• Login
    • Join
  • FOLLOW:
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Exclusives
    • Nutraceuticals
    • Markets
    • Health
    • Jobs
    • Events
    • Buyers' Guide
    • Showcases
    • More
  • Magazine
  • News
  • Exclusives
  • Nutraceuticals
  • Markets
  • Health
  • Jobs
  • Events
  • Buyers' Guide
  • Showcases
  • Current & Past Issues
    Features
    Columns
    Editorials
    Digital Edition
    Subscribe Now
    Advertise Now
    eNewsletter
    Editorial Guidelines
    Top Features
    Supporting Musculoskeletal Health: Tending to Muscles, Joints, and Bones

    2023 Contract Manufacturing Survey

    Dosage and Delivery Innovations Help Manufacturers Meet Common Challenges

    A Paradigm Shift for Antioxidants?

    Manufacturing Dietary Supplements in Economic Uncertainty
    Breaking News
    Certifications, Approvals and Patents
    Exclusives
    Industry & Market News
    People
    Products
    Regulatory
    Glossary
    Research
    Supplier News
    Supplier Insights
    Live From Shows
    Top News
    NPA: ‘Major Victory’ in Colorado After Amendment to Eating Disorder Bill

    GOOD Meat Receives FDA Go-Ahead for Cultured Meat

    IFF Achieves Industrial-Scale Production of Anaerobic Probiotic Strain

    Jones Healthcare Group Primed to Help Nutraceutical Brands Comply with New Packaging Rules

    Nordic Naturals Debuts Probiotic Line in More Than 375 Sprouts Farmer’s Markets
    Exclusives
    Blogs & Guest Articles
    Health E-Insights
    Area Code 420
    eBook
    Antioxidants
    Dairy-Based Ingredients
    Enzymes
    Fatty Acids
    Fiber & Carbohydrates
    Green Foods
    Herbs & Botanicals
    Marine Nutraceuticals
    Minerals
    Omega 3s
    Probiotics & Prebiotics
    Proteins, Peptides, Amino Acids
    Sweeteners
    Vitamins

    Harmonizing the EU's Upper Limits For Micronutrients

    GOOD Meat Receives FDA Go-Ahead for Cultured Meat

    IFF Achieves Industrial-Scale Production of Anaerobic Probiotic Strain

    Nordic Naturals Debuts Probiotic Line in More Than 375 Sprouts Farmer’s Markets

    DolCas Biotech's Curcugen Featured in Beauty-From-Within Supplement
    Consumer Trends
    Contract Manufacturing
    Cosmeceuticals / Nutricosmetics
    Delivery & Dosage Technologies
    Dietary Supplements
    Flavors & Colors
    Functional Foods & Beverages
    Healthcare Trends
    Medical Nutrition
    Mergers & Acquisitions
    Natural/Organic
    Nutrition Bars
    Packaging
    Pet Nutraceuticals
    Quality & Safety
    Regulations
    Research
    Testing
    World Markets

    NPA: ‘Major Victory’ in Colorado After Amendment to Eating Disorder Bill

    Harmonizing the EU's Upper Limits For Micronutrients

    GOOD Meat Receives FDA Go-Ahead for Cultured Meat

    IFF Achieves Industrial-Scale Production of Anaerobic Probiotic Strain

    Jones Healthcare Group Primed to Help Nutraceutical Brands Comply with New Packaging Rules
    Bone & Joint Health
    Cancer Risk
    Cardiovascular Health
    Cognitive Function
    Diabetes & Blood Sugar Management
    Digestive Health
    Energy
    Eye Health
    Healthy Aging
    Immune Function
    Infant & Children's Health
    Inflammation
    Men's Health
    Mood Health & Sleep
    Oral Health
    Sexual & Reproductive Health
    Skin Health
    Sports Nutrition
    Weight Management/Weight Loss
    Women's Health

    NPA: ‘Major Victory’ in Colorado After Amendment to Eating Disorder Bill

    Nordic Naturals Debuts Probiotic Line in More Than 375 Sprouts Farmer’s Markets

    DolCas Biotech's Curcugen Featured in Beauty-From-Within Supplement

    NOW Tests Bromelain Supplements Purchased on Amazon

    Podcast: Erin Stokes, ND, on Natural Health Strategies and the Role for Dietary Supplements
    Industry Events
    Live From Show Events
    Webinars
    All Companies
    Categories
    Trade Associations
    Company Capabilities
    International Buyers Guide Companies
    Nutrition21, LLC

    PhytoGaia Inc

    Xsto Solutions

    Botanic Healthcare LLC

    Verdure Sciences
    Companies
    Product Releases
    News Releases
    Literature / Brochures
    White Papers
    Jobs
    VIdeos
    Services
    Add New Company
    International Buyers Guide Companies
    Nutrition21, LLC

