Factors influencing the usage of multivitamin supplements in the greater Durban area: implications for marketing.

Abstract

The South African market for vitamin supplements (VS) is due to reach 7,021 million South African Rand (ZAR) by 2026. Lifestyle diseases and active lifestyle trends drive this growth. Poor dietary practices are a great concern in developing countries such as South Africa (SA) and have the potential to cause long-lasting diseases and high public health spending. Multivitamin supplements (MVS) help address these issues; however, literature on the factors influencing the usage of MVS amongst South African consumers is lacking. Current studies reveal that other factors not considered in the existing research could be crucial influences on the usage of dietary supplements (DS). The theory of planned behaviour (TPB) framed this study and addressed the gap in knowledge by exploring the beliefs of South African MVS users and non-users towards MVS usage, their perceived health status and the value they place on health. Additionally, unlike many previous studies on DS, this study focused exclusively on the MVS subcategory and did not limit its focus to university students or females only. The study followed a descriptive research design that adopted a quantitative approach. Using the mall intercept technique, a convenience sample of 385 participants aged 18 years and over was selected from shopping malls in the greater Durban area. Self-administered online questionnaires were utilised to gather data on respondents’ multivitamin usage patterns and the factors influencing such usage. The main findings of the study indicate that MVS users had lifestyle characteristics associated with health. MVS user groups placed a high value on health; however, non-users tended to have a slightly higher perceived health status than users. Overall, users had stronger behavioural beliefs towards MVS consumption than non-users; however, both user groups showed positive attitude scores toward MVS consumption. Doctors were the only subjective norm to exert positive social pressure on users and nonusers to consume MVS. Non-users were more price-sensitive when picking an advanced MVS than users. Both user groups preferred a gender- and lifestyle-specific MVS.