Hartman Examines VMHS Usage

Hartman Examines VMHS Usage

BELLEVUE, Wash.--More than 70 percent of households have at least one member who hasused a vitamin, mineral, herbal supplement (VMHS) or other supplement in the last threemonths, according to the U.S. Consumer Use of Vitamins, Minerals, Herbs &Supplements: VMHS Phase Three. The report is from the Hartman Group, a market researchfirm (www.hartman-group.com).

Of the households using a VMHS product, nearly 95 percent used at least one type ofvitamin or mineral supplement, while close to 60 percent had used an herbal supplement.Hartman's report recommends that marketers recognize the major demographic groups andtarget campaigns to them. For example, VMHS users under 30 are open to shopping in avariety of channels, so using more sophisticated marketing or linking it to an advertisedstore can build sales. The VMHS Phase Three report gives primary research on the consumermarketplace for these products.