[Age and regional characteristics of dietary supplement consumption.]

Demographic changes, such as the increasing number of older people among the population of the Russian Federation, raise the question of age-related preferences and consumer behavior regarding dietary supplements. According to the results of a survey of 582 pharmaceutical workers, it was found that the key consumers are women aged 45-59. The age group over 60 years old demonstrates minimal interest in independently researching the ingredients of dietary supplements listed on the packaging and a strong reliance on the recommendation of a pharmaceutical worker, which highlights the significance of their consultations. It was found that consumers aged 60-74 show the highest level of price sensitivity (42,9%). The regional analysis showed a pronounced specificity: in the Central and Northwestern Federal Districts, the demand for liquid forms of dietary supplements is growing with age, while tablet forms dominate in the Volga and Far Eastern Federal Districts. The study findings underscore the necessity for tailored strategies when addressing consumers from diverse age groups and geographic backgrounds. Moreover, they underscore the growing significance of pharmaceutical professionals as a primary source of expert evaluation.