Dietary Supplement Consumer Trends and Preferences Report ...

Dietary Supplement Consumer Trends and Preferences Report (2021)

This revealing new report is based on results from the Annual Survey of Vitamin & Supplement Users conducted in November 2020 with responses from 9,647 supplement consumers. The 150+ page report explores consumers' perceptions of the brands, products and merchants they use, as well as their usage of specific types of supplements.

Brands Covered (Sample size per brand of 90 to 2,496 respondents)

21st Century

Dr. Sinatra

Natural Factors (U.S.)

Advanced Bionutritionals Elysium

Natural Vitality CALM

Align

Emergen-C

Nature Made

Alive! by Nature's Way

Enzymatic Therapy

Naturelo

Allergy Research Group Enzymedica

Nature's Answer

Amazing Formulas

Equate (Walmart)

Nature's Bounty

Amazing Grass

Ester-C

Nature's Life

American Health

Florastor

Nature's Plus

Ancient Nutrition (Dr. Axe) Gaia Herbs

Nature's Valley (Savon)

AOR (Advanced

Garden of Life

Nature's Way

Orthomolecular Research) GNC

New Chapter

Barlean's

Great Lakes Gelatin Co.

Nordic Naturals

Bausch & Lomb

Gundry MD

NOW

Bayer

Healthy Origins

Nutiva

Best Naturals

Herb Pharm

Nutricology

BioAstin (Nutrex Hawaii) Himalaya Herbal

Nutricost

Biotics Research

Host Defense

Nutrigold

BioTrust

HPF Cholestene

One-A-Day

Bluebird Botanicals

Integrative Therapeutics

Optimum Nutrition

Bluebonnet

Jamieson (Canada)

Oregon's Wild Harvest

Bronson Labs

Jarrow

Orgain

Bulk Supplements

KAL

Organic India

Bulletproof

Kirkland (Costco)

Ortho Molecular

California Gold Nutrition Klaire Labs

Osteo Bi-Flex

Caltrate

Kroger

Physician's Choice

Carlson

Kyolic/Kyo-Dophilus

Piping Rock

Centrum

(Wakunaga)

PlusCBD Oil

Charlotte's Web

Life Extension

ProCaps (Andrew

Citracal

MegaFoods

Lessman)

CocoaVia

MegaRed

Pure Encapsulations

Country Life

Member's Mark (Sam's

Pure Synergy

Culturelle

Club)

Puritan's Pride

CVS

Metagenics

Purity Products

Designs for Health

Moutain Rose Herbs

Quest

Doctor's Best

Move Free

Qunol

Doterra

MRM (Metabolic Response Rainbow Light

Double Wood

Modifers)

Real Mushrooms

Douglas Laboratories

Natrol

Renew Life

Dr. Mercola

Natural Factors (Canada) Rite Aid

Root2 (Vitacost) Schiff Seeking Health Solaray Solgar Source Naturals Spectrum Sports Research Spring Valley (Walmart) Sprouts Standard Process Stop Aging Now (SAN) Sundown Swanson Synergy (Vitacost) Terry Naturally (Euro

Pharma) Thorne Research Trace Minerals Trader Darwin (Trader

Joe's) TruNature (Costco) Twinlab Up & Up (Target) Vega Vitacost Vitafusion Vital Nutrients Vital Proteins Vitamin Shoppe Vitamin World Viva Labs Walgreens (Finest Nutrition) Webber Naturals (Canada) Whole Foods Xymogen Young Living Youtheory Zhou Nutrition

Merchants Covered (Sample size per merchant of 90 to 3,035 respondents)

BJ's Bluebird Botanicals Bulk Supplements CocoaVia Costco CVS Doterra eBay GNC Gundry, MD Healthcare Practitioner's Office

Kroger Life Extension Local Health Food Store Local Pharmacy Local Supermarket Metagenics Natural Grocers Piping Rock Publix Pure Encapsulations Puritan's Pride

