The survey had several key takeaways, including the need for more consumer education on heart health ingredients, the desire for specific benefits such as mental health, and regional differences among supplement consumers.
The Glanbia Nutritionals’ 2019 Global Dietary Supplement Survey collected representative samples from the United States, the United Kingdom, and China.
Consumer survey profile
The survey participants consisted of an equal representation of men and women who reported taking supplements on a daily basis or near-daily basis. Across all regions, 75% reported to be in somewhat good or average health, were 18 to 70 years of age, with just over half holding a college degree.
General health a key driver of supplement purchases
While general health was the top category across all regions, the survey underscored regional variances. For instance, 55% of US consumers listed general health as a top driver, followed by heart health at 37% and healthy aging at 32%. In China, general health and sleep support tied at 26%,
with heart health coming in at 27%. In the UK 48% of respondents listed general health as most important, followed by joint health at 33% and mental health at 29%.
The report noted certain considerations, such as China’s ‘work hard’ mentality over the last few decades, which may have pushed consumers there to seek sleep support.
Another regional observation is the demand for joint health in the UK. The report points out that UK consumers may have better awareness in the joint health department, which presents an opportunity for increased education in other regions.