Supplements
Consumers are split on the benefits
Supplements are meant to be an easy way to stay healthy, but opinion is divided on whether they are worth the money.
Younger consumers are more willing to believe in the power of pills, indexing higher than average on all types. Brands can help this group adopt the supplement habit by promoting the health benefits in a way that resonates with their lives and needs.
In some markets this will be easier than others. Europeans are more sceptical than Latin American consumers, for example, while consumption is growing across the category in China.
Year-on-year spend in China is up 6% overall with faster growth in categories such as Glucosamine (+19%) and Vitamin D (+18%). Other products doing well include calcium, fish oil and protein.
Supplement brand Move Free has done particularly well in China with its joint health products based around glucosamine growing by 69% year on year. To form a strong connection with potential consumers and encourage them to invest in it, the company has focused on sponsoring marathons – where participation requires strong joints – to attract a host of loyal consumers.
