Supplement users develop specific patterns, survey says

Drug Store News, June 17, 2002

Price drives nearly half of all dietary supplement purchase decisions made by pharmacy customers, a recent Drug Store News survey found, and what's worse, those price-driven consumers may be leaving their pharmacy to purchase those supplements elsewhere.

All is not doom and gloom for the drug store operator, however. Indeed, a wide margin of customers prefer to get their prescription medications at the chain pharmacy--42 percent versus 17 percent of respondents who get their prescriptionss filled at their grocery store--and that spells opportunity for the drug channel. The pharmacy shopper is likewise a high frequency shopper, with 56 percent returning for their medicines at least once every eight weeks, if not more often.

Indeed, this makes for many selling opportunities for those who work behind the drug store counter. The vast majority of pharmacy customers already have tried supplements in the past, so at least they're familiar with the need for nutritional fortification. Furthermore, 64 percent of respondents were inclined to consult their pharmacists on nutritional deficiencies and interactions relating to their medications, compared with the 16 percent who'd rather see their doctors for that information. Every third pharmacy patient collected nutritional information directly related to chronic conditions, and that desire for supplement knowledge only increases

The biggest challenge may be in recapturing the 58 percent of pharmacy patrons who define themselves as "lapsed users." Nearly half of the customers not currently taking any supplements cited either a lack of knowledge or had tried supplements in the past but were not satisfied with the results. And almost a third of pharmacy customers felt they received all the nutrients they need from their diet.

Another tactic drug store operators may want to explore are supplement discount cards. A full 8-in-10 consumers surveyed reported they would be very to somewhat likely to use a discount card if one were available.

For the survey, Drug Store News polled roughly 700 pharmacy customers via e-mail. The data was collected and analyzed by SmartRevenue.com.

Where the other half shops for supplements

51% of shoppers buy supplements during pharmacy vists. Here's a
breakdown of where the latter group shops.

Mass                  35%
Health/nutrition      22
Online                12
Food                  10
Mail order             6
Drug                   5
Natural/herbal store   5
Other                  4

Source: Drug Store News/SmartRevenue.com
What factors matter most to supplement buyers

Price               44%
Selection           12
Information access   7
Knowledgable staff   6
Convenience          5
All other           26

Source: Drug Store News/SmartRevenue.com
Many consumers are former supplement users

Lapsed users   58%
Current users  23
Non-users      19

Source: Drug Store News/SmartRevenue.com
Pharmacy customers with chronic conditions

                           Women  Men  Total

Allergy/allergic rhinitis   23%   13%   18%
High blood pressure         13    22    18
Depression                  18     9    14
Bone and joint problems      9    10     9
Heartburn/ulcer/GERD         5     9     7
Anxiety                     11     5     8
Diabetes                     6    10     8
Lower back pain              5    12     8
Migraines                   10     5     8

Source: Drug Store News/SmartRevenue.com
Demographics of supplement users *

                               Income                   Education

             Less than  $25,000-  $50,000-  More than  High school
              $25,000   $49,999   $74,999    $75,000     or less

Vitamins        46%        54%       56%       54%         44%
Minerals        26         26        35        28          22
Herbals         24         19        27        23          18
Non-herbals     14         15        20        17          11

                      Education

              Some     College   Total *
             college    grad      users

Vitamins       52%       59%       52%
Minerals       28        33        28
Herbals        22        25        22
Non-herbals    16        21        17

Source: Drug Store News/SmartRevenue.com

* Totals do not add up to 100 because of multiple responses.
How often do pharmacy customers shop for other items?

Frequency      Women  Men  Total

Always          23%   14%   19%
Almost always   32    25    28
Sometimes       30    37    33
Rarely           7     9     8
Never            8    15    12

Source: Drug Store News/SmartRevenue.com