The top 3 factors driving purchasing decisions for urinary tract health supplements
What do women look for in dietary supplements for urinary tract health?
Givaudan’s proprietary research reveals consumers’ top considerations
60% of women will suffer from a urinary tract infection (UTI) at some point in their lives. Professional medical treatment often remains the first port of call for addressing UTIs. But a remarkable 88% of women who have experienced a UTI are open to trying urinary tract health supplements.
To learn more about what drives these purchasing decisions, Givaudan interviewed 451 women as part of a consumer research study in the UK, Germany and France.2 The insights gained shed light on key selling points, helping product developers build a solid value proposition to meet consumer expectations for urinary tract health supplements.
The top 3 factors driving purchasing decisions
When asked what product aspect they paid most attention to when purchasing a urinary tract health supplement, five choices were selected by 25% or more of the respondents. These five aspects can be grouped into three clusters, showing that consumers look for natural supplements that are backed by science and produced by an established brand.
Natural ingredients
Of the 451 respondents in the survey:
54% indicated they seek natural ingredients2
38% indicated they prefer plant-based ingredients2
27% are interested in the origin of the product’s ingredients2
The results suggest that sustainably sourced botanical ingredients align well with consumer preferences for urinary tract health supplements. With 38% of women actively taking steps to prevent UTIs by drinking cranberry juice, it's clear that cranberry is already a popular choice and a familiar, trusted ingredient.2 But its tart taste and high sugar content has led many consumers to turn to cranberry-based supplements as a more convenient alternative2.
Science-backed solutions
46% of respondents indicated they were interested in the scientific backing to support the health benefits of the ingredients used in the supplement.2
Dietary supplements ingredients with strong, product-specific scientific substantiation – including, for example, published clinical research and approved health claims – give product developers the tools they need to communicate a product’s health benefits to the consumer.
A brand they can trust
25% of respondents said they looked for established brands when shopping for a dietary supplement for urinary tract health.2
Additional Givaudan proprietary research has echoed this finding, revealing that 57% of consumers perceive supplements made from branded ingredients to be more trustworthy, with similar numbers perceiving them as higher quality and more effective.
What else did we learn?
The research also revealed two other interesting insights that could be valuable for product developers creating solutions in this space:
Price: Only 21% of respondents indicated that they paid attention to supplement price, suggesting that if consumers feel a supplement matches their preferences, they may be willing to pay a price premium.2
The level of Proanthocyanidins (PACs): Proanthocyanidins (PACs) are phytoactives that are believed to support urinary tract health. Only 5% of respondents considered the level of Proanthocyanidins (PACs) when selecting a urinary tract health supplement.2 This suggests that, although PACs are heavily featured in B2B marketing materials, consumer awareness of their role remains low.
These research findings give us a clear sense of what product developers can focus on when developing new urinary tract dietary supplements. Ultimately, consumers are looking for a natural product that is effective and produced by a partner they can trust.
By formulating with scientifically substantiated branded botanical ingredients, like Givaudan’s Pacran™, product developers can help their companies meet consumer needs while building consumer trust in their solutions.
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