Consumer Confidence, Supplement Use Up

WASHINGTONAccording to the new 2010 CRN Consumer Survey on Dietary Supplements consumer survey conducted by Ipsos-Public Affairs for the Council for Responsible Nutrition (CRN), 66 percent of adult consumers take dietary supplements, up slightly from 65 percent in 2009.

CRN also reported 82 percent of American adults indicating they are confident in the safety, quality and effectiveness of dietary supplements compared to 84 percent last year. Confidence in supplements has remained fairly consistent over the last several years with 81 percent of American adults indicating a favorable level of confidence in dietary supplements in 2008, and 80 percent in 2007.

Data also revealed 74 percent of American adults classify themselves as regular supplement users as opposed to occasional users (21 percent) or seasonal users (5 percent). In 2009, 73 percent of supplement users indicated they took supplements regularly; in 2008, 75 percent, and in 2007, 77 percent indicated similarly.

Its encouraging that during these tough economic times, consumers are maintaining their supplement regimens; its clear that year over year they still place value on these products," said Judy Blatman, senior vice president, communications, CRN. While wed like to see these numbers grow over time, the fact that usage has remained steady reinforces the importance consumers place on dietary supplements."

Findings from the 2010 survey indicated that 27 percent of supplement users take a vitamin D supplementup from 19 percent and 16 percent in 2009 and 2008, respectively.

The ever-growing body of research on the benefits of vitamin D has been widely circulated in scientific journals, among healthcare practitioners and within popular press, so its no surprise that we are seeing more consumers adding it to their existing supplement routines," Blatman said. Given that optimal levels of vitamin D are difficult to get from diet and adequate sun exposure alone, a vitamin D supplement is the right option for many people."