Men are catching up to women in being proactive about their health and seeking out supplements. But like women, health priorities change with each life stage.
Despite what a lot of commercials tend to depict, men are not miserable, hapless creatures that are inferior to women. When it comes to researching and trying healthier foods and beverages and supplementation, men are showing enthusiasm and willingness for trial. And this newer behavior can be a boon to a natural products retail business.
Men’s concerns about health and wellness tend to mirror that of women but their patterns of buying behavior and how they may want to address condition specific may differ. And they have definitely gained ground in purchasing supplements in the past 10 years.
Corinna Bellizzi, vice president of marketing and education for Utah-based NutriGold USA, observed, “Today, almost half of dietary supplement users are men. Though brands have traditionally targeted female shoppers first, men who supplement already surpass women in both multivitamin and sports-nutrition product consumption. Men are increasingly looking for solutions that support their general health and fitness, heart, prostate, and youthful vigor.”
In 2017, www.statisa.com reported, that 73 percent of American men take supplements, compared to 79 percent of women.
Men in their 20s, said Bellizzi, like their female counterparts, tend to feel invincible. They want to look and feel great and are not concerned about supporting any aches and pains. Most commonly, she noted, men in their 20s gravitate to sports nutrition products, notably proteins, greens and other smoothie-style boosters. As with every age group, they will also supplement for specific and personal needs. If they experience breakouts or other skin issues they might reach for borage oil, omega-3 fish oil, milk thistle and biotin. If they experience joint pain or have sports-related injuries, they are likely to take a turmeric curcumin supplement and an omega-3 fish oil.
Tim Hitt of Fiesta Nutrition Center (Monroe, LA), said he sees “more men in the younger generation” paying attention to their health and buying supplements, compared to older generations. However, Millennial men, “those aged 18 to 25,” are not really coming into the store, they are doing more online shopping. Hitt added that, however, they do tend to come in for fresh-made nutrient- and protein-dense smoothies.
Smoothies with added supplements is a great way to sell those supplements and get the young male engaged and curious about what else you may sell. For example, New Hampshire-based Megafood’s Daily Maca Plus for Men Nutrient Booster Powder is, according to Erin Stokes, ND and medical director at the company, formulated to support men’s overall health and vitality. It combines maca, which boosts natural energy, with herbs traditionally used to support male physiological function.
The Fatherhood Years
Men in their 30s and 40s today tend to experience and enjoy fatherhood, raising their children and starting to wonder about middle-age. With their 20s is in the rear-view mirror, they see their own dads and uncles struggling with grey hair, a paunch, and some nagging aches. “Although still in the prime of their lives, men in their 30s and 40s are concerned about signs of aging or health issues that can affect their performance and competitiveness,” said Peggy Li, PhD, product specialist for California-based NuFargo Herbs Inc. Common complaints, she pointed out, include decreases in energy levels, focus, immunity and sexual function. These symptoms are often caused or exacerbated by stress, an unbalanced diet, and other factors including drinking and smoking. “In these cases, supplements that help the body cope with stress, get rid of toxins and function better in key areas can make a real difference in vitality,” she said.
According to Bellizzi, as men exit their 20s, and enter their 30s and 40s, they are much more likely to start having an annual physical and may be led by their physicians to take a closer look at their blood levels of vitamins, and markers for heart and prostate health. The idea of and potentially even results of these tests may make them more likely to seek natural alternatives and lifestyle changes. “Healthy men are often advised to consider supplementing with a multivitamin and a fish oil,” she said.
Bellizzi agreed, noting that omega-3 EFAs have in recent years “emerged as a clear leader” for men in this age group, a time when they start to feel the early effects of aging, and as they see their parents face health challenges related to cardiovascular and possibly brain health. Men approaching middle age (30s and 40s) are likely to also take a multivitamin.
Men in this group will tend to want supplements that enhance energy (mental, physical and sexual), as they seek an edge to meet demands of work and family/home life. And, pointed out Li, to an extent, they will be much more interested in supplements for immune, cognitive and stress support.
MegaFood Men Over 40 One Daily is specifically formulated without iron to support the health and well-being of men over the age of 40; Stokes noted that iron is not recommended for men unless specifically directed by their health care practitioner. “Our multi nourishes the body in a convenient, once-daily tablet that can be taken with or without food, and includes FoodState B vitamins to assist with already healthy cardiovascular function, healthy energy production and nervous system health. Four hundred IU (10 mcg) of vitamin D supports already healthy bones and mood, and an array of whole foods and herbs provide additional antioxidants and carotenoids.”
NutriGold USA’s Triple Strength Omega-3 Fish Oil provides 2,100 mg of omega-3 EFAs, which, said Bellizzi, exceeds international recommendations for daily consumption by men who want nutritional support for the heart, brain and total body systems.
