THE HOT TREND OF PERSONALIZED VITAMINS
Based on an online survey of Influence Central’s Consumer Insights Panel, with responses from 500 consumers, May 2021.
COVID HAS USHERED IN AN ERA OF PROACTIVE WELLNESS
During the COVID-19 Pandemic, nutritional supplement sales grew at unprecedented levels. Largely driven by vitamin, minerals and supplements (VMS) and products aimed at boosting immunity, 88% of consumers share that they now take at least one vitamin or supplement daily. 47% of consumers take two to three vitamins/supplements each day, while 36% take four or more as part of their daily regimen.
The vitamin industry has thus begun rapidly shifted from filling nutrient gaps to proactively enabling consumers to optimize their health and wellness. 83% of VMS users say that they embrace a proactive approach to health and wellness: in addition to focusing on fitness and diet, they take preventative products to help them to stay healthy.
Despite increased use of vitamins and supplements, brand affinity has yet to develop in the market. Only 10% of consumers purchase from one vitamin brand to which they stay loyal. More than 50% of consumers will turn to at least two or more vitamin brands for their regular purchases. When it comes to selecting a product, all-natural ingredients (63%) and cost (62%) most impact purchasing decisions. 46% seek out multiple products combined as one, such as a multivitamin or a vitamin pack addressing multiple deficits.
MOVE TO E-COMMERCE FOR VITAMINS
When it comes to e-commerce growth categories, health leads as an industry where consumers have been moving their purchases online. As we head into the rest of 2021, 50% of consumers plan to increase their frequency of online shopping for vitamins and supplements during the remainder of this year.
THE NEW PERSONALIZATION: BESPOKE VITAMINS
The millennial preference for customizable and personalized products is allowing new and innovative brands to create services that tailor to wellness goals and deliver to your front door. Only 10% of consumers have ever subscribed to a subscription vitamin brand and only 8% are currently using one. The key reasons that lead them to initially start: Their own research (39%), a discount offer (33%), a sponsored ad from the vitamin brand on social media (28%) and a personal recommendation from friend or family (19%). 82% of subscribers took an online quiz to help personalize their recommendations.
For those who have not tried a personal vitamin subscription service, 56% share that they are interested in considering using one. The key factors that would drive subscription are a discount offer (62%), their own online research (51%), doctor recommendation (35%), recommendation from friends or family (31%), and a trial period (30%). 96% of consumers share they would be willing to complete an online quiz to personalize their vitamin and supplement recommendations, and 55% would share results of a DNA test or blood test.
CONSUMERS KNOW THE VMS SPACE, BUT NOT THE VMS BRANDS
Surprisingly, most consumers are not very familiar with the top five brands currently leading in the personalized vitamin market:
- Nature’s Bounty 70%
- Olly 43%
- Ritual 13%
- HUM 11%
- Care/of 9%
- Nurish 9%
- VitaFive 9%
- Persona 8%
- LoveWellness 6%
- Baze 5%
- Curos 5%
This leaves a vast untapped market within the realm of vitamin/supplement shoppers. It’s a space where consumers need a lot of education and every brand has a chance to become the go-to personalized subscription-based vitamin/supplement destination.
MARKETING PERSONALIZED SUBSCRIPTIONS
In order to best recommend a personalized regimen to consumers, these wellness brands are utilizing various tactics to tailor offerings to the individual’s health needs and goals. Of consumers already utilizing personalized vitamin subscriptions already, 82% did so by submitting an online quiz to best curate their shipment. 96% of overall vitamin users are willing to participate in an online questionnaire to ascertain the right regimen for them should they go the subscription route in the future. Less consumers are willing to submit a DNA sample such as a blood test to reach this optimal point of personalization, however more than half would do so to find the products right for them. 24% of consumers currently subscribe personalized product subscriptions. This is very telling in how far consumers are willing to go to find truly personalized products, especially in the food and beauty categories. The top categories for these subscriptions include:
- Skin-care or make-up(e. Curology, Mask ID) 50%
- Food (e. Hello Fresh, Blue Apron, Thrive Market) 44%
- Fashion (i.e. StitchFix, FabFitFun) 38%
- Haircare (i.e. Prose) 28%
- Household (i.e. Glove Collaborative) 26%
- Fitness (i.e. Peloton, The Mirror) 14%
- Alcohol (i.e. wine clubs, such as Winc) 13%
Consumers will consider subscribing the below categories in the future:
- Food (e. Hello Fresh, Blue Apron, Thrive Market) 45%
- Skin care or make-up(e. Curology, Mask ID) 32%
- Household (i.e. Glove Collaborative) 28%
- Haircare (i.e. Prose) 28%
- Fashion (i.e. StitchFix, FabFitFun) 25%
- Fitness (i.e. Peloton, The Mirror) 24%
- Alcohol (i.e. wine clubs, such as Winc) 14%
When it comes reasons that personalized products appeal to consumers, 60% want products to address a particular issue or ailment they’re experiencing, while 40% feel that are unique and thus want products unique to them.
DRIVING NEW SALES
Aligned with the trend in personalization, a discount offer is the most likely tool to motivate consumers to try a subscription vitamin service (62%). 51% trust their own research, which also means getting your brand name and information out there is more important than ever. 31% would trust a friend or family’s recommendation and 35% their doctor’s recommendation. 30% would prefer a trial period before committing to a vitamin service. Activating discounts and trial period promotion is most organic through partnerships with influencers actually using the products and providing authentic feedback. Unlike other categories, people are likely more hesitant to experiment when it comes to products that will impact their overall health.