Analysis of Purchasing Habits of Consumers of Food Supplements

Tina Vukasoviæ and Nataša Jalen
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Tina Vukasoviæ: International School for Social and Business Studies, DOBA Business School Maribor, Slovenia
Nataša Jalen: Ewopharma d.o.o., Slovenia

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Abstract: Food supplements are foods whose purpose is to supplement the normal diet. They are concentrated sources of individual or combined nutrients, or other substances with a nutritional or physiological effect and are marketed in the form of capsules, pastilles, tablets and other similar forms, sachets of powder, ampoules of liquids, drop dispensing bottles, and other similar forms of liquids and powders designed to be taken in measured small unit quantities (Rules on Food Supplements, 2013). For different conditions, a different nutrient content is required to achieve a physiological effect (e.g. a healthy individual has a lower requirement for additional nutrients than patients, pregnant women, people with a compromised immune system). The purpose of the study was to establish whether consumers are interested in natural plant-based food supplements and whether consumers, who are already taking food supplements, are willing to accept a high-priced brand and what would convince them to do so.

Keywords: food supplements; brand; positioning; food legislation; Slovenia (search for similar items in EconPapers)
Date: 2019
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