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Survey Finds 60 Percent of U.S. Adults Take Vitamins or Supplements

June 1, 2011

NORTH BERGEN, N.J., June 1, 2011 /PRNewswire/ — A recent survey for Vitamin Shoppe, Inc. (NYSE: VSI), a leading specialty retailer and direct marketer of nutritional products, found that 60 percent of the nation currently takes a vitamin or supplement. In the survey, conducted by Wakefield Research on behalf of The Vitamin Shoppe, 1,000 U.S. adults were asked a series of questions that shed some light on America’s vitamin and supplement habits.

Of those who take vitamins, the survey results report that more than 70 percent of respondents said they feel more confident about their health when they are taking a vitamin. Multivitamins are the most popular supplement, with 75 percent of respondents reportedly taking the supplement regularly. Other top supplements by those who take vitamins were:

  • Vitamin D (52%)
  • Vitamin C (49%)
  • Calcium (45%)
  • B Vitamins (43%)
  • Fish oil (42%)
  • Iron (25%)

“It’s very difficult to eat the recommended daily servings of fresh fruits and vegetables to satisfy our bodies’ nutrient needs,” said Sharon Richter, a Registered Dietician in New York City. “A great way to fill in the nutritional gaps is with a vitamin and supplement regimen – it’s simple and fits seamlessly into today’s fast-paced lifestyle.”

Other findings of the survey offer a deeper look into America’s health habits:

Lifestyle Choices

Starting on a vitamin regimen was not an impulse decision. Nearly half (46%) began taking a vitamin based on the recommendation of an expert, one-third (34%) wanted to improve their health altogether, and one in 10 (9%) wanted to feel better about themselves.

The Vitamin Shoppe survey found that only four in 10 (38%) of moms and dads take a daily vitamin, compared to 56 percent of non-parents. Even fewer parents pass on this habit to their children. Only one-third (34%) of kids get a daily vitamin.

Total Respondents

For those that do not take supplements, 43% feel they do not need vitamins with a balanced diet, 22% think they would never remember to take them, and others feel vitamins are too expensive (9%).

We have always known men and women are different, but the ways they choose to stay fit are different as well. 65% of women count taking a vitamin as one of the things they do to stay healthy, compared to just over half of men (55%). When it comes to exercise, 70% of men hit the gym for 30 minutes or more each week, compared to 65% of women.

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                            3%(1)
    2 days per week                               2%
    3 days per week                               2%
    4 days per week                               2%
    5 days per week                               2%
    6 days per week                               1%
    7 days per week                              49%
    Do not take vitamin                          39%
    QuickFacts(2)
    Take a vitamin and/or supplement             60%
    Average (everyone)                 4 days
    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                                    75%
    Vitamin D                                       52%
    Vitamin C                                       49%
    Calcium                                         45%
    B Vitamins                                      43%
    Fish Oil                                        42%
    Iron                                            25%
    CoQ10                                            8%
    Other                                            5%

Which of the following factors, if any, best describes why you began taking a vitamin and/or supplement? (Asked among those who take a vitamin and/or supplement)


    Response                                     %
    A recommendation from a expert, such as a
     doctor or physical trainer                           46%
    I wanted to improve my overall health                 34%
    I wanted to feel better about myself                   9%
    My parents gave them to me as a child and I
     never stopped                                         6%
    An article or news story about the positive
     effects                                               4%
    A celebrity endorsement                                0%
    Other                                                  1%

Which of the following reasons, if any, best describes why you do not take a vitamin and/or supplement? (Asked among those who do not take a vitamin and/or supplement)


    Response                                            %
    I do not feel it is necessary with a balanced diet            43%
    I would never remember to take it                             22%
    I think they are too expensive                                 9%
    I am worried about negative effects of taking too
     many vitamins and supplements                                 7%
    I do not like taking them                                      7%
    I do not know what to take                                     6%
    Other                                                          5%
    Don't know/refused                                             1%

Which of the following, if any, do you do at least once a week?


