Views Regarding Dietary Supplements in Turkey and a Research to Profile the Consumers

Abstract

Dietary supplement market is growing in Turkey. Local and multinational companies develop and introduce many new products for Turkish dietary supplements market. However, in marketing literature few academic research could be found regarding Turkish consumers’ behavior about dietary supplements. The study involved 673 Turkish consumers from Istanbul, over eighteen years of age. The study examines the characteristics of the respondents regarding demographics, reasons for using dietary supplements, dietary supplements recognition and consumption rates. It is found that top three reasons to consume dietary supplements are immunization, prevention of exhaustion and increasing physical and mental performance. The usage frequency of vitamins C, B, D and calcium are the highest among all. Glucosamine recognition and usage frequency is found very low in the sample. This research is believed to provide valuable information for further causal research that will be conducted in healthy lifestyle products market.