|
Recent telephone and Internet survey results indicate that supplement use remains strong among consumers in the United States but that confidence in such products may be declining.1 Both surveys were conducted in August by the market research group Ipsos-Public Affairs and funded by the Council for Responsible Nutrition (CRN), a leading trade association in the dietary supplement industry. Results were weighted to represent the U.S. adult population.
The telephone survey of 1,002 adults indicated that 65% of adult Americans take dietary supplements regularly, occasionally, or seasonally. The survey, which has been performed annually for 7 years, has previously uncovered similar statistics regarding use of supplements in the United States. Results from 2003 also indicated countrywide supplement use of 65%, while the survey in 2004 showed 62% and the one in 2005 found 64%. Only 29% of respondents to the latest survey, however, identified themselves as regular supplement users. The change from 62-65% is not considered a statistically significant change, but CRN points out it is important to watch the trending data to determine if directional changes become important over time (Blatman J., e-mail, Oct.3, 2006.)
The Internet survey of 2,022 adults found that 66% of adult American men and women use dietary supplements. But unlike the telephone survey, respondents to the Internet survey indicated greater regularity of supplement use. Forty-six percent of Internet survey respondents identified themselves as regular supplement users, a significantly higher level than the sample surveyed by telephone. The online survey had been fielded once previously, in 2005.
The surveys also generated data on the public’s confidence in dietary supplements. For the telephone survey, 69% of respondents expressed overall confidence in the safety, quality, and effectiveness of dietary supplements, marking a decline from previous surveys. In 2001, 74% of respondents claimed to have confidence in these products, and 78% expressed confidence in 2004. For the Internet survey, a much higher 79% of respondents claimed to have confidence in dietary supplements. However, no trended data exists to compare such Internet survey results.
Judy Blatman, CRN’s vice president of communications, stated in a CRN press release that the Internet survey results appear reassuring but that the telephone survey results are cause for concern. “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.”1
Certain questions on the telephone survey quizzed participants about specific types of products and consumer issues. From this survey, 83% of respondents expressed confidence in the safety of vitamin and mineral supplements, 68% claimed confidence in the safety of herbal supplements, and 55% expressed confidence that dietary supplements deliver what is written on their labels.2 Eighty-four percent of those who indicated supplement use agreed that warnings on supplement labels are important in helping consumers choose supplements for purchase, while 60% of respondents said that conflicting information about supplements generates confusion about the value of supplements. Said Ms. Blatman, “We assume that coverage of the ‘study du jour’ in the media adds to the confusion, as one day something is good for you, the next day it’s not.”
-Courtney Cavaliere
References
1. Supplement use remains strong; consumer confidence declining, shows new Ipsos-Public Affairs survey [press release]. Washington DC: Council for Responsible Nutrition; September 18, 2006.
2. 2006 Consumer Confidence Survey [powerpoint presentation]. Washington DC: Council for Responsible Nutrition; September 2006.
|