supplement guide

What Global Supplement Consumers Want in 2020 & Beyond

To find the answers to who, what, and why surrounding global supplement consumers and their purchasing behavior, Glanbia had to dig deep. Glanbia Nutritionals’ 2019 Global Dietary Supplement Survey asked these questions and more to supplement consumers around the globe to better understand their supplement needs and interests.

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Title What Global Supplement Consumers Want in 2020 & Beyond
Reading time 8 minutes
Published March 23, 2020

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To find the answers to who, what, and why surrounding global supplement consumers and their purchasing behavior, Glanbia had to dig deep. Glanbia Nutritionals’ 2019 Global Dietary Supplement Survey asked these questions and more to supplement consumers around the globe to better understand their supplement needs and interests.

For insights into supplement consumers in North America, Europe, and Asia, the survey targeted representative samples from the U.S., the UK, and China. These consumers ranged in age from 18 to 70, with an equal representation of men and women. Regarding the education level of supplement consumers, the survey results showed that slightly over half had a college degree (57 percent in the U.S. and 51 percent in the UK and China). 

Additionally, it was discovered that across all regions, the majority of supplement consumers are taking dietary supplements on a daily or near-daily basis. When asked to assess themselves on their personal health status, most of them (75 percent) reported being in somewhat good or average health. 
Some of the most valuable insights uncovered in Glanbia’s global supplement survey were consumers’ answers to the questions: 

  • Which health benefits are the most important to you? 
  • About which health benefits do you want to learn more? 
  • Which supplement ingredients do you use? 
  • Of which supplement ingredients are you aware?

You’ll find these global findings can help inform your brand positioning and close the gaps in consumers’ awareness of ingredients and understanding of ingredient benefits.

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