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Archive for the Food & Beverage Update Category

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

Quarterly Food, Beverage & Nutrition Tracker

OMNIBUS SERVICE serving the food, beverage and nutrition industries 

This new quarterly omnibus service, launched in March 2014, provides affordable, fast answers to your marketing questions, plus the ability to analyze survey responses within the broader context of consumers’ food and beverage behaviors and mind-set.

Interviewing is conducted online among nationally representative samples of 1,000 adult men and women each quarter with interviewing in November, January, April and July. Clients may add proprietary questions on one or more quarterly waves of interviewing, making the omnibus an ideal vehicle for:
▸ tracking quarterly trends important to your business
▸ testing new product concepts or advertising messages
▸ developing detailed profiles of brand/product users that go beyond basic    demographics to capture attitudes, dietary approach, lifestyle, etc.
▸ quick answers to satisfy immediate market research needs

Key features of our value-added omnibus service include:
■ LARGE SAMPLE SIZES – 1,000 interviews per quarter, yielding 4,000 interviews by year end.
■ UNSURPASSED ANALYTICS – take advantage of the 100+ variables available to move analysis of your proprietary data beyond standard demographics
■ QUICK TURNAROUND – providing survey results within 3 weeks after interviewing completes.
■ PROFESSIONAL ADVICE – assistance with question development and wording is available upon request.
■ DIETARY-DECISION MARKET SEGMENTATION monitors 5 consumer groups ranging from Pure Green’s, who willingly find time to prepare tasty, healthful meals with fresh ingredients to the Convenience Driven, who opt for packaged convenience foods and typically don’t bother to include vegetables, unless they are french fries. Clients may purchase this segmentation separately and use it to examine proprietary survey findings among the 5 segments.

Willing to Pay More for Organic Foods


Interviewing:  November ’14 / January ’15 / April ’15 / July ’15 (questions must be submitted three weeks prior to interviewing)

Survey Results:  Available one month after interviewing.

Sample Size:  1,000 per quarter

Pricing Per Question:
Pre-coded question $900 per quarter; $2,200 for all 4 quarters
Open-end question $1,500 per quarter; $3,500 for all 4 quarters

▪ Price includes delivery of Excel file cross-tabulating each question by:
– 1 standard demographic banner, plus
– 1 banner (containing up to 19 banner points) defined by client using any of the 100+ analysis variables listed below.

▪ Discounts may apply for purchase of multiple questions and/or questions asked of smaller sub-samples. Contact for more pricing details.

Dietary Decision Market Segmentation Report …….$950.

Multi-sponsor Surveys identified 5 consumer segments, who each take a distinct approach to eating and meal preparation. They range from the Pure Green’s who make time to prepare healthful meals to the Convenience Driven, who opt for packaged convenience foods rather than learning how to cook.

Clients may analyze results of their proprietary questions by these segments to gain insight into the mind-set of their customers or target audiences. Use of the Dietary Decision Market Segmentation requires purchase of the $950 report profiling each of the segments.

Pure Greens – – eco-friendly proponents of fresh, organic and ‘gourmet’ foods.
Jugglers – – juggle busy lifestyles against nutritional and budgetary priorities as they plan meals
Busy Budgeters – – challenged by busy lifestyles on a budget. Many have been forced back home for meals they used to enjoy eating out.
Health Conscious Scratch Cooks – – the oldest segment and often face health issues motivating healthier eating habits.
Convenience Driven – – skew male, are uncomfortable in the kitchen and heaviest users of convenience foods.


1.   Meal Occasion Patterns

▸ Daily eating pattern – – 3 meals a day, 2 meals, etc.
▸ Frequency of eating breakfast, lunch and dinner each week
▸ Meal considered to be:  main meal of the day, most healthy meal, most rushed meal, favorite meal
▸ Frequency entire family eats dinner together

2.   Meal Preparation Responsibility

▸ Level of involvement in meal preparation
▸ Number of people in household for whom meals are prepared
▸ Types of dinner prepared at home – – made from scratch, from packaged foods requiring preparation, head-and-serve foods, take-out food, etc.
▸ Kitchen appliances used regularly – – slow cooker, blender, juicer, vacuum sealer appliance, etc.