    Response                 %
    Eat a home cooked,
     balanced meal                     94%
    Exercise for 30 minutes
     or more                           67%
    Take a vitamin or
     supplement                        60%
    Meditate                           25%
    Other                               1%

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.


    Response               %
    Strongly agree            31%
    Somewhat agree            41%
    Somewhat disagree         16%
    Strongly Disagree         10%
    Don't know/refused         2%
    Agree (Net)               71%
    Disagree (Net)            26%

How many days per week, if any, do you give your children a vitamin and/or supplement? (Asked among those who have children in their household)


    Response                              %
    1 day per week                                  3%
    2 days per week                                 2%
    3 days per week                                 4%
    4 days per week                                 3%
    5 days per week                                 5%
    6 days per week                                 1%
    7 days per week                                34%
    Do not give child vitamin and/or
     supplement                                    43%
    Don't know/refused                              5%
    QuickFacts
    Give child a vitamin and/or
     supplement                                    52%
    Average (everyone)                    3 days
    Average (those who give child
     vitamin and/or supplement)           6 days

At what age were your children when you started giving them a vitamin and/or supplement? (Asked among those who have children in their household and give their children a vitamin and/or supplement at least one day per week)


    Response                 %
    Less than 1 year old               9%
    1 year old                        19%
    2 years old                       29%
    3 years old                       15%
    4 years old                        9%
    5-9 years old                     12%
    10+ years old                      5%
    Don't know/refused                 2%
    QuickFacts
    Average                  3 years

How strongly do you agree or disagree with the following statement – It’s a challenge to know which vitamins and supplements I need to give my child. (Asked among those who have children in their household)


    Response                   %
    Strongly agree                      28%
    Somewhat agree                      31%
    Somewhat disagree                   21%
    Strongly Disagree                   15%
    Don't know/refused                   6%
    Agree (Net)                         59%
    Disagree (Net)                      36%

Gender-Specific Results

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                               MEN     WOMEN
    Take a vitamin and/or supplement (Net)     55%       65%
    Multivitamin                               71%       78%
    Vitamin D                                  48%       56%
    Vitamin C                                  55%       44%
    Calcium                                    39%       50%
    B Vitamins                                 45%       42%
    Fish Oil                                   44%       40%
    Iron                                       22%       28%
    CoQ10                                       8%        8%

Which of the following factors, if any, best describes why you began taking a vitamin and/or supplement? (Asked among those who take a vitamin and/or supplement)


    Response                                            MEN     WOMEN
    A recommendation from an expert, such as a doctor
     or a physical trainer                                  41%       49%
    I wanted to improve my overall health                   37%       32%
    I wanted to feel better about myself                     6%       11%
    My parents gave them to me as a child and I never
     stopped                                                 8%        4%
    An article or news story about the positive effects      5%        3%
    A celebrity endorsement                                  1%        1%
    Other                                                    2%        1%

Which of the following reasons, if any, best describes why you do not take a vitamin and/or supplement? (Asked among those who do not take a vitamin and/or supplement)


    Response                                               MEN     WOMEN
    I don't feel it is necessary with a balanced diet          53%       31%
    I would never remember to take it                          17%       27%
    I think they are too expensive                              6%       12%
    I am worried about negative effects of taking too many
     vitamins and supplements                                   6%        9%
    I do not like taking them                                   7%        8%
    I do not know what to take                                  4%        8%
    Other                                                       6%        4%

Which of the following, if any, do you do at least once a week?


    Response                         MEN     WOMEN
    Eat a home-cooked, balanced meal     93%       95%
    Exercise for 30 minutes or more      70%       65%
    Take a vitamin or supplement         55%       65%
    Meditate                             21%       29%

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.


