What do consumers want from their dietary supplements?
date：2016-11-07
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By Zev Ziegler, Head of Global Brand & Marketing at Lycored’sHealth Nutrition Division
Cardiovascular disease (CVD) accounts for almost a third of all global deaths (31%) and has remained the world’s single biggest killer over the past decade1.
Accordingly, cardiovascular health is one of the most significant wellness targets in both developed and developing dietary supplement markets, with studies showing that more than half of supplement users are concerned about their heart health2. This may reflect the fact that many consumers at risk of CVD are reluctant to take medicines such as statins3and/or find it difficult to make changes to their diet to improve their heart health4.
The risk of developing CVD increases with age5, while studies also show that dietary supplement users tend to be older. Research in the US in 2014 found that 58% of men in the 51-70 age group were taking supplements, compared with 36% in the 19-30 age group6. Similarly in the UK, a 2008 report for the FSA found that among people aged 55 or over, 41% were taking a supplement compared with 31% of the general population7.
In light of the opportunities this older demographic offers for supplement manufacturers, Lycored commissioned an online survey of 200 UK consumers aged 50+ who take supplements regularly (at least five times a week). The survey explored the participants’ motivations for using supplements and perceptions of their value, as well as their awareness of the benefits of lycopene – which is the star ingredient in Lycored’sCardiomato™heart health ingredient complex.
The results of the research reveal the qualities that make these consumers more likely to choose certain supplements over others to enhance their wellbeing. In this article, we explore the main findings in detail.
Lycopene scores high on recognition
Carotenoids are natural pigments found in plants and known to act as powerful antioxidants. Lycopene, the carotenoid responsible for the red colour of tomatoes, has been shown to offer a range of benefits to cardiovascular health.
The consumer research commissioned by Lycored found that a high proportion of consumers (38%) had heard of lycopene (Figure 1). Of these, 62% said they were also aware of its health benefits (Figure 2). This means that almost a quarter of the entire sample (24%) had both heard of lycopene and said they were aware of its health benefits – indicating the huge potential this nutrient offers as an ingredient in supplements.
Heart health benefits resonate
The heart health benefits offered by lycopene-based supplements were described to the respondents. They were then asked which they would consider beneficial to them personally (Figure 3). In total 73% said they would consider support for a healthy circulatory system to be beneficial. Other heart health benefits that scored well were: reducing bad cholesterol (69%), improving cardiovascular health over time (68%) and helping to maintain blood pressure within normal range (66%).
Further, once they had been given this information, 70% of participants said they would be more likely to use supplements containing lycopene in the future (see Figure 4). This suggests that, with the right education, many more consumers could be persuaded to buy into the lycopene supplements category.
What consumers want from a supplement
To understand better what drives consumers to purchase some supplements over others, respondents were presented with a range of properties a product might offer and were asked if they would make them more or less likely to use it (Figure 5).
Naturalness resonated more than any other factor, with 80% of respondents stating they would be more likely to use a supplement that contained naturally occurring ingredients. In line with this, 75% said they would be more likely to choose a product free from artificial ingredients. Knowing that a product was derived from fruit and vegetables was also a major motivator (68%) and supplements containing ingredients made from tomatoes had strong appeal (70%).
Ranking almost as high as naturalness as a driver of supplement choice in the survey was ‘supported by extensive clinical trials’, a factor that appealed to 79% of participants. Furthermore, 60% of respondents to the survey said they were more likely to choose a supplement if they knew it was based on sustainably sourced ingredients.
Ingredients that are on trend
The responses generated by the survey help to form a picture of the ingredients that are most likely to appeal to consumers when used in dietary supplements.
An analysis of these results highlights that consumers want nutrient complexes that are free from artificial ingredients, derived from sustainable sources and supported by extensive clinical trials. These are the significant trends in the dietary supplement market today.
