Study: 80% of dietary supplement consumers make purchase decision at shelf

SANTA CRUZ, Calif. — Rainbow Light recently released the results of a study conducted by Wiest & Co. that demonstrates that product labels are more important in influencing vitamin and supplement consumer purchases than previously thought. 

According to the study, in the dietary supplement category, 80% of consumer purchase decisions are made at-shelf. As many as 77% of consumers cited product labels as most important when influencing their vitamin and supplement purchases, having more impact than the more traditional sources, such as doctors/medical practitioners (76%), friends and family, pharmacists, manufacturer/brand websites (64%), nutritionists/dieticians (62%) or medical/health related websites (53%). 

The study included primary vitamin and supplement purchasers ages 25 years to 55 years from five major metro areas in the United States.