    PhytoGaia Inc

    Xsto Solutions

    Botanic Healthcare LLC

    Verdure Sciences
    • Magazine
      • Current / Back Issue
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers' Guide
      • All Companies
      • Categories
      • Trade Associations
      • Company Capabilities
    • Nutraceuticals
      • Antioxidants
      • Dairy-Based Ingredients
      • Enzymes
      • Fatty Acids
      • Fiber & Carbohydrates
      • Green Foods
      • Herbs & Botanicals
      • Marine Nutraceuticals
      • Minerals
      • Omega 3s
      • Probiotics & Prebiotics
      • Proteins, Peptides, Amino Acids
      • Sweeteners
      • Vitamins
    • Markets
      • Consumer Trends
      • Contract Manufacturing
      • Cosmeceuticals / Nutricosmetics
      • Delivery & Dosage Technologies
      • Dietary Supplements
      • Flavors & Colors
      • Functional Foods & Beverages
      • Healthcare Trends
      • Medical Nutrition
      • Mergers & Acquisitions
      • Natural/Organic
      • Nutrition Bars
      • Packaging
      • Pet Nutraceuticals
      • Quality & Safety
      • Regulations
      • Research
      • Testing
      • World Markets
    • Health
      • Bone & Joint Health
      • Cancer Risk
      • Cardiovascular Health
      • Cognitive Function
      • Diabetes & Blood Sugar Management
      • Digestive Health
      • Energy
      • Eye Health
      • Healthy Aging
      • Immune Function
      • Infant & Children's Health
      • Inflammation
      • Men's Health
      • Mood Health & Sleep
      • Oral Health
      • Sexual & Reproductive Health
      • Skin Health
      • Sports Nutrition
      • Weight Management/Weight Loss
      • Women's Health
    • Online Exclusives
    • Webinars
    • Slideshows
    • Blogs & Guest Articles
    • Health E-Insights
    • Videos
    • Podcasts
    • Infographics
    • eBook
    • Whitepapers
    • Research
      • TrendSense
      • Monograph Center
      • White Papers
      • Research News
    • Jobs
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Supplier Showcases
      • Companies
      • Product Releases
      • News Releases
      • Literature / Brochures
      • White Papers
      • Jobs
      • VIdeos
      • Services
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Breaking News

    Generational Preferences Affect Consumer Engagement with Dietary Supplement Brands

    Marketing needs to resonate with, and reflect, audience-specific needs.

    Generational Preferences Affect Consumer Engagement with Dietary Supplement Brands
    11.26.18
    A study by CBD Marketing in Chicago evaluated assumptions about dietary supplement brands that market their product(s) to consumers across different generational segments. 
     
    The study analyzed close to 500,000 social media posts (including blog posts) for a one-year period ending July 2018. Posts were related to supplement interest across three age-segmented groups: Boomers (age 55+), gen X (age 35-54), and millennials (age 18-34). The social posts were generated by men (44%) and women (56%), with millennials responsible for the greatest volume of posts at 47% of the total.
     
    The research found that to be most effective, a supplement brand cannot assume one message or marketing tactic works for all consumer ages and types, even though the product(s) could have efficacy across multiple age categories. Each age-specific user group relates to supplement products based on their own preferences, experiences. and interests.
     
    “Consumers in all age groups are fueling the growth of the supplement industry, which is expected to be a $278 billion global market by 2024,” said Lori Colman, CBD Marketing’s co-CEO. “Even now, in 2018, 76% of U.S. adults report taking supplements—that’s 170 million Americans. To be most impactful with their marketing, the supplement industry needs to tune into nuances that are in plain view on social media.”
     
    All these groups talk about and seek recommendations for supplements on social media platforms, making analyzing social media content a barometer of consumer opinions. According to the Council for Responsible Nutrition, 80% of baby boomers use supplements, 75% of gen Xers are supplement users, as are 74% of millennials.
     
    Study findings include the following insights:
     
    What Boomers Prefer
    Boomers represent close to half of all consumer spending and spend an average of 11 hours per week online, researching and shopping. Healthy aging is a focus with interest around skin/muscle, joints, eye care, heart health, digestion and brain/memory. Marketing should stay positive and provide useful information.
     
    • Boomers want proven benefits and look for products related to healthy aging. They are wary of adverse health effects.
    • They prefer pills, vitamins, natural supplements, condition-specific products.
    • They avoid products with artificial ingredients, and with stated side effects.
    • Influencers include individuals who personify healthy aging, with advice on diet, weight loss, and general health education.
     
