If you’ve started exercising more, been more mindful about eating and started taking vitamins and supplements, you’re definitely not alone. While navigating the COVID-19 pandemic, consumers have made significant changes to their health and wellness habits.
Recently released results from a global survey conducted by Amway and The Logit Group are putting a finer point on consumer behavioral changes over the past 20+ months.
The survey — which analyzed 1,000 respondents in the U.S. — found Americans reported new health and wellness behaviors over the last year. Roughly two in five Americans report that they have made positive changes with diet (41%), fitness routines (41%) and the addition of new multivitamins or other supplements (44%). Furthermore, three in four Americans surveyed report they now regularly consume health and wellness supplements (75%) as they seek out ways to help strengthen their immune systems.
Motivators for these positive changes vary, with 75% of American respondents saying they are trying to improve their current state of health and 54% saying they are trying to prevent future health conditions.
Consumers expect transparency regarding where a product comes from and how it’s made.
Adults are more concerned about the types of products they consume, and 57% of Americans said that traceability — knowing where a product and its ingredients come from — is an important consideration in purchasing decisions. Furthermore, almost seven in 10 Americans say they would have more trust in a company if its health and wellness products are easily traceable.
“This survey confirms a growing consumer demand for product transparency and traceability — a demand further accelerated by growth of health and wellness supplement usage during the pandemic,” said François Renard, Amway Chief Marketing Officer.
“At Amway, we believe that consumers deserve to know what is in the products they are taking. For products like Nutrilite, that means tracing botanical ingredients from seed to supplement to ensure they are pure and ethically produced, and documenting manufacturing details to ensure every product is made safe and effective. Traceability is an integral part of our supply chain and has been core to our business for more than 60 years.”
Additional results from the survey include:
- Adults say they feel more concerned about the products they consume, including 62% of American respondents, compared to a year ago.
- 60% of American adults are more likely to look for a trusted seal of approval or check the ingredients; 52% want to understand how the products have been safely tested. One in three think beyond the product itself, contemplating how many people it had to go through before arriving at their doorstep.
- A majority of American respondents (58%) have become more aware over the past year of how consumable health and wellness products are made and the testing done to prove their safety and quality.
- The majority of American adults (53%) feel that traceability is an important consideration when buying food.
- Celebrity endorsements or social media recommendations were cited as two of the least influential factors that impact the likelihood of purchasing health and wellness products, only 21% and 25% respectively.