3.  Dining Out / Take Out Meals

▸ Frequency of eating dinner out in restaurant
▸ Frequency of purchasing restaurant take-out for dinner
▸ Frequency of purchasing supermarket take-out for dinner
▸ Level of effort made to limit spending on:

• dining out
• take-out meals
• food / groceries

4.   Food Shopping & Digital Tools

▸ Types of outlets where food/beverages purchased regularly
▸ Frequency of using digital media / Smart Phone when shopping for food/beverages:

• to view store circulars
• to compare prices between stores
• to get coupons
• to order groceries online
• to order take-out food online

 5.   Social Media Engagement

▸ Types of social network websites used in past year
▸ Passive vs. active participation level
▸ Ownership of digital technology – – laptop, tablet, SmartPhone, etc.

6.   Dietary Priorities

▸ Level of effort to follow dietary recommendations such as:  consume whole grains, consume fiber, consume protein, limit salt, limit sugar, limit saturated fat, avoid added sugar, avoid food additives
▸ Efforts to consume foods and beverages that are:  organically grown, have a low glycemic index, made from natural ingredients, gluten-free, fresh or minimally processed, no GMO’s
▸ Top attributes considered most important when trying to choose healthy foods and beverages

7.   Obesity & Weight Management

▸ BMI (calculated from self-reported height and weight)
▸ Incidence of currently dieting or watching calories for weight control
▸ Type of weight control diet followed:  low-fat diet, low-sugar diet, high protein/low carb diet, high fiber diet, count calories, keep track of food units, normal diet/smaller portions, Mediterranean diet
▸ Vegetarian or Flexitarian diets

8.   Health & Wellness

▸ Satisfaction with various components of wellness, such as weight, physical fitness, energy level, appearance, health, etc.
▸ Importance attached to each of the following as contributing to overall health and well-being:

• maintaining a healthy weight
• regular exercise
• healthy diet

▸ Length of time spent exercising yesterday
▸ Prevalence of health problems (46 diseases/health conditions)
▸ Physical difficulties/impairments that interfere with daily living

 9.   Changing Attitudes & Market Segmentation

▸ Respondents level of agreement/disagreement with a battery of attitude statements will be used to develop the Market Segmentation. A sampling of the 20+ attitudinal measures are shown below:

Quick, easy to prepare foods work best for me and my family.
I am willing to pay more for organic foods.
I eat nutritious meals so I can afford to splurge on snacks
I make a strong effort to consume fresh foods instead of processed foods whenever possible.
I’m confident the foods I eat satisfy all my nutritional requirements
I rarely plan meals ahead of time.
I monitor what I eat so I won’t put on weight.
I seek out eco-friendly products even if they cost a little more.
I avoid foods/beverages containing chemical additives and artificial ingredients.
I have a very busy lifestyle.
I enjoy cooking very much
I lead a much healthier lifestyle than most other people my age.
Rising food prices are forcing me to economize at the grocery store.

10.   Semantic Differential

▸ To gain insights into consumer personality and behavioral traits, respondents were asked to plot themselves on paired traits such as:

Social → Loner
Organized → Disorganized
Scheduled planner → Spontaneous
Outdoorsy → Indoorsy
Trusting → Skeptical
Pessimistic → Optimistic
Money is no → object Cost Conscious
Monitor health closely → Less concerned with health issues
Physically active → Sedentary
Dependent → Self-reliant
Stressed → Relaxed
Conventional → Experimenter/on cutting edge

11.   Demographics

Age, Race/ethnicity, Employment status, Gender, Marital status, Region, Education, Presence of children, Frequency work from home, Annual income, Ages of children, Shift-work

As a syndicated research offering, all findings are solely for the confidential use of subscribers in making internal marketing and management decisions.




Annual Dietary Supplement Market Research Package

Multi-sponsor Surveys is offering this new research service to bring you comprehensive coverage of annual trends in consumer use of dietary supplements and quarterly tracking of consumer awareness and reaction to supplement research findings reported in the media. This multi-faceted, syndicated package is designed to deliver all the knowledge and insights your business needs with a large database to mine as new marketing questions arise throughout the year.

supplement package graph

Included in the annual research package:

  • The 2014 Gallup Study of the U.S. Market for Vitamins & Other Dietary Supplements – – comprehensive study tracking annual trends for over 20 years.
    • Supplement choices
    • New delivery forms
    • Clean labels & whole food supplements
    • Knowledge & motivations
    • Brand usage
    • Information sources
    • Shopping habits
    • Physician recommendations
    • Social media participation
    • Market Segmentation
  • 2014-15 Quarterly Tracking Consumer Reaction to Supplement Publicity
    • Awareness of publicity
    • Supplement currently taken
    • Supplements in media reports
    • Supplements discontinued
    • Tone of media reports
    • Supplements interested in trying
    • Media sources of news
    • Attitudes toward supplements

Contact Linda.Destefano for proposals outlining full details for each of the above studies.

