Since this issue of Nutraceuticals World has an editorial focus on both joint health and omega 3 fatty acids, I thought it might be useful to take a look at the consumer who is taking omega 3s specifically for joint health benefits. Who are they and how do they contrast in terms of attitudes, behaviors and product purchase patterns specific to dietary supplements and functional foods? This level of understanding begins to lay the foundation for developing and positioning successful products addressing unmet consumer needs.

Increasingly, consumers are aware that omega 3 fatty acids are associated with a range of health benefits, including reduced risk of cardiovascular disease, certain cancers and joint health issues. According to recent consumer research conducted by NMI, two in five (20%) U.S. adults associate omega 3s with heart health, yet only 6% report recognizing the association of omega 3s with joint health (see Figure 1). Even at this level, based on the U.S. Census of 223 million adults, this translates to nearly 14 million consumers.

Of the nearly 20% of consumers in the U.S. who report using omega 3s, only one in seven of them associates the ingredient with joint health. Looking at it from the joint pain manager’s perspective (i.e., consumers who report they are currently managing joint pain/stiffness): only 10% of them associate omega 3s with joint health. Although consumer awareness of the benefits of omega 3s has increased rather dramatically during the past few years, this highlights the need to continue educating consumers of this ingredient-benefit association.

Who are These Consumers?

So who are the consumers that associate omega 3s with joint health? They tend to be female (two-thirds), report a higher mean age (49 years), and have a median annual household income of $59K. Interestingly, nearly one in eight is Hispanic, a tendency that is higher compared to the U.S. population. Not surprisingly, the omega 3 consumer reports more spending per month on dietary supplements compared to the general population.
Nearly one-half of consumers who recognize the relationship between omega 3s and joint health feel their diet is deficient in omega 3 fatty acids. What concerns do they have with this perceived dietary deficiency? In addition to joint health, they associate omega 3s with heart health, immune support, cancer prevention, cognitive/brain health and inflammation reduction, all at higher rates than the general population.

Consumers who associate omega 3s with joint health also demonstrate attitudinal tendencies that differ from the general population. This unique consumer shows a propensity to be more open-minded to health options. In fact, three-quarters indicate they are more likely to explore new approaches to staying healthy compared to less than one-half of the general population. For instance, these consumers are more inclined than the general public to use homeopathic medicines (44% vs. 27%).
Second, these consumers have a different mindset when it comes to their overall health. They lean toward believing their immune system is their body’s most important defense against preventing illness, that reducing toxins in their body is critical to staying healthy, and that reducing inflammation is critical to their body’s well-being.

Still, they do not believe all they hear or read. These consumers are more inclined to place greater importance on sound clinical substantiation when making supplement purchase decisions. They show a high preference in purchasing supplements that have been clinically proven to be effective and believe proven clinical research has considerable impact on the believability of a supplement’s health claim.

Additionally, this consumer is more likely to be an influencer of others; three-fourths report that if they like something they will attempt to influence others to try it. This suggests a variety of marketing opportunities, from word-of-mouth to viral communication. When it comes to healthy/natural product purchases, they tend to be influenced more so than the general population by the Internet, product brochures, nutritionists, in-store signage and magazines. In terms of magazine readership, these consumers have a higher propensity to read AARP, Better Homes & Gardens, National Geographic and Consumer Reports.

Acting more environmentally sensitive is a tendency that separates these consumers from the general population. They tend to place higher importance on corporate sustainable responsibility, as more than one-half agree that knowing a company is mindful of its environmental and societal impact will influence whether or not they seek out the product. Interestingly, one-third report they are willing to pay 20% more for products that are made in an environmentally friendly and sustainable way! This suggests a tangible benefit of making potential customers aware of corporate sustainability programs and other environmental efforts your company may support.

Shopping patterns for healthy and natural products among these consumers illustrate some different tendencies when compared to the general public. For instance, they lean more toward shopping in the natural channel, at warehouse/club stores and on the Internet. They also tend to be more brand loyal, as more than two in five indicate they are loyal to the supplement brand(s) they use and regularly buy the same brand.

In addition to omega 3s, the top supplements these consumers report purchasing include multivitamins/minerals, calcium, vitamin C, antioxidants and vitamin B/B complex, all at a usage rate of nearly one-third or more. They also show some preference for getting their supplements in other forms besides pills or capsules. Other supplement forms mentioned include fast dissolve oral tablets, ready-to-drink beverages, chewables and nutrition bars.

Most consumers who associate omega 3s with joint health also report managing several related health issues. Figure 2 illustrates a few of the top health issues they are currently managing. Clearly one can recognize the association between joint health and obesity, and correspondingly heart health and lack of energy. This is helpful in understanding the consumer from a lifestyle perspective.

Not Worried About the Economy

Finally, in lieu of the current economic downturn, nearly three-fifths of consumers who associate omega 3s with joint health state their purchase of dietary supplements in the past three months has not changed at all. However, one in five indicates they may buy fewer dietary supplements moving forward, which is still nearly twice that of the general population. Among those who feel the economic slowdown has affected them or their families’ lifestyle, top recessionary behaviors include making fewer impulse purchases, using more coupons, and shopping specifically for items that are on sale. During recessionary times, the use of sales and coupons should influence trial and enhance compliance.

While the number of consumers who associate omega 3s with joint health is relatively low, educational marketing strategies along with ongoing clinical substantiation should strengthen the size of this group in the coming years. Understanding these consumers-their attitudes, behaviors and purchase patterns-is an important and often overlooked early activity in the development of a successful health and wellness portfolio. The joint health market is one of the largest for dietary supplements and continued growth is expected as more consumers become aware of the efficacy of omega 3 fatty acids and other bioactives supporting this benefit.

Editor’s Note: Data in this article come from the Natural Marketing Institute’s 2008 Health and Wellness Trends Database.