“It’s encouraging that during these tough economic times, consumers are maintaining their supplement regimens; it’s clear that year over year they still place value on these products,” said Judy Blatman, senior vice president, Communications, CRN.
Notably, it seems that more consumers are taking vitamin D than in previous years. Findings from the 2010 survey indicated that 27% of supplement users take a vitamin D supplement—up from 19% and 16% 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 it’s no surprise that we are seeing more consumers adding it to their existing supplement routines,” continued Ms. Blatman. “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.”
Consumer confidence in dietary supplements also remained consistent in 2010, with 82% of American adults indicating they are confident in the safety, quality and effectiveness of dietary supplements. Confidence in supplements has remained fairly consistent over the last several years, with 84% of American adults indicating a favorable level of confidence in dietary supplements in 2009, 81% in 2008 and 80% in 2007.