related to digital screen time, dry eyes, comfort or even the growing fashion appeal of eye glasses. This new report also highlights marketing opportunities, such as multi-focal contact lenses (see graph) by compiling relevant findings from 5 recently completed eye health and vision care studies. 
Multi-sponsor Surveys’ Target Market Report on Challenges & Opportunities for the Contact Lens Market examines trends to provide in-depth analysis of the extent to which various factors are impacting the contact lens market.
Specifically this report examines:
  • Demographic shifts – – aging population and Hispanic market growth
  • Changing attitudes toward fashion appeal of eyeglasses
  • New directions – – how Millennials are shifting the market
  • Motives that initiated use of contact lens
  • Reasons for abandoning contact lenses
  • Impact of digital lifestyles on eye wear selection
  • Eye health and dry eye symptoms impacting contact lens market
  • Contact lens satisfaction and wearers’ future plans
  • Market potential among eyeglass wearers

PDF source: Challenges & Opportunities for the Contact Lens Market (16038)

Sports Nutrition Products

Use of sports nutrition products is on the rise, fueled especially by protein bars, RTD shakes, protein powders and coconut water.  The market has broadened to the point that a majority of adults now report use of one or more types of sports nutrition products – – most often motivated for energy, weight management, hydration and nutrient-replacement post exercise.

The recently released 2017 Gallup Study of the Market for Sports Nutrition Products, fifth in a series of surveys, is designed to investigate awareness, experience and attitudes towards this diverse category.
Topics covered include:
  • Market size and potential
  • Trends in use of sports nutrition products – supplements, bars and beverages
  • Motivations for use and benefits sought
  • Usage habits and product preferences
  • Brand awareness/use and image of selected brands
  • Overall satisfaction with brand used most often in each category as well as satisfaction with key attributes
  • Purchase habits, outlets used, including online shopping
  • Ingredients sought/avoided in sports nutrition products (supplements, bars, beverages)
  • Social media engagement overall and for sports nutrition product information
  • Fitness goals and exercise participation
  • Market Segmentation Analysis (Big Spenders But Skeptical; Fitness Committed/Brand Loyal; Fitness Laissez-Faires; Mainstream Exercisers/Users)

PDF Source: Sports Nutrition Products (16045)


Vegetarian & Flexitarian Eating Habits

A vegetarian diet is increasingly viewed as a healthier way to eat, although the flexitarian approach of limiting  meat/poultry/ fish is more common than the strict vegetarian approach.  Both groups yearn for a wider selection of meat alternative products.
Multi-sponsor Surveys’ Target Market Report on Vegetarian and Flexitarian Eating Habits explores trial, use and appeal of plant-based meat alternatives among vegetarians and flexitarians with a particular focus on how habits and perceptions differ between these two groups. The impact of age, gender and race/ethnicity on choosing to follow a vegetarian/flexitarian diet is explored, along with market size projections to 2026.
Topics covered in this research include:
  • Incidence of following a vegetarian or flexitarian diet and demographic plus health/nutrition profile of those doing so
  • Vegetarian and flexitarian eating habits, including food choices by meal occasion and past 12-month consumption of protein-rich foods and beverages
  • Satisfaction with current diet and perceived nutrient shortfalls
  • Use of dietary supplements
  • Efforts to limit meat and other animal-based foods
  • Attitudes toward/consumption of animal-based vs. plant-based proteins
  • Awareness/use of plant-based alternatives to meat, seafood, dairy, eggs
  • Attitudes toward vegetarianism, including differences by market segment
  • Considerations motivating vegetarian efforts

PDF Source: Vegetarian and Flexitarian Eating Habits (17003)

GMO’s & Their Impact on Purchase Behavior

Most consumers believe they have a right to know if the food they buy contains GMOs, yet fewer agree GMOs have been proven harmful. Learn more about consumer know-ledge and opinions regard GMOs, as well as how it impacts their shopping and product selection by purchasing the recently released 2016 Study of GMOs & Their Impact on Purchase Behavior.

Topics covered in this report include:
  • Awareness and knowledge of GMOs
  • Concerns about GMO safety
  • Efforts to avoid GMOs and demographic profile of those making strong efforts
  • Confidence in the science behind GMOs
  • Impact of GMOs on purchase behavior both for foods and beverages and for nutritional supplements (among past 12-month supplement users)
  • Willingness to pay more for non-GMO products (foods/beverages & supplements)
  • Stance on GMO restrictions/labeling
  • Attitudes toward GMOs
  • Market Segmentation Analysis, which identified five consumer segments:
    • GMO-Confused/ANTI-Regs
    • Skeptical of GMO Hype
    • Avoid GMOs
    • GMO-Confused/PRO-Regs
    • Unconcerned About GMOs
PDF Source: GMO’s & Their Impact on Purchase Behavior (16032)

Millennial Nutrition

Millennials approach nutrition with a fresh perspective favoring unprocessed and organic foods.  When they need more than what their diet provides, they favor functional foods/beverages, vitamins packs and sports nutrition products more than older adults who typically favor traditional vitamins and dietary supplements.
The recently released 2016 Gallup Target Market Report on Millennial Nutrition examines trends spurred on by Millennials and the nutritional habits and product preferences that set Millennials apart.  These distinctions provide key insights into how nutritional product manufacturers can most successfully market to Millennials and capture the loyalty of this large generation.
Topics examined include:
  • Nutrient needs and commitment to good nutrition
  • Knowledge and confidence in their own ability to make good choices
  • Nutrition motivators
  • Trend in use of dietary supplements – vitamins, minerals, herbs, sports nutrition, etc.
  • Usage details: #taken, forms, dollar spending, etc.
  • Use of functional and fortified foods/beverages
  • Purchase habits, including online shopping for supplements
  • Clean label and ‘fresh’ orientation
  • Digital lifestyles and social media participation
  • Nutritional attitudes that set Millennials apart from older generations

