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補充品/OTC/Rx (處方藥)的美國的消費者趨勢、考察報告:第8版

2019 Supplements/OTC/Rx Consumer Trends & Insights Report, New 8th Edition USA Report

出版商 Natural Marketing Institute 商品編碼 911849
出版日期 內容資訊 英文 150 Pages
商品交期: 最快1-2個工作天內
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補充品/OTC/Rx (處方藥)的美國的消費者趨勢、考察報告:第8版 2019 Supplements/OTC/Rx Consumer Trends & Insights Report, New 8th Edition USA Report
出版日期: 2019年09月17日內容資訊: 英文 150 Pages
簡介

本報告提供營養補充品,OTC (成藥) 及Rx (處方藥) 相關的消費者態度,根據行動,及產品的使用模式分析,從消費者的觀點營養補充品市場相關整體分析,現在、未來趨勢,消費者的營養、健康的目標,在補充品、健康狀態管理上留下的機會,對補充品用戶來說使用補充品時的問題,及補充品的客製化的要求等相關分析。

概要

群組定義

簡介

摘要整理

趨勢

  • 個性化、客製化的擴大
  • 奈米技術的發明
  • 促智藥 (Nootropics) 及腦的強化
  • 植物性/素食主義者
  • 蛋白質的膨脹
  • 內在美
  • 生物有效性、吸收
  • 消化器官的健康:腸的感覺

5個消費者市場區隔

  • NMI的顧客區隔手法
  • 市場區隔的把握
  • 目前市場區隔構成,無效,及非用戶
  • 補充品的使用的參與度的等級
  • 市場區隔的人口統計簡介

營養和健康的目標

  • 自我照顧方法的搜尋
  • 健康問題排名的重要性、其他

潛在用戶

  • 健康狀態管理使用補充品的可能性:第一級
  • 健康狀態管理使用補充品的可能性:第二級、其他

健康狀態管理

  • 健康狀態管理
  • 疼痛管理
  • 健康狀態管理使用的方法:補充品,OTC,Rx

補充品情勢

  • 補充品用戶的類型
  • 補充品用戶的類型中人口統計的變化、其他

特定補充品的使用

  • 過去30天使用特定補充品:第一級
  • 過去30天使用特定補充品:第二級、其他

補充品的構成

  • 其他型式的補充品的存在感
  • 偏好的補充品型式、其他

購買動態

  • 影響購買補充品的要素:第一級
  • 醫生推薦使用補充品、其他

OTC (成藥)、處方藥

  • 過去6個月使用的OTC藥
  • 使用了OTC的健康狀態管理、其他
目錄

150+ pages of NMI research, study supported, providing current consumer insights with data and analysis, including charts, graphs, and illustrations!

Introduction Summary

Since 2005, NMI's Biennial Consumer Study devoted to understanding consumer attitudes and behaviors related to Dietary Supplements/OTC/Rx and their impact on market dynamics!

Natural Marketing Institute (NMI) is pleased to present its 2019 Supplements/OTC/Rx Consumer Trends Report. This comprehensive report analyzes the dietary supplement market from the consumer perspective with 150+ pages of consumer attitudes, behaviors and product usage patterns surrounding dietary supplements, over-the-counter medication and pharmaceuticals.

Now in its 8th Edition, this research uncovers how consumers integrate this mix of self-care methods into their current lifestyle and reveals the motivations and the challenges they encounter in their pursuit of health.

Many factors are driving multiple categories across the U.S. For example, aging drives condition-specific needs, and increased consumer knowledge and desire for specific product features and benefits drive sustainable, organic, and plant-based options. The need for education and an understanding of the drivers that affect consumer behavior patterns has never been stronger.

The overall objectives of the report are to develop unique and specific consumer insight to maximize client learnings and opportunities in terms of attracting new consumers, increasing compliance and developing compelling messaging and communications strategies.

Some of the topics covered in the report:

  • Current and Forecasted New Trends
  • Consumer Nutrition and Health Goals
  • White space opportunities for supplements and condition management
  • Issues when using supplements among Supplement Users
  • Desire for personalized supplementation
  • Importance ratings of supplement attributes
  • Willingness to pay a premium for certain supplement attributes
  • Plus many others...

Executive Summary

  • Supplement use has remained relatively stable over the past 5 years with approximately 7 out of 10 consumers reporting using supplements in past 30 days
  • Consumers are looking for more natural solutions to their health issues and show high likelihood to use supplements for management and prevention across a range of issues; in fact, over half of supplement users believe they can manage many of their health issues by taking supplements
  • While it is important to understand condition managers and their needs, understanding what consumers are concerned about preventing highlights even larger opportunities

Opportunities Await...

