According to The Immunity Report, recently published by DSM, some 40% of consumers now buy supplements online. This offers convenience, choice and the chance for shoppers to conduct their own research. The digital space also provides more opportunities for tailored products and services vs the broad support offered in-store. Some 76% of global consumers who find nutrition-genetic testing appealing would do it to improve immunity.
In the digital space, supplements can also be more easily tailored to consumers’ lives and habits via online subscription services, which would interest 62% of nutritional supplement users. These can be based on factors such as demographic, lifestyle or season. As well as tailored convenience for the consumer through immunity products suited to them, subscription services can help brands to keep connected with consumers beyond delivery and learn more about their needs over time. One of the interesting findings in the report was how “pill fatigue” among consumers has led to a surge in demand for other delivery formats like gummies, drink shots and stick packs.
Separately, a recent survey conducted by Sprim involving 1,000+ participants across USA, Mexico and Brazil found that, with the pandemic driving interest in immunity, there has been a profound rise in demand for supplements. However, in a saturated market, consumers are becoming more discerning with their purchasing power.
The Sprim report presented five key takeaways, providing a foundation for companies in the immune support category seeking to serve the needs of this evolving consumer:
- 61% began or increased their purchasing of dietary supplements for immune support in the wake of Covid-19
- Scientific / clinical trial evidence was the most important consideration when choosing an immune support supplement
- Vitamins C & D are the most popular ingredients for immune health
- While most consumers in Mexico & Brazil purchase their supplements from drugstores, those in USA primarily buy theirs from online mass market stores
- Feeling “tired & rundown” is the #1 buying trigger for immune supplements across all regions
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