03.11.19
The dietary supplements market is growing and consumers are directly influencing trends in the natural products industry. To that end, Aker BioMarine recently completed a 677 subject U.S. based survey that examines consumer attitudes about packaging and claims in regards to nutritional supplements. The study specifically looked at what information consumers find most important.
The study suggested there is a correlation between product packaging and how it affects consumer purchasing decisions. It also confirmed that product packaging, full of insightful information, is perceived very trustworthy in the U.S. market. For instance, the supplement fact box is the most used information piece on the packaging. In terms of claims, consumers said they have much more influence if they provide a proactive and remedial solution to their problem.
Survey highlights included:
“We have been looking at this topic for some time now and the results of our recent claims survey prove that packaging and claims are extremely important to today’s consumers,” said Egil Nilsen, Aker BioMarine’s vice president of market insight. “We have always made krill education a priority and given the results of this study, we can ensure that consumers need to always understand what they are buying and why. That is something that we will continue to keep in mind when creating new products with our partners. And to that end, we are confident that this study is something that our customers and partners will also find helpful as they continue to innovate and produce new products in the future.”
The study suggested there is a correlation between product packaging and how it affects consumer purchasing decisions. It also confirmed that product packaging, full of insightful information, is perceived very trustworthy in the U.S. market. For instance, the supplement fact box is the most used information piece on the packaging. In terms of claims, consumers said they have much more influence if they provide a proactive and remedial solution to their problem.
Survey highlights included:
- 85% have felt or measured a health effect from nutritional supplements
- Two out of three supplement users are influenced by their general physician
- Half of supplement users normally repeat their purchase
- 50% consider general health as the most important health issue for which they take supplements
- Consumers prefer fewer capsules, but are not willing to pay more for it
- Marketing claims influence about half of the supplement users
“We have been looking at this topic for some time now and the results of our recent claims survey prove that packaging and claims are extremely important to today’s consumers,” said Egil Nilsen, Aker BioMarine’s vice president of market insight. “We have always made krill education a priority and given the results of this study, we can ensure that consumers need to always understand what they are buying and why. That is something that we will continue to keep in mind when creating new products with our partners. And to that end, we are confident that this study is something that our customers and partners will also find helpful as they continue to innovate and produce new products in the future.”