Overcoming barriers

The top issues supplement users report when taking supplements focus on uncertainty or lack of knowledge; they are not sure supplements are doing what they are supposed to, which nutrients their body needs or which supplements are right for their needs

Personalization

Over six in ten supplement users show strong interest in a personalized supplements, with about half interested in a home blood test or DNA test to determine their nutritional needs and deficiencies

Preferred formats

Capsules and tablets are still the primary preferred formats, but gummies, soft chews and liquids are showing strong growth

Safety messaging

Unquestionable safety is the most important attribute when considering which supplements to purchase; the most important aspect of safety is that they have ‘no harmful health side effects', particularly for the Light User

Proof of efficacy

While perceived quality and manufacturer reported clinical substantiation have in the past proven adequate, today the supplement consumer, in an effort to make every dollar count, is raising the bar requiring more tangible proof of effectiveness

Tangible value

Consumers are in a constant state of flux as their life stage changes as they age and as they reevaluate their priorities; therefore, the supplement industry will need to pay close attention to consumers' shifting values and needs

Emerging attributes

Some supplement attributes which are rated with lower importance are also showing the most growth, indicative of emerging values including religious dietary restrictions, sustainability, organic and plant-based - values which are spanning a wide range of categories including supplements

OTC market

Consumers are using a range of OTC products with pain relievers as the most used, followed by products for immunity (cough/cold) and digestive issues

2019 Trends

    Expansion of Personalization & Customization The Advent of Nanotechnology Nootropics - Brain Enhancement Plant-Based/Vegetarian Protein Expansion Beauty from Within Bioavailability and Absorption Digestive Health: A Gut Feeling

Table of Contents

Overview

Definitions of Groups

Introduction

Executive Summary

  • Supplement Overview
  • Opportunities
  • Summary Overview

Trends

  • Expansion of Personalization & Customization
  • The Advent of Nanotechnology
  • Nootropics and Brain Enhancement
  • Plant-Based/Vegetarian
  • Protein Expansion
  • Beauty from Within
  • Bioavailability and Absorption
  • Digestive Health: A Gut Feeling

5 Consumer Segments

  • NMI's Consumer Segmentation Methodology
  • Understanding the Segments
  • Segment Composition of Current, Lapsed and Non-User
  • Level of Engagement in Supplement Use
  • Demographic Profile of Segments

Nutrition and Health Goals

  • Search for Self-care Methods
  • Importance Ratings of Health Issues
  • Growth in Importance Ratings of Health Issues
  • Self-reported Worsening Conditions
  • Perceived Insufficiency of Nutrients in Food Consumption
  • Use of Supplements for Nutrient Assurance
  • Reasons for Perceived Insufficiency of Nutrients in Foods
  • Perceived Nutrient Deficiencies
  • Diet Types Followed
  • Desire for Protein

Likely Users

  • Likelihood to Use Supplements to Manage Conditions: Tier 1
  • Likelihood to Use Supplements to Manage Conditions: Tier 2
  • Population Size of Likely Users
  • Growth of Likelihood to Use Across Conditions
  • Likely Users Perceived Nutrient Deficiencies
  • Condition Concern and Management Among Likely Users
  • Likelihood to Use vs. Concern for Prevention
  • Correlations of Likely to Use vs. Concern
  • Demographic Profile of Likely Users

Condition Management

  • Conditions Managed
  • Pain Management
  • Methods Used to Manage: Supplements, OTC, Rx
  • Condition Managers Use of Methods
  • Use of More Than One Method to Manage Condition
  • Growth/Decline in Supplement Use to Manage Conditions
  • Supplement Opportunity Areas for Condition Management
  • Concern about False Claims of Health Benefits
  • Heart Management
  • Digestive Management
  • Stress/Anxiety/Depression Management
  • Joint Management
  • Immunity Management
  • Cognitive Management
  • Anti-Aging/Skin/Beauty From Within Management
  • Growth in Condition Specific Use
  • Concern about Condition Prevention
  • Concern about Preventing Conditions vs. Management
  • Conditions for Which Concern Is Growing
  • Perceptions of Supplement Effectiveness for Management
  • Growth of Perceived Supplement Effectiveness
  • Condition Concern vs. Perceived Supplement Effectiveness
  • Market Opportunities Based on Quadrant Analysis
  • Market Opportunities Highlighted by Growth in Concern

Supplement Landscape

  • Type of Supplement User
  • Type of Supplement User Trended
  • Demographic Shifts in Type of Supplement User
  • Trended Supplement Category Use
  • Level of Supplement User
  • Change in Supplement Use Over Last Few Years
  • Reasons for Increased Use
  • Reasons for Decreased Use
  • Concerns Regarding Supplement Use
  • Interest in Personalized Nutrition Products
  • Likelihood to Purchase Personalized Nutrition Products
  • Likelihood to Purchase Personalized Nutrition Products by Age Groups
  • Willingness to Take a Blood Test for Personalized Plan
  • Concern for Personalized Nutrition Product Requirements
  • Supplement Absorption Concerns
  • Importance Ratings of Supplement Attributes: Tier 1
  • Importance Ratings of Supplement Attributes: Tier 2
  • Growth in Importance of Supplement Attributes
  • Point Allocation Rating the Importance of Safety Attributes
  • Safety Ratings Across Supplements, OTC & Rx
  • Effectiveness Ratings Across Supplements, OTC & Rx
  • Trended Safety and Effectiveness Ratings
  • Reasons Non-Users Do Not Currently Use Supplements
  • Drivers to Initiate Use Among Non-Users
  • Ranked Reasons Generational Non-Users Do Not Currently Use

