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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

Protein

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

Dry Eye Strikes Younger, Digitally-Active Adults

Dry eye, which has been on the rise for years, is now striking adults at younger ages. Millennials are now as likely to report dry eye symptoms as Baby Boomers. Our recently issued 2015 Study of Dry Eye Sufferers, 12th in a trended series finds:

  • Dry eye sufferers say their symptoms are most bothersome while using digital devices (computer, tablet, SmartPhone, etc.).
  • A growing share of dry eye sufferers are under a doctor’s care, although OTC eye drops/artificial tears remain the leading treatments.
  • Daily use of OTC lubricant eye drops or artificial tears has climbed over the past year.

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This study was most recently conducted in two phases in order to track 1) incidence of dry eye among a general population sample of adults (n=1,000) and 2) delve deeper into dry eye treatment practices among a national sample of dry eye sufferers (n=776).   Click here for more information.

Diabetics Take Different Paths to Managing Disease

Diabetics all share the same disease threat, but they can react in very different ways. Some are capable of making serious lifestyle changes, while others struggle with change. Many are receptive to food or supplement products formulated for diabetics, but others are discouraged by their costs or not convinced they are necessary.

Picture1The Gallup Study of Diabetes & Pre-Diabetes Nutritional Management, most recently conducted by Multi-Sponsor Surveys in 2013, included an attitudinal segmentation analysis that identified four types of diabetics and pre-diabetics. These segments range from Confident Managers who are doing all the right things to Pre-Diabetic Optimists who are not yet convinced they need to actively manage their condition. The 2013 survey was conducted among a national sample of 400 adult pre-diabetics and 615 type 2 diabetics in December 2013 and January 2014.

Majorities of those in the first two groups are type 2 Diabetics:

Compliance Challenged – obese, struggling to comply, financial limitations

Picture2• The largest group and the one having the hardest time coping.
• Tend to be sicker than others, reporting higher levels of obesity, hypertension, numbness/tingling, arthritis, etc.
• Less successful at maintaining healthy glucose levels despite frequent testing.
• Visit their doctor regularly and more likely than others to have seen a diabetes educator.
• Readily admit they have far more trouble than others following the dietary and lifestyle advice they have been given.
• Most likely to complain about the high cost of specialty diabetic foods and beverages.
• Lower incomes and education levels than any other segment.

Confident Managers – knowledgeable, proactive and successful

Picture3• These “model” diabetics know what to do and are the group most conscientious about following their doctor’s advice, eating right, exercising and maintaining a healthy weight.
• They are the smallest segment (15%) which demonstrates the small share of diabetics who manage to fight diabetes on all fronts.
• They have the lowest rate of obesity and exercise more than others.

Minimalists – upscale, willing spenders, but not sufficiently motivated to act

Picture4• Include both pre-diabetics and type 2 diabetics in roughly equal numbers.
• They are the best educated and most affluent group.
• Far less likely to complain about price of diabetic foods and beverages.
• They are a knowledgeable group, like Confident Managers, yet Minimalists are not trying as hard to comply with all the recommended protocols and this is reflected in their lower level of success managing their blood glucose levels.
• This group is an attractive market for diabetic products given their knowledge and incomes, but they need more encouragement and motivation to move forward.

Pre-Diabetic Optimists – getting by, not convinced they need to act yet

Picture5• The most recently diagnosed group is also predominantly pre-diabetic.
• Their diabetes is fairly easy to control at this point and they worry less than others about the long-term health impact.
• As such, they make less effort to monitor their diet or consume diabetic foods or supplements.
• Most visit their doctor regularly for blood level tests, but don’t yet test on their own at home.
• Less likely than others to have consulted diabetes educators or nutritionists.

For more information, or to subscribe to the 2015 Gallup Study of Diabetes and Pre-Diabetes Nutritional Management, please contact Linda DeStefano, Vice President at Multi-sponsor Surveys, Inc., Linda.Destefano@multisponsor.com.  Pre-field subscription qualifies subscribers for discounted pricing and opportunity for questionnaire review and input prior to fieldwork.

Multi-sponsor Surveys offers a series of trended, primary market research reports covering the Diabetic market, including . . .

▸ Gallup Study of Diabetic Shopping – Product Needs, Information Sources and Purchase Outlets
▸ Gallup Study of Diabetic Skin & Foot Care
▸ Gallup Study of Diabetics’ Use of Glucose Monitors
▸ Study of Diabetes Educators

 

 

Impact of the Trend Toward Unprocessed Food on the Supplement Market

Use of dietary supplements has dropped off somewhat over the past two years after decades of growth tracked by Multi-sponsor Surveys’ annual Gallup Study of the U.S. Market for Vitamins and Dietary Supplements. This shift away from supplements is most pronounced among Millennials and Gen X adults who typically don’t share their elders’ conviction that supplements are necessary to ensure good nutrition.

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   This begs the question: Why?

 

 

 

Growing interest in obtaining nutrition via foods, particularly fresh, unprocessed foods, appears to be a key factor dampening interest in supplements.

• Interviews conducted in October/November 2014 among a national sample of 1,020 adults find nearly half (49%) of adults now believe they, “don’t need supplements because they get enough nutrients from foods and beverages,” up from 41% just two years earlier.

• After years of being told about ‘superfoods,’ and the benefits of whole grains, nuts, fresh fruits and vegetables, consumers are recognizing the variety of nutrients available in their own kitchens.

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Efforts to consume fresh, unprocessed foods have climbed in recent years as consumers strive to eat ‘cleaner’ foods with recognizable ingredients and avoid chemical additives.

• Moreover, the adults most strongly committed to fresh, unprocessed foods are typically very confident in the healthfulness of their diet and firmly committed to improving their nutrition via foods, not supplements.

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• Although many of those committed to fresh/ unprocessed foods are currently taking supplements, their first choice for nutrition appears to be natural food sources.

Millennials and Gen X are the key drivers behind these trends favoring nutrition via food vs. supplements.

• The recent decrease in supplement use has occurred primarily among Millennials and Gen X adults, while supplement use has remained fairly stable among those age 50+.

• A key contributor to young adults’ shift away from supplements is their above average confidence in their ability to satisfy their nutrient needs via diet alone. Many are simply not convinced that supplements are necessary.

• Natural, organic and clean label foods have strong appeal to adults under the age of 50 and these younger adults are often more willing to pay the higher price of these premium products – – for themselves and their children.

• Supplement manufacturers are already providing many of the product innovations that appeal to younger supplement users and should continue promoting these products to encourage young potential customers. These include clean label supplements, gummies and other alternative delivery forms, sports nutrition products and those formulated for relevant needs such as energy, mental alertness and skin health.

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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

Schedule:

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 Linda.Destefano@multisponsor.com 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.

ANALYSIS VARIABLES

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.