VMHS: Phase Three is a national study of 42,522 U.S. households, focusing on consumer purchase and usage of dietary supplements. This report gives extensive primary research on this exploding marketplace in which 71% of households have a member who has used a dietary supplement in the past three months. Information covered in VMHS: Phase Three includes: Detailed household penetration of specific VMHS products
Products purchased
Channels of distribution
Product correlations
Indices of heavy, medium and light users
Purchaser demographics including: Age, Gender, Income, Lifestage, Education, Occupation, Geographic region
Multi-product user (over 15 supplements used) segmentation
Comparison to 1998 VMHS study
Industry trends
Recommendations for marketers | 