    What Gen X Prefers
    This population is the most time-constrained and seeks a balance between work and personal life; they spend an average of 7 hours per week on social media. Gen Xers use supplements to address middle-age maladies. Their supplement conversations are largely food focused. Marketing should stress convenience, taste, and use in everyday meals.
     
    • They view supplements as a food ingredient.
    • They want protein, particularly plant-based protein. 
    • They prefer products with workout or weight management benefits.
    • They don’t want artificial ingredients, vitamin pills, or products that have a bad taste or aftertaste.
    • Influencers include those who provide recipes, resources and consumer education on food, health and lifestyle.
     
    What Millennials Prefer
    Millennials encompass a wide age range and close to half are already parents. Most engage on social media daily. They distrust large institutions and their interests lean toward holistic health solutions, sports nutrition, energy, and sleep. Their supplement conversations are very personal and often describe how they feel. Marketing should highlight how products are personalized to meet consumer needs, are sustainable and natural.
     
    • Protein powder is a very hot topic, especially plant-based. Protein drinks and shakes dominate.
    • They want natural ingredients, clean label products.
    • Fitness and their own general health and wellness are key.
    • They don’t want multi-vitamins, pills, incomplete proteins or anything with a gritty texture or aftertaste. No to products from big pharma.
    • Influencers focus on fitness, personal wellness. Promoting brands is ok.
     
    “It’s clear from our research that the idea that ‘one size fits all’ for product marketing—including social media marketing—is ludicrous,” said Ms. Colman. “Our study proves you can’t assume everyone buys your product for the same reason. Products, including supplements, are purchased for different reasons by different age, demographic or user groups. Marketing needs to resonate with, and reflect, audience-specific needs in order to be effective.”
    Related Searches
    • Weight Management
    • Proteins
    • Digestion
    • Heart Health
    Related Knowledge Center
    • Consumer Trends
    • Dietary Supplements
    Suggested For You
    Bioenergy Life Science, Inc. (BLS) Bioenergy Life Science, Inc. (BLS)
    Trend Spotlight for 2019 Trend Spotlight for 2019
    U.S. Sustainability Market to Reach $150 Billion By 2021 U.S. Sustainability Market to Reach $150 Billion By 2021
    FDA Launches Dietary Supplement Working Group FDA Launches Dietary Supplement Working Group
    Getting Ahead of the Curve: Consumers Seeking Specialty Nutritionals Getting Ahead of the Curve: Consumers Seeking Specialty Nutritionals
    Brain Health Market Trends: Supporting Cognition with Science Brain Health Market Trends: Supporting Cognition with Science
    Registration Open for Dietary Supplements Regulatory Summit Registration Open for Dietary Supplements Regulatory Summit
    Trade Associations Warn of Dangerous Substance Posing as Dietary Supplement Trade Associations Warn of Dangerous Substance Posing as Dietary Supplement
    Persona Adds New Dietary Supplements and Mobile App Persona Adds New Dietary Supplements and Mobile App
    Green Foods: Whole Nutrition for Health-Minded Consumers Green Foods: Whole Nutrition for Health-Minded Consumers
    Transparency Yields Greater Brand Loyalty Transparency Yields Greater Brand Loyalty
    An Interview with Mark Alyn of Late Night Health An Interview with Mark Alyn of Late Night Health
    Lutemax Range Now Non-GMO Project Verified Lutemax Range Now Non-GMO Project Verified
    Study Finds Shortcomings in Reported Safety Data for Probiotics Study Finds Shortcomings in Reported Safety Data for Probiotics
    Supplement Regulation Evolves Gradually: IADSA Executive Director Supplement Regulation Evolves Gradually: IADSA Executive Director

    Related Buyers Guide Companies

    • Bioenergy Life Science, Inc. (BLS)

      Bioenergy Life Science, Inc. (BLS)

      ...
      Penny Portner, Director of Marketing 06.28.22

    • Consumer Trends | Digestive Health | Herbs & Botanicals | Immune Function | Quality & Safety | Regulations
      Trend Spotlight for 2019

      Trend Spotlight for 2019

      As companies embark on a new year, here’s a handful of trends and themes to consider.
      By Sean Moloughney, Editor 01.03.19

    • Breaking News | Consumer Trends | Healthcare Trends | Industry & Market News

      U.S. Sustainability Market to Reach $150 Billion By 2021

      Driven by millennials, 2018 was the year of the sustainable consumer.
      12.21.18


    • Breaking News | Dietary Supplements | Industry & Market News | Quality & Safety | Regulations

      FDA Launches Dietary Supplement Working Group

      Industry trade associations respond to FDA’s proposed re-evaluation of dietary supplement regulation.
      12.13.18

