U.S. Consumer Use of Vitamins, Minerals, Herbs & Supplements: VMHS Phase Two

This national study, results of which was completed in July 1998, builds upon the basic demographic and product use topography of The Hartman Group's VMHS One and Multi-Product User reports to more finely map details of why, where, and for what health reasons consumers are purchasing VMHS products.

VMHS Phase Two looks in depth at why households are using VMHS products. This nationally representative study of individual VMHS household users looks in-depth at the following factors:

• Which members of the household use VMHS products?
• When, up to more than 10 years ago, did the household member responding to the survey start using VMHS products?
• What information sources (choosing from 29) do respondents trust and use?
• How often do respondents use VMHS products?
• Among 49 health symptoms and conditions, which do they treat with the 97 VMHS products studied in VMHS Phase One?
• Which brands of VMHS products does the household member trust and use?
• How often and in what format are VMHS products used?
• What purchase criteria (among 15) do VMHS users consider important?
• What purchase outlet (among 11) do VMHS users buy from?

In addition, VMHS Two examines VMHS user attitudes toward health and VMHS products through an extensive battery of attitudinal statements and related questions. Finally, VMHS Two relates some 15 major demographic variables, including education, income, region, occupation and other factors to VMHS Two information.