Furthermore lycopene, commands good awareness among consumers. By drawing its power from the tomato – a natural foodstuff that is sustainable and easily renewable –lycopene also meets consumers’ ethical requirements.
The research demonstrates that target consumers for heart health supplements are knowledgeable about their wellbeing and selective when it comes to the products they buy. This means that responsible marketing will resonate with these consumersand increase trust in the dietary supplements brands they buy. It highlights the importance of using ingredients in supplements that do not come with exaggerated claims. Products should always go through extensive testing procedures, trials and periods of refinement before being brought to market.
Synergistic benefits
Many studies suggest the benefits of lycopene are enhanced by the presence of other synergistic phytonutrients. Cardiomato™by Lycoredis a whole tomato nutrient complex containing six phytonutrients –lycopene, phytoene, phytofluene, beta-carotene, phytosterols and tocopherols (vitamin E). Its beneficial effectson blood pressure8, endothelial function9and stress reaction following a high fat meal10 have all been observed in clinical studies.
Its potentialto help manufacturers reach customers in retail markets is also clear from the vote of confidence it has received from one of Europe’s largest retailers. CardioMato®– a heart health dietary supplement that contains Cardiomato™– was launched in hundreds of Boots stores across the UK in 2016. It has attracted interest from the British consumer media, achieving coverage on MailOnline and in the Daily Express. Cardiomato™the ingredient has also received industry recognition, winning the award for Best Finished Product in the 2016 NutraIngredients Awards, held at Vitafoods Europe in Geneva.
For more information, visitlycored.com/lycored-nutrient-complex.
About Lycored:
Committed to 'Cultivating Wellness', Lycored is an international company at the forefront of unearthing and combining nature's nutrition potential with cutting edge science to develop natural ingredients and products. Established in 1995, Lycored is the global leader in natural carotenoids for food, beverage and dietary supplement products. The company develops and supplies natural ingredient formulations into four main business areas: active health ingredients for wellness; colorings; ingredients for taste & texture improvement; and nutrient premixes for fortification. Lycored is based in Israel, with sales & production operations in the UK, Switzerland, the US, Ukraine and China. For more information visit www.lycored.comand contact,lycored@lycored.com
References
1. World Health Organisation, Cardiovascular Diseases Factsheet, June 2016 http://www.who.int/mediacentre/ factsheets/fs317/en/ and The Top Ten Causes of Death Factsheet, May 2014 http://www.who.int/mediacentre/ factsheets/fs310/en/
2. Survey shows supplement users have strong interest in natural solutions to manage their cholesterol, Micropharma Press Release 11 Oct 2012 http://www.eurekalert.org/pub_releases/2012-10/fl-sss101112.php
3. Knapton, S Statins do cause muscle pain, scientists conclude, Daily Telegraph, 3 Apr 2016, http://www.telegraph. co.uk/science/2016/04/03/statins-do-cause-muscle-pain-scientists-conclude/
4. Selvadurai, S Britons failing to reach five-a-day fruit and veg goal, BBC News, 25 Jul 2012 http://www.bbc.co.uk/ news/health-18984025
5. http://www.world-heart-federation.org/press/fact-sheets/cardiovascular-disease-risk-factors/
6. Dickinson, A and MacKay D, Health habits and other characteristics of dietary supplement users: a review, Nutrition Journal, 6 February 2014 https://nutritionj.biomedcentral.com/articles/10.1186/1475-2891-13-14
7. Consumer consumption of vitamin and mineral food supplements, 28 Mar 2008http://tna.europarchive.org/20110116113217/http://www.food.gov.uk/multimedia/pdfs/viminsupconsumer.pdf
8. Paran, E. et al, unpublished data
9. Kim, JY. et al, Effects of lycopene supplementation on oxidative stress and markers of endothelial function in healthy men. Atherosclerosis, (2011) 215: 189-195
10. Lycored internal cardio program, clinical trial performed in the Centre Nutrition Clinique NaturalphaHôpital Saint Vincent de Paul, Lille Cedex and Tel Aviv Sourasky Medical Center, Israel
Cardiovascular disease (CVD) accounts for almost a third of all global deaths (31%) and has remained the world’s single biggest killer over the past decade1.
