20% of Negative Body Image Sufferers Will Buy Supplements

by | 3 minute read

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.

Rachel Cagle

Rachel Cagle

Rachel is a Research Ana­lyst, spe­cial­iz­ing in audi­ence intel­li­gence, at Sales­Fu­el. She also helps to main­tain the major accounts and co-op intel­li­gence data­bas­es. As the hold­er of a Bach­e­lors degree in Eng­lish from The Ohio State Uni­ver­si­ty, Rachel helps the rest of the Sales­Fu­el team with their writ­ing needs.