12A – Figuring Out Buyer Behavior No. 1

1. The segment I will be focusing on is individual gym-goers where their focus is on building a healthier and stronger body. These individuals will most likely already be in the market for supplementation, however, they might not know about proper nutrition or exactly what they are putting their body.

2. The first individual I interviewed was a young man, age 22, at a local gym here in Gainesville. He has been going to the gym for two years consistently and took all of his advice mainly from 'fitness influencers' on Instagram/Facebook.  The second individual I interviewed was the gym manager at the local gym I attend. He has been living an active lifestyle and going to the gym for over thirty years. He is very knowledgeable about supplementation due to his long history in the fitness/supplement industry. The last individual I interviewed was a worker at GNC. He has been working at this particular GNC for a little over a year now and knows about the most popular supplements sold at his GNC. 

3. The first individual stated that his needs became aware when he noticed that he was feeling extremely groggy and had some serious stomach pains due to the supplements he been taking that were recommended by one of the fitness influencers he followed. He said he wished to find a brand that delivered accurate and safe products that benefited his overall health, as well as his performance goals in the gym.

The second individual, gym manager, stated that he became aware of his wellness needs due to some health complications that came from aging as well as poor dietary decisions when he was younger. He said he needed to find supplementation that helped him stay healthy and active as he grew older.

The last individual I spoke with at the GNC said his need for a healthier line of supplements came from his experience of trying many different supplements offered at his store that made him feel bloated and fatigued at the end of the day. He said most products were designed to be high stim and full of filler ingredients.

4. Every individual I interviewed had the same kind of realization when consuming in the supplement industry. They all had the previous experience of taking particular supplements that really gave no real benefit and actually made their health worse-off. All of the individuals I interviewed had searched on Google things like "low-stime pre-workout", "gut aid", and "superfood powder". Basically, all of these individuals started looking deeper into the wellness side of the sports nutrition industry.

5. From the interviews, I learned that many individuals are still under-educated when it comes to proper nutrition and finding. Most individuals follow basic garbage advice from individuals sponsored by these larger sports nutrition supplement companies. Most individuals do not do their proper due diligence before buying a product from their local supplement store. This has informed me to start informing potential customers of proper nutrition and how that plays a major role in how they feel.

6. The segment I selected was highly aware of all the issues I intended to solve with the creation of Anam Beauty and Wellness. There are not many options out there that consumers have when trying to find all-natural supplements focused on overall health. Lastly, many consumers are simply unaware of quality supplements and struggle to differentiate the good from the junk.