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

May 16, 2012

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?

               Response                     %
               --------                    ---
    Active                                        81%
    ------                                       ---
    Athlete                                       22%
    -------                                      ---
    Weekend Warrior                               21%
    ---------------                              ---
    Cardio cruncher                               17%
    ---------------                              ---
    Runner                                        16%
    ------                                       ---
    Health nut                                    14%
    ----------                                   ---
    Gym rat                                        9%
    -------                                      ---
    None of these                                 14%
    -------------                                ---

Which of the following, if any, do you feel is necessary for achieving your fitness/health goals?

(Asked among those who consider themselves to be “super-active(3)”)

                Response                      %
                --------                     ---
    Vitamins and/or supplements                     56%
    ---------------------------                    ---
    Caffeine                                        28%
    --------                                       ---
    Electrolyte-enhanced water or
     drinks                                         24%
    -----------------------------                  ---
    Vitamin-enhanced water                          21%
    ----------------------                         ---
    Meal replacement bars                           18%
    ---------------------                          ---
    Energy drinks                                   15%
    -------------                                  ---
    None of these                                   21%
    -------------                                  ---

What would put you in a better mood – good sex or a good workout?

                  Response                       %
                  --------                      ---
    Good sex                                           57%
    --------                                          ---
    Good workout                                       35%
    ------------                                      ---
    Don't know/refused                                  8%
    ------------------                                ---

Which of the following, if any, describes you?

               Response                     %
               --------                    ---
    Work indoors                                  70%
    ------------                                 ---
    Live primarily in a northern
     climate                                      46%
    ----------------------------                 ---
    Wear sunscreen daily                          17%
    --------------------                         ---
    Have a family history of skin
     cancer                                       16%
    -----------------------------                ---
    None of these describe me                     14%
    -------------------------                    ---

About Vitamin Shoppe, Inc. (NYSE:VSI)

Vitamin Shoppe is a leading specialty retailer and direct marketer of nutritional products based in North Bergen, New Jersey. The company sells vitamins, minerals, nutritional supplements, herbs, sports nutrition formulas, homeopathic remedies, green living products, and health and beauty aids to customers located primarily in the United States. The company carries national brand products as well as exclusive products under the Vitamin Shoppe, True Athlete and BodyTech proprietary brands. The Vitamin Shoppe conducts business through more than 540 company-owned retail stores, national mail order catalogs, and website, www.VitaminShoppe.com. Follow The Vitamin Shoppe on Facebook at http://www.facebook.com/THEVITAMINSHOPPE and on Twitter at http://twitter.com/VitaminShoppe.

Methodological Notes:

The Vitamin Shoppe Survey was conducted by Wakefield Research (www.wakefieldresearch.com) among 1,000 nationally representative American adults, ages 18 and older, between March 14th and March 20th, 2012, using a random-dialing telephone survey. Quotas have been set to ensure reliable and accurate representation of the U.S. adult population ages 18 and older.

Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results. For the interviews conducted in this particular study, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 3.1 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.

(1) All decimals are rounded to the nearest percentage point. This may result in certain numerical totals adding up to slightly more or slightly less than 100%.

(2) Data under “QuickFacts” were derived from the responses, not included as response options that were read during fielding. We include QuickFacts in instances where we feel they will be helpful.

(3) Defined as those who consider themselves to be active, and athlete, a weekend warrior, a cardio cruncher, a runner, a health nut, or a gym rat.

SOURCE Vitamin Shoppe, Inc.


Source: PR Newswire