Over 90% of US consumers say supplements ‘essential’ for health maintenance24 Oct 2023
A survey by the Council for Responsible Nutrition (CRN) has highlighted the importance of supplements for health in the minds of US consumers, with over 90% agreeing they are essential to maintaining health.
According to responses to a new question included in this year's survey, 92% of supplement users agreed that dietary supplements are essential to maintaining their health, with 49% somewhat agreeing and 42% strongly agreeing.
The survey, which was conducted by market research and polling company Ipsos on behalf of CRN, also revealed that 74% of Americans described themselves as dietary or nutritional supplement users with the same percentage also placing their trust with the dietary supplement industry.
“Dietary supplements have become a non-negotiable component of so many Americans’ health habits,” said Steve Mister, CRN’s president and CEO.
“This year’s survey data illustrates a consumer who recognizes that dietary supplements are vital to living the life they want to live.”
Confidence in sports nutrition and weight management supplements up in 2023
The survey, based on a nationally representative sample of 3,192 US adults, including 2,328 adults who reported consuming dietary supplements seasonally, occasionally, or regularly, also showed that confidence of supplement users in the safety and quality of sports nutrition and weight management supplements has increased since 2022.
Here, 66% of supplement users said they were confident in the safety and quality of sports nutrition supplements, up five percentage points from last year.
In addition, 56% said the same about weight management supplements, up four percentage points.
The survey revealed an increase in the use of hydration and energy drinks and gels – up significantly on 2022 findings, with men, younger individuals and parents identified as the primary users.
The CRN survey results, which were released at CRN’s annual meeting earlier this month, in Dana Point, California, highlighted some of the reasons and motivations behind supplement use.
These ranged from the need to fill nutrition gaps in the diet to support for a more active and healthier lifestyle along with aspirations for optimal wellness.
Immunity, still among the top reasons for supplement use, declined slightly compared to last year as a motivation for taking supplements.
‘Using supplements empowers consumers to take charge of their health’
“Today's dietary supplement consumer is confident in their decision to take supplements and reports that using supplements empowers them to take charge of their health and wellness,” said Mister.
© AdobeStock/Drobot Dean
“[This could be] whether their supplementation habits include supporting their weekly basketball pickup game with products for energy, hydration, or joint health, addressing their need for better sleep with melatonin, or maybe taking a daily probiotic to help make sure their mornings run according to their schedule instead of being dictated by irritable bowel syndrome.”
One of the key takeaways of this year’s survey points to the continuity and stability of key trends highlighted in 2022, such as supplement use patterns returning to pre-pandemic levels and an ongoing trust in the dietary supplement industry.
The survey places an emphasis of this post-pandemic supplement landscape, revealing the changing mindset of consumers, potential growth opportunities and weaknesses in several product categories.
Companies should take note of this year’s survey results, says CRN
According to CRN, the survey findings are generalisable to the US, adult population, and as in 2021 and 2022, there was an oversampling of Black, Hispanic, and Asian/Pacific Islander respondents
This was to ensure there would be sufficient supplement users in the survey to draw conclusions across specific demographics.
“The CRN Consumer Survey is more than just a random pulse-taking of consumer sentiment, or a bunch of data points pulled from sales numbers,” added Mister.
“The strategic advantage inherent in this tool leverages a one-of-a-kind lineage that allows companies to witness transformation over time, to make strategic adjustments, and to better connect with their customers in an extremely noisy and competitive landscape.”
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