Profiles of vitamin consumers

Here at Kantar Media we have created profiles for three specific types of vitamin consumers: Those who have taken Centrum, Emergen-C or One-A-Day within the past twelve months, based on the MARS Consumer Health survey of roughly 22,000 U.S. consumers. These findings can help marketers and media companies better understand how to reach and connect with these consumers.

Download the 2015 Health & Wellness guide to answer the following questions about each type of vitamin user:

  • How many are there? 
  • Who are they? 
  • How do they think?  
  • What media do they use? 
  • Do they use apps?
  • And more!

In addition, Kantar Media also tracks media usage patterns for consumers who used various types of vitamins within the past twelve months. Take a look at the heatmap below that shows how these groups indexed in terms of representation in the highest 20% of users of various types of media. Any index over 100 indicates that the vitamin users are more likely than the norm to be heavy consumers of specific types of media, while any index below 100 indicates they are less likely than the norm to be heavy consumers of these media channels.


Kantar Media supports the full range of marketers’ strategic needs with comprehensive, accurate insights on media consumption, performance and value so you can make informed decisions about your media and marketing strategies. Download our free 2015 Health & Wellness Report for more specific insights on vitamin consumers and wearable fitness devices.

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