Yadim Medore, founder and CEO of Pure Branding, discussed some of the findings from the survey that examined consumer trust and perceptions. He noted a significant decrease in trust in the medical system, with only 7% describing it as "excellent" post-pandemic compared to 14% in 2020. Negative sentiment towards the medical system increased, with 13% now seeing it as "extremely corrupt and harmful.”
In contrast, trust in the dietary supplement industry increased, with 33% saying their trust had grown. Consumers cited truthful labeling and product safety verification as the most important transparency factors when considering supplements. Medore also highlighted that a third of consumers consider themselves relatively well informed about supplements and suggested brands should avoid speaking down to this ever growing savvy audience.
The survey looked at a wide range of factors, from financial health and politics to health attitudes, supplement usage and views on integrative medicine. Medore also noted the importance of segmentation beyond just demographics as attitudes and beliefs about health and brands can vary greatly even within the same generation.
“Our segmentation and our research is designed to really look at psychographic beliefs, attitudes and behaviors versus looking strictly at demographics,” he said. “I think there's a fallback we see a lot in the supplement category where brands think predominantly about demographics, meaning I want to attract more millennials, I want to attract Gen Zs, I want to speak to boomers, and they forget that a lot of those attitudes and behaviors are cross-generational.
“Not all millennials think alike. Not all boomers think alike. Not all Gen Zs think alike. And what we see is that those kinds of beliefs and attitudes cross generations, so the objective of this research was to really understand the U.S. supplement shoppers through the census-balanced market size analysis.”
To hear more on the research, driving factors and segmentation, listen to the NutraCast.
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