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“America’s Take on Vitamins” Survey Reveals: Nearly two out of three U.S. adults take vitamins or supplements

Jan 10, 2011

NORTH BERGEN, N.J., May 16, 2012 /PRNewswire/ — Americans increasingly feel more confident about their health when taking a vitamin or supplement. According to The Vitamin Shoppe, Inc. (NYSE: VSI) annual survey, 93 percent of vitamin takers expressed this confidence, up from 71 percent in 2011. Conducted by Wakefield Research on behalf of The Vitamin Shoppe, the survey asked 1,000 U.S. adults about their vitamin and supplement habits to reveal America’s view on the topic.

Vitamins and supplements are becoming more popular. The survey found that 63 percent of the nation currently takes a vitamin or supplement, up 3 percent from 2011. Of those who take supplements, multivitamins were once again the most popular choice, with 72 percent of respondents reporting that they take the supplement on a regular basis. Other top supplements by those who take vitamins were:

  • Vitamin D (51%)
  • Vitamin C (49%)
  • Calcium (43%)
  • B vitamins (42%)
  • Fish Oil (40%)
  • Iron (27%)
  • CoQ10 (11%)

“It’s difficult for most people to consume the recommended daily servings of fresh fruits and vegetables, especially while juggling work and family,” said Sharon Richter, a Registered Dietician based in New York City. “These findings reaffirm how important many feel it is to maintain a vitamin or supplement regimen to ensure your body is getting all the nutrients needed on a daily basis.”

Most Americans consider themselves to be “active” (81%). Of those, the survey found that nearly six in 10 (56%) believe vitamins and supplements are necessary to achieve your health and fitness goals.

Other notable findings from the survey include:

Are you Vitamin D Deficient?

70 percent of Americans could be at risk of Vitamin D deficiency due to indoor working conditions. Even among vitamin takers, despite being indoors most of the day, only half (51%) take a vitamin D supplement on a regular basis.

Healthy Family Choices

Parents are passing on healthy habits to their kids, with 54 percent giving their children a regular vitamin and/or supplement. Most days of the week, 64 percent of parents pack their children a healthy lunch, 9 in 10 (89%) give their kids fruits and/or vegetables for a snack, and 84 percent exercise or are active with their children for 30 minutes or more.

Pillow Talk

If given a choice, half (50%) of Americans would want a vitamin that could improve their significant other’s listening skills. Other areas that both genders agree can use improvement: cleaning (43%), physique (37%) and cooking skills (35%). Fortunately for the guys, ranked last on the women’s “needs improvement” list is “bedroom” skills (25%).

You can view the full survey findings below:

The Vitamin Shoppe “America’s View on Vitamins” Survey Results

How many days per week, if any, do you take vitamins and/or supplements?

Response %
1 day per week 2%(1)
2 days per week 3%
3 days per week 3%
4 days per week 2%
5 days per week 3%
6 days per week 1%
7 days per week 48%
Do not take vitamin 37%
QuickFacts(2)
Take vitamins and/or supplements 63%
Average (those who take vitamin and/or supplement) 6 days

Which of the following vitamins and supplements, if any, do you currently take? Please choose all that apply.

(Asked among those who take a vitamin and/or supplement)

Response %
Multivitamin 72%
Vitamin D 51%
Vitamin C 49%
Calcium 43%
B Vitamins 42%
Fish oil 40%
Iron 27%
CoQ10 11%
Other 4%

How many days per week, if any, do you give your child/children a vitamin and/or supplement?

(Asked among those with a child under the age of 18 in their household)

Response %
1 day per week 3%
2 days per week 2%
3 days per week 4%
4 days per week 4%
5 days per week 6%
6 days per week 2%
7 days per week 34%
Do not give child vitamin and/or supplement 44%
Don’t know/refused 2%
QuickFacts
Give child a vitamin and/or supplement 54%
Average 3 days
Average (those who give child vitamin and/or supplement) 6 days

How strongly do you agree or disagree with the following statement – I feel more confident about my overall health when taking vitamins and/or supplements.

(Asked among those who take a vitamin and/or supplement)

Response %
Strongly agree 46%
Somewhat agree 47%
Somewhat disagree 4%
Strongly Disagree 3%
Don’t know/refused 0%
QuickFacts
Agree (net) 93%
Disagree (net) 6%

Thinking of the research and studies you have seen about vitamins and their impact on health, how much or how little influence did those studies have on which vitamins you buy?

Response %
A lot of influence 17%
A little influence 28%
Not much influence 22%
No influence at all 32%
I have never seen a single study about vitamins 1%
QuickFacts
Influences (net) 66%
Does not influence (net) 32%

Which of the following, if any, do you usually do three or more days a week?

Response %
Have fruits and/or vegetables for a snack 86%
Make a homemade balanced dinner 85%
Exercise or be active for 30 minutes or more 75%
Take a vitamin and/or supplement 61%
Pack a healthy lunch 53%
Meditate 25%
None of these 1%

Which of the following, if any, do you usually do three or more days a week with or for your child/children?

(Asked among those with a child under the age of 18 in their household)

Response %
Give them fruits and/or vegetables for a snack 89%
Make a homemade balanced dinner 87%
Exercise or be active for 30 minutes or more 84%
Pack a healthy lunch 64%
Take a vitamin and/or supplement 53%
Meditate 14%
None of these 3%

If your significant other could take a vitamin to improve upon any of the following areas, which would you choose?

(Asked among those with a significant other)

Response %
Listening 50%
Cleaning 43%
Physique 37%
Cooking 35%
“Bedroom” Skills 31%
Dancing 24%
Don’t know/refused 20%

Which of the following, if any, do you consider yourself?

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