fol lowing the health crisis. Or at least consu- people respectively). mers attach more importance to them. This 50% of consumers trust their health pro- is particularly the case for the naturalness fessionals (doctor or pharmacist) when of supplements (more than a quarter of buying food supplements (source Harris French people say they attach more im- Interactive). However, advertising and di- portance to this) and the absence of addi- gital remain the preferred means of com- tives (same proportion). The French origin munication (43% and 42% respectively). of the ingredients and French production Reading articles ranks last in terms of are more important (27% and 29% of French consumer contact with food supplements. people respectively attach more impor- This high weight of the «word» of the health tance to them). professional is reflected in the consumers’ declarations regarding the places where THE WEIGHT OF THE BRAND they buy food supplements. Consumers focused their attention on two distribution Isthe brand under which the food channels. On the one hand, pharmacies, supplements are marketed important in since six out of ten French people say that the eyes of consumers? In principle, not so they general ly buy their food supplements much. According to the Harris Interactive 72% there (a gain of three points since March survey, the brand is ranked 13th among the 2020). Internet sites on the other hand, criteria for purchasing food supplements. which have become the second «place» of Only 44% of French people consider the of consumers purchase (gain of two points in one year). brand criterion to be important or very are indifferent to The other channels have seen their use or important. These data were col lected the vegetarian or purchase intentions decline, sometimes si- before the pandemic. Has this changed vegan origin of a gnificantly - this is the case for health food supplement, or with the crisis? While 75% of consumers even consider that shops. have not changed their opinion, it should this is of little or The «industrial» landscape of food sup- be noted that 15% of them attach more no importance. plements has been profoundly reshaped. importance to it. A smal l step towards a Because the consumer experience, which better «recognition» of brands? Six out was stil l valid two or three years ago, is also of ten French people (64% exactly, Harris undergoing a complete overhaul. Digital, Interactive survey, n=518 people) are loyal scientific communication, «real» content, to a brand (11% completely, 53% rather). but also naturalness, Made in France... so What are the reasons why consumers are many «values» that are becoming more and «unfaithful»? Is it because of inefficiency? more important in the eyes of consumers For the non-loyal (36% therefore - 13% looking for new experiences. • are not at al l loyal), there are four reasons why they switch to other brands. Curiosity is the first reason for infidelity (28% of CONSUMERS VERSUSNON-CONSUMERS consumers «wanted to try something Consumers Non consumers else». This is fol lowed equal ly (25% each) by % sample 58 % (n=600) 42 % (n=441) (1) the pharmacist’s advice for another brand Average age 45,2 years (2) 51,4 years (3) (substitution) and the price («another more CSP CSP + : 63 % Inactifs : 52 % economical brand»). To complete this top 5, two other reasons: the desire to «find a Health approach and Supplements not rational consumption perceived as useful brand that fits better in terms of values» Health through a balanced associated with and the absence of the product on the shelf attitudes diet and physical (respectively 22 and 20%). Effectiveness (or activity rather ineffectiveness as a motivation to skip) only ranks seventh... Supplementa- Vitamins and dietary Weakly associated tion image supplements (fil ling with the idea of natural deficiencies) health products DOCTORS AND PHARMACISTS SPEAK OUT Supplements = natural health products As we have just seen, consumers switch from one brand to another on the advice of (1)75 % have never taken a food supplement in their life a pharmacist or doctor (cited as responsible (2)18-24 years : 13 % for brand infidelity by 25% and 16% of French (3)65 et + : 31 % - Source : Harris Interactive tekraM — éhcraM - 03 -