Advertisement

Identification of the Reasons Why Individual Consumers Purchase Dietary Supplements

  • Katarzyna HysEmail author
Chapter
  • 22 Downloads
Part of the Contributions to Management Science book series (MANAGEMENT SC.)

Abstract

The dietary supplements market is an example of a global market which is characterised by continuous growth in sales. The results and analysis of market research confirm the belief that dietary supplements constitute an important dietary component for nearly everyone in the world. In order to expand their sales offer, entrepreneurs are constantly conducting analyses of daily behaviour and decisions made by consumers on the dietary supplements market. On the other hand, researchers are conducting studies on the dietary supplements market which are focused mainly on analysing the medical effects of the use of such products by the citizens of a given community. The author of this elaboration conducted a systematic review of the available subject literature using writing analysis and criticism methods. The scope of literature studies mainly covered licensed electronic sources (Scopus, Web of Science), Open Access (Directory of Open Access Journals), electronic science library catalogues (Springer Link) and commercial Internet resources (reports, assessments, forecasts). The objective of the study was to distinguish the reasons why consumers use dietary supplements. As result of the conducted analysis, it was ascertained that the estimated value of the global dietary supplement market amounted to approx. USD 101.38 billion in 2018 and will amount to approx. USD 220.3 billion in 2020, and is expected to grow further. A broad study of the subject literature and analysis of the research material enabled the researchers to indicate 39 of the key determinants affecting consumer behaviour in the market. The factors were grouped according to two main topical categories: supporting body function and illness prevention. Thereby, the author points to an important problem concerning insufficient consumer knowledge of dietary supplements. Dietary supplements, according to the definition, are foodstuffs and not medicinal products; therefore, the reasons for the purchase of dietary supplements by consumers, identified as factors constituting the “illness prevention” category, should not only be of concern, but should mainly be the trigger for action aimed at improving the related consumer knowledge. It is necessary to provide consumers with regular education on rational decision-making in the dietary supplement market. Consumer education should contribute to an increase in consumer awareness and counteract unfounded dietary supplement consumerism. Consumers should familiarise themselves with the potential benefits and risks resulting from the usage of dietary supplements.

