Online survey undertaken January 12, 2015 commissioned by Embria Health Sciences of 1019 adult respondents (72% women and 28% men living in the USA)* reveals new potential in the demand for everyday immune support dietary supplements, as well as higher than expected EpiCor awareness among the general population, supplement users and “immune health” supplement users alike.
Nearly 17 percent of the US population who take “immune health” dietary supplements have heard of the yeast fermentate ingredient EpiCor® according to a survey by Embria Health Sciences, the makers of EpiCor® and other proprietary fermentation ingredients. The survey was conducted through Toluna QuickSurveys to learn about dietary supplement consumer behaviors and attitudes to help Embria’s customers better position EpiCor products to appeal to real consumer needs. A total of 19 questions were on the survey.
EpiCor is a safe and natural yeast fermentate ingredient clinically shown to strengthen the immune system for overall health and wellness. Embria has invested in EpiCor consumer awareness initiatives since its inception in 2007. One aspect of the survey was to gauge EpiCor aided awareness among different purchasing segments. “Building brand awareness with consumer is very difficult, but we were hoping to see a return on our brand-building investments. We were ecstatic to discover EpiCor brand awareness was better than expected,” says Embria president Paul Faganel.
The general population, dietary supplement users, and non-dietary supplement users were asked, “Which health ingredients have you heard of before?” (Check all that apply):
- Nearly 17% (16.8%) of immune supplement users checked “EpiCor”1
- Nearly 10% (9.81%) of dietary supplement users checked “EpiCor” 2
- Over 8% (8.44%) of the general population users checked “EpiCor”3
“These results show investments in brand-awareness can, and do pay off,” says Faganel. “We are thankful for our customers and glad that we can support them by helping to create consumer demand for products containing EpiCor.”
Another aspect of the survey was to learn user behavior towards taking immune products. When dietary supplement users were asked: “When are you MOST likely to take a supplement to support your immune health?” 48% selected “Every day to keep me healthy,” while only 5% chose, “After I’m already sick.” Of these results, Faganel comments, “These results confirm that supplement and functional food marketers need to change they way they look at every day immune support and focus on the benefit of ‘staying healthy’. Of course, they’ll need the science to substantiate those sorts of claims.”
Another question investigated the importance to dietary supplement consumers about maintaining a strong immune system. When dietary supplement users were asked: “When is having a strong immune system MOST important to you? (Check one) 65% chose, “Every day,” while only 7% chose, “When I get sick.”
“These results are truly surprising because this is such a big shift in consumer perceptions from just a few years ago,” says Faganel. “The consumer demand for a ‘daily immune strength’ message is clear. Because of EpiCor’s multiple modes of action supporting immune strength during different seasons while not causing immune fatigue, we have been promoting the benefits of daily immune support since this ground-breaking ingredient was introduced in 2007. EpiCor seems to be perfectly positioned to be the ingredient of choice for this ‘Every day immune strength’ message.”
* Based on latest United States Census population data (2015) of 320,180,000 people living in the US with 73% being adults 18+ years of age (233,731,400)
1. Dietary Supplement users who take Immune Supplements N=256 for statistical confidence level of 95% and margin of error of 4.3%.
2. Overall Dietary Supplement users N=805 for statistical confidence level of 95% with margin of error of ~3.5%
3. General population (Dietary Supplement users and Non Dietary Supplement Users) N=1019 for statistical confidence level of 95% with margin of error of 3.1%