Gummies: Why they are the new supplements
Consumerism of health
As the supplements category moves beyond traditional pills, emerging formats such as gummies, effervescent tablets, powders, and shots are changing consumer expectations. A leading healthcare brand was interested in assessing the role of such formats in category adoption, and the resulting impact on usage.
Qualitative at Quantitative Scale
The study need a strong quantitative component in order to provide actionable insights, especially since it was conducted across cohort types. By using a video survey methodology, the team was able to capture all the required quantitative data run at statistical significance, but also captured hours of video data that helped to assess reasons for the scores and give context to why certain formats were preferred for specific health conditions. The team then followed that up with depth interviews for identified respondents to dive deeper into the findings.
Forward Path
The dashboards presented preferences and perceptions across different supplement formats, examining how consumers respond to these alternatives and how format influences their consumption habits and routines. The insights helped identify opportunities to drive product trials, encourage consistent usage, and strengthen long-term consumer engagement through formats aligned with evolving consumer expectations.