Keywords

Dietary supplement Determinants Consumer behaviour 

References

  1. Armano, D. (2007). The marketing spiral. Logic+Emotion.Google Scholar
  2. Bailey, R. L., Gahche, J. J., Lentino, C. V., Dwyer, J. T., Engel, J. S., Thomas, P. R., Betz, J. M., Sempos, C. T., & Picciano, M. F. (2011). Dietary supplement use in the United States, 2003–2006. The Journal of Nutrition, 141, 261–266.  https://doi.org/10.3945/jn.110.133025.CrossRefGoogle Scholar
  3. Barnes, K., Ball, L., Desbrow, B., Alsharairi, N., & Ahmed, F. (2016). Consumption and reasons for use of dietary supplements in an Australian university population. Nutrition, 32, 524–530.  https://doi.org/10.1016/j.nut.2015.10.022.CrossRefGoogle Scholar
  4. Belch, G., & Belch, M. (2009). Advertising and promotion: An integrated marketing communications perspective (8th ed.). Homewood, IL: Irwin.Google Scholar
  5. Chen, F., Du, M., Blumberg, J. B., Chui, K. K. H., Ruan, M., Rogers, G., Shan, Z., Zeng, L., & Zhang, F. (2019). Association among dietary supplement use, nutrient intake, and mortality among U.S. adults. A cohort study. Annals of Internal Medicine, 170(9), 604–613.  https://doi.org/10.7326/M18-2478.CrossRefGoogle Scholar
  6. Court, D., Elzinga, D., Mulder, S., & Vetvik, O. J. (2009). The consumer decision journey. McKinsey Quarterly, 1–11.Google Scholar
  7. Dickinson, A., & MacKay, D. (2014). Health habits and other characteristics of dietary supplement users: A review. Nutrition Journal, 13, 14.  https://doi.org/10.1186/1475-2891-13-14.CrossRefGoogle Scholar
  8. Dickinson, A., Bonci, L., Boyon, N., & Franco, J. C. (2012). Dietitians use and recommend dietary supplements: Report of a survey. Nutrition Journal, 11, 14.  https://doi.org/10.1186/1475-2891-11-14.CrossRefGoogle Scholar
  9. Directive 2001/83/EC of The European Parliament and of The Council of 6 November 2001 on the Community code relating to medicinal products for human use (OJ L 311, 28.11.2001, p. 67).Google Scholar
  10. Directive 2002/46/EC of The European Parliament and of The Council of 10 June 2002 on the approximation of the laws of the Member States relating to food supplements.Google Scholar
  11. Engel, J. F., Kollat, D. T., & Blackwell, R. D. (1968). Consumer behaviour. New York: Holt, Rinehart, Winston.Google Scholar
  12. Hansen, J. (2019). Consumption patterns and determinants of dietary supplement use in Canadian non-athlete University students. Guelph, ON: University of Guelph.Google Scholar
  13. Hys, K. (2017). Wpływ przekazu handlowego na sprzedaż produktów leczniczych i suplementów diety w Polsce. Zarządzanie. Teoria i Praktyka/Management. Theory & Practice, 22(4), 27–33.Google Scholar
  14. Hys, K. (2019). Determinants of individual consumer behaviours and features of the Polish dietary supplements market. Problemy Jakości, 11, 2–8.Google Scholar
  15. Kang, M., Kim, D. W., Jung, H. J., Shim, J. E., Song, Y. J., Kim, K., & Paik, H.-Y. (2016). Dietary supplement use and nutrient intake among children in South Korea. Journal of the Academy of Nutrition and Dietetics, 116(8), 1316–1322.  https://doi.org/10.1016/j.jand.2016.02.020.CrossRefGoogle Scholar
  16. Keeney, R. L. (1982). Decision analysis: An overview. Operations Research, 30(5), 803–838.  https://doi.org/10.1287/opre.30.5.803.CrossRefGoogle Scholar
  17. Kelly, J. P., Kaufman, D. W., Kelley, K., et al. (2005). Recent trends in use of herbal and other natural products. Archives of Internal Medicine, 165(3), 281–286.  https://doi.org/10.1001/archinte.165.3.281.CrossRefGoogle Scholar
  18. Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Harlow: Pearson Education.Google Scholar
  19. Kotnik, K. Z., Jurak, G., Starc, G., & Golja, P. (2017). Faster, stronger, healthier: Adolescent-stated reasons for dietary supplementation. Journal of Nutrition Education and Behavior, 49(10), 817–826.  https://doi.org/10.1016/j.jneb.2017.07.005.CrossRefGoogle Scholar
  20. Kozel, R., Mikoláš, M., Vilamová, Š., Chuchrová, K., & Piecha, M. (2016). Porter’s analysis as a standardized process applicable in industrial companies. Communications – Scientific Letters of the University of Zilina, 18(1), 79–84.Google Scholar
  21. Mordor Intelligence. (2019). Retrieved October 31, 2019, from https://www.mordorintelligence.com/industry-reports/dietary-supplement-market
  22. Rassuli, K. M., & Harrell, G. D. (1990). A new perspective on choice. Advances in Consumer Research, 17, 737–744.Google Scholar
  23. Report. (2019a). Retrieved September 10, 2019, from www.researchandmarkets.com
  24. Report. (2019b). Retrieved September 5, 2019, from https://www.globenewswire.com
  25. Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159–170.  https://doi.org/10.1016/0148-2963(91)90050-8.CrossRefGoogle Scholar
  26. Simon, H. A. (1959). Theories of decision-making in economics and behavioral science. The American Economics Review, 49(3), 253–283.Google Scholar
  27. Smith, A. D., & Rupp, W. T. (2003). Strategic online customer decision making: Leveraging the transformational power of the Internet. Online Information Review, 27, 418–432.  https://doi.org/10.1108/14684520310510055.CrossRefGoogle Scholar
  28. Solomon, M., Bamossy, G., Askegaard, S., & Hogg, M. K. (2006). Consumer behaviour: A European perspective (3rd ed.). London: Prentice Hall/Financial Times.Google Scholar
  29. Sproles, G. B., & Kendall, E. L. (1986). A methodology for profiling consumers’ decision-making styles. Journal of Consumer Affairs, 20(2), 267–279.  https://doi.org/10.1111/j.1745-6606.1986.tb00382.x.CrossRefGoogle Scholar
  30. Stankevich, A. (2017). Explaining the consumer decision-making process: Critical literature review. Journal of International Business Research and Marketing, 2(6), 7–14.  https://doi.org/10.18775/jibrm.1849-8558.2015.26.3001.CrossRefGoogle Scholar
  31. Velčovská, Š., & Krbová, P. K. (2016). Consumers’ attitudes towards food quality labels in selected European Union countries. In E. Kovářová, L. Melecký, & M. Staníčková (Eds.), Proceedings of the 3rd International Conference on European Integration 2016 (pp. 1068–1077). Ostrava: VŠB – Technical University of Ostrava.Google Scholar
  32. Wawryk-Gawda, E., Budzyńska, B., Lis-Sochocka, M., Chylińska-Wrzos, P., Zarobkiewicz, M., & Jodłowska-Jędrych, B. (2018). Dietary supplements—Consumer assessment based on questionnaire survey. Przegląd Epidemiologiczny, 72(1), 93–103.Google Scholar
  33. Zion Research Analysis. (2019). Retrieved September 28, 2019, from https://www.zionmarketresearch.com/news/dietary-supplements-market

Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.Opole University of TechnologyOpolePoland

Personalised recommendations