Specific Supplement Use

  • Use of Specific Supplements in Past 30 Days: Tier 1
  • Use of Specific Supplements in Past 30 Days: Tier 2
  • Top Supplement Use Across Generations
  • Growth in Use of Specific Supplements
  • Use of Essential Oils
  • Reasons Supplement Users Use Collagen
  • Reasons Supplement Users Use Fiber
  • Reasons Supplement Users Use Caffeine
  • Reasons Supplement Users Use CBD/Hemp Oil
  • Reasons Supplement Users Use Curcumin/Turmeric
  • Reasons Supplement Users Use Probiotics

Composition of Supplements

  • Preference for Supplements in Other Formats
  • Preferred Supplement Formats
  • Preferred Supplement Food Formats
  • Growth in Preferred Supplement Formats
  • Use of Gummy-Type Supplements
  • Positive and Negative Attitudes Toward Gummy Supplements
  • Concern about False Claims of Ingredient Content
  • Certification Recognition
  • Attributes Which Drive Willingness to Pay a Premium
  • Importance of Vegetarian Sourcing
  • Importance of Sustainable, Organic and Non-GMO Sourcing
  • Importance of US Sourcing

Purchasing Dynamics

  • Sources of Influence for Supplement Purchase: Tier 1
  • Doctor Recommendation of Supplement Use
  • Supplement Discussions with Physician
  • Desire for Natural Approaches to Health
  • Sources of Influence for Supplement Purchase: Tier 2
  • Channels Shopped for Supplements
  • Channels Shopped Most Often for Supplements
  • Supplement Spending Allocation Among Channels
  • Trended Spending on Supplements Across Generations
  • Change in Supplement Spending Across Channels
  • Comparative Spending for Supplements, OTC & Rx

OTC and Prescription Medications

  • OTC Products Used in Past 6 Months
  • Condition Managers Use of OTC
  • Concerns Regarding Over the Counter Medications
  • Trended Spending on OTC Across Generations
  • Health Professionals Visited
  • Attitudes Regarding Prescription Medication
  • Conditions for Which a Prescription Medication Was Used
  • Concerns Regarding Prescription Medications
  • Condition Managers Use of Prescription Medications
  • Trended Spending on Rx Across Generations

NMI's consumer segmentation of the general population reveals five well defined segments with distinctive paths towards health and wellness

5 Consumer Segments

NMI's analysis of the U.S. population's attitudes and behaviors regarding health and wellness has identified clear psychographic and differentiated segments. This proprietary health and wellness segmentation, based on more than 40 variables, measures commonalities and differences between five distinct consumer groups using k-means cluster analysis.

The comprehensive statistical modeling process used to derive NMI's health and wellness consumer segmentation is based on the following techniques and methodologies:

  • Exploratory and confirmatory factor analysis of nearly 200 measures of consumer attitudes and behaviors regarding health and wellness, organic products, supplements, exercise, and many other topics. The analysis identified more than 25 potential factors.
  • The identification of 31 measures from the factor analysis that best represented each of the potential factors and maintained consistency with the previous years' segmentation solution.
  • K-means cluster analysis which examined numerous potential solutions to determine which segmentation model provided the optimal solution, based on the following criteria:
    • Maximum differentiation between consumer groups
    • Maximum homogeneity within each consumer group
  • NMI's Health and Wellness Segmentation tool has 92% accuracy in predicting segment membership.

5 Committed Segments: The analysis determined that a five-cluster solution was optimal. The five segments listed below are mutually exclusive. Within each segment, the key attitudinal drivers of health and wellness exert unique levels of influence.

The segmentation has been overlaid on third-party data sets such as Nielsen's Homescan and can be used through NMI in custom/primary qualitative or quantitative research.

Definitions of Consumer Groups Within the Report:

  • GP - General Population U.S. Adults 18+
  • Millennials - born 1977-1997 (Ages 21-41)
  • Young Millennials - born 1991-1997 (Ages 21-27)
  • Older Millennials - born 1977-1990 (Ages 28-41)
  • Gen X - born 1965-1976 (Ages 42-53)
  • Boomers - born 1946-1964 (Ages 54-72)
  • Matures - born 1900-1945 (Ages 73+)

Understanding NMI's Health & Wellness consumer segmentation within the U.S. general population allows marketers to optimize their target products and messages

Supplements/OTC/Rx Database (SORD) & Report Methodology

  • Most comprehensive data and robust data collection vehicle available which examines the intersection of dietary supplements, OTC, and pharmaceuticals
  • Ongoing consumer research among U.S. general population adults
  • Nationally representative sample of the U. S. population statistically valid at 95% confidence level to +/- 1.2%
  • Research previously conducted and trended in USA in 2005, 2006, 2009, 2011, 2013, 2015, 2017
  • 2018 research was conducted among 2,004 general population consumers and crafted 4th quarter 2018
  • Conducted via on-line methodology
  • Trended research also conducted globally in 13 countries

All data within this report is from NMI's USA Supplements/OTC/Rx Database (SORD), unless otherwise noted

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