    • Bone & Joint Health | Cardiovascular Health | Consumer Trends | Dietary Supplements | Energy | Fiber & Carbohydrates | Functional Foods & Beverages | Herbs & Botanicals | Immune Function | Mood Health & Sleep | Nutrition Bars & Snacks | Omega-3s | Probiotics & Prebiotics | Proteins, Peptides, Amino Acids | Sports Nutrition
      Getting Ahead of the Curve: Consumers Seeking Specialty Nutritionals

      Getting Ahead of the Curve: Consumers Seeking Specialty Nutritionals

      Younger generations in particular are moving away from multivitamins and embracing specialty solutions.
      By Dr. A. Elizabeth Sloan & Dr. Catherine Adams Hutt, Sloan Trends, Inc. 12.06.18

    Loading, Please Wait..
    Trending
    • Shiitake Mushroom Extract Appears Helpful In HPV Infections
    • The Functional Chocolate Company Launches Painfree Chocolate
    Breaking News
    • NPA: ‘Major Victory’ in Colorado After Amendment to Eating Disorder Bill
    • GOOD Meat Receives FDA Go-Ahead for Cultured Meat
    • IFF Achieves Industrial-Scale Production of Anaerobic Probiotic Strain
    • Jones Healthcare Group Primed to Help Nutraceutical Brands Comply with New Packaging Rules
    • Nordic Naturals Debuts Probiotic Line in More Than 375 Sprouts Farmer’s Markets
    View Breaking News >
    CURRENT ISSUE

    March 2023

    • Supporting Musculoskeletal Health: Tending to Muscles, Joints, and Bones
    • Dosage and Delivery Innovations Help Manufacturers Meet Common Challenges
    • 2023 Contract Manufacturing Survey
    • Manufacturing Dietary Supplements in Economic Uncertainty
    • Beyond Antioxidants: The Power of Berries
    • A Paradigm Shift for Antioxidants?
    • Ayana Bio on Path to Scale Bioactives Derived from Plant Cell Cultures
    • Nuritas: Leveraging Artificial Intelligence to Speak the Language of Life
    • Dietary Supplement Quality Assurance Programs Critical to Natural Products Industry Success
    • Innovation in Nutraceuticals: Dose Forms and Application Science Help Meet Consumer Demand
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    NPA: ‘Major Victory’ in Colorado After Amendment to Eating Disorder Bill
    GOOD Meat Receives FDA Go-Ahead for Cultured Meat
    IFF Achieves Industrial-Scale Production of Anaerobic Probiotic Strain
    Coatings World

    Latest Breaking News From Coatings World

    HOFFMANN MINERAL to Focus on Comprehensive Sustainability Strategy
    HMG and Prodrive Renew Technical Partnership
    Eastern Coatings Show Sets Schedule for Technical Papers
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    MPO's Most-Read Stories This Week—March 25
    Getinge iCast Receives FDA Premarket Approval
    Tessy Plastics Corp. Celebrates 50th Anniversary
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Willow, Suanfarma Complete Manufacturing Process for Cannabigerol
    Berkshire Sterile to Install nearly 1,500 solar panels at Massachusetts site
    Harm Reduction Therapeutics, Catalent Ink Naloxone Commercial Supply Pact
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Interpack 2023 Introduces New Special Areas and Activities
    eSalon Expands into Over 1,900 CVS Stores Nationwide
    The RealReal Discontinues Beauty Business
    Happi

    Latest Breaking News From Happi

    Clairol Announces First Global Haircare Campaign in Five Years
    Nair’s Prep & Smooth Hair Removal, Walmart’s Accelerator
    ‘Glossier You’ Returns to Glossier’s Fragrance Portfolio
    Ink World

    Latest Breaking News From Ink World

    Weekly Recap: Packaging Inks, Toyo Ink Top This Week’s Stories
    Eastern Coatings Show Announces Schedule for Technical Papers
    Pulse Roll Label Products Adds Sean Labas to Technical Sales Team
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Imageworx details new facility, Avery Dennison tackles recycling and more
    TLMI announces 2022 Eugene Singer Award winners
    Pulse Roll Label Products expands technical sales team
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Weekly Recap: Heartland Polymers Begins Production, Zeta Polimeri Becomes Radici EcoMaterials & More
    Heartland Polymers Begins Production in Alberta
    Zeta Polimeri Becomes Radici EcoMaterials
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    ODT's Most-Read Stories This Week—March 25
    AI is Effective at Documenting Orthopedic Encounters in Hand Surgery
    3D LifePrints Rebrands to Insight Surgery & Launches New Business in Houston
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Weekly Recap: Dave Rahami, Zebra, Dracula Technologies Top This Week’s Stories
    Midsummer, UCLA Collaborate on Perovskite-CIGS Tandem Solar Cells
    HID Reports on Reshaping the Security Industry

    Copyright © 2023 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login