20% of Negative Body Image Sufferers Will Buy Supplements
Most Americans report feeling unhappy with how their body looks at times (79% vs. 21% never, I am always satisfied with how my body looks), with dissatisfaction most prevalent when looking in the mirror (37%), when at the beach in a bathing suit (32%), or when shopping for clothes (31%), according to the recent online survey conducted by Ipsos. Another 8% of those surveyed, it doesn’t matter where they are — they always feel dissatisfied with how they look.
Those most likely to report being dissatisfied with how their bodies look include women (83% vs. 74% of men), younger adults (86% of those ages 18–34 vs. 75% of those 55+), and those with a college degree (82% vs. 75% of those with no college degree).
No major differences exist across gender when it comes to perceptions of the perfect male body, which is athletic. The ideal female body has an athletic physique (43%), or is a woman with curves, the latter rated as being the perfect body type by just over a third (34%). One in ten select model thin as being the perfect female body (11%), while very few describe their idea of the perfect female body as being very muscular (3%).
Most Americans would be willing to take action in order to attain their perfect/ideal body – including a majority (55%) who say they would be willing to exercise several times per week and another 15% who would be willing to exercise to the edge of their physical limits every day, even if they had to endure pain. One in five would also be willing to take performance-enhancing dietary supplements (21%, e.g., protein, creatine, vitamins and minerals, etc.). According to AudienceSCAN, Vitamin/Nutritional Supplement Shoppers have a number of goals in mind for this year, including exercise more (62.4%), eat healthier (60.3%), and lose weight (51%). According to Ipsos research, roughly one in ten would consider consuming weight-loss pills (14%), committing to a severely restricted diet (12%), skipping meals (11%), and/or undergoing liposuction/fat reduction (10%) to achieve their perfect body, while another 10% would be willing to do anything that wouldn’t kill them.
Vitamin/Nutritional Supplement Shoppers are 33% more likely than average to ask a doctor or pharmacist about specific medications they've seen advertisements for, says AudienceSCAN. Where are they seeing these ads? In the past year, 66% of these consumers took action after receiving ads and coupons via direct mail and another 61.2% reacted to TV ads. Another 42% plan to take a trip to the beach this year, so supplement retailers can advertise their products' ability to help consumers attain their ideal beach body in time for vacation season.
AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.