Don't Assume: How Generational Preferences Affect Audience Engagement for Dietary Supplement Brands
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Conducted by CBD Marketing in Chicago, this study analyzes consumers across different generational segments and how their unique preferences can impact the marketing strategies of dietary supplement brands.
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Don't Assume: How Generational Preferences Affect Audience Engagement for Dietary Supplement Brands
- 1. Don’t Assume… How Generational Preferences Affect Audience Engagement for Dietary Supplement Brands
- 2. CBD Marketing Fast Facts Celebrating our 30th Chicago-based Full-service agency @LoriColman @bobmusing #SSWExpo
- 3. An industry with incredible growth The global dietary supplements market to reach $278 billion by 2024. 76% of U.S. adults report taking dietary supplements. That’s more than 170 Million Americans. 1 Grand View Research, Inc. 2 Council for Responsible Nutrition (CRN) 2017 Survey on Dietary Supplements
- 4. A Trend Spanning Generations 72% of industry professionals say Baby Boomers are the most important consumer group Council for Responsible Nutrition (CRN) 2017 Survey on Dietary Supplements Individuals ages 55+ saw the highest increase in dietary supplement usage 80% in 2017 from 74% in 2016
- 5. A Trend Spanning Generations Yet 75% of Gen X’ers (ages 35 to 54) report taking dietary supplements, too … as do 74% of Millennials (ages 18-34) Council for Responsible Nutrition (CRN) 2017 Survey on Dietary Supplements
- 6. How do Boomers, Gen X and Millennials feel about dietary supplements?
- 7. To find out, we dove into what each group says and does online Online conversations from July 1, 2017 – July 1, 2018 436,429 posts from social media and blog sites Search terms relative to “dietary supplement” 20% 33% 47% Conversation by Generation Baby Boomers Gen X Millennials 44% 56% Conversation by Gender Male Female
- 8. The majority of consumers engage on social media Social media is a hub for sharing thoughts and opinions – and it’s where people are talking most often. The lifestyle blogging trend influences and drives online conversations about health, wellness and supplements. Top conversation sources Twitter Instagram Blogs 20% 16% 64%
- 9. Supplements are a key element of today’s consumers’ diets Eating well makes us feel better – both physically and mentally – and ‘health’ and ‘wellness’ terms drive supplement conversations. Prevalence of vegan, plant- based, and free-from in conversation, trends transforming the supplement category.
- 10. Mentions of natural, organic attributes lead the conversation Conversation Breakdown by Attribute
- 11. Most supplement conversations are positive… …but there are still some skeptics. 15% 85% Negative Positive
- 12. How can marketers tailor messaging to influence these diverse audiences?
- 13. Boomers 55+ The largest demographic age group 47% of consumer spending 49% spend at least 11 hours week online “researching” and “shopping” are important online activities Healthy aging: skin/muscle, joints, eye care, heart health, digestion, brain/memory
- 14. Preventative health benefits Healthy aging Condition-specific Natural Vitamins Pills Weight management Artificial ingredients Side effects Boomers& Supplements
- 16. Boomers are benefit-focused and wary of adverse health effects
- 17. Health and wellness blog Health, aging, diet and weight-loss, among other topics Goal is health education Audience is women, ages 50+ 6.1K Twitter followers 3.3K Pinterest followers 504K Facebook followers Boomer Influencer Spotlight Fab Over Fifty
- 18. Messaging to Boomers Focus on specific health benefits – condition specific if possible Be positive; don’t play off fears of aging or declining health Boomers are experimenters Understand Boomers will want to do research, so give them the information they need and make it easy Here’s how (Product) helps you feel better and stay healthier longer, and how you can easily incorporate it into your diet. Key Message:
- 19. Gen X 35 - 54 Time pressed, and seeking balance between work, personal life 7 hours per week on social media 31% of U.S. income Triple their share of wealth by 2030 Middle age maladies: Weight gain, muscle loss, menopause, skin sag
- 20. Supplements as a food ingredient Protein (especially plant-based) Workout or weight-loss benefits Collagen Bad taste or aftertaste Artificial ingredients Vitamin pills Gen X & Supplements
- 21. Gen X Supplement Conversations are Food-Focused
- 22. Gen X’ers are mostly positive 22% 78% Negative Positive
- 23. Food, health, lifestyle blogger Recipes, resources, research Goal is consumer education New York Times Best-Selling Author Named one of the most influential people on the Internet by Time Mag Wide ranging audience, skews female 185K Instagram followers 104K Twitter followers Gen X Influencer Spotlight Food Babe (Vani Hari)
- 24. Messaging to Gen X Time is precious; offer convenience Bodies are changing; becoming aware of conditions and seeking new ways of prevention Taste is a huge differentiator Show them how to use your product in everyday meals Key Message: (Product) can help you get the nutrition and benefits you need quickly just by tweaking your current diet. Also, it tastes good!
