US Insights

Vitamin and Supplement Advertising Booms

Ross Tucker

Executive Editor Kantar US Insights

Health 08.06.2018 / 09:00


Marketers are likely to top $1 billion in spending soon.

Some 65% of American adults are taking vitamins or nutritional supplements in a bid to live longer, healthier lives, a trend that shows no signs of slowing according to Kantar Media’s MARS Consumer Health Study.

The US market for dietary supplements could reach as high as $57 billion by 2024, compared with $32.5 billion in 2012. That kind of potential growth has marketers spending heavily to claim their share of a consumer population that is open to exploring non-traditional methods to improve their health. Our study found that advertisers have spent nearly $900 million on vitamin, mineral and supplement products over the past year.

Naturally, as the number of Americans taking vitamins and supplements increases so too does the belief in their effectiveness. Our survey found that 61% of Americans believe vitamins and supplements make a difference in long-term health, a 9% increase from 2015.

Vitamin Diagnosed Users

So why, exactly, are Americans increasingly buying into the vitamin and supplement market? The top reason among users we found was a desire to improve overall health, followed by getting additional nutrients and improving immune health.

Vitamins Use Reasons

Americans have also become increasingly open to alternative treatments for health and wellness issues. Our survey finds that 48% of Americans value alternative or holistic medical practitioners as a source of health information, representing a 23% increase from 2015.

To download the full report click here: Alternative Treatments Gain in 2018

Source: Kantar Media

Editor's Notes

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Kantar Media’s MARS Consumer Health Study is a trusted information source for reaching different patient groups and uncovering deep consumer insights. It provides stable and reliable media and healthcare data that is projectable to the U.S. population to better meet the needs of agencies, marketers, healthcare facilities, insurers and media companies. The study contains detailed information among U.S. adults including online and offline media usage for 100+ consumer magazines, newspapers and health-related publications as well as TV, radio, and internet usage.

Click here to learn more


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