Accordingly, cardiovascular health is one of the most significant wellness targets in both developed and developing dietary supplement markets, with studies showing that more than half of supplement users are concerned about their heart health2. This may reflect the fact that many consumers at risk of CVD are reluctant to take medicines such as statins3and/or find it difficult to make changes to their diet to improve their heart health4.
The risk of developing CVD increases with age5, while studies also show that dietary supplement users tend to be older. Research in the US in 2014 found that 58% of men in the 51-70 age group were taking supplements, compared with 36% in the 19-30 age group6. Similarly in the UK, a 2008 report for the FSA found that among people aged 55 or over, 41% were taking a supplement compared with 31% of the general population7.
In light of the opportunities this older demographic offers for supplement manufacturers, Lycored commissioned an online survey of 200 UK consumers aged 50+ who take supplements regularly (at least five times a week). The survey explored the participants’ motivations for using supplements and perceptions of their value, as well as their awareness of the benefits of lycopene – which is the star ingredient in Lycored’sCardiomato™heart health ingredient complex.
The results of the research reveal the qualities that make these consumers more likely to choose certain supplements over others to enhance their wellbeing. In this article, we explore the main findings in detail.
Lycopene scores high on recognition
Carotenoids are natural pigments found in plants and known to act as powerful antioxidants. Lycopene, the carotenoid responsible for the red colour of tomatoes, has been shown to offer a range of benefits to cardiovascular health.
The consumer research commissioned by Lycored found that a high proportion of consumers (38%) had heard of lycopene (Figure 1). Of these, 62% said they were also aware of its health benefits (Figure 2). This means that almost a quarter of the entire sample (24%) had both heard of lycopene and said they were aware of its health benefits – indicating the huge potential this nutrient offers as an ingredient in supplements.
Heart health benefits resonate
The heart health benefits offered by lycopene-based supplements were described to the respondents. They were then asked which they would consider beneficial to them personally (Figure 3). In total 73% said they would consider support for a healthy circulatory system to be beneficial. Other heart health benefits that scored well were: reducing bad cholesterol (69%), improving cardiovascular health over time (68%) and helping to maintain blood pressure within normal range (66%).
Further, once they had been given this information, 70% of participants said they would be more likely to use supplements containing lycopene in the future (see Figure 4). This suggests that, with the right education, many more consumers could be persuaded to buy into the lycopene supplements category.
What consumers want from a supplement
To understand better what drives consumers to purchase some supplements over others, respondents were presented with a range of properties a product might offer and were asked if they would make them more or less likely to use it (Figure 5).
Naturalness resonated more than any other factor, with 80% of respondents stating they would be more likely to use a supplement that contained naturally occurring ingredients. In line with this, 75% said they would be more likely to choose a product free from artificial ingredients. Knowing that a product was derived from fruit and vegetables was also a major motivator (68%) and supplements containing ingredients made from tomatoes had strong appeal (70%).
Ranking almost as high as naturalness as a driver of supplement choice in the survey was ‘supported by extensive clinical trials’, a factor that appealed to 79% of participants. Furthermore, 60% of respondents to the survey said they were more likely to choose a supplement if they knew it was based on sustainably sourced ingredients.
Ingredients that are on trend
The responses generated by the survey help to form a picture of the ingredients that are most likely to appeal to consumers when used in dietary supplements.
An analysis of these results highlights that consumers want nutrient complexes that are free from artificial ingredients, derived from sustainable sources and supported by extensive clinical trials. These are the significant trends in the dietary supplement market today.
Furthermore lycopene, commands good awareness among consumers. By drawing its power from the tomato – a natural foodstuff that is sustainable and easily renewable –lycopene also meets consumers’ ethical requirements.
