What’s Happening to Consumer Trust in Buying Supplements Online

February 11, 2021

Survey of US and UK consumers shows markedly different patterns

In today’s shopping universe, more consumers, especially supplement consumers, are going online than ever before. The demographics of online buyers are shifting too, with older consumers, especially during the pandemic, transferring much of their in-store buying. Combine that new reality with multiple personalized or targeted supplement options, better subscription and repurchase choices, and consolidated shopping trips (another pandemic behavioral shift). Shopping for dietary supplements has dramatically and irrevocably changed.

Over the past 20 years, the ratio of online sales to overall supplement sales has continually grown. Just over ten years ago, it made up 10% but was solidly outpacing the rest of the market, so when market growth was hovering at 4-6% overall, the 12-15% growth in online was transformative. Some data sources currently have online supplement sales pegged at 25% now, but industry experts believe this number might be understated by as much as 20% or more. A recently concluded Business Leaders Forum, conducted by NutraIngredients-USA, concluded that 2020 online sales doubled compared to the previous year.

In the United States, Amazon, followed by i-Herb and Vitacost, account for the bulk of e-commerce supplement sales, with individual brand websites also contributing to channel sales. Amazon also dominates other global markets, certainly the UK. Amazon has recently jarred the online supplement market by creating new rules for brands, including labels, testing, and documentation required. This is a step felt by many to be long overdue, even while others are criticizing the new rules as falling outside of regulatory requirements, being arbitrary, and not acknowledging testing expertise of the best brands and labs in the dietary supplements space. The fallout has been swift among e-tailing brands, with many Amazon dependent brands discovering for the first time some of their actual requirements under the law.

Sales online continue to grow. Many companies won’t survive the new Amazon criteria, and we’ll see a consolidation of the very fragmented marketplace. There are now ‘some’ barriers to entry, and , more prominent, credible brands will succeed. Will this impact trust online?

TTC’s Ingredient Transparency Center recently asked US and UK consumers about their trust in purchasing dietary (food) supplements online. While about half of all consumers said that they didn’t purchase any supplements online (45% in the US and 55% in the UK), of those that did, more consumers were very or somewhat comfortable and gaining trust (36% in the US and 30% in the UK) than were losing trust or hesitant to purchase online (19% in the US and 15% in the UK).


ITC Insights UK Trust Survey

We then examined the age and gender differences and trust in online supplement purchasing. Here the big difference between the US and UK was the hesitancy to purchase online with 29% of males and 21% of females, of those that would buy supplements online in the UK, expressing reluctance, with the US at 20% of males and 28% of females with hesitancy – almost precisely the reverse.

By age in the US, surprisingly, the range of 55-64 showed the highest comfort and trust (40% very and 24% somewhat comfortable) followed by ages 35-44 (33% very and 30% somewhat) of those that do buy online, versus the UK where a slightly younger demographic (25-34) was very 33% or somewhat (33%) comfortable online. The 35-44 age group in the UK was the most  confident, rating ‘very comfortable’ specifically higher (50% very and 15% somewhat comfortable).  In the US, the youngest demographic, 18-24, indicated the highest level of hesitancy (31%). Conversely, in the UK, it was the >65 range, with 25%, that had the highest  hesitation.


ITC Insights Trust UK by Age

These results suggest that – trust in online buying generally skews younger in both countries but that the 35-44-year-old demographic in the UK, especially females, is a great driver of engagement and trust. In the US, the 55-64 range cannot be ignored and is a sure sign of the morphing of shopping patterns and behaviors.

These surveys are designed to shed light on consumer behavior, attitudes, and values relating to dietary supplements, health ingredients, and natural products.

If you have a burning question that you’d like to discuss with the ITC team, we’re happy to have that conversation. Contact us anytime. 

Anthony Reyes
Author: Anthony Reyes

Unlock the Power of Transparency: Schedule a Meeting Now

Ready to Illuminate Your Path?
Partner with Trust Transparency Today.

Get inTouch

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.

Conference Handouts

Conference Handouts

CoQ10 Statin Associated Myaglia Meta Study Barry Tan 0618 Case Study

CoQ10 Statin Associated Myaglia Meta Study Barry Tan 0618 (1)

Statin Q10 Effect Case Study

Statin Q10 Effect Case Study

Schedule Consultation with Trust Transparency

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.

Caiti Dowden

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.

Pam Hilpert

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.

Scott Steinford

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.