For men in their dad years, NuFargo Herbs offers three supplements that cover a wide range of concerns they may have. Life Rejuve, Li described, provides “rejuvenating whole-body support for men. By nourishing a healthy male endocrine system and circulatory function, Life Rejuve boosts men’s energy and stamina, sexual function and cardiovascular health.” The formula contains horny goat weed, pine bark and L-arginine for enhanced blood flow, and pumpkin seed, saw palmetto and resveratrol for male hormone balance and prostate health.
Panamune is a plant-based formula to help combat the effects of daily stress on immunity and mental focus. Abundant in antioxidants, she said, Panamune supports the immune system, energy and cognitive functioning. The formula features Panax ginseng, a widely known adaptogen that has been shown to promote a healthy response to stress and overall vitality.
NuFargo Herbs’ Livereal is also relevant to today’s 30- and 40-something guy who still enjoys “no no” foods and drinks (such as beer). This formula, noted Li, helps the body to better metabolize toxins from food and drink and renew energy, as it provides comprehensive, plant-based support for liver health and function that also benefits immunity. It features milk thistle extract, which promotes detoxification, helps protect the liver against toxins and enhances liver function and regeneration.
At Fiesta Nutrition, “We do have a good male customer base,” Hitt reported. “Natural testosterone is all the rage right now. With the issues that the andro gels have, such as not being able to hug your kids for a while, many men don’t want to deal with that. Also, the injections can be uncomfortable for men. They like the idea of taking supplements that help their bodies naturally produce more testosterone. Prostate support is also a solid seller and another huge category for us. And protein powders are still very popular for men, too.”
Li observed that men in their 30s and 40s respond better to digital rather than print communication and do a lot of online shopping. Retailers, she suggested, can appeal to this group with a user-friendly, informative e-commerce website and mobile app. Put in place helpful features such as a product selection wizard and customer product reviews. Perhaps using coupons as an incentive, encourage customers to sign up to receive newsletters and special offers, which gives retailers a continuing opportunity to make personalized product suggestions to customers.
Empty Nest Years
For many men, when the kids leave the nest and start out on their own, and begin to raise their own young families, today’s men in their 50s and 60s often feel a sense of renewed excitement about new possibilities that retirement can afford them. A new way of life is on the horizon, promises of fulfillment of dreams and other goals.
But even healthy, hale and hearty men of this age group have health concerns. Bellizzi explained that for men in this age group, cardiovascular and cognitive health start to be of more prominent concern, as well as maintaining stamina and sexual performance. Men in this group are encouraged to get a prostate check in their annual exams because this is prime time for the prostate to grow (benign prostatic hyperplasia or BPH is a common diagnosis). “Under the care of their doctor, the average male consumes four or more prescription drugs on a regular basis,” she said.“It is therefore an opportune time for men to take a closer look at their health, and what they can do to improve their everyday quality of life, from simple lifestyle changes to daily supplementation.”
She added that supplement wise, in general, men in their 50s and 60s are taking a daily multivitamin, omega-3 EFAs and targeted supplements to support their health, “from maca for sexual performance to turmeric curcumin for joint comfort to antioxidants like astaxanthin for anti-aging support to weight loss products.”
NutriGold USA recently launched Multi Gold, a suite of certified organic, Non-GMO (genetically modified organism) Project-Verified whole-food multivitamins for men (and women) of all ages. Each formula is comprised of vitamins extracted from organic plant sources and contains 120 mcg of vitamin K2 as MK-7 (from natto). Men’s Multi Gold 55+ also includes 4 mg astaxanthin, which research shows helps support healthy vision, cognition and skin.
MegaFood Multi for Men is formulated specifically for men over the age of 55 who want a multi without iron, iodine or vitamin K (for those required to avoid these nutrients) that supports their optimal health and well-being, according to Stokes. “Our twice-daily tablets can be taken on an empty stomach, any time of the day and are crafted with a host of supportive FoodState Nutrients, including 1,000 IU (25 mcg) of vitamin D to support an already healthy mood, choline for healthy memory and cognitive function,* pumpkin seed and green tea extract and zinc for healthy prostate function.”
Also for men in this age group is MegaFood Prostate Strength, which Stokes described as supporting healthy prostate function through its blend of FoodState Nutrients, herbal extracts and superfoods. Saw palmetto (45 percent total fatty acids) and Graminex flower pollen extract help support healthy urinary flow, while tomato, cranberry and pumpkin seed extract provide naturally occurring phytonutrients and are traditionally used to nourish the prostate and urinary tract.
NuFargo Herbs’ Life Rejuve Plus, Li explained, is a plant-based option for men looking to revitalize their sexual performance, energy levels and overall health. Among its ingredients, saw palmetto supports balanced male sex hormone levels; Tribulus terrestris can boost libido; ginkgo and horny goat weed enhance blood flow; and Panax ginseng and Cistanche deserticola promote energy and stamina.
