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Vitamin, Mineral and Supplement Consumer Survey by Field Agent

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Utilizing our mobile app and crowdsourcing, we were able to find out about consumers who use vitamins, minerals and supplements (VMS). We also found out why people use VMS, where they shop for them and what motivates them to buy.

Published in: Health & Medicine
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Vitamin, Mineral and Supplement Consumer Survey by Field Agent

  1. 1. Vitamin, Mineral, & Supplement Survey 12.11.14 - 12.15.14
  2. 2. FINDINGS SUMMARY •  Respondents are purchasing their vitamins, minerals, and dietary supplements from the mass retail stores like Walmart (52%) and Target (40%) more than drug stores like CVS (33%) or Walgreens (31%). •  Product is being purchased every month, or every 2-3 months, when respondents are purchasing other grocery products. •  Respondents rely on the labels more than any other source for information about the product. •  Price (74%) and specials (59%) the biggest determinant to choosing product. Brand name (31%) is behind product strength (42%), ingredients (41%), and type of formulation (41%). •  General health (83%) and immune system boosting (45%) are the 2 biggest reasons for use. 77% of respondents use a multi-vitamin. •  74% of respondents want to exercise more and 68% want to loose weight, however only 16% report taking a muscle building supplement, and only 22% report using supplements to lose weight.
  3. 3. JOB SUMMARY Agents were screened to: •  Regularly take vitamins, minerals, and dietary supplements •  Be the primary or shared purchaser of vitamins, minerals, and dietary supplements for the family 1.  Why do you take vitamins, minerals, or dietary supplements? Select all that apply. 2.  Where do you regularly buy vitamins, minerals, or dietary supplements? Select all that apply. 3.  What vitamins, minerals, or dietary supplements do you take regularly? Select all that apply. Agent Instructions Requests LOCATIONS: 393
  4. 4. JOB SUMMARY (CONT’D.) 4.  Why do you take those particular vitamins, minerals, or dietary supplements? 5.  About how often do you purchase vitamins, minerals, or dietary supplements? 6.  When you purchase vitamins, minerals, or dietary supplements, what best describes how often you buy them on special or on deal (that is, on sale, with a coupon, with a special offer, etc.)? 7.  The last time that you shopped for vitamins, minerals, or supplements, did you purchase other things as well? 8.  What else did you buy during that trip? Select all that apply. 9.  Which of the following do you use to find information about vitamins, minerals, and supplements? Select all that apply. 10.  When you are buying vitamins, minerals, or supplements, what influences you or helps you determine which product you will buy? Select all that apply. 11.  Do you have any specific health goals? Please list any goal you have, even if you do not take vitamins, minerals, or supplements to achieve these goals. Select all that apply. 12.  Overall, how would you rate your overall state of health? REQUESTS
  5. 5. REQUEST Q1: Why do you take vitamins, minerals or dietary supplements? Select all that apply. 83%   45%   38%   25%   23%   22%   22%   16%   15%   12%   11%   Why  do  you  take  vitamins,  minerals  or  dietary  supplements?  
  6. 6. REQUEST Q2: Where do you regularly buy vitamins, minerals or dietary supplements? Select all that apply. 52%   40%   33%   31%   30%   26%   19%   16%   16%   14%   9%   Where  do  you  regularly  buy  vitamins,  minerals  or  dietary  supplements?  
  7. 7. REQUEST Q3: What vitamins, minerals or dietary supplements do you regularly take? Select all that apply. 77%   37%   36%   32%   24%   23%   21%   21%   12%   10%   9%   9%   8%   What  vitamins,  minerals  or  dietary  supplements  do  you  regularly  take?  
  8. 8. REQUEST Q4: Why do you take those particular vitamins, minerals or dietary supplements? Response % of Total General  Health   51%   Fill  Nutri:onal  Need  /     Specific  Deficiency   32%   Weight  Loss   6%   Doctor  Suggested  /  Prescribed   8%   Diges:on   4%   Pregnancy/BreasKeeding   3%  
  9. 9. REQUEST Q5: About how often do you purchase vitamins, minerals or dietary supplements?
  10. 10. REQUEST Q6: When you purchase vitamins, minerals or dietary supplements, what best describes how often you buy them on special or deal?
  11. 11. REQUEST Q7: The last time that you shopped for vitamins, minerals or supplements, did you purchase other things as well?
  12. 12. REQUEST Q8: What else did you buy during that trip? Select all that apply. 41%   39%   35%   34%   34%   32%   25%   17%   16%   14%   What  else  did  you  buy  during  that  trip?  
  13. 13. REQUEST Q8: What else did you buy during that trip? Select all that apply. 41%   39%   35%   34%   34%   32%   25%   17%   16%   14%   What  else  did  you  buy  during  that  trip?  
  14. 14. REQUEST Q9: Which of the following do you use to find information about vitamins, minerals and supplements? Select all that apply. 52%   41%   37%   35%   18%   18%   17%   16%   14%   12%   11%   Where  do  you  find  informa:on  about  vitamins,  minerals,  and  supplements?  
  15. 15. REQUEST Q10: When you are buying vitamins, minerals or supplements, what influences you or helps you determine which product you will buy? Select all that apply. 74%   59%   42%   41%   41%   41%   31%   7%   What  influences  you  or  helps  you  determine  which  product  you  will  buy?  
  16. 16. REQUEST Q11: Do you have any specific health goals? Select all that apply. 74%   68%   11%   11%   EXERCISE  MORE   LOSE  WEIGHT   QUIT  SMOKING   OTHER,  PLEASE   SPECIFY   Do  you  have  any  specific  health  goals?  
  17. 17. REQUEST Q12: How would you rate the overall state of your health? 55.00%40.00% 5.00% State of Overall Health Very healthy Somewhat healthy Not very healthy
  18. 18. INTERESTED IN LEARNING MORE? SIGN UP FOR UPDATES VISIT OUR BLOG
  19. 19. THANK YOU!

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