Consumers & Supplements: Pandemic Behavior Shifts

Consumers are more serious about ensuring their immune system is in proper order since the pandemic started. Now is the time to educate and inspire consumers to incorporate supplements such as probiotics to their diet and daily routines.

Green Purse PR recently conducted some virtual shopper interviews to understand what health-conscious American consumers are including in their COVID-19 survival kits, with a focus on supplements and foods to boost immunity. It seems many consumers are looking for anything to make them as healthy as they possibly can be, but are lacking the expertise to know what is best for them to take. There is ample opportunity right now to promote those supplement products that target immunity specifically, and generally help make bodies healthier.

In Their Own Words
Here’s what consumers are telling us:

• “I don’t love taking vitamins, especially big pills, but I am all about putting things like chia seeds or turmeric into smoothies, where I can’t really taste it. If I knew more things to put into my smoothie, that could help with keeping the virus away, I would do it.”

• “I suppose a doctor or someone like a dietitian is probably best suited to tell you what supplements you ought to be taking, but I actually asked the lady who works on the supplements aisle at Whole Foods Market. She seems very knowledgeable and directed me to some Nordic Natural Omega, a multivitamin for women and a probiotic. I am more conscious of what I’m eating and consuming now (since the pandemic).”

• “Supplements in form of pills are not only useless, but sometimes harmful. I prefer to just eat whole foods to get the nutrients my body needs.”

• “Healthy eating has been a priority all along, but we are focusing on boosting immunity even more now since the pandemic. For that I’ve got some multivitamins for the kids and ourselves, and we’re eating even more vegetables, fish and meat.”

• “I have been taking a probiotic & prebiotic combo, a gummy vitamin from Olly brand. If I can do a combo like that, or pour a bunch of different things at the same time into my smoothie, that’s what I prefer. I don’t know though if that’s the healthiest way to do it—should probably ask a nutritionist some time.”

• “I have been taking vitamins and supplements for several years now. Yes I want to achieve better health with them. An example is my vitamin D levels and B12 levels were low so I had to take vitamins to get them up. Since the pandemic I have started taking this one to boost immunity.”

• “I haven’t taken more because of the pandemic, but I do have vitamins that I’m terrible at remembering to take! I have personal life changing goals about two things every year that I’d like to try and become a habit. This year it’s taking vitamins (plan to see a holistic integrative doctor sometime this year to help me figure out what I need to take), lymphatic massage and maybe even dry brushing.”

• “I feel like I just don’t know enough about all these fancy supplements. I might be missing out on something really good, but I’m just trying to eat as healthy food as I possibly can. If anything, probably something for a mood boost (because it’s a depressing time), and something to make my immune system stronger.”

• “We enjoy trying all the superfood fads. I’m really into things like manuka honey, which I drink in my tea and put on my face. I even tried sea moss recently in my smoothie. I prefer to take vitamins in my drink, like a tea or smoothie, or in the format of a shot or a chew/candy.”

• “The whole family has supplements now for boosting the immune system. Specifically, my husband and I are taking MegaFood MegaFlora probiotic and the kids are taking Olly probiotic. In addition to the supplements, we’re also trying to eat more fermented foods, like pickles, kimchi and sauerkraut.”

• “I’ve taken vitamins, like C, and a general multivitamin off and on for years. Back in early March, when I was stocking up on supplies for coronavirus, I did buy the whole family a bunch of vitamins. We are now taking vitamin C, an immunity boost and probiotic.”

• “After reading an article about boosting your immune system on Well + Good, I bought a bunch of NOW supplements: C, probiotic and I’m drinking a lot of tea with elderberry.”

• “Now that it’s so easy to see doctors virtually, I plan to sign up the whole family for a few sessions with a nutritionist. I would like to get a custom diet plan and supplement plan.”

• “I’m doing several things different since the coronavirus outbreak. In addition to the rigorous cleaning and avoiding contact with people outside our household, we’ve ramped up our intake of superfoods. We’re now eating even more avocado, salmon, eggs, spinach and berries. My family takes regular multivitamins and vitamin C (pretty basic).”

• “The whole family takes vitamins and even more now since the pandemic. We went from taking our multivitamins whenever we thought of it (maybe 4-5 times per week,) to now taking several different kinds every single day.”

• “During these slower days at home, I’m making time here and there to research and upgrade some things, as it relates to health. For example, getting a better water filter, better cleaning supplies, and upping my vitamin game. I’ve moved beyond the basics to now taking a bunch of different supplements. I take bee pollen, drink bone broth, protein powder and an energy supplement.”

• “Now that I’m in my mid-30s, I’m starting to look into supplements for anti-aging, like collagen. These big, giant, serious looking containers at the store look so mysterious and intimidating, like something only for bodybuilders. I started seeing a lot of people on Instagram talk about a brand called Vital Proteins. I recently tried their beauty collagen, a powder I put in my smoothies. I feel like I look and feel better.”

PR Recommendations
Everyone wants a stronger immune system. Now, with such a threat hanging over us, is the time to share how your supplement products can help address that urgent need. While wearing personal protective equipment and maintaining distance from others is certainly important, eating healthy is also vital, and can go a very long way in helping prevent any disease or virus. Supplements can be a part of that solution and it’s a point many Americans are keen to learn more about—many for the very first time.

Here are a few public relations guidelines to consider using now, to get more of your supplement products into the shopping carts of American consumers.

1. Get to know your consumers through research. Understand that there may exist a very big difference between consumers, such as athletes and bodybuilders, who are likely accustomed to taking supplements, versus other people who have entry-level knowledge at best around the supplement aisle, taking at most a multivitamin. Determine who specifically you intend to target, and conduct research with the various groups to understand how your products could fit into their lives and how best to reach them with your message.

2. Show them how to incorporate your supplements into their lives at home. Given that so many people are spending a lot more time at home these days, show them imagery that paints a picture of how they can use your products inside their homes. Maybe some folks will find your product format intimidating; show them how to make it quick and easy.

3. Offer up different product format options. Some people prefer a pill, others like chewables, gummies, powders or shots. If possible, give them a few options to choose from so they can pick the one they are most comfortable with.

4. Diversify where your products are merchandised in stores. Yes, shoppers will expect to find your supplement products in the supplements aisle (so you should be there,) but what about other parts of the store? Consider working with your retail partners to include your products in places such as the checkout aisle, where you typically find candy.

5. Show how taking supplements can be fun. I understand taking a pill and putting a powder into a drink is not most people’s idea of “fun” per se, but you can make it an interesting experience that the whole family can look forward to every day. For example, could you encourage consumers to make a “get healthy station” in a special corner of their home? Especially for households with children, that station could include a hydration station with fun cups, individually wrapped powders displayed nicely in a glass jar, and maybe even a printed menu of smoothie recipes to choose from.

6. Give your community (such as your Facebook followers or your retail partners’ e-mail listserv) exclusive access to a wellness expert, such as a dietitian or nutritionist. You could work with one of your own internal experts, or hire a well-known expert who already has the audience you’re looking to connect with. That expert could do a series of Facebook lives, Instagram stories, or you could even offer a giveaway to win a few individual virtual sessions so consumers can get customized advice.

7. Garner exposure for your products with top-tier wellness media. A lot of the consumers we conducted virtual research with said they pay attention to articles and social media content. You can opt for pitching your products for possible earned media exposure or work with outlets on paid advertising campaigns to reach the right people. 

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Lisa Mabe-Konstantopoulos founded Green Purse PR in 2010. She is a recognized expert in the natural and organic products industry and has over 14 years of experience leading research and PR programs for companies around the world. For more info: www.greenpursepr.com