If you’re looking to start selling nutritional supplements, you’ll need to know exactly whom your supplements are for and for whom they are not.
Different people buy different types of supplements for different reasons. For some people, the goal is to improve their overall health, while for others the objective is to take care of a specific health condition.
So, who will be your target market for nutritional supplements?
When it comes to finding product-market fit, you need to decide something first: Will you select the supplements to sell and then look for the right target market for them? Or will you select a specific target market first and then decide what are the best supplements to sell to them?
Either way, to know whether or not your target market will want your supplements, you will need to understand your market very well. Most of all you will need to understand the motivations and reasons that your potential customers will have to buy your nutritional supplements.
In this article, we will study the target market for nutritional supplements by analyzing the main drivers why people take them.
Who is the Target Market for Nutritional Supplements?
The target market for nutritional supplements can be best understood by analyzing the main reasons why people take nutritional supplements.
Following this needs-based segmentation, we can classify this market into the following customer segments:
- People who want to improve their overall health
- People who want to target a specific health condition
- People with dietary restrictions
- People who want to improve their physical performance
- People who want to improve their mental performance
- Children who need supplements for their growth
- Pregnant women and new mothers
- Older People
Let’s take a look at each customer segment in detail.
1. People Who Want to Improve Their Overall Health
This segment of the target market for nutritional supplements is interested in improving their energy levels, sleeping better, feeling better, and even looking better – often by having a healthier complexion.
These customers are looking for an edge in their lives whether it’s for work, school, or just everyday life in general by strengthening themselves and becoming less susceptible to getting sick.
2. People who want to target a specific health condition
This segment of the target market for nutritional supplements is interested in alleviating the symptoms of their specific health condition.
Some common examples include people who want to improve their joint health, memory, eyesight or sleep quality.
Some popular supplements among this target market segment include fish oil, turmeric, and probiotics.
People with specific health conditions or concerns often talk to their doctor or a registered dietitian before taking any supplements. This is because some supplements can interfere with medications or even make certain health conditions worse.
3. People with dietary restrictions
People who are vegetarian or vegan or have other dietary restrictions often have difficulty getting all the nutrients they need from their diet alone. They look to supplements to make sure they are getting everything they need.
For instance, meat is known to have high levels of iron. So, vegetarians and vegans may look to supplements with iron to make sure they are not deficient. Similarly, fish is known to have high levels of omega-three fatty acids. So, people who do not eat fish may look for supplements to avoid a deficiency of omega-three fatty acids.
Likewise, people who are lactose intolerant may also look for supplements that provide them with the nutrients found in dairy products. People who do not eat eggs, meat or fish may use protein powders to meet their protein needs.
4. People who want to improve their physical performance
This target market segment is interested in improving their strength, endurance, athletic performance, and/or physical appearance. They will take supplements that will help them build muscle, recover from workouts faster, and have more energy.
They are looking for an edge to help them perform better whether it’s for a specific sport or just working out in general. Supplements like protein powder, creatine, and pre-workouts are popular among this target market segment.
5. People who want to improve their mental performance
This target market segment is interested in improving their focus, concentration, memory, and/or cognitive function. They will take supplements that will help them think more clearly, remember things better, have more energy, and protect their brain health.
They are looking for an edge to help them perform better mentally whether it’s for school, work, or just everyday life in general.
Many in this segment may turn to more natural supplements like green tea or healthy drinks to supplement their diets.
6. Children who need supplements for their growth
Children who are growing fast need the right nutrients to support their growth. They may take supplements that provide them with vitamins, minerals, fats, and proteins.
Even though all parents will do what they can to get healthy food and healthy snacks for their children and will want their children to eat healthy, balanced meals, sometimes it’s just not possible.
Many busy parents just don’t have the time to cook healthy each time. To make matters worse, children can be very moody about food and are often picky about what they eat. That’s where supplements can make up for any deficits.
Nutritional supplements can help make sure children are getting the nutrients they need even if they are not eating a well-rounded diet.
7. Pregnant women and new mothers
Pregnant women and new mothers often need extra nutrients like folic acid, iron, calcium, and vitamin D. They will take supplements to make sure they are getting everything they need.
Prenatal vitamins are a popular type of supplement among pregnant women and new mothers. They often take them before and during pregnancy to help support the health of their child.
After giving birth, new mothers may take postnatal vitamins to help them recover from childbirth and to help support their own health as well as the health of their child.
8. Older People
After a certain age, our bodies start to change and we don’t absorb nutrients as well as we used to. Older people may take supplements to ensure that they are getting the nutrients they need.
They may also take supplements to help prevent or treat specific health conditions or concerns like osteoporosis, heart disease, and memory problems.
According to the NIH, some popular supplements among older people include calcium, vitamin D, Vitamin B6 and Vitamin B12.
Summary
As you can see, there are many different segments in the target market for nutritional supplements.
Some people take nutritional supplements to target a specific health condition while others take them to improve their overall health and to ward off illnesses. Some people need supplements to compensate for dietary restrictions while others use them to improve physical and mental prowess.
Parents give supplements to children to help them grow stronger and better. Pregnant women and new mothers take nutritional supplements to compensate for nutritional losses before and after childbirth.
And finally, older people after a certain age need supplements to maintain their health as they age.
So, are any of these segments a target market for you?
Think carefully about which segment (or segments) you wish to target so that you offer the right types of nutritional supplements that your customers are most likely to buy.
