06.19.20
In its ongoing consumer research reporting on the markets spanning the Americas, Europe, and Asia, Toluna has identified some key metrics in the prevalence of purchasing habits over the course of COVID-19, with the most recent survey having concluded in June. Thousands were surveyed from the U.S., Brazil, the U.K., Germany, France, Italy, Spain, China, South Korea, and India.
They report that, as quarantine restrictions across the globe begin to lift across the globe, consumers by and large are becoming less concerned with financial security than at the beginning of the crisis, which may in part be contributing to the ongoing inordinate growth seen within the dietary supplements industry well after panic-buying behavior has begun to dwindle. Additionally, consumers largely plan on being as health-conscious as possible as quarantine restrictions begin to ease.
Despite the broad global claims that consumers will emerge more health-conscious as the impact of the crisis begins to hold a less acute place in day-to-day life, there’s a bifurcation in which some health-oriented behaviors have seen a rapid rise while people are also engaging in less-than-healthy lifestyles at increased rates, as well.
For example, 21% of global consumers are drinking more alcohol, 15% are smoking more cigarettes, 27% are exercising less, 47% are feeling more stressed, and 14% are less concerned with environmental issues.
Fortunately, one of the leading behaviors consumers have adopted in order to improve health is an increase in dietary supplement usage. The United States has been the epicenter in the double-digit spike in global dietary supplement sales, with over half of Americans surveyed now taking more nutritional supplements than before according to the survey results of late June.
Toluna reports that the two most dominant reasons for which people are taking increased amounts of dietary supplements are to increase overall health and wellbeing and to strengthen the immune system, and there were no drasitc differences in reasons for supplement usage across the countries surveyed.
Looking ahead, 33% of consumers globally reported that they plan on being more health conscious “over the next one or two months” through the use of dietary supplements. 37% of those in the U.S. and Brazil agreed with this claim, 43% of those in Asian countries surveyed agreed, and about 19% of those in Europe surveyed agreed with this claim.
Toluna reported the percentages of consumers surveyed on their supplement consumption habits as they were in the two weeks prior to being surveyed. Here is a breakdown of the global usage, corresponding to the country-by-country graphic shown above:
Multivitamin and Mineral Supplement: 43%
Vitamin A: 25.4%
Vitamin B: 33.4%
Vitamin C: 58.3%
Vitamin D: 48.8%
Calcium: 28.7%
Magnesium: 27.3% (Magnesium was notably high in Europe compared to anywhere else in the world, at 47% between Germany, France, Italy)
Probiotics: 24.3%
Antioxidants: 16.8%
CoQ10: 7.2%
Omega3/Fish Oil: 29.3%
Collagen: 13.4% (notably low in Europe, mostly single-digit numbers but double digits in the Americas and Asia)
They report that, as quarantine restrictions across the globe begin to lift across the globe, consumers by and large are becoming less concerned with financial security than at the beginning of the crisis, which may in part be contributing to the ongoing inordinate growth seen within the dietary supplements industry well after panic-buying behavior has begun to dwindle. Additionally, consumers largely plan on being as health-conscious as possible as quarantine restrictions begin to ease.
Despite the broad global claims that consumers will emerge more health-conscious as the impact of the crisis begins to hold a less acute place in day-to-day life, there’s a bifurcation in which some health-oriented behaviors have seen a rapid rise while people are also engaging in less-than-healthy lifestyles at increased rates, as well.
For example, 21% of global consumers are drinking more alcohol, 15% are smoking more cigarettes, 27% are exercising less, 47% are feeling more stressed, and 14% are less concerned with environmental issues.
Fortunately, one of the leading behaviors consumers have adopted in order to improve health is an increase in dietary supplement usage. The United States has been the epicenter in the double-digit spike in global dietary supplement sales, with over half of Americans surveyed now taking more nutritional supplements than before according to the survey results of late June.
Toluna reports that the two most dominant reasons for which people are taking increased amounts of dietary supplements are to increase overall health and wellbeing and to strengthen the immune system, and there were no drasitc differences in reasons for supplement usage across the countries surveyed.
Looking ahead, 33% of consumers globally reported that they plan on being more health conscious “over the next one or two months” through the use of dietary supplements. 37% of those in the U.S. and Brazil agreed with this claim, 43% of those in Asian countries surveyed agreed, and about 19% of those in Europe surveyed agreed with this claim.
Toluna reported the percentages of consumers surveyed on their supplement consumption habits as they were in the two weeks prior to being surveyed. Here is a breakdown of the global usage, corresponding to the country-by-country graphic shown above:
Multivitamin and Mineral Supplement: 43%
Vitamin A: 25.4%
Vitamin B: 33.4%
Vitamin C: 58.3%
Vitamin D: 48.8%
Calcium: 28.7%
Magnesium: 27.3% (Magnesium was notably high in Europe compared to anywhere else in the world, at 47% between Germany, France, Italy)
Probiotics: 24.3%
Antioxidants: 16.8%
CoQ10: 7.2%
Omega3/Fish Oil: 29.3%
Collagen: 13.4% (notably low in Europe, mostly single-digit numbers but double digits in the Americas and Asia)