Millions of people take supplements and vitamin pills every day in order to up their intake of vital nutrients. This amounts to thousands of pounds of your salary every year on these tiny health boosters. Supermarkets, in particular, benefit greatly from this boom in the industry – supplements account for a large proportion of their profit each year. Strategic focus is always placed on these products as the margin for them is so high – with people often spending well over £50 on a single trip to buy vitamins, then repeating that purchase to replace them some months later, it is clear to see why so many stores rely on these items.
Customers fall into three categories – grocery shoppers, vitamin or health food shoppers and online shoppers. Grocery shoppers are driven by both convenience and advice from their GP – this type of customer shops with minimal guidance and uses the product information on the label to make their choice. Vitamin shoppers are more engaged, using online information to buy a range of supplements. This variety of shopper seeks out the maximum amount of information possible to make their purchase.
Online shoppers tend to be older, with most being over 55 years of age and generally educated to a secondary school level. Motivated by price predominantly, online shoppers aim for price and convenience. However, despite these three groups choosing to purchase vitamins and minerals in different ways, over eighty percent of respondents claimed that they still bought supplements at a grocery store as well. It would appear that the determining factor in the shoppers is the amount of information available to them. The consumer’s growing interest in healthy eating and boosting their diet has led to a vast increase in the numbers for supermarkets’ profits. With more information and advice, these numbers will no doubt rise even further.
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