The results of the annual survey commissioned by the US Council for Responsible Nutrition, reaffirm trust and confidence in industry, reveal modern trends and habits of American consumers. As consumer needs evolve, dietary supplement use remains strong.
US market often leads the way when it comes to VMS category development with product innovation and consumer trends that can often be later observed in European markets. Results of the 2018 survey revealed emerging trends in both consumer behavior and product demand, which are worth looking at, as they might be of significant importance for our local market in the upcoming months.
VMS consumer profile
The majority of U.S. adults—87 percent—have overall confidence in the safety, quality, and effectiveness of dietary supplements, consistent with last year’s data and up from 84 percent in 2009. Additionally, the 2018 survey found that 78 percent of Americans perceive the dietary supplement industry as being trustworthy.
“Three-quarters of Americans take dietary supplements, and the steady increase in use observed over recent years speaks to society’s shift toward a more holistic, personalized approach to healthcare.” said Brian Wommack, senior vice president, communications, CRN.
The CRN survey has also confirmed that dietary supplement users are more likely to have healthy habits and lead overall healthy lifestyles. They are far more likely to exercise
regularly, eat a balanced diet, maintain healthy weight, visit doctors or abstain from using tobacco, in comparison to non-users.
According to the 2018 survey, 78 percent of U.S. adults aged 55+ take dietary supplements, followed by those aged 35–54 (77 percent) and 18–34 (69 percent).
Emerging product trends
While vitamin/mineral supplements remain the most popular category among supplement users (98 percent), the overall use of herbals/botanicals has significantly increased in the past five years. In 2018, 41 percent of supplement users reported they had taken herbals/botanicals in the past twelve months—up 13 percentage points from 2013. Within that category, the 2018 data reflect the emergence of one of industry’s rising stars: turmeric.
Among the youngest demographic Multivitamin remains the most popular supplement with 83% of the users in this age group taking it daily, when it comes to reasons for taking dietary supplements, the young adults most often cite energy (37%). The middle age group is most keen on botanicals (42%) and the key need for them is to support their immunity. Vitamin D is the most popular supplement with the seniors (46%) with bone health being their main concern.
Data shown is from the 2018 CRN Consumer Survey on Dietary Supplements, conducted in August 2018 on a national sample of 2,004 adults by Ipsos Public Affairs and funded by CRN. The survey has been conducted annually since 2000. Source: Council for Responsible Nutrition (CRN) More information: www.crnusa.org/survey