What Consumers Want in a Supplement Brand | MarketPlace and SupplySide West

SUPPLEMENT
WHAT CONSUMERS WANT IN A
BRAND
SUPPLYSIDE WEST 2019+

AND MORE ON OUR
INTRODUCTIONS
RESEARCH
© 2019 MarketPlace Innovations. All Rights Reserved.

TRACY
Founder and President |
LANDAU
MarketPlace
30+ years developing award-winning
food and wellness brands

WE BUILD AND
GROW BRANDS
H E A L T H + W E L L N E S S
F O O D + B E V E R A G E
P E T + A N I M A L
I N 3 C R O S S O V E R M A R K E T S

BOURN RELENTLESS

PROJECT KETO

OUR RESEARCH METHODOLOGY
WE ASKED 500 U.S. SUPPLEMENT CONSUMERS 15 QUESTIONS
Dietary supplements are ingestible products that
contain vitamins, minerals, amino acids, enzymes,
probiotics, fiber, botanicals, and other ingredients
that provide additional dietary nutrition. They can
come in many forms, such as pills, powders, pre-
mixed beverages, and they can be added into foods.
HOW SUPPLEMENTS WERE DEFINED:
AND, IN SOME CASES, CAPTURED VIDEO OF THEIR RESPONSES

QUANTITATIVE:
FRAMING THE DATA
WHAT WE FOUND WAS SOMETIMES SURPRISING, ALWAYS INFORMATIVE
QUALITATIVE:
Finding meaningful results
from a large, targeted sample
of supplement consumers
Understanding the underlying
attitudes and motivations

AND THE
HEALTH + WELLNESS
ECONOMY
SUPPLEMENTS

THE GLOBAL
WELLNESS
ECONOMY
N U T R I T I O N ,
S U P P L E M E N T S ,
A N D W E I G H T
L O S S R E P R E S E N T
$702B
G L O B A L L Y
(in USD)
(in USD)

THE U.S.
SUPPLEMENT
ECONOMY
More than 7 in 10 U.S.
adults use dietary
supplements

WHAT IS
DRIVING
GROWTH?

“Before we knew it, the wellness point of view had
invaded everything in our lives: Yoga in the park is
wellness … Yoga in Times Square is peak wellness.
Hemp. Oprah. … the phrase, ‘mind-body,’ … all the
milks from substances that can’t technically be
milked … crystals”
Taffy Brodesser-Akner
Features Writer, New York Times & New York Times Magazine

WELLNESS
IS CENTRAL
TO LIFE
B U T
D O N ’ T
K N O W
H O W

MOTIVATORS
PREFER TO GET THEIR
NUTRITION THROUGH FOOD
BUT DO TAKE SUPPLEMENTS
WE WANTED TO KNOW WHY PEOPLE TAKE SUPPLEMENTS
THIS DEMONSTRATES A COMMON BELIEF THAT
DIET IS NOT PROVIDING ENOUGH NUTRITION

9%
13%
24%
24%
25%
28%
28%
32%
34%
35%
36%
41%
42%
45%
48%
58%
0% 10% 20% 30% 40% 50% 60% 70%
Fertility/pre-natal support
Libido/hormones/sexual health
Auto-immune disease support
Multi-vitamin for my child/children
Eye health
Reduced anxiety/stress
Weight management
Better sleep
Brain health/focus/alertness
Energy and athleticperformance
Beauty, hair, and skin
Immunity
Joint health/inflammationmanagement
Heart health and lower blood pressure
Digestive/gut health
Disease prevention and overall wellness
DIGESTIVE HEALTH (48%), HEART HEALTH (45%), JOINT HEALTH (42%), AND
IMMUNITY SUPPORT (41%) ARE OTHER POPULAR REASONS TO TAKE SUPPLEMENTS
S O M E
A D V I C E

PERSONALIZED NUTRITION
WAS THE #1 ANSWER
DNA
HEALTH
GOALS
GUT
BIOME
DIET
MEDI-
CATIONS
BLOOD
NUTRIENTS
P E R S O N A L F O R M U L A T I O N C O N S I D E R A T I O N S :
TO DEFINE GROWTH POTENTIAL WE ASKED
WHAT CONSUMERS WOULD CONSIDER
PURCHASING BUT HAVE NOT YET PURCHASED.

