ROCKVILLE, Md., Nov. 30, 2016 /PRNewswire/ -- There is a huge gap in how men and women respond to endorsements of nutritional supplements from famous people, according to market research firm Packaged Facts in Nutritional Supplements in the U.S., 7th Edition.
Younger men are unabashedly willing to listen to public figures and celebrities when trying to choose which supplements to take. Packaged Facts' 2016 National Consumer Survey of U.S. adults found that three-quarters (75%) of men aged 18-34 agree that they sometimes take into account such endorsements. However, this major influence wanes among non-Millennials, with only 51% of 35-54 year olds agreeing they take such endorsements into account and just 9% of those 55 and older willing to take into account what public figures have to say concerning endorsements.
On the other hand, women generally seem to be much less interested in what famous people have to say. Older women are much the same as older men, with less than 10% saying they take into account endorsements from public figures and celebrities. The real difference lies in younger women, where just one-third say they take into account celebrity endorsements, and in those aged 35-54 where just a quarter of women are swayed by endorsements.
The exception appears to be when ethnic origin is taken into consideration as non-White women are more willing than White women to agree they take into account endorsements from public figures and are much less willing to disagree. These trends occur with men as well, but with a much less pronounced effect. The former revelation at least partially explains why very famous figures such as Dr. Oz. create massive shifts in supplement sales virtually overnight after talking about a specific type of supplement. Some 80% of the audience for Dr. Oz's show is women, and typically older women at that, the exact same demographic that is adamant it is not influenced by celebrities. The age and ethnic diversity of his audience likely plays a role in his success as a supplement spokesman.
Another explanation is that using celebrities to market products to women requires a much narrower and contemplative approach that doesn't rely on broad cameo appearances. For men there's less "science" behind marketing to men in general. NFL legend Peyton Manning's football legacy works for Papa John's Pizza and rapper Drake's status as a hip-hop culture icon lends Sprite a trendy edge despite neither having careers directly related to the products. And most American men are fine with that. Eat pizza like Peyton, drink Sprite like Drake, or wear Gucci cologne to smell like actor Jared Leto. It works even in the nutritional supplements segment, especially if these celebrities can also somehow support the science behind the efficacy of the supplement. But it's a little different with women. When Dr. Oz speaks to his audience about a product, it's coming from a source that they trust and view as an expert in his field. That trust mingled with fame is the key difference, and it's a combination marketers must keep in mind to better connect with the influential and powerful female demographic.
About The Report
Nutritional Supplements in the U.S., 7th Edition contains comprehensive data on the U.S. market for dietary supplements, including historical (2011–2015) and forecasted (2016–2020) retail sales data. The report discusses key trends affecting the marketplace, trends driving growth, and consumer demographics. In addition, the report discusses the key supplement marketers and retailers providing nutritional supplements in the U.S., providing rankings of marketers in terms of sales for a number of different nutritional supplement segments and categories.
About Packaged Facts
Packaged Facts, a division of MarketResearch.com, publishes market intelligence on a wide range of consumer market topics, including consumer demographics and shopper insights, consumer financial products and services, consumer goods and retailing, consumer packaged goods, and pet products and services. Packaged Facts also offers a full range of custom research services. Reports can be purchased at our company website and are also available through MarketResearch.com.
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