Know your supplement consumer — all of them.

The 2025 General Consumer Persona Report gives you ten fully developed consumer archetypes drawn from 4,000+ real supplement users across seven countries. Where most research tells you what consumers are buying, this report tells you who is buying and exactly what it takes to reach them.

Each profile covers a distinct age and gender cohort and is built around eight data-backed sections: demographics, usage behavior, health concerns and motivations, supplement familiarity, shopping behavior, trust drivers, marketing opportunities, and watch-outs. 

What’s inside:

• 10 consumer personas spanning 5 age cohorts and 2 genders
• 8 data-backed sections per profile
• Cross-cohort summary highlighting key patterns across all archetypes
• US-specific data called out where it differs meaningfully from global trends
• Survey data from the US, UK, Germany, Italy, South Korea, Australia, and India

Best for: brand marketers, marketing agencies, category managers, product and R&D teams, and sales teams building account-level consumer stories.