High-End Whole Food Nutritional Supplements - Demographic Profile
A demographic profile of high-end, whole food nutritional supplement consumers couldn’t be reliably built. In order to paint a demographic picture of non-artificial, whole food nutritional supplement consumers, we provided available demographic information on American dietary supplement consumers in general, along with information on American consumers who prefer no artificial ingredients in products.
US Nutritional Supplement Consumers — Demographic Profile
- The typical American dietary supplement consumer is aged over 55, female, married, has graduated from college and earns between $50,000 and $100,000 yearly.
- According to a 2018 study by CRN, 78% of adults aged over 55 take dietary supplements. 77% of those aged 35-54 and 69% of those aged 18-34, respectively, do the same.
- In a study from 2003, it was found that across all age groups, the female gender takes more supplements than men, ranging from 59% to 71.8%.
- The same study found that the most dietary supplement consumers are married (around 50%). The most of the studied individuals had an income between $50,000 and $100,000 (around 30%), while the vast majority had graduate degrees in 2003.
US Non-artificial Product Consumers — Demographic Profile
- Women aged 50-64 who don't have children, have higher education and earn over $75,000 a year are most likely to buy products with no artificial ingredients.
- A 2018 study by The International Food Information Council found that women are 7% more likely to buy non-artificial products in-store. The study found that there is a 73% chance that the consumers don't have children under 18, compared to a 57% chance that the consumer has children. A 76% chance that the consumer earns more than $75,000 yearly is around 12% higher than the chance that the consumer earns less than $75,000 (either between $35,000 and $74,000, or less than $35,000).
- The chance that the consumer is between 18 and 34 years old equals 52%, while the chance that he/she is between 35 and 49 years old equals 66%. According to the study, there are 83% and 81% chances that the consumer is 50-64 or 65-80, respectively. The study also found that the consumer is most likely to have higher education and to be non-Hispanic white.
A demographic profile of high-end, whole food nutritional supplement consumers couldn’t be reliably built. Reasons for this have been outlined below.
As the first attempt, the research team examined a range of credible sources, including but not limited to market research publications such as Allied Market Research, scholarly databases such as ResearchGate, consumer research institutes such as McKinsey, as well as various industry-specific publications such as Healthline. There, we aimed to find expert-written reports, charts or surveys that specifically focus on demographics of whole food nutritional supplement consumers, but search suggested no demographic analysis specifically on this topic has been previously compiled. Available demographic information focused on nutritional supplement consumers in general. Some demographic information surrounding organic supplement consumers was available, but this couldn’t be used in the search because it encompassed other supplement types, such as protein supplements. Furthermore, most available demographic information was outdated, dating as far back as the 1980s.
We shifted our focus to identifying specific whole food nutritional supplement brands. Our goal was to identify customer demographic information surrounding at least 4-5 individual whole food supplement brands. This information would then be examined to determine whether demographic information remains similar across brands, and if not, the approximate averages would be extracted to triangulate the demographic data for natural food supplements. During our search, we realized non-artificial supplement brands usually sell a wide range of products apart from supplements, so we tailored our search to specifically locate demographic information that focuses on their whole food supplement product lines, but didn’t succeed in obtaining relevant information. Furthermore, we were not able to find demographic information pertaining to the brands in general, without focusing on their non-artificial nutritional supplements. We were confident this information would be available because several independent research sources such as Marketing91 and Numerator, as well as specific university scholarly databases, often publish demographic information tailored to customers of specific brands and products.
Lastly, we decided to find information we could use to provide a demographic profile using assumptions. We specifically searched for reasons Americans take premium, whole food dietary supplements. Our reasoning behind this strategy was that we could use demographic information on individuals who have a specific value or opinion as a proxy for natural nutritional supplement consumers, but only if it was found that the vast majority of consumers consider these values. For instance, if it had been found that 95% of high-end natural nutritional supplement consumers use these because they dislike artificial ingredients, demographic information on Americans who prefer non-artificial products could have been used as a proxy for Americans who take natural, high-end dietary supplements. To find this information, we searched various consumer insight sources, such as Ipsos and PwC, but relevant psychographic information pertaining to consumers of expensive nutritional supplements couldn’t be uncovered. Even for dietary supplement consumers in general, there was no prevailing value among consumers, that is, the most prevalent concern was overall health, at 42% of responders.