Purchase Motivations: Woman Ages 45-60
- According to Science Based Medicine, 45% to 67% of adults around 50 years old use dietary supplements.
- 54% of adults using the mentioned supplements are women.
- 50% of adults using supplements were between 40 to 59 years old and 67% were over 60.
- According to a survey published by Science Based Medicine, the top reasons women use dietary supplements were to improve overall health with 43.9% of responses; to maintain health, with 32.8%; and for bone health with 35.8%.
- 62% of Baby Boomers and 57% of Gen Xers stated that it is important to see/touch the items when shopping online.
- A survey published by Global Web Index stated that traditional marketing is most popular among people aged between 36 to 54.
- Also, 30% of people aged between 36 to 54 use social media for searching products to buy.
TYPES OF MEDIA
- According to a report by MDG Advertising, Facebook is the most popular social network across the different generations. Gen Xers and Baby Boomers represent 65% of Facebook's overall usage. 
- It is also important to mention that the second favorite social media site among Gen Xers and Baby boomers is YouTube.
We began our research by scouring for information through sites like Academike, JAMA, BMC Complementary, and Alternative Medicine. We hoped to find information focused on health supplements, as these sites typically aggregate health products information. However, while we were able to find a variety of consumer behaviors around health supplements, it was not specifically focused on women in the U.S.
We also went through press releases from academic journals focused on health products, supplements, and other products. Unfortunately, we did not find any relevant data that could provide helpful insights that could be used to triangulate the answer.
Finally, we tried to search for reports detailing the purchasing habits related to health products for women aged 45 to 60. However, we were only able to find reports focused on one aspect of the request, either it was focused on consumer behaviors towards supplements but did not provide any age range, or they were focused on health products consumer behaviors but did not provide the different gender preferences.