NutraIngredients-USA: Research Shows Consumers Pay More for Bioavailable Products

In a recent interview with NutraIngredients-USA, Phoenix-based consultant Steve Hanson, principal in the firm Grip Ideas, explains that consumers are willing to pay more for bioavailable products. After surveying more than 200 consumers, he concluded:

“Not only are they interested in those supplements that are better absorbed, they are willing to pay more for them, too. About 75% of supplement users said they would pay 10% or more extra for vitamins and supplements that were better absorbed. Nearly 60% of non supplement user said they would be wiling to pay more for supplements that are better absorbed, which says to me that there is a significant opportunity with non supplement users because one of the main reasons consumers say they don’t take supplements is that they believe they are not absorbed.”

To read the full interview, please click here.