Beyond “Healthy”: What Consumers Are Really Looking for in Supplements

When people say they want to be healthier, what are they actually trying to achieve? That question shaped this research.

A wellness brand was seeing steady demand, but repeat purchases were inconsistent. The products were well-formulated, competitively priced, and clearly positioned around health benefits. On paper, everything made sense.

In practice, consumer behaviour told a more nuanced story.

Looking Past the Obvious

It would have been easy to attribute the issue to product performance or pricing. Instead, I took a step back from features and examined the underlying motivations shaping consumer behaviour. Through secondary research, competitor positioning analysis, and thematic review of consumer language and behavioural patterns, I focused on understanding how people talked about supplements — not just what they purchased, but what those purchases represented to them.

The goal was simple: understand the deeper drivers behind purchase decisions.

What Emerged

Consumers weren’t just buying “health.” They were buying reassurance.

In conversations and behavioural patterns, supplements appeared less as medical solutions and more as everyday acts of responsibility. They represented:

• A sense of control in uncertain environments

• A proactive approach to self-care

• An investment in future wellbeing

• A quiet signal of discipline and personal commitment

  
  

The word “healthy” often acted as a rational explanation.The underlying motivation was about stability and control.

What This Meant Strategically

Most competitors focused primarily on functional claims such as immunity, energy, or beauty enhancement, while paying limited attention to the emotional context that shapes the purchase decision. The real opportunity, therefore, was not to amplify product promises, but to recognise that consumers were seeking reliability, routine, and reassurance in their daily lives. This insight pointed towards a strategic shift in communication — moving away from transformation-driven messaging and instead emphasising consistency, stability, and everyday support.

Why This Matters

Even in scientifically grounded categories, consumer decisions are rarely driven by logic alone. By understanding the emotional and contextual factors that shape behaviour, brands can move beyond product features and develop positioning that connects more meaningfully with their audiences.

What This Case Demonstrates

• Ability to identify underlying consumer motivations

• Thematic analysis beyond surface-level data

• Translation of behavioural insight into positioning strategy

• Balanced use of rational and emotional interpretation