According to Judy Blatman, vice president, communications, CRN, Its likely that telephone surveys attract a different psychographic than those who took the survey via the Internet. We believe that those who use the Internet regularly may be more likely to take control of their own health-care choices, with an increased ability to research healthcare issues and products. Therefore, it makes sense that people who are Internet users and responded on-line would be more likely to use healthful products like supplements on a regular basis. Whether people are using supplements regularly, or seasonally as in the case of some of the herbals, its clear that these are mainstream healthcare productswith more than 150 million Americans taking them annually.
The telephone survey also found a decline in consumer confidence over a six-year period, with 2006 results indicating 69% of those surveyed expressed overall confidence in the safety, quality and effectiveness of dietary supplements versus 74% in 2001, with a high of 78% in 2004.
Confidence was stronger among those surveyed via the Internet, with results demonstrating the confidence level at 79%.
The Internet results are reassuring, said Ms. Blatman, but since we dont have trended data yet for that method, we have no true baseline to determine whether confidence is eroding for the Internet responders. However, the results of the telephone survey indicate consumer trust is waning, and that should be of great concern to this industry. Clearly we have an important job to do to boost confidence, but we also have an opportunity to increase usage by educating consumers about the safety, quality and benefits of our products.
Steve Mister, president and CEO, CRN, believes that there are things the industry can do to help boost consumer confidence for dietary supplements. We need to continue to be vigilant about responding to misinformation and correcting misinterpretation of scientific research when it occurs. In addition, we need to start telling our own storyto refocus the discussion on who takes supplements, why they take them, and the health benefits supplements provide. There are also several projects underway that should make a difference, including a new self-regulatory advertising initiative introduced by CRN in partnership with the National Advertising Division (NAD) and legislation currently in the Senate strongly supported by CRN and the other trade associations that would mandate reporting of serious adverse events by manufacturers to the Food and Drug Administration (FDA). These initiatives underscore the commitment of supplement manufacturers to put their customers first.