OTHER FRONTRUNNERS
ELDERBERRY VITAMIN K2 + D3 DIGESTIVE ENZYMES
TURMERIC COQ10 COLLAGEN
BLACK SEED OIL CBD/HEMP
EXTRACT
APPLE CIDER VINEGAR
SUPPLEMENTS
45% 45% 41%
40% 40% 39%
38% 38% 37%
OUR SAMPLE WOULD CONSIDER PURCHASING:
U P N E X T

FEATURE: CBD
THE NEXT GOLD RUSH? WE ASKED CONSUMERS
WHAT THEY KNEW ABOUT CBD/HEMP EXTRACT
AND RECORDED THEIR RESPONSE
WATCH VIDEO

KNOWLEDGE
DOES IT WORK?
VARIOUS PERCENTAGES OF OUR SURVEY
SAMPLE SAY, “YES,” CBD DOES:
HAVE
MEDICINAL
VALUE
MANAGE
PAIN
EFFECTIVELY
TREAT
ANXIETY
64% 59% 52%
1/2 DON’T UNDERSTAND THE
D I S T I N C T I O N B E T W E E N CBD & THC
ONLY
55%
WERE CERTAIN
THAT CBD WAS
DERIVED FROM
HEMP

OVERALL ATTITUDES
THERE’S CLEARLY A MARKET FOR CBD, BUT IT’S
ALSO A POLARIZING TOPIC FOR CONSUMERS
“SNAKE OIL” “UNSUBSTANTIATED” “DOESN’T WORK”
12% 55%
NEGATIVE NEUTRAL
33%
POSITIVE
T H E N E G A T I V E W A S R E A L L Y N E G A T I V E :

CBD USAGE
HAVE
PURCHASED
CBD/HEMP EXTRACT
WOULD
CONSIDER
PURCHASING IT
23% 38%
CBD USERS FALL INTO A MIXED CAMP:
THOSE WITH A
GUMMY DELIVERY
PREFERENCE ARE
10%MORE LIKELY
TO AGREE THAT CBD
HAS MEDICINAL VALUE
CONSIDER
OFFERING
GUMMIES
SOME HAVE HAD VERY POSITIVE RESULTS
OTHERS HAVE TRIED IT AND FOUND THAT IT EITHER
DID NOT WORK OR LOST EFFICACY OVER TIME

SOME FINAL ADVICE
CONSUMERS ARE OPEN TO CBD; IT’S OUR
INDUSTRY’S RESPONSIBILITY TO EARN
AND KEEP THEIR TRUST
M I N D Y O U R
CLAIMS
A N D
THC
LEVELS
INVEST IN
3rd-PARTY
CERTIFICATIONS
AND LAB
ANALYSIS
K E E P T A B S O N
FDA
AND
FTC
R E G U L A T I O N S

DISTANCE
YOUR BRAND
FROM WEED
CULTURE
CLARIFY
Y O U R T E R M S
AND
EDUCATE
C O N S U M E R S
E.G. “HEMP SEED
OIL” IS NOT
“HEMP EXTRACT”
OFFER
TRIAL
PERIODS
A N D PR ODUCT
G U A R A N T E E S

CONSUMERS WANT TO
TRUST

CONSUMER EXPECTATIONS
WE ASKED AN OPEN-ENDED QUESTION. THE
SIMILARITIES AMONG ANSWERS WERE TELLING
WATCH VIDEO

DOES IT WORK?
84%
AGREE THAT
EFFICACY IS
VERY
IMPORTANT
NOW, MORE THAN EVER, CONSUMERS ARE
DOING THEIR OWN RESEARCH, AND THEY
ARE ASKING FOR PROOF OF EFFICACY
72%
AGREE THAT
PURITY AND
QUALITY
ARE
VERY
IMPORTANT
INVEST IN
3rd-PARTY CLINICAL TRIALS
3rd-PARTY CERTIFICATIONS
BETTER DELIVERY SYSTEMS

BIOAVAILABILITY
14%
STRONGLY AGREE
THAT
BIOAVAILABILITY
AFFECTS THEIR
PURCHASES
WE KNOW THAT BIOAVAILABILITY GREATLY
AFFECTS EFFICACY, BUT CONSUMERS DO
NOT ASSOCIATE THESE TERMS
EDUCATION
AND MORE
RELATABLE
TERMS
ARE NEEDED
38%
D O N ’ T K N O W / A R E V E R Y
U N F A M I L I A R W I T H T H E
T E R M B I O A V A I L A B L E
ONLY

