About this Case Study

This case study provides an example for health and wellness brands looking to align their product offerings with consumer preferences. If you are in the health, nutrition, or wellness sector responsible for product strategy or market evaluation, this case study is for you. This case study focused on understanding consumer priorities around science, convenience, and sustainability in the supplements market.

Summary

dotFit, a nutrition and supplement company, sought to better understand what factors drive consumer choices when selecting vitamins and supplements. Through targeted research, PositiveBrand uncovered that convenience and science-based nutrition are the primary drivers for consumer decision-making, while organic and sustainability factors hold comparatively lower importance.

Here’s the Challenge

dotFit needed to evaluate shifting consumer priorities to ensure its product messaging and features align with the most valued attributes in the supplements market. While trends often highlight sustainability and organic ingredients, dotFit wanted definitive insights to confirm which factors resonate most with their target audience.

Here’s the Idea

PositiveBrand developed a targeted survey to assess consumer preferences regarding convenience, science-based nutrition, organic ingredients, and sustainability in vitamins and supplements. The goal was to provide dotFit with actionable insights to guide product development, branding, and messaging strategies.

Here’s the Execution

We conducted a survey focused on key decision-making drivers:

• Q6: Importance of convenience in taking supplements.
• Q7: Importance of organic ingredients.
• Q8: Importance of sustainably made supplements.
• Q9: Importance of science-based nutrition.

The results showed that 58% of respondents rated science-based nutrition as “very” or “crucially” important, while 30% prioritized convenience at the same level. In comparison, organic ingredients (7.9% “crucially important”) and sustainability (10.6% “crucially important”) were notably less critical in decision-making.