Supplements

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Understanding the generational differences for non-use is important in order to create more
effective targeted messaging to overcome each age groups’ barriers

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Trend Data from our 2019 Supplements/OTC/Rx Consumer Trends & Insights Reports

Ranked reasons why Lapsed Users currently do not take any supplements

iGen Millennials Gen X Boomers
I get all the nutrients I need in the foods I eat They cost too much They cost too much Doctor has not recommended
They cost too much I only use them when I need them I am not sure what supplements I should be taking I am not sure what supplements I should be taking
I don't have any health issues I am not sure what supplements I should be taking I am confused by all the conflicting information about supplements I just don't need them
Doctor has not recommended I don't like taking pills/tablets My insurance does not pay for them They cost too much
They are not proven to be effective I am concerned about safety issues I don't like taking pills/tablets I am concerned about safety issues
iGen Millennials Gen X Boomers
I get all the nutrients I need in the foods I eat They cost too much They cost too much Doctor has not recommended
They cost too much I only use them when I need them I am not sure what supplements I should be taking I am not sure what supplements I should be taking
I don't have any health issues I am not sure what supplements I should be taking I am confused by all the conflicting information about supplements I just don't need them
Doctor has not recommended I don't like taking pills/tablets My insurance does not pay for them They cost too much
They are not proven to be effective I am concerned about safety issues I don't like taking pills/tablets I am concerned about safety issues

Since 2005, 16 Years of Data, 67,000+ Consumers, 5 Committed Segments

For more information on the Institute Supplements/OTC/Rx Trends Database