Online Mattress

Purchasing mattresses via the Internet has gained a foothold among consumers and seems likely to gain in popularity.
The recently released 2016 Study of the Online Market for Mattresses is a benchmark survey that provides subscribers with measures of buyers’ motivations, the brands and types of products being purchased online, as well as online media habits and outlets patronized.  Conducted in two phases, the overall objectives were to explore…
Phase 1: General Population
  • General Internet behaviors
  • Characteristics of current mattress
  • Incidence of recent mattress purchase and whether purchased online
  • The study also includes a Price Sensitivity Analysis which explores how much target consumers are willing to pay for a mattress when purchasing it online.
  • Incidence of future purchase intentions for mattresses and likelihood of purchasing them online
  • Reasons have not purchased a mattress online and motivations to do so
Phase 2: Recent and Prospective Buyers
  • Deciding where to purchase a mattress/purchase it online
  • Brand and advertising awareness
  • Characteristics of mattress purchased/plan to purchase
  • Product selection process for mattresses purchased/plan to purchase online
  • Satisfaction with mattress purchased online
  • Social networking behaviors related to mattresses

PDF Source: Online Mattress (16036)

Contact Lens Market

The contact lens market is holding its own amid challenges related to digital lifestyles, dry eyes and the growing fashion appeal of eyeglasses.
The recently released 2016 Gallup Study of the U.S. Consumer Contact Lens Market finds the growing share of vision corrected consumers wearing both contact lenses and eyeglasses now report wearing eyeglasses for longer periods of time, while they spend fewer hours wearing their contact lenses.
A long-term trend study in its 37th year, this comprehensive study provides up-to-date insights surrounding the habits and preferences of vision corrected teens and adults, contact lens wearers and prospective buyers.
A Market Segmentation Analysis was conducted among the sample of current contact lens wearers to identify segments who share similar attitudes and behaviors regarding these products.
Section1: General Population, including Vision Corrected Teens/Adults — Online interviews completed among a national sample of 1,513 teens and adults, ages 13 and older.  The general population sample includes a sub-sample of 986 vision corrected teens and adults (wear eyeglasses and/or contact lenses to correct or improve their vision).
Section 2: Contact Lens Wearers – – Online interviews completed by 830 current contact lens wearers ages 13 and older.
Section 3: Prospective Contact Lens Wearers  – – Online interviews completed by 524 prospective contact lens wearers ages 13 and older who currently wear only eyeglasses for vision correction but express an interest in trying to wear contact lenses.

Probiotic & Prebiotic Consumer

Awareness of and efforts to consume both probiotics and prebiotics have increased since 2012 with young adults, age 18-49, responsible for virtually all growth.
The recently released 2016 Gallup Study of Probiotic & Prebiotic Consumers is the 5th in a series of consumer research surveys conducted to track consumer attitudes toward and usage of probiotics and prebiotics and their knowledge of product options available for including these ingredients in their diet.  This study is based on interviews completed among 1,300 U.S. adults and also among a subsample 800 adults making an effort to consume probiotics and/or prebiotics.  Trends are included where relevant from previous surveys.
The overall objectives of this research were to explore…
  • Efforts to consume and reasons motivating consumption of probiotics and prebiotics
  • Knowledge of probiotics and prebiotics
  • Preference for food/beverage or supplement sources of probiotics and prebiotics
  • Probiotic foods and beverages consumed, frequency of consumption and brands purchased
  • Probiotic supplements taken and use of OTC digestive health products containing probiotics
  • Satisfaction with probiotic foods/beverages and supplements/OTC digestive health products
  • Attitudes toward probiotics and prebiotics
  • Market Segmentation Analysis of probiotic consumers

An optional Mothers Survey conducted among a national sample of 500 mothers of children under age 13 to investigate the children’s market for probiotics and prebiotics is also available.  Contact us for information.

PDF Source: Probiotic & Prebiotic Consumers (16027)


Children’s Toothpaste

Mothers are more attentive to the ingredients in their children’s toothpaste than they were two years ago and they are increasingly making efforts to avoid artificial sweeteners, artificial dyes, artificial flavors and alcohol.
The recently released 2016 Study of Children’s Toothpaste examines mothers’ changing attitudes and habits with regard to their children’s toothpaste.
Specific objectives include:
  • Toothbrushing habits
  • Ingredient awareness and safety concerns
  • Oral health and important oral health practices
  • Need-Gap Analysis to uncover unmet needs in children’s toothpaste and identify new market opportunities
  • Market Segmentation Analysis to identify distinct segments of mothers differentiated with regard to their attitudes toward dental care and toothpaste preferences
  • The emergence of “natural” toothpaste products
  • Use of infant and toddler formula toothpastes
  • Brand usage trends, including customer loyalty
  • Professional recommendations

PDF source:  Children’s Toothpaste (15058)