Welcome to the final installment of our three-part series on what drives consumers to purchase and consume health & wellness products. So far we’ve looked at the top two drivers: overall health and promoting immunity. Today we’ll wrap up with a look at consumer interest in increased energy.
Driver #3 Increased Energy
• 73% of the general population in the U.S. maintains a healthy lifestyle to “provide energy.”
• 63% are concerned about preventing lack of energy.
• 51% seek out healthy foods and beverages that provide the energy they need.
“Energy supplements have become one of the fastest-growing categories of supplement,” says Andrew Shao, Ph.D., from the Council for Responsible Nutrition, a trade organization in Washington D.C. “And that’s because everybody — whether you’re a man or a woman, young or old — wants more energy.”
According to Mintel data, 46% of U.S. consumers take vitamins and mineral supplements for energy. Consumers over 55 are significantly less likely to take vitamins or minerals for this reason, despite the fact that old age is a key indicator for reduced energy levels: according to a study published in 2008
in the Journal of Gerontology, one in five seniors report having so little energy that “they spend most days on the couch.”