Exploring customer preferences to drive successful food supplement placement in Croatia

This study examines the preferences and influences on the decisions of Croatian customers when purchasing food supplements. A survey of 312 customers of food supplements in Croatia found that distribution channels and pharmacies significantly influence the purchasing process, attributed to the value added by pharmacists. The most important aspects that customers consider are the type and amount of active and auxiliary ingredients (excipients) of the product. Brand-conscious customers consider the manufacturer and the product’s country of origin important. The greatest influence is the recommendation of family members or friends. People prefer to choose a food supplement that offers value for money, but those without previous experience with the product are more price sensitive and buy on sales promotions such as discounts and packaging at a promotional price. Based on the results of this study, manufacturers and distributors of food supplements can create strategies in which, through co-creation with consumers, they achieve a competitive edge, encourage loyalty, and improve business results.