Do you need support in running a pricing or product study? We can help you with agile consumer research and conjoint analysis.Request consultation
The body’s ability to absorb nutrients through food becomes less efficient with age. This means it is harder for older people to consume the necessary amounts of certain vitamins and minerals, making vitamin supplements an ideal solution.
We surveyed more than 300 respondents over the age of 55 in the USA to understand their usage and attitudes in this U&A study. All respondents have concerns about personal health, are taking action to improve their health and wellbeing, and are also vitamin supplement users or considerers.
Here are some highlights from the survey’s findings:
Most vitamin users (96% of respondents) stated that they purchase vitamins at least once every 3 months (78%). Most users (49%) spent between $11-25 on their last purchase and about a quarter (22%) spent between $26-$50 on their most recent purchase.
More than three-quarters of respondents label themselves as ‘consistent vitamin users’, meaning the above spend likely reflects users who purchase ~once a month. It is also important to note that almost half (46%) of vitamin users are not the only user in the household, which could account for variations in last purchase spend versus consistency of use if the other user(s) is (are) also responsible for purchasing.
Of those respondents who are considering purchasing vitamins (3%), most are looking into Vitamin D and Vitamin C (84% for each). Solid, edible forms of consumption are the most popular for considerers. Tablet form is the most likely to be purchased (82%), followed by gummies (64%), possibly for ease of consumption.
*Please note that sample for vitamin considerers was incomplete at 11 responses
Price is the greatest influence on purchasing decisions, with almost three-quarters (74%) of respondents stating it as such. Further pricing research would be required to determine the optimal pricing for specific vitamin and mineral products.
Over half of respondents consider ingredients and ease of use as the next most important factors. This could suggest that tablets are considered the easiest form to consume, as it is the most popular form amongst users and considerers.
We used Likert scale questions to uncover respondents' attitudes towards vitamins, summarising answers using Top 2 box metrics. The vast majority of respondents believe vitamins are easy to take (96%) and easy to store (93%). These results suggest that consumers are mostly content consuming the most popular vitamin forms (tablets and gummies) and storing them in their current packaging.
Three-quarters of respondents do engage in physical activity at least once a week and almost half (49%) had participated in an outdoor activity within a week of when the survey took place (26-28 October 2020). Most respondents are retired (62%), perhaps explaining the high levels of outdoor physical activity.
Other demographics worth noting include:
Download a copy of our Vitamin Supplement Usage in Elderly survey results.
In our December 2020 omnibus survey, we compare consumer trends during the COVID-19 pandemic against May, August, and October 2020 results. We surveyed consumers from the UK and US, with a deep dive into sustainability trends and behaviours. View article
Get the latest updates about market research, automated tools, product testing and pricing techniques.