New 7th Edition USA Report 2018 Supplements/OTC/RX Consumer Insights & Trends


2018 supplement otc cover image

137 pages of current consumer insights with data and analysis, including charts, graphs, illustrations!

Single BRAND Site License: Includes PDF, PPT with access to charts and site rights for internal network usage across one company BRAND/location.
Price: $5,000  Order Report

Multiple BRAND Site License: Includes PDF, PPT with access to charts and site rights for internal network usage across more than one company BRAND/location.
Price:$10,000  Order Report

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Natural Marketing Institute (NMI) is pleased to present its 2018 Supplements/OTC/Rx Consumer Insights & Trends Report. As consumers have many alternatives in their search for health, this research analyzes the nutritional/dietary supplement market and also examines the impact of the role over-the-counter and prescription medications play in consumers’ efforts to incorporate a mix of self-care methods into their current lifestyle.

Maryellen Molyneaux, NMI Managing Partner shares that the overall objectives of this research are to explore how consumers perceive dietary supplements, what and why they currently use, and even why they have stopped using certain supplements to provide the insights necessary from which to identify marketplace opportunities and industry challenges.

Some of the topics covered in this report include:

  • Which supplements are trending up
  • Concerns and issues consumers experience with supplement use
  • Interest in personalized nutrition
  • Preference for supplement formats
  • And much more....

What’s Trending... Just a few to consider

  • executive summary group photoAs consumers continue to look for ways to be healthy, 3 in 5 do not feel they are getting enough nutrition in their diet and about half believe they can manage many of their health issues by taking supplements.
  • Personalized technology and customized nutrition via DNA testing, self-monitoring devices, mobile apps, web-based consultations is emerging as a trend which is expected to drive supplement industry growth for the next decade and beyond.
  • The ever increasing role of the internet is highly connected to the personalization trend as e-commerce and internet-linked technology are critical in implementing and expanding such demand.
  • Consumers are customizing their own condition specific formulations using individual supplements which target their specific needs.
  • Consumer desire for ‘clean label’ is trending up within the supplement market.
  • The concept of Healthy Aging is being embraced across the entire demographic spectrum as health issues once reserved for older cohorts are now relevant to much younger consumers.
  • NMI’s Health and Wellness segmentation has revealed 5 defined segments where key attitudinal drivers exert unique levels of influence within each segment that differentiates them across distinctive paths toward wellness.

Challenges Create Your Opportunities

  • Seven out of ten supplement users are concerned that supplements are based on false claims of health benefits.
    • How can such beliefs be lessened and benefits made more tangible?
    • More than 1 in 10 Supplement Users have decreased their supplement use over the past few years, purchasing fewer supplements overall and being less compliant on a daily basis.
    • Can new formats or more personalized supplements boost usage and compliance?
    • A third of supplement users would prefer to get their supplements in other forms than pills and capsules.
    • How can growing formats such as beverages, liquids, or dissolving tablets fit into consumer lifestyles?
  • Younger consumers (those under 40) show a higher likelihood to be managing specific health issues such as anxiety, depression, and sleeplessness.
    • Can new science breakthroughs and innovation create accelerated consumer demand?

5 consumer segments

Supplements/OTC/Rx Database (SORD) Overview

  • otc chartMost comprehensive data and robust data collection vehicle available which examines the intersection of dietary supplements, OTC, and pharmaceuticals
  • Ongoing consumer research among U.S. general population adults
  • Nationally representative sample of the U. S. population statistically valid at 95% confidence level to +/- 1.2%
  • Previously conducted in 2005, 2006, 2009, 2011, 2013 and 2015
  • 2017 research was conducted among 2,000 general population consumers in quarter 3, 2017
  • Conducted via on-line methodology

 table of contents SORD


Definitions of Groups


Executive Summary

  • What's Trending
  • Opportunities and Challenges
  • The Impact of Millennials

5 Consumer Segments

  • NMI's Consumer Segmentation Methodology
  • Understanding the Segments
  • Changing Composition of Segments
  • Segment Composition of Current, Lapsed and Non-User


  • Attitudes Toward Diet and Nutrition
  • Profiles of Nutritional Groups
  • Reasons for Nutritional Diet Deficiencies
  • Reasons for Nutritional Diet Deficiencies by Generation
  • Concerns Regarding Supplement Use
  • Supplement Absorption Concerns
  • Interest in Personalized Nutrition Products
  • Likelihood to Purchase Personalized Nutrition Products
  • Likelihood to Purchase Personalized Nutrition Products by Generation
  • Descriptor Ratings of Personalized Nutrition Products
  • Concern for Personalized Nutrition Product Requirements