Also for prostate support is NuFargo Herbs’ Lycotate, formulated with a blend of clinically tested plant ingredients. Saw palmetto and pumpkin seed promote a prostate-friendly balance of male sex hormones; pine bark and lycopene contribute to free radical defense and normal control of cell growth.
For men in this age group, combine print and digital marketing approaches, Li advised. Men in their 50s and 60s tend to enjoy print and broadcast media as much as digital and like to shop brick-and-mortar stores more so than online. “In addition to digital marketing, retailers can more effectively reach this group by incorporating conventional means, such as direct mailing of promotional postcards and flyers and running newspaper ads. These print materials can direct the reader to the store website for special offers, so a user-friendly, informative retail website will still be vital for this group of customers.”
Li offered three more marketing tips to help draw and engage men in your community to your store on a regular basis:
1. Provide better product information in the store. Convince walk-in shoppers to make a purchase by making product information readily available right in the store. Manufacturers such as NuFargo Herbs provide retailers with product training materials and product brochures to help staff make appropriate product recommendations. Customers can also be reminded to scan the QR (quick response) codes on NuFargo Herbs’ supplement bottles to access more detailed information. Another effective way to call attention to featured products in the store is to set up tablets at their shelf locations playing product videos.
2. Conduct customer surveys. Uncovering and understanding what your male customer base wants allows manufacturers to make better products and retailers to provide better service. Distributing these surveys both online and to in-store shoppers can help capture the opinion of more male customers of all ages. “We really value the insights retailers can provide us through these surveys, and we can help by making discount coupons available to those who complete the surveys,” she said.
3. Organize promotional activities. Schedule special promotional offers and activities to highlight men’s health issues on your website and social media, and in the store, especially during Men’s Health Awareness Month or around Father’s Day, she suggested.
Overall, observed Hitt, men who shop in naturals stores today compared to a decade or so ago tend to be “10 times more educated now. They can google just about anything and they are. Even compared to five years ago, I would have to introduce a supplement and steer them, but now they are already prepped with some basic understanding from research.”
More and more products likely will be aimed at men for targeted concerns, so creating and fostering a community for your male consumers will go a long way for them to be comfortable shopping throughout your store. VR
*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.
Side-bar:
Expand Your HBA Expressly for Men
Although many women shop for their men, men are increasingly seeking out skin care and other “beauty” enhancing products that are formulated for them, and manufacturers are responding.
A 2016 survey by Skinfo.com entitled, “Men and Women Share Their Surprising Takes on Beauty Products” queried more than 500 American men and women about their purchasing behaviors when it comes to beauty products (defined as: special cleansers/lotions, hair products, self-tanners, masks, anti-wrinkle creams, aftershaves, body sprays, perfumes and beard products.)
Key findings include:
More men said that they use beauty products because it is important for work (16 percent vs. 12 percent) or to please another (29 percent vs. 17 percent).
When it comes to spending time on appearance, 40 percent of men spend less than five minutes vs. 14 percent of women; while only 2 percent of men spend more than an hour with a beauty/appearance-improving regimen (vs. 13 percent of women).
Of the biggest influencing factors to try out a new beauty product 40 percent of men and 56 percent of women say what catches the eye when shopping is tops.
According to Martin Alcock, national sales manager for Bulldog Skin care for Men, New York, which makes vegan-friendly men’s skin care, beard, shaving and body care products that are certified by Cruelty Free International, men are now looking for more targeted solutions for skin care. They are increasingly aware of the ability of skin care to offer solutions that assist common imperfections like dark circles or blemishes.
A decade ago, men were less likely to moisturize but today this is changing. In fact, he said, online searches for information such as “best face masks for men” have increased only in the last couple of years. Social media, influencers and celebrities are making it “normal” for men to experiment with skin care; “it’s no longer taboo for a man to have a skin care regime that focuses on certain things that they are concerned about. I think it’s great that men are becoming more demanding and knowledgeable skin care users,” he said.
Because the skin care category for men is still at an early stage, Alcock observed, retailers will find that many men still have never used a moisturizer. Therefore, he said, the most effective way to sell these products to men is to encourage men to try a simple routine of cleansing their faces with products such as Bulldog’s Original Face Wash and then moisturizing with the company’s Original Moisturizer.
“Most men now understand that personal care, beauty, fitness, health and wellness are all linked,” he said. “For many men today, this holistic approach to looking and feeling good is motivated by the increasingly visual culture of social media. On this basis, it’s understandable that men are hunting out skin care products that deliver great results.”
Side-bar end*
For More Information:
• Bulldog Skin Care, www.bulldog.com
• MegaFood, www.megafood.com
• NuFargo Herbs, www.nufargo.com
• NutriGold USA, www.nutrigold.com
