The demand for health in a time of uncertainty – insights from dietary supplement demand during the COVID-19 pandemic

Purpose The COVID-19 pandemic significantly affected various aspects of human life, particularly those related to overall health behaviors, including the use of dietary supplements for protection during the pandemic. The study aims to examine the impact of the pandemic on the demand for different types of dietary supplements. Design/methodology/approach Using NielsenIQ retail scanner data, the paper compares weekly sales of dietary supplements in 2019–2020 to evaluate how the pandemic affected dietary supplement sales. The study uses panel data models and an event-study framework to document how the COVID-19 pandemic altered the demand for different types of dietary supplements in the US. Findings The findings indicate that overall dietary supplement sales increased over the COVID-19 period relative to pre-COVID-19 and mostly peaked in the weeks of March 2020. In most cases, the results indicate a substantial decline in sales after the peaks in March 2020. Originality/value The findings underscore the growing importance of dietary supplement use across the US, highlighting the need for better regulation of the industry.