Mom Industry Trend Reports - Supplements and Vitamins

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Mom Industry Trend Reports:
March 2011
Supplements trending among Moms for themselves and their kids
From cooking “kid-friendly” options to missing meals all together, Moms believe that their and their children’s diets lack the nutritional value they need. To make up for the deficiency, where do Moms turn and what do they deem worthy enough to influence there purchasing decisions? Below we share their thoughts about everything from caffeine to probiotics, protein to fiber, and everything else Moms seek for their health.
Most Moms do not stop at multivitamins, adding other supplements to their daily and weekly routines as well.
Specialized vitamins such as Vitamin C or D prove most popular, with 59% of Mom taking vitamins at least weekly (and 49% on a daily basis).
Fiber comes in next: with 55% of Moms supplementing their diets with it weekly.
A close third: 53% of Moms take Calcium on at least a weekly basis (44% daily).
New kids on the block and on the rise: Omega-3 and Probiotics
Omega-3 and Probiotics grow in popularity with 33% and 28% respectively of Moms seeking them out at least weekly.
Pass the caffeine: A generation of caffeinated Moms
Most Moms turn to caffeinated beverages to get through their busy days (84%), with 66% having more than one cup a day. The most popular proves coffee with 63% drinking at least one cup a day, 50% drinking caffeinated soda, and 36% preferring a tea or iced tea at least once a day.
Distrusting their diets: Moms turn to multivitamins as a must-use supplement base
86% of Moms turn to multivitamins as a “one stop shop” to provide nutrition they supplements fear to be lacking in their regular diets (79% taking one daily and another 9% weekly).
For kids: multivitamins, along with Vitamin C and D boosters:
94% of Moms give kids multivitamins at least weekly, but most on a daily basis. In addition, 26% of Moms turn to specialized vitamins, while 21% give their kids Probiotics at least once a week. After these, the most popular weekly supplements emerged as Calcium (18%), Fish Oil (15%), and Omega-3 (15%).
Absolutely add in extra nutrients with my milk, OJ, bread, cereal and pasta
The vast majority of Moms are more likely to buy milk (97%), OJ (97%), bread (98%), cereal (98%) and pasta (97%) if these items are enriched with nutrients. Exception: Eggs! Added nutrients to eggs are likely to have no impact on a purchase decision.
Trying to combat a cold or flu?
94% of Moms surveyed turn to Vitamin C; 55% to Zinc, 46% to Echinacea and 40% to Vitamin E.
The numbers look similar when Moms try to help their kids feel better: 93% rely on Vitamin C, while 38% turn to Zinc, 30% rely on Echinacea and 25% on Vitamin E.
So what do Moms ultimately want when it comes to enriched foods?
When food shopping for their family, 95% of Moms say they always or sometimes buy food enriched with whole grain. In addition, Moms seek out foods enriched with calcium (89%) and fiber (87%), extra vitamins (88%), and extra protein (78%).
© Mom Central Consulting, Inc. 2011

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Mom Industry Trend Reports - Supplements and Vitamins

by Mom Central Consulting on Sep 22, 2011

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Mom Industry Trend Reports - Supplements and Vitamins — Presentation Transcript