Strategic Segmentation for Supplements

A leading vitamin and supplement brand sought to understand actionable consumer segments within the Omega 3 market. W5 conducted a comprehensive segmentation to identify and understand how consumers approach the supplement category and uncovered opportunities for more focused, resonant marketing strategies.

APPROACH

W5 conducted a custom segmentation to profile segments of supplement consumers, capturing demographics, behaviors, attitudes, and psychographics that defined them. The segmentation identified four cohesive segments based on their approaches to health, brand preferences, and key motivations and drivers for entering―and staying―in the Omega 3 category.

To further focus marketing strategies, W5 conducted digital ethnography with members of priority segments. The platform allowed W5 to capture their health routines, along with photos and videos of daily supplement regimens, to uncover more personal stories to complement the segmentation data.

RESULTS

The client gained a robust understanding of the Omega 3 market with a breakdown of the consumer segments that make up the market. The research revealed how consumers integrate supplements into their lives and what motivates each segment to add Omega 3s to their routine. The research identified new opportunities for the brand to increase awareness and grow their customer base through optimal brand positioning and targeted communication strategies.