CRN annual consumer survey: Almost 70% of consumers supplement, more than half with multi
WASHINGTON — As many as 68% of American adults take nutritional or dietary supplements, according to an annual consumer survey conducted on behalf of the Council for Responsible Nutrition. Regular supplement usage also remains steady. The online survey found that more than three-quarters of supplement users (76%) classify themselves as “regular” users, as opposed to occasional users (18%) or seasonal users (6%).
“Year after year, our survey demonstrates that a sizeable portion of the American population values vitamins and other supplements as part of the things they do to maintain good health,” stated Judy Blatman, SVP communications, CRN. “From a publicity-generating standpoint, it would be interesting to see huge swings, but from a healthy industry perspective, it’s encouraging that two-thirds of adult consumers in this country continue to identify themselves as supplement customers, year after year.”
The survey also looked at which products consumers are taking. The multivitamin still is the most popular, with 52% of all adults reporting usage in the past twelve months. The number of individuals aged 35-54 that reported using a multivitamin increased by five percent (54% versus 49% in 2011). In addition to the multivitamin, omega-3/fish oil (21%), vitamin D (20%), vitamin C (19%) and calcium (17%) round out the top five supplement ingredients.
“While the multivitamin remains incredibly popular with a majority of Americans, consumer usage is not limited to the multi, or even just to vitamins,” Blatman said. “[One-third of consumers] report taking specialty supplements, 16% take sports nutrition supplements and 18% take herbals/botanicals.”
Consumer confidence in dietary supplements has also remained consistent in 2012, with 85% of American adults indicating that they are confident in the safety, quality and effectiveness of dietary supplements.
The 2012 CRN Consumer Survey on Dietary Supplements was conducted Aug. 27-31 by Ipsos Public Affairs and funded by CRN. The survey was conducted on-line and included a national sample of 2,006 adults aged 18 and older from Ipsos’ U.S. online panel.