Radio – A Booster for Wellness

Author: Annette Malave, SVP/Insights, RAB

While many behaviors shifted during the pandemic, Americans became more aware of their overall health and wellness. As consumers focused on exercise and rediscovered the outdoors, many reviewed their intake of vitamins, supplements and nutrients as a way to improve and or boost their immunities.

According to a survey released by the American Osteopathic Association, 86% of Americans take vitamins. While this intake may be based on a physician’s referral, many Americans intake supplements based on research for their needs or due to information shared by friends or family.

As adults started to focus more on their overall wellness, the vitamin industry experienced a boost in sales. Adults who were already including vitamins and nutrients as part of their overall wellness regime increased their consumption. Nearly two in five supplement users changed their consumption at the onset of the pandemic with 91% increasing consumption. Additionally, according to a survey released by the Council for Responsible Nutrition, 83% of adults believe that vitamins and supplements play a role in their overall health and wellness. The vitamins and supplements that saw the biggest intake boost were multivitamins, vitamin C, vitamin D and Zinc, followed by others.

As a niche group, how do you reach those adults who are looking for new ways to live a healthier life and believe in long-term benefits? Radio, of course.

Based on an analysis of over 150,000 radio ads that ran through the first eight months of 2021, radio boosted vitamin/nutrient retailer site activity by 7%. According to the NumericOwl data, radio delivered over 5,300 new visitors after exposure to a radio ad. Highest new visitor activity was achieved on Thursday, followed by Friday.  Additionally, radio drove a significant increase in traffic when ads were on air versus days not on air – a 228% increase in new users and 191% increase in total users. This increase is indicative of radio’s power to influence consumer behavior and move them along the next steps of the purchase funnel – brand consideration and eventually, brand purchase.

While those focused on wellness might be thought to be “early-to-bed” folks, it is Evening that had the highest number of new visits per airing. While one might assume that Morning Drive would deliver the highest activity rate, it delivered the lowest number of new visits per airing despite delivering the same level of new users as Afternoon. Here’s a daypart that advertisers in this category should definitely consider as a booster for their online sites – Overnight. Overnight is an often-overlooked daypart but as we have seen in other ad categories, it can be a valuable daypart for driving traffic to advertiser websites.

As a high-reach medium consumed by adults of various lifestyles and backgrounds, it also provides the perfect platform to reach consumers – from the die-hard wellness fan to the health and wellness novice. Radio not only helps boost emotional attitudes and wellness, but it can aid physically as well. 

Click here to view the entire analysis.

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