Insights Article

Consumers are taking health matters into their own hands, with a growing market in holistic healthcare buoyed up by thousands of health and fitness enthusiasts on social media. The vitamin, mineral and supplement market is a key component of the broader health market: almost a third of UK consumers in our recent insights survey claim to regularly take vitamins or supplements to look after their health and well-being, supporting functions that range from cognition to gut health.
While health, often referred to as ‘healthmaxxing’, and longevity are undoubtedly key drivers behind the consumption of vitamins and supplements, understanding these motivators alone does not fully capture the evolving industry trends or the factors shaping brand preference.
Market research can be instrumental in shining a light on what matters most to your customers and identifying potential barriers they may face. With the wide availability of vitamins and supplements in the market it’s key to understand how consumers are navigating the choices available to them. Our insights research identified a hierarchy of areas important to consumers when purchasing health and wellness products:
Within this hierarchy there were some interesting demographic distinctions. While value for money, scientific evidence and ethical sourcing were similarly important to across all age groups, consumers aged 18-39 placed greater value on organic components. The growing health-consciousness and heightened awareness of farming sustainability practices among young consumers have contributed to the rising demand for organic supplements.
Additionally, 1 in 5 of consumers aged 18-39 said they were likely to be influenced by the endorsement of a health and wellness influencer. When purchasing personal care products, younger consumers were significantly more likely to purchase from social media i.e. on Instagram or via TikTok shop. Moreover, they were also more likely to buy directly from a brand. Direct to consumer brands can potentially have a closer relationship with their customer, offering more personalised experiences and tighter quality control.
Building a consumer profile based on demographics can be a helpful and interesting way of building a picture of your customers, however it only goes so far. Relying solely on demographics can lead to oversimplification and stereotyping that may not accurately reflect the market.
The nuances of the vitamin, mineral and supplements market, including wide-ranging customer needs and motivations, mean that a segmentation approach would be preferable. Our segmentations help businesses to identify the most valuable customer segments, ensuring that opportunities for growth and engagement are not overlooked.
This strategic focus not only optimises your marketing investments, but also enhances your overall business strategy by aligning it with the true needs and behaviours of your target market.
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