Supplement use jumps 11% in 5 years

Supplement use jumps 11% in 5 years

Millennials show significantly increased engagement in the supplement market and report the highest increases in use.

NMI, a strategic global consulting, market research, and business development company, is pleased to announce the release of its 2013 Nutritional Supplement/OTC/Rx Consumer Insight & Market Opportunity Report, a comprehensive report which examines the intersection of dietary supplements, OTC, pharmaceuticals and consumer-directed health care. 

This groundbreaking report is the industry’s most comprehensive endeavor in researching and analyzing the nutritional/dietary supplement market from the consumer perspective, including over 100 pages of consumer attitudes, behaviors and product usage patterns. It contains the most in-depth consumer insight and breakthrough learnings about consumer usage of vitamins, minerals, botanicals, and other supplements combined with OTC and Rx products.  

Consumer-directed health care is taking hold, driven by many factors including the aging population, the desire for ‘anti-aging’ remedies, and the uncertainty of the healthcare system which are all driving consumers to be more proactive with their health.

  • Over the past 5 years, use of nutritional supplements among American adults has shown steady increases from 62 percent in 2009 to 73 percent in 2013
  • Millennials are showing significantly increased engagement in the supplement market and report the highest increases in supplement use over the past several years
  • One of the major reasons for stopping use of supplements is that users ‘simply got tired of taking them’ highlighting opportunities to increase compliance
  • About one out of three consumers wish their doctor knew more about nutritional supplements; a doctor’s recommendation is the top influencer to initiate supplement use

Almost half of supplement users are concerned about potential interactions between their prescription medications and dietary supplements

The supplement, OTC, and pharmaceutical industry are poised for continued growth as more consumers are taking the path to health and wellness.  This new report identified the attitudes and behaviors of consumers in the self-care space and the respective opportunities they represent.

NMI has conducted its Nutritional Supplement/OTC/Rx Consumer Insight & Market Opportunity Report since 2009, concluding its most recent study in the spring of 2013, which was fielded online and included a representative sample of 2,020 U.S. consumers. Balanced to U.S. Census data across key demographics, statistically significant at the 95 percent confidence level to +/- 1.5 percent, and conducted via online research methodology.


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