    Response       MEN     WOMEN
    Agree (Net)        69%       74%
    Disagree (Net)     28%       24%

Regional-Specific Results

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                        Northeast  Midwest    South     West
    Take a vitamin/supplement (Net)        62%        62%       58%      60%
    Multivitamin                           74%        78%       73%      75%
    Vitamin D                              55%        51%       49%      58%
    Vitamin C                              51%        45%       42%      61%
    Calcium                                44%        51%       40%      50%
    B Vitamins                             41%        44%       39%      50%
    Fish Oil                               41%        36%       40%      52%
    Iron                                   23%        26%       27%      25%
    CoQ10                                   9%         7%        9%       8%

Which of the following factors, if any, best describes why you began taking a vitamin and/or supplement? (Asked among those who take a vitamin and/or supplement)


    Response                     Northeast  Midwest    South     West
    A recommendation from an
     expert, such as a doctor or
     a physical trainer                 51%        42%       50%      39%
    I wanted to improve my
     overall health                     30%        40%       29%      40%
    I wanted to feel better
     about myself                        8%         8%        9%      10%
    My parents gave them to me
     as a child and I never
     stopped                             4%         5%        7%       5%
    An article or news story
     about the positive effects          6%         3%        3%       4%
    A celebrity endorsement              1%         1%        0%       0%
    Other                                0%         1%        2%       2%

Which of the following reasons, if any, best describes why you do not take a vitamin and/or supplement? (Asked among those who do not take a vitamin and/or supplement)


    Response                     Northeast  Midwest    South     West
    I don't feel it is necessary
     with a balanced diet               49%        47%       41%      36%
    I would never remember to
     take it                            22%        21%       17%      31%
    I think they are too
     expensive                          13%         7%       10%       6%
    I am worried about the
     negative effects of taking
     too many                            5%         3%       10%       9%
    I do not like taking them            5%        10%        9%       3%
    I do not know what to take           5%         9%        4%       9%
    Other                                0%         3%        9%       6%

Which of the following, if any, do you do at least once a week?


    Response                         Northeast  Midwest    South     West
    Eat a home-cooked, balanced meal        94%        94%       95%      92%
    Exercise for 30 minutes or more         61%        60%       68%      79%
    Take vitamin or supplement              62%        62%       58%      60%
    Meditate                                21%        26%       24%      31%

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.


    Response       Northeast  Midwest    South     West
    Agree (Net)           75%        74%       68%      71%
    Disagree (Net)        22%        25%       29%      27%

Do you give your children a vitamin and/or supplement? (Asked among those who have children in their household)


    Response                             Northeast Midwest South West
    I give my child a vitamin/supplement        49%       48%    52%  59%
    I do not give my child a vitamin/
     supplement                                 48%       45%    42%  41%

At what age were your children when you started giving them a vitamin and/or supplement? (Asked among those who have children in their household and give their children a vitamin and/or supplement at least one day per week)


    Response                      Northeast  Midwest    South     West
    4 years old and younger (Net)        82%        69%       85%      82%
    5-9 years old (Net)                  14%        23%        6%      11%

How strongly do you agree or disagree with the following statement – It’s a challenge to know which vitamins and supplements I need to give my child. (Asked among those who have children in their household)


    Response       Northeast  Midwest    South     West
    Agree (Net)           42%        59%       64%      65%
    Disagree (Net)        48%        37%       32%      29%

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, MD Select, and VS Basics proprietary brands. The Vitamin Shoppe conducts business through more than 500 Company-owned retail stores, national mail order catalogs, and websites, www.VitaminShoppe.com and www.EcoShoppe.com, and has a social community site at www.VSconnect.com.

Methodological Notes

The Vitamin Shoppe Survey was conducted by Wakefield Research (www.WakefieldResearch.com) between March 8 and March 14, 2011. For this research, 1000 interviews were fielded among nationally representative Americans aged 18 and older, using a random-dialing telephone omnibus survey. Quotas were set to ensure reliable and accurate representation of the total U.S. population ages 18 and older.

Results of any sample are subject to sampling variation. The magnitude of that variation is measurable and is affected by the number of interviews conducted. For the interviews conducted, 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.

SOURCE Vitamin Shoppe, Inc.


Source: newswire



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