Are Alternative Treatments

Gaining Momentum in 2018?

Consumers are increasingly
interested in new forms of
treatment to help improve their health and
longevity. Constantly connected, they research treatment
options and alternative treatment forms online before or
after going to see doctors. With a wealth of information
and resources available to improve health and wellness,
are consumers more skeptical or willing to embrace
alternatives? This report from the MARS Consumer Health
Study provides consumer lifestyle trends and attitudes
towards alternative treatments and dietary supplement
use. It also explores how health-conscious consumers
approach healthcare and obtain health information.

Contents
Advertising spending........................................................... page 3
A growing market................................................................. page 4
Reasons for using vitamin/mineral supplements.......... page 5
Health-conscious consumers........................................... page 6
How can you reach vitamin/mineral
supplement users?............................................................. page 7
Contact information............................................................ page 8

2
Advertising spending
Advertisers spent almost $239 million on vitamins and minerals and
almost $640 million on nutritional supplements in the last year.

VITAMIN/MINERAL SUPPLEMENT
AD SPEND

% Share Ad $ (2017)
Digital ad spend has
55%
increased 26% since 2013
TV 32%
MAGAZINES/
NEWSPAPERS
% Share Ad $

55%
52% TV

39%
MAGAZINES/
32%
NEWSPAPERS

10%
3% DIGITAL
OTHER 10%
6% DIGITAL

2013 2017

Source: Kantar Media Advertising Intelligence

3
A growing market
According to the 2018 MARS Consumer Health Study, 65% of
US adults report taking a non-prescription vitamin or mineral
supplement in the last 12 months.

VITAMIN/MINERAL SUPPLEMENT USE

AMONG US ADULTS

82%
Vitamin/mineral supplement
usage has increased

Over 1/3 use to treat a condition

of US adults that use a brand or type
of vitamin/mineral supplement have a 53%
diagnosed condition

55% women
45%

36%
34%
35% graduated college +
48 median age
18%
15%

Use a branded Use a generic/ Use a vitamin/

supplement store brand supplement
supplement to treat a health
condition

n 2015 n 2018

4
Reasons for using
vitamin/mineral supplements
Among total adults that use a type or brand
of vitamin or supplement, 53% indicate doing
so for overall health/wellness benefits.
Supplement users that suffer from a chronic
condition are 24% more likely than all users
to do so for joint health.
TOP REASONS AMONG THOSE WHO USE
Overall health/wellness benefits 53%
Additional nutrients 40%
Immune health 28%
Healthy aging 23%
Bone health 22%
Increased energy 20%
Hearth health 19%
Digestive health 18%
Joint health 17%
Weight management 6%
Other reasons 13%
Diagnosed osteoporosis
VITAMIN/MINERAL SUPPLEMENT USERS’
63%
TOP REASON:
BONE HEALTH
61%
of US adults believe that vitamins
and supplements make a difference
in long-term health (a 9% increase
from 2015)
TOP TYPES AMONG THOSE WHO USE
Multi-vitamin 51%
Vitamin D 31%
Calcium 25%
Omega-3/Fish oil 23%
Vitamin C 23%
Probiotics 17%
Vitamin B-complex 15%
Fiber 14%
Herbals/Botanicals 14%
Protein 13%
Magnesium 13%
Probiotic users
TOP CHRONIC CONDITION EVER EXPERIENCED:
35%
ARTHRITIS
5
Many consumers are health conscious
and open to alternative treatments

27% 48%
agree they prefer alternative/holistic value alternative or holistic medical
approaches to standard medical practices practitioners as a source for health
information (a 23% increase from 2015)

10% saw an Acupuncturist, Chiropractor or Nutritionist in the last year

THE HEALTH-CONSCIOUS US CONSUMER

In fact the aspiration to be healthy and in control has increased

among consumers over the last years. More than half are
practicing preventative healthcare and nearly half say they do
everything they can to maintain their overall health and wellness.

76% 55% 52% 45% 18%

Exercise at Always try to eat Participate Research Believe non-Rx
least one day healthy foods, in preventative healthcare meds are safer
in the week maintain diet healthcare information than Rx

6
How can you reach vitamin/mineral
supplement users?
There’s digital and mobile opportunity to reach dietary supplement
users. 84% of total supplement users indicate they use the internet
for health and wellness. Additionally, 21% of users that own mobile
devices (smartphones or tablets) indicate they have used a health-
app in the last 6 months.

There are digital media channels that would be effective in reaching

the various groups of dietary supplement users or non-users. Observe
how target patient groups differ in the consumer profiles shown below:

EXAMPLES: VITAMIN/SUPPLEMENT TARGET CONSUMER PROFILES

Millennials* worried about health Vitamin/Supplement Users Vitamin/Supplement Non-Users

Have a chronic condition 49% 32%

Health-related apps 35% 24%

used on a mobile device

Heavy users of internet 71% 82%

on a mobile device

Cautious about which websites 67% 56%

they access for health information

Value online communities 44% 30%

or support groups

*US Millennials are ages 21-34

7
Source: MARS Consumer Health Study, Kantar Media

If you have any questions or would like to learn more about the study, please contact:
Michele Deutschman—VP Strategic Partnerships & Business Development
212-991-6008 | michele.deutschman@kantarmedia.com