Understanding iron deficiency and the state of the iron supplement market.

HiFeed: Biofortifying the Future.

Hello! We are HiFeed, a start-up specialising in iron biofortification based at the John Innes Centre. Iron is the world’s most common micronutrient deficiency and iron-deficiency anaemia impacts people worldwide. We have created a survey to explore how you perceive iron deficiency and iron supplementation to inform the design of our iron-rich products.

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* 1. What is your sex?

Male

Female

Other

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* 2. What is your age range?

Under 18

18-24

25-34

35-44

45-54

55-64

65+

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* 3. What best describes your diet?

Omnivore (includes meat, fish, eggs, dairy)

Vegetarian (includes eggs, dairy)

Vegan (excludes all animal products)

Pescatarian (includes fish, eggs, dairy)

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* 4. Do you worry about your iron intake?

Yes

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* 5. Do you, or have you previously, taken iron supplements?

Yes

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* 6. If you have taken iron supplements, how would you describe your experience?

Positive experience (would use again)

No benefit

Negative experience (unwanted side effects, would not use again)

Clear

i We adjusted the number you entered based on the slider’s scale.

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* 7. What do you value most when choosing a supplement? (1 = value most, 6 = value least)

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* 8. How do you like to take your supplements? (1 = favourite, 5 = least favourite)

We want to understand how much people know about iron supplements currently on the market. Rate how familiar you are with the following iron supplement brands.

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* 9. Floradix

Never heard of the brand

Somewhat familiar

Purchase regularly

Clear

i We adjusted the number you entered based on the slider’s scale.

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* 10. Ultimine Iron

Never heard of the brand

Somewhat familiar

Purchase regularly

Clear

i We adjusted the number you entered based on the slider’s scale.

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* 11. Feroglobin

Never heard of the brand

Somewhat familiar

Purchase regularly

Clear

i We adjusted the number you entered based on the slider’s scale.

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* 12. Viridian

Never heard of the brand

Somewhat familiar

Purchase regularly

Clear

i We adjusted the number you entered based on the slider’s scale.

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* 13. Terranova

Never heard of the brand

Somewhat familiar

Purchase regularly

Clear

i We adjusted the number you entered based on the slider’s scale.

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* 14. If you have used any other brands/styles of iron supplements, please specify below:

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* 15. Do you have any further supplement preferences that have not been defined in this questionnaire?

We would like to run a focus group to understand your views on iron supplementation. We hope to apply your feedback to the design of our high-iron products, to ensure we tackle iron-deficiency in a way that suits your needs and preferences.

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* 16. If you would like to be involved in a focus group, please provide your email address below.

Thank you for contributing to our survey, the HiFeed team :)