Five factors have been identified as being motivating factors in a consumer's purchase of pharmaceuticals; perceived health benefits, product safety, cost, clean labels, and self-help health. For each factor, additional information was included on why the factor is a purchase trigger for consumers. Also, included was how the factor was perceived in the market.
Perceived Health Benefits of Nutraceuticals
- Consumers who had knowledge about the health benefits of the specific nutraceutical product were motivated to take nutraceuticals; conversely, the perceived lack of knowledge of these benefits prevented consumers from taking nutraceuticals.
- There is perceived to be a lack of reliable clinical evidence in the nutraceutical market for consumers to assess the health benefits.
- Consumers who believed that taking nutraceuticals were safe was a motivating factor to take nutraceuticals; in contrast, concerns of potential side effects and/or drug interactions caused consumers to avoid taking nutraceuticals.
- As in the case of health benefits, there is a perceived lack of information in the market available to assess the safety of nutraceuticals.
- The perceived affordability of nutraceuticals is an important factor in the purchase of these products.
- When the perceived cost is high, consumers avoiding purchasing nutraceuticals; however, the cost being perceived as lower than traditional medicine is a motivator to use neutraceuticals.
- The cost factor in the neutraceutical market also is dependent on the trend toward minimal co-pay for prescription alternatives which may make traditional pharmaceutical alternatives less expensive.
- Clean Labels are defined as products having fewer and recognizable ingredients with transparency of how products are sourced and made, which would be reflected on the label.
- Over the last five years there was a 97% growth in the proportion of supplement users stating that an environmentally responsible brand is a very important factor in their purchasing decision.
- Having products certified as Clean Label by external certification authorities can increase the appeal of the product to consumers.
Self-Help Health Monitoring
- Consumers are turning to do-it-yourself monitoring and researching other solutions before seeking medical help.
- In terms of using neutraceuticals, consumers were most motivated to buy a supplement for energy, followed by mental/brain health, beauty, immunity, and inflammation.
- Older adults are concerned about conditions such as osteoporosis, arthritis, and heart disease, These individuals are motivated to buy nutraceuticals to prevent these conditions and remain healthy.
- Younger, athletic adults are more aware of bone and joint health and are interested in purchasing neutraceutical products that aid in preventing joint and bone injuries.
The sources used in the research focused on "motivating" factors that would drive consumers to purchase nutraceuticals. Information was unable to be found on what would trigger a "quick response" but one can make the assumption that "motivation to buy" will drive a purchase.