Nutritional Supplement / OTC / Rx Consumer Insight & Market Opportunity
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This quantitative consumer research project is NMI's most comprehensive and robust data collection vehicle ever undertaken to examine the intersection of dietary supplements, OTC and pharmaceuticals. It contains the most in-depth consumer insight and breakthrough learnings about consumer usage of vitamins, minerals, botanicals, and other supplements combined with OTC and Rx products.
The fundamental basis for this level of insight is based upon the level of specificity across ~50 types of supplements, 50 brands of supplements, more than 25 OTC brands and 85 prescription medications, and the consumer pathways that affect the use of each.
This 150+-page report also examines which medical conditions/health problems consumers are concerned with preventing and treating and which products, or combination of products, they are using in their quest for better health as well as their sources of influence.
Definitions of Groups
Supplement/OTC/Rx Database (SORD) Overview
NMI’s Supplements/OTC/Rx Database (SORD): Methodology & Objectives
NMI’s Supplements/OTC/Rx Database (SORD): Summary Content
Current Trends Affecting Supplement Use
Good News for the Supplement Industry
Not Such Good News for the Supplement Industry
Supplement Opportunities for Condition Management
Global Supplement Launches: January 2002 – Dec 2011 by Country
U.S. Supplement Launches: January 2002 - December 2011
U.S. Supplement Launches: January 2002 - Dec 2011 by Format Type
NMI Segmentation
NMI Segmentation Explanation
NMI Segmentation – Health & Wellness Segmentation
NMI’s Health & Wellness Segment Composition:Supplement User Groups
Supplement Use Across Segments
Level of User across Segments
Targeting Opportunity: Health and Wellness Segments
Consumer Directed Healthcare
Self Responsibility for Health is High
Consumer Directed Healthcare Indicator of Growing Health Responsibility
Drivers of Increased Health Responsibility
Proactive Prevention Concerns Grow with Age
Cost & Uncertainty of Healthcare Driving Increased Health Responsibility
Perceptions of Upcoming Healthcare Changes
Lower Perceptions of Physician’s Role a Driver of Self-Directed Healthcare
Perceptions of Physician’s Role by Condition Managers
Researching a Condition to Engage or Avoid a Doctor
Internet Use Helps Promote the Growth of CDH
Overview: Supplement Use
Sizing the Supplement Market
Trended Supplement Usage across Top Used Supplements
Demographic Snapshot of Supplement Users
Average Number of Supplements Used in a Typical Day Is on the Rise
Level of User: Light, Medium, Heavy
Demographic Profiles of Level of User
Usage of Supplement Categories, Rx, and OTC by Level of User
Supplement Category Users Indicating Level of Use
Geographic Distribution of Level of User
Summary Table: Supplement Usage – Multi’s, Vitamins, Minerals
Summary Table: Supplement Usage – Herbal Supplements
Summary Table: Supplement Usage – “Other” Supplements
Usage of Top Used Supplements across Generations
Trended Usage of Top Used Supplements across Generations
Condition Management and Supplement Use
Drivers of Initial Use of Supplements
Supplements as a Dietary Insurance Policy
Perceived Deficiencies among Supplement Users
Perceived Deficiencies among Supplement Users -Trended
Supplements for Prevention vs. Treatment
Use of Supplements to Manage Health Conditions
Preference of Supplements over Rx to Manage Disease
Likelihood to Use Supplements to Prevent/Treat Health Condition (1 of 2)
Likelihood to Use Supplements to Prevent/Treat Health Condition (2 of 2)
Supplements Use by Level of Concern to Prevent Condition
Conditions Which Generate High Concern among Younger Generations
Concern about Prevention and Management of Health Conditions
Use of Supplements Solely for Illness
Nutritional Supplement Use to Manage Health Condition: High Use
Nutritional Supplement Use to Manage Health Condition: Conditions
Management of Condition by Level of User
Use of Specific Supplements to Manage Top Conditions
Heart Manager Profile
Weight Manager Profile
Digestive Manager Profile
Energy Manager Profile
Energy Manager Profile (Top Supplements Used)
Product Use among Condition Managers to Manage Conditions
Specific Supplement Use
Trended Use of Multivitamins
Multivitamin Opportunity: A Customized Dietary Insurance Policy?
