Who's buying dietary supplements? Well, more than 80 percent of U.S. consumers every year, according to Maryellen Molyneaux, president and managing partner, The Natural Marketing Institute (NMI). INSIDER caught up with Molyneaux at the Council for Responsible Nutrition's Annual Symposium for the Dietary Supplement Industry in November 2014.

In this INSIDER video, Molyneaux discusses NMI's consumer psychographic segmentation, which outlines different consumer groups and their purchasing profiles. Learn more about the company's descriptions of Well Beings, Food Actives and Eat, Drink and Be Merrys and how they approach the dietary supplement industry.