Identifying the Top Health and Wellness Consumer Segments

Millions of Americans now taking daily use supplements like multivitamins, but what are the top health and wellness consumer segments that marketers in this space need to know? That’s what we wanted to find out. 

For a closer look at consumer trends in this space, we wanted to see who is buying and engaging with the main brands in the one-a-day wellness space. Specifically, we looked at the people who recently visited physical Target locations or who have engaged with the following brands on mobile: Zyrtec, Claritin, Bayer Aspirin, Metamucil, Oneaday and Softsoap.  

Here’s what we uncovered. 

Key Health and Wellness Consumer Insights 

For one, consumers engaging physically or via a mobile device with daily use wellness items such as allergy pills or vitamins skew male (54% vs 46% female). This goes against the prevailing stereotype that women care more about their health than most men do in the U.S. 

Perhaps not surprisingly, this audience skews a bit older. Around one in four consumers in this space are between the ages of 46 and 55, while 37% is over the age of 55. 

Overall, these consumers fall into low or middle incomes ranges. Among these consumers, 53% make between $25,000 and $100,000 a year. 

Key Health and Wellness Consumer Trends 

In looking at the top apps used by these consumers, many of these shoppers have retail and wellness apps on their mobile devices. Consumers shopping for daily use items engage with the apps from major retailers like Target, Costco and CVS at least 2x more frequently compared to consumers overall. These consumers also have relatively high ownership rates for apps like Calm, Fitbit and MyChart. 

It makes sense that these consumers over index with major retailers, as most purchases in this category are not buying their daily use wellness products directly from the manufacturer. In a mobile research report commissioned by InMobi in July 2020, 51% said they were aware that they could purchase direct from their favorite brands in this category, only 12% actually made a brand-direct purchase. In fact, less than one in four reported even browsing a daily use brand’s website. 

For consumers that purchase daily use items, future brand direct consideration is low. Just 6% said they were highly likely to make a purchase in this manner, with 44% saying they were unlikely or very unlikely to buy in this manner.  

So why aren’t consumers making brand-direct purchases? According to our research, the top barrier is price, followed by shipping times. 

Top Mobile Health and Wellness Consumer Segments 

Looking to reach these consumers? Here are the top audience segments to leverage: 

• InMobi Daily Use Insight Audience: All users included in this insight reporting. 
• Grocery Delivery Users: All users who have downloaded a grocery delivery app or visited a grocery delivery site in the past six months. 
• Health and Wellness Users: This audience is built using app and mobile web behavior, identifying users engaging with top fitness properties (gyms, diets, workout plans, etc.) as well as users who have visited a fitness center, gym and/or health club at least three or more times in the past six months. 
• Allergy/Pain Relief Users: This audience is built using app and mobile web behavior to determine users who have been seen browsing top allergy and pain relief brands such as Benadryl, Tylenol, Claritin, Advil, Excedrin, etc. We also include grocery store and pharmacy visitors cross-referenced with app and mobile web users. 

Interested in learning more about InMobi’s audiences and why they’re the best in the business? Reach out today to schedule a call.  

About the Author  

Matthew Kaplan has over a decade of digital marketing experience, working to support the content goals of the world’s biggest B2B and B2C brands. He is a passionate app user and evangelist, working to support diverse marketing campaigns across devices.