Pure Branding, a strategy, market research, and branding agency specializing in the dietary supplements industry, recently launched the 2024 U.S. Supplement Consumer PureSegmentation Research and Typing Tool.
 
The tool utilizes census-weighted market research based on 2,332 quantitative interviews with U.S. supplement consumers, with a maring of error of +/- 2%. The tool, powered by a predictive algorithm, categorizes supplement consumers into six distinct psychographic and behavioral segments.
 
“We designed the PureSegmentation research to be foundational for cost-effective and actionable custom research for supplement brand marketers,” said Yadim Medore, founder and CEO of Pure Branding. “Brands can use our research and typing tool for rapid brand definition, positioning, innovation, and growth.”
 
According to Pure Branding, 80% of U.S. adults are supplement users, with a skew toward female consumers (54% female vs. 45% male), higher average household incomes, and slightly higher education levels compared to non-supplement users. It revealed a number of significant attitude and behavior shifts since the COVID-19 pandemic began.
 
Beyond demographics, the research covered attitudes and beliefs about health, supplement usage and needs, customers’ changes over time, brand attraction and positioning, market shares, and personality traits. Six differentiated segments emerged.
 
“By understanding these market-sized segments, supplement brands can leverage their attributes to better appeal to key consumer segments,” said Peter Littell, research and strategy director of Pure Branding. “This is our second PureSegmentation research. Brands have utilized our PureSegmentation research and typing tool for brand positioning, storytelling, design, retail strategy, new product innovation, marketing channel mix, and personalization programs, among other applications.”
 
The 2024 Supplement Consumer PureSegmentation Research is available as a 230-slide summary report, a 192-slide appendix, and six PureSegment profile boards featuring 47 data visualizations per segment. The PureSegmentation Typing Tool offers customized research tailored to brand objectives, facilitating brand development, market positioning, growth strategies, consumer engagement, and market expansion.