CLAIMS
THE HIGHEST PERCENTAGES OF SUPPLEMENT USERS
SAID THEY PURCHASE SUPPLEMENTS BASED ON
THESE CHARACTERISTICS:
NON-GMO
50%ADDITIVE FREE
56% ALLERGEN FREE
43%
CLEAN LABEL
40% 3r d -PARTY LAB TESTED
38%
RAW
34%

INVEST
IN BRAND
CREDIBILITY
BRANDED INGREDIENTS
CAN BE AN EFFECTIVE
WAY TO LEVERAGE
THAT INVESTMENT
FOR HEART
AND BONE
HEALTH
MENAQ7®
IS USED IN
92
SUPPLEMENTS
AROUND
THE GLOBE

BRANDED INGREDIENTS BY THE NUMBERS
CONSUMERS SAID THEY WOULD PURCHASE A
SUPPLEMENT PRODUCT THAT CLAIMED TO IMPROVE:
HEART
HEALTH
77%
ENERGY &
VITALITY
74%
JOINT HEALTH &
INFLAMMATION
74%
IMMUNITY
76%
MENTAL
PERFORMANCE
68%
HAIR &
SKIN
65%

BELONGCONSUMERS
WANT TO

TRIBE
MARKETING:
“People like me do
things like this.”

THERE ARE
1000s OF
“TRIBES”
FIND A TRIBE THAT
YOU UNDERSTAND
WITH AN UNDERMET
NEED AND MEET IT
BRANDS WITH
PURPOSE,
SET ON IMPROVING
QUALITY OF LIFE,
OUTPERFORM
THE STOCK
MARKET BY
120%
S O M E
A D V I C E

CASE STUDY
A brand is shared among those who benefit
from it, those who are loyal to it, and those who
want to share it with others. Bourn Relentless is
nothing without our fellow athletes, hustlers,
self-improvers, and world changers.
SUPPLEMENT BRANDING FOR A TRIBE

DELIVERY FORMATS
OUR RANK OF CONSUMER PREFERENCES:
PILLS, TABLETS,
AND CAPSULES90%
GUMMIES
45%
POWDER THAT IS ADDED
TO FOOD & SMOOTHIES31%
POWDER THAT IS
ADDED TO WATER26% LIQUID DROPS/
TINCTURES24%
FUNCTIONAL
BEVERAGES20% MEAL REPLACEMENT/
FUNCTIONAL FOODS18%
PILL
FATIGUE
IS STILL A
CONSIDERATION
FOR THOSE
WHO PREFER
PILLS

PILLS, TABLETS,
AND CAPSULES
IF PILLS ARE THE PREFERENCE, WITH EFFICACY AS A
PRIMARY CONCERN AND PILL FATIGUE A SECONDARY
ONE, THERE’S ROOM FOR INNOVATION
THE WORLD’S FIRST SIDE-BY-
SIDE, DUAL CHAMBER, WET &
DRY HEALTH PRODUCT
VITAMINS THAT QUICKLY
DISSOLVE AND DISPERSE
UNDER THE TONGUE

THE GUMMY CONSUMER
OUR DATA SUGGESTS THAT THIS CONSUMER SEGMENT
IS MORE INFORMED AND SUPPLEMENT SAVVY,
WHICH IS LIKELY DUE TO INCREASED USE
MORE LIKELY TO TAKE SUPPLEMENTS FOR:
+10%ANXIETY +19%IMMUNITY
+12%BEAUTY +6%LIBIDO
+10%MULTI FOR KIDS +6%WEIGHT
+5%
MORE
FAMILIAR
WITH TERMS
LIKE
BIOACTIVITY
GUMMIES
ARE POPULAR
BECAUSE OF
TASTE, BUT
EFFICACY AND
OVERDOSING
A R E C O N C E R N S

FUNCTIONAL FOODS
LIQUID
DIETS
AGE
FITNESS
ROUTINES
MEDI-
CATIONS
F U N C T I O N A L F O O D A N D B E V E R A G E C O N S I D E R A T I O N S :
ALLERGIES
& FOOD
SENSITIVITY
NAUSEA
MITIGATION
SUGARS
AND
ADDITIVES
F U N C T I O N A L
F O O D S C A N
P R O V I D E S U P E R I O R
EFFICACY
T H R O U G H
BIOACTIVE
COMPONENTS

CONSUMERS WANT
CONVENIENCE

A DAY IN THE LIFE
A REPRESENTATIVE JOURNEY IN A CONSUMER’S LIFE

E-COMMERCE,
AMAZON, AND
SUBSCRIPTIONS
ONLINE
SUPPLEMENT
SALES HAVE
INCREASED BY
40%
IN THE
LAST YEAR
54%
OF ONLINE
BUYERS
ARE
WOMEN
AMAZON
HAS
77%
OF ONLINE
MARKET
SHARE
PERSONALIZED
SUBSCRIPTION
PACK FROM
CARE / OF

