Pure Branding (Leverett, MA) has announced the launch of its 2024 U.S. Supplement Consumer PureSegmentation Research and Typing Tool. This comprehensive, census-balanced market research is based on 2,332 quantitative interviews with U.S. supplement consumers, yielding a margin of error of +/- 2 percent. The accompanying typing tool, powered by a predictive algorithm, categorizes supplement consumers into six distinct psychographic and behavioral segments.

“We designed the PureSegmentation research to be foundational for cost-effective and actionable custom research for supplement brand marketers,” said Yadim Medore, founder and CEO of Pure Branding. “Brands can use our research and typing tool for rapid brand definition, positioning, innovation, and growth.”

The research identified that 80 percent of U.S. adults (18-plus) are supplement users, with a skew towards female consumers (54 percent female vs. 45 percent male), higher average household incomes, and slightly higher education levels compared to non-supplement users. It also revealed that the pandemic significantly shifted supplement consumer attitudes and behaviors.

To provide a multi-dimensional view beyond demographics, the research delved into health attitudes, belief in integrative health, supplement usage and needs, customer journey, brand attraction and positioning, market share and personality traits. From this analysis, six differentiated, census-balanced segments emerged.

“By understanding these market-sized segments, supplement brands can leverage their attributes to better appeal to key consumer segments,” said Peter Littell, research and strategy director of Pure Branding. “This is our second PureSegmentation research. Brands have utilized our PureSegmentation research and typing tool for brand positioning, storytelling, design, retail strategy, new product innovation, marketing channel mix and personalization programs, among other applications.”

The 2024 Supplement Consumer PureSegmentation Research is available as a 230-slide summary report, a 192-slide appendix, and six PureSegment profile boards featuring 47 data visualizations per segment. The PureSegmentation Typing Tool offers customized research tailored to brand objectives, facilitating brand development, market positioning, growth strategies, consumer engagement, and market expansion.

To learn more, visit www.purebranding.com/segmentation.