By Traci Kantowski, Communications Director, Trust Transparency Center03.02.22
Dietary supplements have anchored their place in people’s homes. The Council for Responsible Nutrition’s 2021 Consumer Survey on Dietary Supplements found 80% of Americans take supplements, representing an increase of 7% over 2020.
While traditional mainstays like multivitamins and single letter nutrients like vitamin D are still at the top of most lists, there is rising interest in specialty categories. This market is dynamic and while it changes with trends, new science, and innovation, supplement consumers are digging deeper into supplement selections as these products become more foundational to overall health.
Understanding what consumers are taking and why, especially in these emerging categories, and more importantly how use can be increased, are questions that most suppliers and manufacturers want answered.
The benefits of specialty nutraceuticals carry over into functional foods and beverages as consumers seek benefits from non-traditional supplement formats. Growth of the U.S. functional food and beverage market has been steady and has also expanded beyond traditional core nutrients. This presents a challenge and an opportunity for brand manufacturers as they struggle to understand if the product is truly being purchased for its nutritional benefit.
Digging Into Consumer and Dietitian Insights
Trust Transparency Center conducts annual surveys under its Ingredient Transparency Center (ITC) Insights program among key stakeholders to gain insights into trends that will influence the nutraceuticals industry and its key categories. These surveys first dig into general perceptions and then take a deeper dive into ingredient specific categories. Data from the ITC Insights 2021 Consumer Supplement User and Dietitian survey reports are shared here.
Consumer Health Concerns are Changing
In 2021, Trust Transparency Center fielded its 4th annual ITC Insights Consumer Supplement User survey that included a cross-sectional analysis by category.
When asked about their health concerns, respondents indicated that high blood pressure (25%), joint or other pain (24%), anxiety/stress (24%), high cholesterol (23%), and lack of energy (21%) were their top concerns; anxiety/stress and joint/other pain are both up from 2020. (See Figures 1 and 2.)
Figure 1. Top 5 Health Concerns of U.S. Supplement Users in 2021
Figure 2. Male/Female Top 5 Health Concerns
It’s universally recognized that the pandemic has taken a toll on mental health and the concerns identified by these respondents matches that. This also closely matches the concerns from functional food and beverage consumers.
How Frequently are People Taking Supplements?
The ITC Insights survey defines regular users as those consuming supplements four days or more per week and irregular users as those consuming less than four days per week.
The 2021 survey found 72% consumed supplements regularly vs. 27% of respondents being irregular users. This represents an increase in consumer understanding of the role dietary supplements can play in optimizing health and wellness.
The ITC program also looks at influencers like dietitians; of note is the fact that their own personal supplement use is even higher than average consumers, with 83% indicating they take supplements regularly.
Pills/Tablets Still Winning Format Wars, Convenience Reigns for Dietitians
A broadening of formats (i.e., gummies, effervescents, etc.) can be seen across the globe, but capsules/tablets/softgels still rank at the top of the list due to awareness and convenience.
When supplement consumers were asked to select which characteristics are most important to them, 32% ranked “efficacy” highest, followed by “single dose” (30%), and “easy to swallow” (29%) not far behind. “Natural source” was also significant, reinforcing the perception that consumers want to know more about how and where their supplements are made.
When it comes to dietitians, convenience and price influence their recommendations even more than safety, certifications, and research, with 56% stating “easy for patients to find in local stores or online” as the primary criterion. “Proof of safety” was still of significant importance with 33% of dietitians noting it; 27% would like to see “more clinical research supporting efficacy and claims.” (See Figure 3.)
Figure 3. Top 5 Characteristics Influencing Dietitian Recommendations
Trust Signals Vary Between Consumers and Dietitians
Trust and transparency are no longer nice to haves, they are mandatory for every player in the supplement supply chain. Consumers and dietitians were both asked, “What characteristics most encourage you to trust a supplement brand?”
For consumers, “consistent product quality” (30%) was most important, followed by quality certifications and seals on labels/website (31%), and “health care professional recommends the brand” (30%). (See Figure 4.)
Figure 4. Consumer Drivers of Trust
As a health care professional’s (HCP) recommendation is significant to a consumer, it’s important to understand what drives HCP trust. Dietitians reported that quality certifications and seals on the label/website is of critical importance—51% of dietitians ranked this number one. Some dietitians, especially in the sports category have publicly stated that they won’t recommend any supplements that don’t carry a 3rd party certification. Colleagues also influence dietitians’ trust level, as does consistent product quality. (See Figure 5.)
When discussing trust, often a key intrinsic factor is the presence of branded ingredients. ITC dug deep into the true value and characteristics of branded ingredients that consumers found important. Quality, trust, and safety are the criteria ranked as most likely to be very/extremely important for consumers, so these attributes of branded ingredients have solid value, as does clinical research.
Figure 5. Dietitian Drivers of Brand Trust
Education and Unified Efforts Drive Growth
Strong supplement awareness, use, and growth can be tied to industry-led promotion. The Organic and Natural Trade Association and CRN have both implemented programs surrounding vitamin D, and those education programs have contributed to elevated knowledge levels.
