We tested eight popular U.S. brands and one from the U.K. to shed light on consumer value, behavior, and attitudes towards women's vitamins and supplements.
Find out how much consumers are willing to pay for different products, how often they get selected, what drives consumer choices and more.
We recently measured consumer demand in the U.S. for eight popular women's multivitamin products by using the unique Veylinx behavioral methodology. Beyond capturing demand, we dived deeper and revealed consumer behaviors and attitudes towards vitamins and supplements. The research was conducted among 1,240 female U.S. consumers aged 18 to 65.
The four key objectives of the study were:
Study participants revealed their preferences and willingness to pay by taking part in a Veylinx behavioral auction. The participants were instructed to choose products they were interested in buying from a simulated product shelf featuring seven popular U.S. brands of multivitamin products and one new entrant from the U.K. Once the participants had selected the multivitamins they were interested in, they were invited to place a bid on those products. The bidding captured the true value of each participant’s selected products, and was followed by a short questionnaire that revealed their habits and attitudes.
Products tested in the study included:
The study revealed a wealth of interesting insights about the U.S. multivitamin market. We have selected three key findings from the research to highlight below. For a more in-depth focus on a specific brand, please contact us here.
During the first stage of the research, participants were asked to select one or more multivitamins they were interested in from a simulated purchase shelf.
Olly Woman’s Multi was selected most frequently, by 35% of the participants, followed by Nature Made Multi for Her (27%) and One A Day Women’s Complete Multivitamin (27%). The least-selected product was New Chapter Every Woman's One Daily Multivitamin, which was chosen by just 7% of participants.
Despite being selected the second-least frequently (11%), Seven Seas Omega-3 & Multivitamin drove the highest average purchase price. Similarly, New Chapter—which was selected the least often—garnered the second-highest average price. Although their appeal appears to be narrower, they were able to drive a higher willingness to pay among interested consumers.
Forty-eight percent of participants stated that the primary reason they buy multivitamins is to improve their overall health and wellness. Sixteen percent said they primarily take them to boost their immune system. When it comes to reasons for purchasing a specific multivitamin product, the research found that consumers value brand trust the most, followed by products that provide the key benefits they are looking for.
To reliably predict demand, Veylinx captures insights through a Nobel Prize-winning behavioral method that gives consumers real skin in the game. Our proven approach measures more than purchase behavior. It reveals the underlying drivers that motivate consumers to buy—or not buy—a product.
Get in touch today to learn how Veylinx can help you get closer to the truth.