Market research shows that individuals are looking for alternative formats to take their supplements. This is relevant for a myriad of reasons including the inability to swallow pills, taste, and texture preferences, as well as convenience. You may suspect that individuals reaching for powders or spray formats of their preferred supplements may not be as informed as those who gravitate towards traditional formats like pills or soft gels. Our research shows that on the contrary, those who use alternative formats tend to be very engaged in the vitamin, mineral, and supplement categories. In addition, alternative format users tend to use a mix of formats, grounding in what works best for them and the time of day in which they will be taking the supplement.
Taste is trending
Over the years, alternative formats have infiltrated across categories and need states. You will find within our Jamieson Wellness house of brands we have alternative formats that fit across multi, immune, stress, sleep, energy need states and more! This means that when a customer is looking for a specific solve for their unique health problem, they will not be limited to 1-2 traditional formats. Fun formats have been shown to appeal to a wide range of customers, however, the 19-34 age group show to be the biggest fans giving preference to tasty gummies, chewables, and sprays.
Tested, safe, and effective formulas you’ll love
A common question we hear from retailers is if alternative formats have the same merit to them as traditional formats. All our formats adhere to the same strict Health Canada guidelines that govern all natural health products within Canada. Even though some of our products are incredibly delicious, they still have an NPN number associated with each formulation, which verifies that all health claims found on label or online are Health Canada approved.
Meet your customers where they are at
Today’s customers are looking for results with ease. This may mean finding a multi that works for the whole family. Or, using a melatonin spray because it’s easier than making their way to the kitchen for a glass of water to take their pill in the middle of the night. Whatever the reason, understanding the power of alternative formats and the availability for your customers can help ensure they follow your recommended health plan long-term.
Survey conducted by Jamieson Wellness in February 2022 and in February 2023 with a representative sample of 1,269 and 1,006 (respectively) online Canadians who purchased VMS in the past 6 months and are members of the Angus Reid Forum. Results are generalizations of all Canadian VMS users and not specific to any one company or brand.