From the front lines: Supplement industry gaps and opportunities – report

The last three years have been an exciting and bumpy ride for the U.S. supplement market. Growth was up double digits one year and barely broke into single digits the next. Stronger growth currently means an upswing may be returning and changing consumer attitudes and preferences are a big factor. However, as people return to shopping at brick-and-mortar stores and face rising totals at checkout, some consumers are questioning the efficacy and value of supplements in their health regimens. 

In May 2023, to better understand why certain consumers choose not to take supplements regularly—and the key factors currently influencing their purchasing habits—New Hope NEXT Data & Insights in partnership with Inside the Bottle conducted a study that surveyed 1,506 U.S. adults. For the approximately one-third of those surveyed who are not regular supplement users (and who aren’t usually focused upon), the study aimed to uncover why. 

Download this industry brief to elevate your understanding of this untapped part of the market. Learn which factors influence them most—and gain important insights to help you reach non-regular supplement users and overcome their barriers to supplement use.