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In this 24-page issue, NBJ tackles the conundrum of consumer usage of nutrition products and reveals the results of its survey of 1,100 pre-selected consumers.
EXCERPT FROM OVERVIEW:
In NBJ’s fourth review of current findings in consumer research, we provide highlights from leading consumer researchers in the nutrition industry but also take a look at some consumer research of our own.
In past issues, NBJ has estimated consumer usage patterns based on a composite of at least 15 different sources, reconciling the disparate usage and spending survey results with our industry sales data. Our calculations have tended to point to considerably lower use than virtually every other source, and NBJ’s new survey was partially motivated to explain that apparently contradictory data on supplement usage.
For instance, if 80% of Americans are taking multivitamins and spending $10/month on them, that implies a market on the order of $25 billion, not the $3.8 billion NBJ reported in its recent Annual Industry Overview issue. Consumer researchers are, of course, well aware that ‘used in the past six months’ is no indication of regular use. But from a public health standpoint, such high overall usage figures do a disservice to the industry if officials believe usage is much more widespread than it actually is.
More realistic usage numbers are now surfacing in reports and government documents, but even the most seasoned supplement consumer researchers say they are still non-plussed when reconciling reported usage results with sales figures. Our objective in performing NBJ’s 2005
Enlightened Consumer Survey is not to characterize the general population. Rather, drawing on our own industry and customer databases...
To continue reading, please order the issue below.
TABLE OF CONTENTS: Consumer Research in the Nutrition Industry Overview Article ........................................................... 1-3
With a retail revolution underway, traditional approaches to consumer research may not
provide all the answers. NBJ talks with The Hartman Group’s Harvey Hartman ................. 4-6
The Natural Marketing Institute shares insights into the consumer appeal of corporate and
social responsibility, plus the latest on Health and Wellness consumer trends ..................... 7-9
SPINS joins forces with IRI to provide more strategic consumer data ............................... 10-11
HealthFocus International sees consumers defining health and wellness as an attitude—
which could have consequences for marketers and for public health ................................ 12-13
Tweens have little spending power but wield a big influence on food decisions: Cargill
describes tween preferences revealed in recent research ..................................................... 14
Entrepreneurs, big company advertisIng and a trend toward food personalization contribute
to growth in women’s nutrition. Packaged Facts segments the market .............................. 15
Sloan Trends suggests how marketers should repond to evolving demographics and
forecasts the timeliness of several food categories ........................................................... 16-18
Ventana Health’s new supplement line for Latinos targets metabolic syndrome ................... 19
Everlast Nutrition reaches out to the Hispanic consumer ..................................................... 20
Companies fine-tune strategies for offering customized supplementation on line: Profiles of
Individual Health Solutions, Lifescript and RealAge ...................................................... 21-23
COMPANIES INCLUDED:
Best Foods, Cargill Inc, Chain Store Guide, Everlast Nutrition, Gluten-free Pantry, HealthFocus International, Ian’s Natural Foods, Individual Health Solutions LLC, IRI, Just Kids Inc., Lifescript, MarketResearch.com, Meyenberg Farms, Murray’s Chicken, Nordic Track, Pacific Foods, Quaker Oats, RealAge.com, Sloan Trends Inc, SPINS Inc., Stouffers, Sun Gold, The Hartman Group, The Natural Marketing Institute, Ventana Health
COMPLETE LIST OF FIGURES:
- Average Monthly Spending of Respondents to NBJ's Enlightened Consumer Survey
- NBJ's 'Enlightened' Consumer Survey: 2005 Usage Patterns
- Where Are Consumers Buying Herbal & Specialty Supplements?
- Which Wellness Foods Are Consumers Buying?
- Natural Marketing Institute's (NMI) LOHAS Segmentation of the U.S. Population
- Importance of LOHAS-Related Product Atrributes Increases (NMI)
- Progression of the Natural Products Consumer (SPINS/IRI)
- Worldwide Consumer Attitudes Towards Diets, Foods & Weight Management (Health Focus International)
- Sales Channels for Women's Food (Packaged Facts)
- Blood, Sugar and Energy: Fad But Appealing Market in Specialty Channel (Sloan Trends, Inc.)
- Latin Demographics Demonstrate Market Need (Ventana Health Inc.)
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