  • Online access to interactive database for easy access to quarterly survey data tracking supplement use and awareness of supplement publicity.  Free preview available upon request.
  • Subscriber discounts off the price of any other supplement and nutrient studies purchased from Multi-sponsor Surveys over the 12 month period (see 2014/15 Research Calendar below).  Subscribers are also encouraged to suggest topics for new syndicated research or target market reports.

Early Commitment Advantage:

  • Discounted annual package price of $38,000 if purchased by September 30, 2014; $44,700 thereafter.
  • Opportunity to review questionnaires and suggest revisions to the syndicated surveys if purchased prior to interviewing.
  • Opportunity to purchase custom questions for proprietary information needs.

The 2014 Gallup Study of the U.S. Market for Vitamins & Other Dietary Supplements

  • Methodology:  Online interviews conducted among nationally representative samples of:  ▸ 1,000 adults age 18+, ▸ 1,500 adults currently taking vitamins, minerals or other dietary supplements
  • Schedule:  Interviewing: October;  Report issued: December 2014
  • Deliverables:  electronic delivery of…
    • Summary Report – – key research findings, trends and comprehensive narrative and graphic presentation analysis of the data (PowerPoint).
    • Top-Line Trends Volume – – presenting trends for all survey questions, plus long-term trends whenever available (pdf).
    • Excel Tabs – presenting cross-tabs of all questions by key demographic, attitudinal and behavioral variables.

Quarterly Tracking Consumer Reaction to Supplement Publicity

  • Method & Interviewing Schedule:  Interviews will be conducted among national samples of 1,000 adults each quarter on the following schedule – October 2014;  January 2015; April 2015; July 2015.
  • Schedule of Deliverables:  electronic delivery of…
    • Excel Top-Line Trends Volume issued quarterly 1 month post interviewing.
    • Excel Tabs – presenting cumulative data for all survey questions by key demographic, attitudinal and behavioral variables.   Issued quarterly 1 month post interviewing.
    • Summary Report – – key research findings, trends and comprehensive narrative and graphic presentation analysis of the data (PowerPoint).  Issued in February and August 2014.

Year-round Online Access to Interactive Database will provide:

  • Free online access to key quarterly trends in supplement use and awareness of supplement publicity throughout 1-year subscription period.  Additional charges apply for access to interactive database for other topics of interest.
  • Easy-to-use analysis tools for creating graphs with the ability to export to PowerPoint.

RESEARCH CALENDAR:  October 2014 – September 2015

Listed below are other studies planned by Multi-sponsor Surveys over the next 12 months.  Subscribers to the Dietary Supplement Research Package will qualify for an additional 10-15% discount off the pre-field cost, if purchased prior to interviewing.

Full Studies: 

  • Children’s Supplement Use, October 2014 – $14,450
  • Nutrient Knowledge & Consumption, October 2014 – $18,700
  • Sports Nutrition, October 2014 – $18,700
  • Bone Health, November 2014 – $18,000
  • Vitamin Brand Image, January 2015 – $10,00-$16,000*
  • Probiotic & Prebiotic Consumers, March 2015 – $18,000
  • Protein, April 2015 – $16,000
  • Eye Health, June 2015 – $17,000
  • Eye Health + Survey of Eye Health Supplement Users, June 2015 – $25,500
  • Joint Health Supplements, July 2015 – $17,000
  • Energy Needs & Solutions Segmentation Study, August 2015 – $17,000
  • Nutraceutical Beauty Products, September 2015 – $17,000
  • Children’s Nutrition, October 2015 – $17,000
  • Diabetes & Pre-diabetes Nutritional Management, November 2015 – $17,850

*Price varies based on the brands selected for study.

Target Market Reports on . . .

  • Vitamin D ($6,800)
  • Omega-3 / Fish Oil ($6,800)
  • Whole Food Supplements ($4,900)
  • Cognitive Health ($7,500)
  • Eye Health Supplements ($6,500)
  • Calcium ($6,800)
  • Diabetic Health Supplements ($5,950)
  • Multi-vitamins ($5,500)
  • Hispanic Supplement Market ($6,800)
  • Fiber ($6,800)
  • Clean Label Supplements ($4,750)
  • Social Media & Supplements ($3,000)
  • Niche Market Supplements ($5,900)
  • Baby Boomer Supplement Market ($7,650)
  • Shopping Habits of Health Outlet, Mass Market & Online Supplement Buyers ($7,000)