Consumer Confidence in Supplements Remains Strong

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Consumer confidence in dietary supplements has remained high this year, with 81% of American adults indicating that they are confident in the safety, quality and effectiveness of dietary supplements compared to 80% last year, according to a new survey conducted by Ipsos-Public Affairs for the Council for Responsible Nutrition (CRN), Washington, D.C. Confidence levels in dietary supplements have been on a gradual rise, with 79% of American adults indicating a favorable level of confidence in dietary supplements in 2006.

According to the results from the 2008 CRN Consumer Survey on Dietary Supplements, (formerly known as the CRN Consumer Confidence Survey), while confidence in dietary supplements remains steady, the online survey showed a slightly lower percentage of adults who label themselves as supplement users, with 64% classifying themselves as such. In 2007 and 2006, 68% and 66% of Americans identified themselves as supplement users, respectively.

However, there is good news for the industry. The survey results also demonstrated a rise in the percentage of supplement consumers who take a variety of supplements regularly—48% in 2008, versus 42% in 2007 and 34% in 2006.

“We’re encouraged both that consumers who take supplements are demonstrating an interest in a wider variety of products and are more committed to a supplement regimen,” said Judy Blatman, senior vice president, communications, CRN. Ms. Blatman added, “The multivitamin remains the cornerstone product for our industry with 82% of supplement users taking a multivitamin, but consumers are clearly looking at the benefits of other products too, like fish oil supplements and calcium.”

Adding to the positive news, a full 85% of those surveyed further indicated that they believe vitamin and mineral supplements are safe, the same figure that was reported in 2007; similarly, 72% agreed that herbal supplements are safe, with 70% reporting that belief last year.

“The self-regulatory programs that this industry is engaging in, along with emerging science that supports the value of supplements, are vital to the industry’s reputation, and to consumer confidence,” said Steve Mister, president and CEO, CRN. “We’re gratified to see that consumer confidence in our industry’s products continues to remain strong.”

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