Nearly Three-quarters of Americans Use Supplements

HARELYVILLE, Pa. Dietary supplements are on the rise as consumers become more involved with their personal health and the healthcare system becomes unpredictable, according to a new report by the Natural Marketing Institute (NMI).

The Nutritional Supplement/ OTC / Rx Consumer Insight and Market Opportunity Report is a comprehensive report examining the intersection of dietary supplements, OTC, pharmaceuticals and consumer directed healthcare.

NMI, a strategic global consulting, market research and business development company, sampled 2,020 U.S. consumers with a confidence level of +/- 1.5 percent. The report identifies in-depth consumer perspectives of attitudes, behaviors and product usage patterns.

As the uncertainty of the healthcare system increases consumers are becoming more proactive with their health:

·         During the past five years, use of nutritional supplements among American adults has shown steady increases from 62 percent in 2009 to 73 percent in 2013

·         Millennials are showing significantly increased engagement in the supplement market and report the highest increases in supplement use over the past several years

·         One of the major reasons for stopping use of supplements is that users "simply got tired of taking them" highlighting opportunities to increase compliance

·         About one out of three consumers wish their doctor knew more about nutritional supplements; a doctors recommendation is the top influencer to initiate supplement use

·         Almost half of supplement users are concerned about potential interactions between their prescription medications and dietary supplements

The supplement, OTC and pharmaceutical industry's are prepared for a continued growth as more consumers are on the path to better health and this report indentifies the attitudes, behaviors and opportunities of consumers in self-care. For a closer look at the growing supplement market, watch INSIDER's News Desk, "Supplement Market on the Upswing," featuring editor in chief Sandy Almendarez.