Rite Aid Sam's Club Sprouts Farmer's Market Swanson Target Thorne Research Trader Joe's Vitamin Shoppe Walgreens Walmart Whole Foods

Supplements Categories Covered (Including brand-specific satisfaction ratings for those in bold)

5-HTP

Cocoa &/or Dark Chocolate

Acetyl L-Carnitine

Coconut Oil

Activated Charcoal

Cod Liver Oil

Adrenal Support

Collagen

AHCC (Active Hexose

Colostrum

Correlated Compound)

Copper

Aloe

CoQ10/Ubiquinol

Alpha Lipoic Acid

Cranberry

Amino Acids (Including

Curcumin/Turmeric

BCAAs)

Dandelion

Amla Berry

DGL Licorice

Apigenin

DHEA

Apple Cider Vinegar

Digestive Enzymes

Artichoke Extract

Dim (Diindolylmethane)

Ashwagandha

D-Mannose

Astaxanthin/Zeaxanthin

D-Ribose

Astragalus

Echinacea

B-12 (Cobalamin)

Elderberry

B-6 (Pyridoxine)

Electrolytes

Bacopa

Epicor?

B-Complex

Essential Oils

Beetroot

Fenugreek

Benfotiamine

Fiber (Including Psyllium)

Berberine (and Goldenseal) Fisetin

Bergamot

Fish Oil/Krill Oil/Algae

Beta Glucan

Oil/Omega-3 (EPA/DHA)

Betaine HCL

Flaxseed/Plant Oils

Beta-sitosterol

Folic Acid/Folate (B-9)

Bilberry

GABA

Biotin (B-7)/Hair, Skin, Nails Garlic

Formula

Ginger

Bioperine

Ginkgo Biloba

Bitter Melon Extract

Ginseng

Black Seed Oil

Glutathione

Blueberry Extract

Glycine

Bone Broth

Gotu Kola

Boron

Grape Seed Extract

Boswellia

Green Tea

Brewer's Yeast

Greens/Whole Foods

Bromelain

Gymnema

Calcium

Hawthorn

Carnosine

Holy Basil

Cat's Claw

Horse Chestnut

Cayenne

Huperzine A

CBD/Hemp Extract

Hyaluronic Acid

Chia Seed

Inositol

Chlorella

Iodine

Cholesterol Lowerers

Iron

(Sterols/Stanols)

Joint Health Formula

Choline (all forms)

(Glucosamine,

Chromium

Chondroitin, etc)

Cinnamon

Kava Kava

Citicoline

Kelp

L-Arginine

Prostate Formula

L-Carnitine

Protein/Nutrition Bars

L-Citrulline

Protein/Nutrition Powders &

Lecithin

Drinks (Includes Whey)

Lemon Balm

Pterostilbene

L-Glutamine

Pumpkin Seed Oil

Lion's Mane

Pycnogenol

Lithium (low dose)

Quercetin

L-Lysine

Red Yeast Rice

L-Theanine

Resveratrol

L-Tryrosine

Rhodiola

Lutein/Zeaxanthin

Riboflavin (B-2)

Lycopene

Rutin

Maca

Saffron

Magnesium

SAMe

MCT Oil

Saw Palmetto

Melatonin

Selenium

Memory Supplement

Serrapeptase

Menopause Supplement

Sexual Enhancement

(Soy Isoflavones/Black

Supplement (e.g. Yohimbine)

Cohosh)

Silica

Methylfolate (5-MTHF)

Slippery Elm

Milk Thistle/Silymarin

Spirulina

Modified Citrus Pectin

Sports Supplement (e.g.

Molybdenum

Creatine, HMB)

Monolaurin

St. John's Wort

Moringa

Stinging Nettle

MSM

Strontium

Multivitamin (Including

Sulforaphane

Prenatal)

Superfruit Supplement (e.g.