OUR CONSUMER PANEL
WE ASKED CONSUMERS ABOUT ONLINE SUPPLEMENT
SHOPPING, AND BRAND TRUST IS STILL A KEY CONCERN
WATCH VIDEO

CONSUMER ATTITUDES
WE ANALYZED 500 OPEN-ENDED RESPONSES,
AND THIS IS WHAT WE FOUND
23% 29%
NEGATIVE NEUTRAL
48%
POSITIVE
“I GET BETTER PRICES ONLINE”
“MUST BE REPUTABLE” “MUST KNOW THE BRAND”
T H E P O S I T I V E C O M M E N T S C A M E W I T H C A V E A T S :
“REVIEWS HELP”

ADVICE FOR
ONLINE BRANDS
Your website or Amazon listing is
likely the first and only impression;
make it a good one
Listen to your customers and improve
your product for better reviews
Partner with medical and health
professionals to build online
credibility and brand awareness
INVEST
IN A GOOD
USER
EXPERIENCE
FOCUS
ON YOUR
CUSTOMERS
EXPAND
INTO RETAIL
TO BUILD
GREATER
AWARENESS

CONSUMERS
INFORMEDWANT TO BE
AND
AWARE

WHERE ARE CONSUMERS
GOING FOR ADVICE?
10%
15%
20%
22%
26%
27%
41%
51%
63%
0% 10% 20% 30% 40% 50% 60% 70%
Other sources
Podcasts and webinars
Social media (e.g., Facebook, Pinterest, Instagram, Twitter, etc.)
Television (e.g., CNN, Fox News, NBCNews, etc.)
Print publications or their websites (e.g., The New York Times or nytimes.com)
Famous physician/health advisor (e.g., Dr. Oz, Dr. Axe)
Google or other online searches
Friends and family
Personal physician or health advisor
63%
TRUST THEIR
DOCTOR OR
PERSONAL
HEALTH
ADVISOR

51%
FRIENDS AND FAMILY
41%
GOOGLE OR OTHER ONLINE SEARCHES
27%
FAMOUS DOCTORS (e.g. Dr. Oz, Dr. Axe)
26%
PRINT AND ONLINE PUBLICATIONS
(e.g. the New York Times, nytimes.com)

REACHING DOCTORS AND
HEALTH PROFESSIONALS
1. FOCUS ON FUNCTIONAL MEDICINE AND THE
SUPPLEMENTS PROFESSIONALS ALREADY RECOMMEND
2. CONSIDER OFFERING HIGHER-POTENCY “PRESCRIPTION”
PRODUCTS AND HAVE A B2B SALES STRATEGY
3. CITE CLINICAL TRIALS, PROVIDE EDUCATIONAL TOOLS,
OFFER VALUE TO HEALTH PROFESSIONALS
63%T R U S T H E A L T H
P R O F E S S I O N A L S

GETTING
PEOPLE
TO TALK
1. PROVIDE REAL WORLD SOLUTIONS AND HAVE A
UNIQUE APPROACH THAT WILL INTEREST THE MEDIA
2. DON’T JUST SELL BENEFITS; TELL GOOD STORIES
3. BUILD, ENGAGE, AND SUPPORT
ONLINE AND OFFLINE COMMUNITIES
51%T R U S T F R I E N D S
A N D F A M I L Y
WORD OF
MOUTH
MARKETING

ONLINE SEARCHES
41%T R US T
ONL I NE
S E A R C HE S
1. PUBLISH HELPFUL CONTENT ONLINE BASED ON
CONSUMER INTENT AND KEYWORD STRATEGY
GOOGLE PRIORITIZES ARTICLES THAT
ARE WRITTEN BY PEOPLE WITH
MEDICAL DEGREES
2. PARTNER WITH HEALTH INFLUENCERS

AND, FINALLY,
BRAND AWARENESS
THE IMPORTANCE OF MAKE
YOUR BRAND
MEMORABLE &
VISIBLE
THROUGH
MARKETING
55% 23% 10% 9% 3%

THE TAKEAWAYS
APPLIED
INSIGHTS

THANK YOU
market-pl.com/SSW19
TO DOWNLOAD THE FULL REPORT, VISIT:

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