What would it take for consumers to buy more supplements?

March 29, 2022

Over the past two years in large part due to efforts to maintain/boost immunity against COVID, the consumer base taking supplements has broadened with many taking proactive steps to ensure wellness. Additionally, we have seen the evolution of multivitamin consumers as they broaden their use into other categories such as omega-s, vitamin D, prebiotics, making them higher lifetime spenders – if we can keep them in the category.

Future success of the supplement industry will depend not only on the experiences of these new consumers, and broadening the categories they consume, but in also maintaining our strong user core and if possible, getting even these folks to take more supplements more regularly.

Trust Transparency’s ITC (Ingredient Transparency Center) program conducted a snapshot survey of 1000 US consumers and 500 UK consumers, asking them what attributes (selecting up to 3) would make them either begin taking supplements, or to start taking more. Response options included: a doctor or health expert recommendation, a brand they trust, published scientific studies, a value-based seal on the label, a 3rd party quality seal on the label, or the final selection, ‘nothing would make them take supplements’. Females were highly engaged in this survey—they were more likely to select the maximum of up to 3 responses whereas males typically answered only once or at most twice. This led to a significant percentage response difference between the genders.

In both the US and UK, the top response was a doctor or other health care professional recommendation (45% in the US and 44% in the UK), reinforcing the influence of that professional group and underscoring the need for additional engagement. Next up in the US was trust in a brand at 29%, while in the UK, 33% of consumers surveyed admitted that nothing would make them take supplements – a serious disappointment. That negative response stood at 26% in the US while the health care professional response stood at 24% in the UK. Third up in both countries was published scientific studies (22% in the US and 21% in the UK).

Purchasemore

The survey pointed out gender differences and priorities in each country as well in addition to the engagement difference. A recommendation by a doctor or healthcare expert topped the list for all, with it being the most important to UK females (50.8%). A trusted brand was second most important to both female groups and US Males, but UK males ranked published scientific studies as their second choice. US men and women were nearly equal at 26% and 25.7% percent respectively on saying nothing would make them take supplements and nearly 40% of UK males said nothing would make them take supplements.  

There is a lot to process in this information, which arguably would have been different had respondents been asked which statement ‘best’ described their current thinking. We’ll get to that in future work. In the meantime, the stark difference in importance between values-based certifications (supported strongest by females) and quality-based certifications (supported strongest by males) is interesting and worth pursuing.

~Len

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Lori Diez

Lori Diez combines compassion and excellence to lead organizations to their next level. A small-town Texas childhood taught her the value of hard work and relationships, which she uses to foster teamwork that brings results that have transformed cultures and programs to their highest potential. Her successful career in pharmaceutical and nutraceutical sales leadership and event hosting has prepared her to deliver results as the COO of TrustTransparency, where she uses her industry knowledge to ensure that the company’s operations run smoothly as they support nutraceutical companies in their mission to help others. Lori’s passion for charity reflects her belief that individuals working together can change the world, no matter how small their contribution to the effort. This year, she looks forward to continuing over a decade of service at the Houston Livestock Show And Rodeo, where she will be the Chairman of the Livestock Committee.

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Glynnda Steinford

Glynnda Steinford, Trust Transparency Consulting’s Director of Customer Relations, brings over four decades of healthcare experience to her vital role in client engagement and relationship building. Her diverse background spans from administering medical groups to impactful stints in pharmaceutical and nutraceutical sales, all underlined by her degree in Healthcare Administration.

At the heart of Glynnda’s work is her talent for nurturing long-term connections, a skill she leverages to enhance client experiences and partnerships within the consultancy. Beyond her professional commitments, she enjoys life’s simple pleasures, whether it’s her love for cats and cooking or her ventures into golf, always prioritizing cherished moments with family and friends. Her personal interests echo the dedication and warmth she extends in her professional network, making her an invaluable asset to the team.

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Caiti Dowden stands as a crucial pillar at Trust Transparency Consulting, bringing invaluable insight and expertise to her role as Senior Executive Assistant’ since her start in 2018. With an academic background from Sam Houston University and a career shift from education to the nutraceutical sphere in 2010, Caiti has cultivated a sharp acumen for dissecting industry trends and bolstering strategic decision-making.

Her transition from Data Analyst reflects her growth and deep understanding of the business landscape. Caiti’s commitment goes beyond professional excellence; she thrives on balance, drawing from her rich life outside of work to enhance her organizational contributions. Whether it’s family time, volunteering, or rooting for Houston’s sports teams, she believes in embracing experiences to fuel her professional creativity and insight.

In her current role, Caiti’s dedication to dynamic business analysis and operational support proves her to be an irreplaceable asset to our team, embodying the synergy of personal enrichment and professional success.

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Pam Hilpert, Chief of Staff at Trust Transparency Consulting, has been instrumental in the firm since its inception, leveraging her 17 years of accounting experience, including a significant tenure in the nutrition sector. Her collaboration with Scott Steinford spans various successful ventures, emphasizing her integral role in the company’s financial and strategic initiatives.

An alumnus of Sam Houston State University, Pam holds degrees in both Business Administration and Accounting, as well as an MBA, adding academic heft to her practical industry insights. Beyond her professional prowess, Pam is passionate about family, enjoys live music, delves into quilting, and volunteers at her church, reflecting her well-rounded life.

Her multifaceted expertise and longstanding dedication make Pam a cornerstone of Trust Transparency Consulting’s operational strength and team unity.

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Scott Steinford, a trailblazer in strategic leadership, boasts a certified M&A background, having navigated companies from their genesis to industry prominence. His brainchild, Trust Transparency Consulting, born in 2007, stands as a testament to his dedication to ethical business practices and strategic foresight, offering industry stakeholders invaluable guidance.

Beyond founding and steering companies, Scott has enriched the business landscape with his insightful keynotes and prolific written contributions, emphasizing his commitment to elevating industry standards. His executive tenure shines in roles as CEO or President of for-profits like ZMC-USA and Doctor’s Best, extending to significant contributions in non-profit sectors.

Notably, Scott’s influence is a driving force in the CoQ10 market, where his leadership has significantly bolstered the ingredient’s global presence. His roles in various capacities, including as a New Hope Ambassador, keep the community informed, providing in-depth industry reports and insights.

An active advocate within professional associations and an Editorial Advisor for leading industry publications, Scott’s expertise is both recognized and sought after. With academic roots in Pre-Law and a Master’s in Law, his journey transcends textbooks, embodying real-world business acumen and transformative leadership.

Scott Steinford merges visionary entrepreneurship with principled leadership, creating a legacy of innovation, growth, and unwavering commitment to industry excellence.