Mushrooms (all types)

Acai, Goji, Noni, Mangosteen)

NAC (N-acetyl cysteine)

Tart Cherry

NADH/NAD+

Taurine

Nattokinases

Thiamin (B-1)

Niacin (B-3) (all forms)

Thyroid Support Complex

Nicotinamide Riboside

Triphala

(Niagen)

Tryptophan

Olive Leaf Extract

Valerian

Omega-7s/Sea Buckthorn

Vinpocetine

Oregano

Vision Support Formula

Pantethine/Pantothenic Acid Vitamin A/Beta-carotene

(B-5)

Vitamin C (Including Rose

Passion Flower

Hips)

Phosphatidylserine

Vitamin D

Pine Bark Extract

Vitamin E (Includes

Pomegranate

Tocopherols & Tocotrienols)

Potassium

Vitamin K (includes Mk-7 K2)

PQQ

Weight Loss Supplements

Prebiotics

(e.g. CLA, Garcinia, Green

Pregnenolone

Coffee Bean)

Probiotic (e.g. Acidophilus, Wheat Grass

Lactobacillus)

Zinc

Progesterone Cream

To order or for more information, please contact: Lisa Sabin at Lisa.Sabin@ or 609-936-0770

 Dietary Supplement Consumer Trends and Preferences Report (2021) - Contents

Brand Analyses: Introduction to Brand Analyses Popularity of Brands (149) in Survey The Top Brands (135) of

Supplements Overall Consumer Satisfaction with

Top Brands Consumer Satisfaction with Key

Aspects of Top Brands Satisfaction with Types of

Supplements by Brand

Merchant Analyses: Introduction to Merchant Analyses Where Consumers are Buying

Supplements Popularity of Merchants (38) in

Survey The Top Merchants (35) of

Supplements Overall Consumer Satisfaction with

Top Merchants Consumer Satisfaction with Key

Aspects of Top Merchants

Analyses of most brand and merchant results by consumer age, gender and total daily supplements used.

Supplement Usage Analysis: Specific Types of Supplements

Purchased Specific Types of Supplements

Purchased analyses by total daily supplements used, age, and gender

Appendix: Methodology Respondent Demographics and

Supplement Usage

List of Tables Popularity of supplement brands (149 brands) Consumer overall satisfaction with their supplements

(% highly satisfied) (Top 135 brands) Consumer satisfaction with supplement prices Consumer satisfaction with supplement performance Types of supplements purchased ? most popular as well

as analyses by total number purchased, age, and gender Consumer satisfaction with type of supplement by

brand for Calcium, CBD, CoQ10, Joint Health, Magnesium, Melatonin, Multivitamin, Omega-3s, Probiotic, Resveratrol, Vitamin C, and Vitamin D Types of merchants consumers use ? most popular as well as analyses by total number purchased, age, and gender Popularity of merchants consumers use (38 merchants) Consumer overall satisfaction with merchants (% highly satisfied) (Top 35 merchants) Consumer satisfaction with merchant's prices Consumer satisfaction with merchant's information about products Consumer satisfaction with merchant's customer service Consumer satisfaction with merchant's speed of delivery Consumer satisfaction with ease of returning product

List of Figures Consumer satisfaction with brands Consumer satisfaction with brands by 1) daily usage, 2) age, and 3)

gender Consumer satisfaction with type of supplement by brand Consumer satisfaction with merchants Consumer satisfaction with merchants by 1) daily usage, 2) age, and

3) gender Respondent demographics by 1) supplements taken per day, 2) age,

and 3) gender

Single Brand or Merchant Analysis ? Contents

Customized reports further analyzing a specific brand, merchant, or supplement type are available and include the following:

For Specific Brand or Merchant: Brands Used in Combination with this

Brand or Merchant Types of Merchants Used by

Customers Specific Merchants Used by

Customers Consumer Demographics (Age &

Gender) Number of Supplements Used Daily

LIST OF FIGURES AND TABLES: Brands used by customers Types of merchants used by customers Specific merchants used by customers Customer supplement usage ? By age and gender Customer age ? By usage and gender Customer gender ? By usage and age

To order or for more information, please contact: Lisa Sabin at Lisa.Sabin@ or 609-936-0770

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