Supplement Market Landscape

  • Current, Lapsed and Non-Supplement User Profiles
  • Trended Supplement Category Usage
  • Trended Overall Supplement Use across Generations
  • Trended Supplement Category Use across Millennials and Gen X
  • Trended Supplement Category Use across Boomers and Matures
  • Supplement Use among Youngest and Oldest Millennials
  • Profiles of New Users and Long Term Users
  • Average Number of Supplements Used Daily by Generation
  • Trended Size of Level of Supplement User (Light, Medium, Heavy)
  • Level of Use across Segments
  • Level of Use across Supplement Category User
  • Trended Multivitamin Use
  • Reasons for Decreased Supplement Use
  • Profiles of Users Who Have Decreased vs. Increased Users

Specific Supplement Use

  • Trended Use of Specific Supplements
  • Ranked Order of Use of Specific Supplements: 2005 vs. 2017
  • Use of Top Supplements Trended
  • Growth of Top Supplements by Generation Trended
  • Specific Supplement Use by Gender
  • Ranked Supplement Use Across Generations
  • Specific Supplement Use Indexed across Channel Shoppers
  • Low Use of Specific Supplements

Health Management

  • Use of Supplements for Health Assurance
  • Use of Supplements for Health Fortification
  • Use of Supplements, RX, OTC for Condition Management
  • Ranked Conditions across Condition Methods
  • Likelihood to Use Supplements for Condition Management: 1st Tier
  • Likelihood to Use Supplements for Condition Management: 2nd Tier
  • Growth in Likelihood to Use Supplements to Manage Conditions
  • Likelihood to Use Supplements for Conditions by Condition Managers
  • Likelihood to Use Supplements for Conditions by Generation
  • Condition management by Millennials
  • Concern about Eye Health due to Overuse of Screen Time
  • Interest in Eye Health Supplements for Blue Light Damage
  • Growth in Use of Condition Specific Supplements
  • Relationship between Concern for Prevention and Likelihood to Use Supplements
  • Perceived Effectiveness of Supplements for Condition Management
  • Prevention Concerns vs. Effectiveness of Available Remedies
  • Product Positioning to Optimize Market Opportunities
  • Effectiveness Ratings of Supplements, OTC, Rx
  • Safety Ratings of Supplements, OTC, Rx
  • Trended Safety Ratings
  • Trended Effectiveness Ratings
  • Concerns Regarding Supplements and Prescriptions

Supplement Dynamics

  • Supplement Purchase Criteria
  • Growth in Supplement Purchase Criteria
  • Supplement Purchase Criteria by Level of User
  • Supplement Purchase Influencers
  • Growth of Influencers
  • Social Media Influencers
  • Physicians' Influence on Supplement Use
  • Discussions with Physicians Regarding Supplements
  • Physician Supplement Recommendation
  • Influence of Healthcare Professionals across Supplements, OTC, Rx
  • Recognition of Seals on Supplement Products
  • Seals Impact on Purchase

The Composition of Supplements

  • Preference for Sustainable Ingredient Sourcing
  • Preference for Natural and Organic Sourcing
  • Willingness to Pay a Premium across Supplement Attributes
  • Supplementation in Pill Form vs. Food
  • Supplement Format Preference
  • Supplement Format Preference by Generation
  • Types of Gummy Supplements Used
  • Growth in Format Preferences
  • Level of Engagement in Supplement Brands
  • Supplement Brand Loyalty
  • Concern over Nutrient Levels in Supplements
  • Concern over Veracity of Health Claims
  • Perceptions of Safety and Effectiveness of Store Brands
  • Trended Perceptions of Safety of Store Brands

Barriers to Supplement Use and Lapsed Usage

  • Barriers to Supplement Use
  • Attitudinal Profile of Lapsed User
  • Lapsed Usage across Specific Supplements
  • Reasons for Non-Use of Specific Supplements
  • Reasons for Non-Use of Supplements with Highest Lapsed Usage
  • Reasons for Non-Use of Supplements: Lapsed vs. Non-User
  • Issues Regarding Supplement Use
  • Profile of Current vs. Lapsed vs. Non-Supplement User

Supplement Purchasing Dynamics

  • Channels Shopped for Supplements
  • Channels Shopped for Supplements - Trended
  • Total Monthly Spend on Supplements
  • Increased Spending across Channels
  • Allocated Spending Across Channels Trended
  • Increase Channel Spending Across Generations
  • Specific Retailers Shopped for Supplements

OTC and Prescription Medication

  • Belief in Rx for Health
  • Use of Rx for Specific Condition Management
  • Important Attributes for Rx Use
  • Concern over Rx Side Effects vs. Condition Management Need
  • Attitudes Regarding Role of Physician and Rx
  • Trended Spending on Rx Medications
  • Types of OTC Products Used
  • Trended Spending on OTC Medications
  • Use of OTC for Specific Condition Management
  • Important Attributes for OTC use

The 4 Step Model for Driving Supplement Growth

  • The 4 Step Model for Driving Supplement Growth
  • Consumption: Boosting Consumption
  • The Product: Know the Landscape Inside and Out
  • Brand Trust: Building & Keeping Trust
  • Buying Dynamics: Pathways to Purchase

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For more information, kindly contact Steve French, at This email address is being protected from spambots. You need JavaScript enabled to view it.

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