Special Report Uncaps the Facts on Vitamins, Minerals, & Supplements

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This free special report from Field Agent addresses the what, when, where, and why of vitamin, mineral, and supplement (VMS) purchases. Which retailers are faring best among VMS customers? Just how influential is brand name to VMS purchase decisions? What factors drive VMS purchase behavior? All of this and more in our newest special report.

The vitamins, minerals, and supplements (VMS) industry is enjoying robust health these days. As David Lariviere of Forbes wrote, “One of the fastest growing industries in the world is the nutritional supplement group…” Indeed, the Nutritional Business Journal expects sales of VMS goods to exceed $60 billion by 2021. That’s one pill that’ll go down easy for VMS brands and retailers.  

As reported in Drug Store News, Field Agent recently surveyed 393 VMS users from across the country to understand the what, when, where, and why of VMS purchases. Our goal was to answer some of the pressing consumer-related questions surrounding this growth industry.

Here are 5 sample takeaways from our mobile survey. Click here for download the full report.

1. Price rules. 

What factors hold the most sway over purchase-minded VMS users? In our survey, price ruled the day, with sales promotions also strongly influencing VMS purchases. The full report reveals other features important to consumers.  

2. Mass merchandisers VS drug stores. 

Customers were asked where they regularly purchase their VMS goods. Walmart topped the list, with strong showings from CVS, Target, and Walgreen’s as well. For the complete ranking, download the full report.

3. Brand name appeal? Not so much.

In our survey, VMS buyers were largely unmoved by brand names. In fact, only 31% said brand influences their VMS purchases.

4. Granting immunity.

Why, primarily, do customers purchase VMS goods? Immune system health and energy/mental focus come in toward the top of the list. Download the report to see where weight loss, heart health, and other outcomes rank.

5. Monthly buyers.

Our report also details the frequency of VMS purchases. More than half of respondents, 52%, reported buying VMS products every month.

Valued at approximately $2,000, this free special report offers additional nutrient-rich insights, including how VMS users obtain product information, to what degree sales promotions influence VMS purchases, and what complementary purchases customers make when purchasing VMS merchandise.

Vitamin, Mineral and Supplement Consumers Survey, Download the free report