Why vitamin and nutrition brands need to supplement Americans’ knowledge
From probiotics to multivitamins, more Americans than ever are making purchases to live better. To continue that growth, brands will need to act as a source for information, says Ipsos’ Chad Nielson.
The vast majority of nutritional supplement users believe that supplements are integral to their health, according to a Ipsos study conducted for the Council for Responsible Nutrition (CRN). Yet just more than half say they are regular users, and confusing information could be why.
Whether they’re aging, health-conscious, or both, more Americans feel they can live better by eating, drinking, and consuming better, from multivitamin tablets to “bioactive” superfoods. The breadth and persistence of these trends suggest a long-term shift in consumer priorities, with consequences for CPG brands and beyond.
But this opportunity is complicated by the proliferation of new products and the lack of clear information. A recent Ipsos Online Communities survey indicated that nutritional supplement users and potential users alike are looking for guidance on efficacy, safety, and recommended usage. Brands can solve this problem by informing and building trust with both groups beyond sales messages.
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