In light of a pandemic, are consumers more consciously fitting in a daily dose of nutrients by way of vitamins & supplements and fruits & veggies? We recently surveyed verified purchasers of vitamins/supplements and fresh/frozen/canned fruits and vegetables to learn about key purchase drivers and whether their household consumption has shifted in the past year.

The most influential factors in the decision to purchase vitamins/supplements are to improve physical well being (67%) and “it’s a good way to get enough vitamins and nutrients” (65%). Also holding sway are immune health benefits (46%), improving mental well being (26%) and/or the recommendation of a doctor (26%).

As for household consumption relative to a year ago, one-in-three are consuming more vitamins and supplements now and another 65% have held steady with their consumption.

The leading reason by far in the decision to purchase fresh/frozen/canned fruits & vegetables is “it’s a good way to get enough vitamins and nutrients” (69%). Of secondary influence is to improve physical well being (39%) and/or to cook a specific recipe (32%).

Just 31% of purchasers in this category consider themselves brand loyalists; 69% are open to trying new brands!

At near universal levels (and similar to vitamins & supplements), 98% of fresh fruit and vegetable purchasers say their household is consuming the same amount (66%) or more (32%) than a year ago.

Want to learn more about how our partners are leveraging our access to Verified Purchasers to obtain actionable insights from buyers of specific product categories & brands? We’ll delve into this in an upcoming blog post!

Blog Author
Author

Bess Devenow

See more from the author

Recent Press Releases

Upromise Extends a Helping Hand to Student Loan Borrowers

With 68% of borrowers making financial sacrifices to repay their student loans, Upromise now offers [...]

71% of Self-identified Snorers Have Never Consulted a Healthcare Professional

National survey identifies major obstacles to treating snoring and sleep issues June 28, 2023 08 [...]

Prodege’s 2023 Summer Survey: 55% of Americans Plan to Travel This Summer

45% will travel more than last summer. 73% plan to drive with 36% planning to fly to their summ [...]