The last three years have been an exciting bumpy ride for the U.S. supplement market. Growth was up double digits one year and barely broke into single digits the next. As people return to shopping and brick-and-mortar stores and face rising totals at checkout, some consumers are questioning the efficacy and value of supplements in their health regimens.

To better understand why certain consumers, choose not to take supplements regularly – and the key factors currently influencing their purchasing habits – New Hope NEXT Data & Insights in partnership with Inside the Bottle, conducted a study that surveyed 1,506 U.S. adults in May 2023.

Download this industry brief to evaluate your understanding of this untapped part of the market. Learn which factors influence them most – and gain important insights to help you reach non-regular supplement users and overcome their barriers to supplement use.