Additional efforts have been made on behalf of omega-3s, probiotics, prebiotics, and others and they’re making a difference. Dietitians have indicated that lack of familiarity with nutrients like collagen is a reason for not recommending it more, so education is essential for both consumers and dietitians to drive market growth.
While traditional mainstays like multivitamins and single letter nutrients like vitamin D are still at the top of most lists, there is rising interest in specialty categories. This market is dynamic and while it changes with trends, new science, and innovation, supplement consumers are digging deeper into supplement selections as these products become more foundational to overall health.
Understanding what consumers are taking and why, especially in these emerging categories, and more importantly how use can be increased, are questions that most suppliers and manufacturers want answered.
The benefits of specialty nutraceuticals carry over into functional foods and beverages as consumers seek benefits from non-traditional supplement formats. Growth of the U.S. functional food and beverage market has been steady and has also expanded beyond traditional core nutrients. This presents a challenge and an opportunity for brand manufacturers as they struggle to understand if the product is truly being purchased for its nutritional benefit.
Digging Into Consumer and Dietitian Insights
Trust Transparency Center conducts annual surveys under its Ingredient Transparency Center (ITC) Insights program among key stakeholders to gain insights into trends that will influence the nutraceuticals industry and its key categories. These surveys first dig into general perceptions and then take a deeper dive into ingredient specific categories. Data from the ITC Insights 2021 Consumer Supplement User and Dietitian survey reports are shared here.
Consumer Health Concerns are Changing
In 2021, Trust Transparency Center fielded its 4th annual ITC Insights Consumer Supplement User survey that included a cross-sectional analysis by category.
When asked about their health concerns, respondents indicated that high blood pressure (25%), joint or other pain (24%), anxiety/stress (24%), high cholesterol (23%), and lack of energy (21%) were their top concerns; anxiety/stress and joint/other pain are both up from 2020. (See Figures 1 and 2.)
Figure 1. Top 5 Health Concerns of U.S. Supplement Users in 2021
It’s universally recognized that the pandemic has taken a toll on mental health and the concerns identified by these respondents matches that. This also closely matches the concerns from functional food and beverage consumers.
How Frequently are People Taking Supplements?
The ITC Insights survey defines regular users as those consuming supplements four days or more per week and irregular users as those consuming less than four days per week.
The 2021 survey found 72% consumed supplements regularly vs. 27% of respondents being irregular users. This represents an increase in consumer understanding of the role dietary supplements can play in optimizing health and wellness.
The ITC program also looks at influencers like dietitians; of note is the fact that their own personal supplement use is even higher than average consumers, with 83% indicating they take supplements regularly.
Pills/Tablets Still Winning Format Wars, Convenience Reigns for Dietitians
A broadening of formats (i.e., gummies, effervescents, etc.) can be seen across the globe, but capsules/tablets/softgels still rank at the top of the list due to awareness and convenience.
When supplement consumers were asked to select which characteristics are most important to them, 32% ranked “efficacy” highest, followed by “single dose” (30%), and “easy to swallow” (29%) not far behind. “Natural source” was also significant, reinforcing the perception that consumers want to know more about how and where their supplements are made.
When it comes to dietitians, convenience and price influence their recommendations even more than safety, certifications, and research, with 56% stating “easy for patients to find in local stores or online” as the primary criterion. “Proof of safety” was still of significant importance with 33% of dietitians noting it; 27% would like to see “more clinical research supporting efficacy and claims.” (See Figure 3.)
Figure 3. Top 5 Characteristics Influencing Dietitian Recommendations
Trust and transparency are no longer nice to haves, they are mandatory for every player in the supplement supply chain. Consumers and dietitians were both asked, “What characteristics most encourage you to trust a supplement brand?”
For consumers, “consistent product quality” (30%) was most important, followed by quality certifications and seals on labels/website (31%), and “health care professional recommends the brand” (30%). (See Figure 4.)
Figure 4. Consumer Drivers of Trust
As a health care professional’s (HCP) recommendation is significant to a consumer, it’s important to understand what drives HCP trust. Dietitians reported that quality certifications and seals on the label/website is of critical importance—51% of dietitians ranked this number one. Some dietitians, especially in the sports category have publicly stated that they won’t recommend any supplements that don’t carry a 3rd party certification. Colleagues also influence dietitians’ trust level, as does consistent product quality. (See Figure 5.)
When discussing trust, often a key intrinsic factor is the presence of branded ingredients. ITC dug deep into the true value and characteristics of branded ingredients that consumers found important. Quality, trust, and safety are the criteria ranked as most likely to be very/extremely important for consumers, so these attributes of branded ingredients have solid value, as does clinical research.
Figure 5. Dietitian Drivers of Brand Trust
Education and Unified Efforts Drive Growth
Strong supplement awareness, use, and growth can be tied to industry-led promotion. The Organic and Natural Trade Association and CRN have both implemented programs surrounding vitamin D, and those education programs have contributed to elevated knowledge levels.
Additional efforts have been made on behalf of omega-3s, probiotics, prebiotics, and others and they’re making a difference. Dietitians have indicated that lack of familiarity with nutrients like collagen is a reason for not recommending it more, so education is essential for both consumers and dietitians to drive market growth.
