Who buys dietary supplements we present 4 types of consumers

Poles are happy to buy food supplements. They want to strengthen their immunity, add energy to the body, improve the appearance – motivations are different, as well as the types of people reaching for supplements. Meet the Preventive, Illnesses, Conformist and Future Parents.


The first group is a preventive person. They take diet supplements before they have health problems, want to strengthen their body and protect themselves from infection. This group is distinguished by the fact that its majority are men – 55 percent. There are also relatively many people with primary education – 18 percent, although those with secondary education dominate – 38 percent. People over the age of 35 are particularly vulnerable, accounting for 62 percent of consumers of dietary supplements of this type. Preventing a little more often than the general declare that they do not take supplements every day, only from time to time. Less often than others, they consume more than one type of food supplement, but they almost always consult the choice of the preparation with a doctor – this is the case with as many as 80 percent of the Preventive.

What supplements do people in this group usually reach for? Strengthening immunity (56 per cent), improving concentration and vitality (33 per cent), they are less likely to use beauty enhancers (19 per cent), assisting the digestive system (15 per cent), athletes (4 per cent) and improving sleep (1 percent). Considering specific components of dietary supplements, the Preventives value the most vitamin C (89 percent), magnesium (83 percent) and calcium (70 percent). Preparations are bought almost always in a stationary pharmacy and are guided primarily by their own experience, not by the advice of others. However, if they need help in choosing the right product, they are looking for a pharmacist more or less than the general information about the supplement on the package, and less often on the Internet and advertising.

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Illnesses buy diet supplements due to malaise and lack of energy. Among the morbid people we find more women (53 percent) than men (47 percent). The representation of people with vocational education is also relatively large – 22 percent, although the most of them have secondary education. Consumers aged 35-44, from smaller cities, predominate. In 55% of Gravesy they reach for supplements irregularly and the least often of all groups consult their choice with a doctor – 86% of them do not.

Among these group, the most popular are supplements that improve vitality and concentration (35 percent), a large proportion – in comparison with other groups – are stress-reducing preparations (26 percent). Much smaller interest than the general population of Diseases express preparations for slimming – 5 percent and improving beauty – 21 percent. Considering the specific ingredients contained in dietary supplements, magnesium definitely wins – 90 percent, vitamin C in the second place – 71 percent, and vitamin D3 in the third – 58 percent. Morbidly, most of the groups buy preparations in stationary pharmacies and less often than the general population, they go to a gas station or use the Internet. To choose a specific Wednesday, persuades Morbid low price, brand or recommendation by a friend, and to a lesser extent – a doctor’s recommendation or an online or magazine recommendation.

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Conformists, unlike other groups, more trust in the choice of dietary supplement than others. In this segment, the strongest way is to suggest recommendations in articles, commercials, television programs, the Internet, as well as tips from friends and acquaintances. Among the Conformists we find a lot more men than in any of the other groups – as much as 63 percent. The percentage of people with higher education is also higher – 39 percent – and those up to 34 years – 32 percent. Most Conformists live in big cities (over 100,000 inhabitants) – 49 percent. People in this group most often admit that they take supplements only from time to time. More often than the general, they also declare that they take three preparations simultaneously, rarely one or two. 24 percent of Conformists consult their choices with a doctor.

People in this segment are most likely to use sports nutrition supplements, those affecting the musculoskeletal system, immune support preparations (38 percent), digestive system (24 percent), vision process (15 percent), reducing stress (22 percent). More often than not, they declare taking dietary supplements with various vitamins and elements. Among them, magnesium (84 percent), vitamin C (81 percent) and calcium (67 percent) dominate. Conformists like to buy food supplements on the Internet – as much as 10 percent of them do. The same applies to the search for information about the product – more often than other groups do research online, they also check the data on packaging and leaflets of products.

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Future Parents

Future Parents, and by the way consumers of dietary supplements are in the vast majority – 86 percent – women and people with an average (45 percent) and higher (34 percent) education. As many as half of future parents are people aged 25-34, living in 40 percent of cases in the countryside. More often than not, they take supplements regularly, taking only one remedy and consulting their choice with a doctor in 25 percent of cases. to make supplemental shopping, future parents definitely go to a stationary pharmacy.

Consumers in this group most often use supplements supporting the work of the immune system (32 percent), improving the beauty (22 percent) and concentration and vitality (19 percent). When it comes to specific elements and vitamins, magnesium (75 percent) prevails, followed by vitamin C (71 percent) and vitamin D3 (61 percent). Future moms more often than all consumers reach for folic acid – this is what happens in 50 percent of cases. They do not attach importance to the price and brand of products, less often than other groups are guided by shopping experience.


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