2
3
0 2 4 6 8 10
Drinking enough water Avoiding alcohol Healthy appearance Low stress Physical strength Avoiding illness Emotional well‐being Longevity/living for a long time Maintaining a healthy weight Avoiding smoking and tobacco Fitness and endurance Mental well‐being Feeling "good"
Getting enough sleep Eating a balanced diet
Health Definition for 55 And Older
0 1 2 3 4 5 6 7 8
My parents influenced me To conserve natural resources Enjoyment of the outdoors and wildlife My family’s health The impact on future generations Concerns about environmental problems Health of the planet Concerns about chemicals/toxic materials in…
My personal health
Purchase Reasons for 36 And Younger
4
0 2 4 6 8 10 12 14
My parents influenced me To conserve natural resources Concerns about environmental problems Enjoyment of the outdoors and wildlife The impact on future generations My family’s health Health of the planet Concerns about chemicals/toxic materials in…
My personal health
Purchase Reasons for 37-54
0 1 2 3 4 5 6 7 8 9 10
Enjoyment of the outdoors and wildlife My parents influenced me To conserve natural resources My family’s health Health of the planet Concerns about environmental problems The impact on future generations Concerns about chemicals/toxic materials in my house My personal health
Purchase Reasons for 55 And Older
5
0 2 4 6 8 10
Water Alcohol Appearance Low stress Physical strength lllness Emotional well‐being Longevity Healthy weight Smoking Fitness Mental well‐being Feeling "good"
Sleep Balanced diet
Health Definition for 55 And Older
0 1 2 3 4 5 6 7 8
Fitness trainer/coach In‐store browsing Magazines/newspaper Alternative healthcare professional (e.g.…
Doctor/medical professional Government agencies Information/advertisement from brand Online community/chatroom Books Celebrity/social media influencer Nutritionist/dietician Package label Friends/family Online browsing Health‐care related websites
Sources of Influence for 36 And Younger
6
0 1 2 3 4 5 6 7 8
Government agencies Package label Fitness trainer/coach Online community/chatroom Friends/family In‐store browsing Alternative healthcare professional (e.g.…
Health‐care related websites
Sources Of Influence for 37-54
0 1 2 3 4 5 6 7 8 9
Celebrity/social media influencer Friends/family Government agencies Information/advertisement from brand Online community/chatroom Package label Books Doctor/medical professional Fitness trainer/coach In‐store browsing Nutritionist/dietician Online browsing Magazines/newspaper Health‐care related websites Alternative healthcare professional (e.g.…
Sources Of Influence for 55 And Older
7
0 1 2 3 4 5 6 7 8
Blogger/social media influencer Online community or chatroom Pharmacist Virtual doctor or medical professional Advertisement from a company or brand Friends and family Government or non‐government expert … In‐person doctor or medical professional
Fitness trainer or coach Alternative healthcare practitioner Product label and packaging information Nutritionist/dietician Healthcare related websites
Trusted Sources For 36 And Younger
0 1 2 3 4 5 6 7 8
Blogger/social media influencer Online community or chatroom Pharmacist Virtual doctor or medical professional Advertisement from a company or brand Friends and family Government or non‐government expert … In‐person doctor or medical professional
Fitness trainer or coach Alternative healthcare practitioner Product label and packaging information Nutritionist/dietician Healthcare related websites
Trusted Sources For 37-54
8
0 1 2 3 4 5 6 7 8 9
Government or non‐government expert … Pharmacist Virtual doctor or medical professional Advertisement from a company or brand Blogger/social media influencer Fitness trainer or coach Friends and family In‐person doctor or medical professional Online community or chatroom Nutritionist/dietician Product label and packaging information Alternative healthcare practitioner Healthcare related websites
Trusted Sources For 55 And Older
0 1 1 2 2 3 3 4 4 5
Bone Heart Health Beauty/Anti-Aging/Skin Women’s Health Digestive Energy Memory Health/Cognitive Management Muscle Stress/Anxiety/Depression Management General Health Immune System Joint
Used Supplements For 36 And Younger
9
0 1 2 3 4 5 6 7 8 9
Heart Health Joint Bone Digestive Energy Memory Health/Cognitive Management Muscle Stress/Anxiety/Depression Management Women’s Health Beauty/Anti-Aging/Skin General Health Immune System
Used Supplements For 37-54
0 1 2 3 4 5 6 7 8 9
Memory Health/Cognitive Management Bone Heart Health Stress/Anxiety/Depression Management Women’s Health Energy General Health Muscle Joint Digestive Immune System Beauty/Anti-Aging/Skin
Used Supplements 55 And Older
10
0 1 2 3 4 5 6 7 8 9 10
Fortified with vitamins Convenient to buy Provides good value Vitamin-enriched Clinically proven Ingredients Fair-Trade certified ingredients Preservatives Effective Made with premium ingredients Residues From a brand I trust Not-tested on animals
Important Attributes For 36 And Younger
0 1 2 3 4 5 6 7 8 9
Fragnance-free Herbal-based USDA certified organic seal Clinically proven Fortified with vitamins Plant-based From a brand I trust Synthetic ingredients Earth friendly Ingredients Residues Effective Organic ingredients
Important Attributes For 37-54
11
0 1 2 3 4 5 6 7 8 9
Convenient to buy Has a specific health claim Vitamin-enriched Recyclable packaging Earth friendly Fair-Trade certified ingredients Plant-based Herbal-based Clinically proven Made with premium ingredients Organic ingredients Colors Ingredients
Important Attributes For 55 And Older
0 1 2 3 4 5 6 7
I am knowledgeable about vitamins and supplements
Vitamins and supplements are important to my overall health and nutrition Vitamins and supplements are generally safe
to consume
I get the vitamins and nutrients from food, rather than taking vitamins and supplements
Perception of Supplements for 36 And Younger
12
0 1 2 3 4 5 6 7 8 9 10
I am knowledgeable about vitamins and supplements
I get the vitamins and nutrients from food, rather than taking vitamins and supplements Vitamins and supplements are generally safe
to consume
Vitamins and supplements are important to my overall health and nutrition
Perception of Supplements for 37-54
0 1 2 3 4 5 6 7 8 9
I get the vitamins and nutrients from food, rather than taking vitamins and supplements
I am knowledgeable about vitamins and supplements
Vitamins and supplements are generally safe to consume
Vitamins and supplements are important to my overall health and nutrition
Perception of Supplements for 55 And Older
13