The research demonstrates that target consumers for heart health supplements are knowledgeable about their wellbeing and selective when it comes to the products they buy. This means that responsible marketing will resonate with these consumersand increase trust in the dietary supplements brands they buy. It highlights the importance of using ingredients in supplements that do not come with exaggerated claims. Products should always go through extensive testing procedures, trials and periods of refinement before being brought to market.
Synergistic benefits
Many studies suggest the benefits of lycopene are enhanced by the presence of other synergistic phytonutrients. Cardiomato™by Lycoredis a whole tomato nutrient complex containing six phytonutrients –lycopene, phytoene, phytofluene, beta-carotene, phytosterols and tocopherols (vitamin E). Its beneficial effectson blood pressure8, endothelial function9and stress reaction following a high fat meal10 have all been observed in clinical studies.
Its potentialto help manufacturers reach customers in retail markets is also clear from the vote of confidence it has received from one of Europe’s largest retailers. CardioMato®– a heart health dietary supplement that contains Cardiomato™– was launched in hundreds of Boots stores across the UK in 2016. It has attracted interest from the British consumer media, achieving coverage on MailOnline and in the Daily Express. Cardiomato™the ingredient has also received industry recognition, winning the award for Best Finished Product in the 2016 NutraIngredients Awards, held at Vitafoods Europe in Geneva.
For more information, visitlycored.com/lycored-nutrient-complex.
About Lycored:
Committed to 'Cultivating Wellness', Lycored is an international company at the forefront of unearthing and combining nature's nutrition potential with cutting edge science to develop natural ingredients and products. Established in 1995, Lycored is the global leader in natural carotenoids for food, beverage and dietary supplement products. The company develops and supplies natural ingredient formulations into four main business areas: active health ingredients for wellness; colorings; ingredients for taste & texture improvement; and nutrient premixes for fortification. Lycored is based in Israel, with sales & production operations in the UK, Switzerland, the US, Ukraine and China. For more information visit www.lycored.comand contact,lycored@lycored.com
References
1. World Health Organisation, Cardiovascular Diseases Factsheet, June 2016 http://www.who.int/mediacentre/ factsheets/fs317/en/ and The Top Ten Causes of Death Factsheet, May 2014 http://www.who.int/mediacentre/ factsheets/fs310/en/
2. Survey shows supplement users have strong interest in natural solutions to manage their cholesterol, Micropharma Press Release 11 Oct 2012 http://www.eurekalert.org/pub_releases/2012-10/fl-sss101112.php
3. Knapton, S Statins do cause muscle pain, scientists conclude, Daily Telegraph, 3 Apr 2016, http://www.telegraph. co.uk/science/2016/04/03/statins-do-cause-muscle-pain-scientists-conclude/
4. Selvadurai, S Britons failing to reach five-a-day fruit and veg goal, BBC News, 25 Jul 2012 http://www.bbc.co.uk/ news/health-18984025
5. http://www.world-heart-federation.org/press/fact-sheets/cardiovascular-disease-risk-factors/
6. Dickinson, A and MacKay D, Health habits and other characteristics of dietary supplement users: a review, Nutrition Journal, 6 February 2014 https://nutritionj.biomedcentral.com/articles/10.1186/1475-2891-13-14
7. Consumer consumption of vitamin and mineral food supplements, 28 Mar 2008http://tna.europarchive.org/20110116113217/http://www.food.gov.uk/multimedia/pdfs/viminsupconsumer.pdf
8. Paran, E. et al, unpublished data
9. Kim, JY. et al, Effects of lycopene supplementation on oxidative stress and markers of endothelial function in healthy men. Atherosclerosis, (2011) 215: 189-195
10. Lycored internal cardio program, clinical trial performed in the Centre Nutrition Clinique NaturalphaHôpital Saint Vincent de Paul, Lille Cedex and Tel Aviv Sourasky Medical Center, Israel
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