Knowing the attitudes and values of target consumers can help brands connect with customers in a meaningful, focused way. Understanding supplement consumers’ values, such as transparency, trust and sustainability, can identify white space, positioning opportunities, and determine the product attributes, like branded ingredients, that they will pay more for. Ultimately, this can dictate where brands should spend their resources. The result is a product backed by features and benefits that consumers are looking for, including clinical validation, efficacy data, and influencer strategies. The process essentially provides a roadmap to the most motivated consumers and helps create repeat sales and lifetime value.

Understanding today’s consumers' interest in health ingredient categories is an imperative. Find out how in this infographic.

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