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Archive for the RESEARCH UPDATE Category

Changing Attitudes Toward Vegetarian and Flexitarian Diets & Food Choices

Flexitarians outnumber vegetarians by a ratio of 3 to 1, but both groups stand to grow substantially over the next ten years if the young adults who favor this diet stay true to their vegetarian/flexitarian habits as they age.  Vegetarians purchase many meat and dairy substitutes (veggie crumbles, veggie meatballs, frozen vegetarian meals, cheese substitutes, etc.) more often than flexitarians and admit their diet requires them to spend more time on meal preparation.  Source: 2016 Study of Changing Attitudes Toward Vegetarian and Flexitarian Diets & Food Choices


Online Vitamin/Supplement Shoppers

Online supplement shopping is reported by one in three supplement shoppers – – a practice most popular among heavy supplement users, big spenders, social media participants and a market segment described as “Confident Heavy Users.”  Online purchasers are lured by the wide variety of supplement types, brands, etc. more often than those who shop elsewhere.  Source: Online Vitamin-Supplement Shoppers (TM412)

Nutrient Knowledge & Consumption

With a focus on fresh/unprocessed foods, consumer efforts to eat vegetables, protein, healthy fats & oils and probiotics have climbed in recent years.  This reflects growing confidence in their health benefits, as well as an understanding that no-added sugar is a more important consideration than low-fat. Source: 2015 Gallup Study of Nutrient Knowledge & Consumption


Breakfast rivals dinner as the meal adults consider “healthiest,” which demonstrates the growing need for healthful breakfast food/beverage options.  Millennials, who have recently shifted towards more at-home breakfasts, are the age group most interested in quick, easy-to-prepare options, but they also want clean, organic, non-GMO, etc.  Source: Gallup Study of Breakfast (2014)

Vitamins & Other Dietary Supplements

Sports nutrition is a growing segment of the nutrition/supplement market, although most growth is occurring in the non-pill delivery formats.  Source: 2015 Gallup Study of Vitamins & Other Dietary Supplements

Sweetener Preferences

Use of low/no-calorie sweeteners rebounded in 2015 reflecting growing familiarity with and use of natural low/no-calorie sweeteners.  The upcoming 2016 study will track how sweetener preferences are changing in light of the new recommendations limiting added sugar.  Source: Gallup Study of Sweetener Preferences (2015)

Cognitive Health Supplements

Market growth for cognitive health supplements in terms of product awareness and interest.  Use of such supplements expanded over the past two years, particularly among baby boomers.  Blended supplements specifically formulated for brain/memory grew at the fastest pace.  Source: 2016 Gallup Segmentation Study of the Market for Cognitive Health Supplements


Pulses are in the news and our research finds 55% of adults aware of beans/legumes as a protein source.  Increased efforts to avoid animal proteins in favor of vegetarian proteins was also observed between 2012 and 2015. Source: 2015 Study of Protein

Clean Label Supplements

Clean labels are increasingly important to supplement purchasers, particularly labels such as:  natural source, organic, no artificial colors or flavors.  Source: Target Market Report on Clean Label Supplements

Eye Health Supplement Users

Use of eye health supplements continues to climb, particularly among adults under age 50.  Data suggests physicians are playing a greater role in encouraging supplement use for eye health benefits.   Source: 2015 Gallup Study of Eye Health Supplement Users