Use of Multivitamins across User Groups and Generations
Compliance with Multivitamin Use
Conditions Managing with Multivitamins
Lapsed Usage of Multivitamins
Conditions for which Top Supplements Are Being Used
Lapsed Usage of Calcium
Compliance with Calcium
Lapsed Usage of Top Supplements
Compliance with Top Supplements
Conditions for which Emerging Supplements Are Being Used
Lapsed Usage of Emerging Supplements
Compliance with Emerging Supplements
Compliance with Supplements: Use Only When I Need
Understanding of Benefits of Emerging (Re-emerging) Nutrients
Understanding of Benefits of Less Conventional Nutrients
Benefit Understanding Trended
Importance of Supplement Attributes
Importance of Supplement Attributes by Heavy Users and WELL BEINGS
Perceived Effectiveness and Safety of Supplements
Perceived Effectiveness and Safety by Generation
Perceived Effectiveness of Available Supplements for Conditions (Top Tier)
Perceived Effectiveness of Available Supplements for Conditions (2nd Tier)
Perceived Effectiveness Trended
Quadrant Analysis Explanation
Opportunity Analysis: Condition Concern vs. Perceived Effectiveness
Market Opportunities
Sourcing and Formats
Nutritional Format Preference is Polarizing
Nutritional Format Preference across Users
Preference for Supplements in Formats Other Than Pills
Preferred Supplement Formats
Cumulative Growth of Preferred Supplement Formats
Preferred Supplement Formats by Generation
Supplements in Food Formats
Use of Energy Bars, Protein Bars, Energy Shots
Supplement Sourcing Preferences
The Impact of Supplement Quality
Supplement Concerns and Barriers
Barriers to Supplement Use
Concern Over Dosage and Nutrient Level
Concern Over Dosage and Nutrient Level by User Groups
Concern Over Nutrient Absorption
Non-Supplement/Lapsed Users: Reasons for Non-Use
Non-Supplement Users: Factors That Would Make Them Initiate Usage
Role of Physician
Influencers Toward Supplement Purchase: Physicians Hold Top Spot
Influencers Toward Supplement Purchase among Gen Y
Perceived Knowledge of Physician, Pharmacist, and Store Personnel
Perceived Knowledge Across Level of User
Discussed Dietary Supplements with Doctor or Pharmacist
Discussed Dietary Supplements with Doctor across Condition Managers
Doctor Has Recommended Use of a Particular Supplement
Top 3 Doctor Recommended Supps: Vitamin D, Calcium, Multivitamins
Supplements Doctor Recommended to Condition Managers
Doctors’ Involvement in Proactive Health Discussions
Frequency of Doctor Visits
Top Two Reasons for Low Doctor Visits by Generation
Shopping Attitudes and Behaviors
The Economic Impact on Supplement Use
The Effect of the Downturn
Perceptions of Store Brand Supplements Are Positive
Preference for Store Brand Supplements Is High
Supplement Brand Loyalty vs. Cost
Average Dollars Spent On Supplements, Rx, & OTC
Types of Supplements Child in Household Uses
Channels Shopped for Supplements by Level of User
Channels Shopped Most Often for Supplements
Some Demographic Differences Across Channels Shopped Most Often
Over-the-Counter Medications
Type of Over-The-Counter Products Used
Influencers Toward OTC Purchase
Prescription Medications
Perceptions of Prescription Medications as a Part of Healthy Living
Prescription Medication for Prevention and Treatment of Health Issues
Use of Rx Medication as a Means to Stay Healthy
The Dilemma of Prescription Medications
Research and Pursuit of Prescription Drug Brands
Concerns Regarding Use of Prescription Medications