Consumer Behavior and Formulation Preferences in Nutraceutical Use: A Chemical Engineering and Healthcare Market Analysis in Jordan

ABSTRACT Background: Nutraceutical products represent a growing global market at the intersection of pharmaceutical science and public health, yet consumer preferences for formulation types and distribution channels remain poorly understood in Middle Eastern contexts. Understanding these preferences is critical for chemical engineers designing pharmaceutical delivery systems, healthcare professionals recommending supplements, and policymakers addressing preventive healthcare accessibility. This study examined nutraceutical consumption patterns, formulation preferences (pills, capsules, powders, liquids), purchase channel selection (pharmacy, online, market), and demographic determinants among Jordanian consumers, with dual emphasis on chemical engineering applications in pharmaceutical product development and healthcare implications for supplement recommendation and public health education. Methods: A cross-sectional survey was distributed via LinkedIn in Arabic and English from April to December 2024. The survey assessed demographic characteristics (gender, age, education, STEM background, occupation, income), nutraceutical usage patterns (formulation type, purchase location, primary reason for use, supplement type), and consumer perceptions (price perception, recommendation likelihood). Following data cleaning and quality control procedures, 728 Jordanian respondents were included in analyses. Chi-square tests of independence examined associations between demographics and usage patterns, with effect sizes quantified using Cramér's V. One-way ANOVA tested income effects on price perception in a subset reporting income data (n = 347). All analyses were conducted using JASP 0.19.0 with significance set at α = 0.05. Results: The sample comprised 728 Jordanian consumers (50.8% female, mean age ~29 years, 66.3% bachelor-educated, 33.5% STEM background). Capsules were the preferred formulation (39.7%), followed by pills (35.5%), powder (11.3%), and liquid (6.6%). Pharmacy remained the dominant purchase channel (70.7%) despite high digital literacy, substantially exceeding online (11.8%) and market (12.1%) channels. Gender showed the strongest effects on consumer behavior, significantly influencing both formulation preference (χ² (4) = 53.36, p < .001, Cramér's V = 0.28) and purchase location (χ² (3) = 47.78, p < .001, Cramér's V = 0.26). Occupational category demonstrated the largest overall effects on price perception (χ² (21) = 44.1, p = .002, Cramér's V = 0.225). Notably, income level showed no significant effect on price perception (F (2, 344) = 1.237, p = .292, η² = 0.007), with consumers across all income strata rating products as moderately to highly expensive. STEM-educated consumers demonstrated 62% higher online purchasing rates compared to non-STEM consumers (14.8% vs. 9.1%; χ² (3) = 9.78, p = .021, Cramér's V = 0.189). Conclusions: This study provides the first integrated chemical engineering and healthcare analysis of nutraceutical consumer behavior in Jordan. For chemical engineers, findings indicate priorities in: (1) gender-specific formulation optimization, (2) cost engineering to address universal price sensitivity, (3) quality assurance systems supporting pharmacy-based distribution, and (4) liquid delivery system development for healthcare professional markets. For healthcare providers, results inform: (1) gender-tailored supplement counseling strategies, (2) recognition of socioeconomic barriers affecting all income levels, (3) pharmacy-based intervention opportunities, and (4) patient education about bioavailability differences across formulations. From a public health perspective, universal price sensitivity despite income variation suggests that manufacturing cost reduction and local production initiatives could substantially improve preventive healthcare accessibility. The persistent pharmacy dominance indicates that professional healthcare providers remain trusted gatekeepers for supplement information, presenting opportunities for evidence-based supplementation guidance integration into primary care. Future research should examine clinical outcomes associated with different formulation preferences, test cost-engineering interventions, and expand to regional comparisons across Middle Eastern healthcare systems. Keywords: nutraceuticals; pharmaceutical formulation; consumer behavior; chemical engineering; healthcare; drug delivery systems; preventive medicine; Jordan; gender differences; process economics; public health; pharmacy practice