- 25. Millennials 18 – 35 80 million in the U.S. 35% of the U.S. workforce – 75% by 2025 48% are parents Will spend $1.3 trillion annually by 2020 71% engage with social media daily Tend to distrust large institutions Setting the stage: holistic, sports nutrition, energy, sleep
- 26. Protein powder (especially plant-based) Protein drinks/shakes Natural, clean label General health and wellness Fitness Innovative delivery methods Gritty texture, aftertaste Multivitamins Incomplete proteins Pills Big Pharma “Dieting” Millennials& Supplements
- 28. Millennials enjoy the way supplements make them feel 21% 79% Positive Negative
- 29. Regularly promotes brands in her blog Recipes, fitness challenges and personal wellness tips, + shares details from her life Written for a female audience Instagram influencer: 75.6K followers 37.4K Twitter followers 74K Facebook followers Millennial Influencer Spotlight Simply Taralynn
- 30. Messaging to Millennials Show how your product can be personalized to match unique dietary or wellness needs Sustainable, transparent, natural Cause-affiliated Packaging, design, labeling and copy that “gets” the audience Instagram and Snapchat Key Message: We get you. (Our Product) is personalized to match your unique, individual needs, allowing you to be your happiest, healthiest, best self.
- 31. The New Normal
- 32. Speaking of messaging … Disruptor brands Selling against the traditional Offering personalization even stemming from DNA and blood tests Emphasize transparency, sustainability, community On-staff medical and science experts “You have a category that’s a miserable customer experience, with one of the biggest reasons being that people are confused. Now there are digital brands coming to the category with an outsider’s perspective and shaking things up.”
- 36. These new brands described the response to their products along the lines of “wonderful” and “overwhelming” “People are constantly tagging us on Instagram, with captions like, ‘Is it weird to get so excited over vitamins?’” Goop Wellness hit $100,000 in sales on launch day, much more than expected. The new normal “People are surprised by how it’s making them feel, and also by how cute the packaging is.”
- 37. 5 Action Steps to do Today Consider your product messaging. What words and phrases does your target audience want to hear? Tailor your marketing and advertising approach to target subgroups within a generation. Pick the right platform for your target audience. Look for influencers who will connect with your audiences and subgroups. Keep monitoring! Get real-time insights to inform your messaging and marketing strategies as your customers’ preferences and needs change.
- 38. Want more insights? Contact CBD Marketing! Bob Musinski EVP, Public Relations (312) 661-1050 bmusinski@cbdmarketing.com Lori Colman Co-CEO (312) 661-1050 lcolman@cbdmarketing.com
Editor's Notes
- The 2017 CRN Consumer Survey on Dietary Supplements shows 76% of Americans are taking dietary supplements, up from 64% ten years ago in 2008.
- Both groups are UP from 70% in 2016; only 35% of marketers picked Millennials as important group
- https://www.forbes.com/sites/bryanpearson/2017/01/03/appealing-to-the-affluent-older-consumer-a-retail-guide/#36fd7d996d72 https://www.usatoday.com/story/money/2017/07/17/economy-still-all-who-else-boomers/476908001/
- From this conversation snapshot, we can see that boomers: Want to do anything they can to stay healthy (help) Critical of anything that goes into their bodies (is protein powder good) Critical of where these new ingredients, supplement forms come from (study, health claims) Research objective, third-party reviews and studies before making a purchase (FDA) We also see some negative emojis appearing in Boomer conversations about supplements. The thinking emoji suggests consideration, but there are some positive emotions represented as well (strength emoji, smiley face with tongue suggest feeling good and feeling happy). We will discuss these findings in more depth later on.
- Because boomers are the most negative, there is more opportunity for brands to convince the skeptics. They are also self centered yet optimistic … experimenters Mention that products containing protein and fiber keep you feeling fuller longer – quality calories that get you through your day and allow you to meet your nutrition goals.
- Speaks to Millennial preferences outlined earlier: holistic wellness, personalized health management, natural ingredients