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Consumer Confidence in Dietary Supplements Increases in 2009

New York, NY – Over eight in ten adults in the U.S. (84%), report that they are confident in the safety, quality and effectiveness of nutritional or dietary supplements, according to a study conducted by Ipsos Public Affairs on behalf of the Council for Responsible Nutrition (CRN). The study also found that two thirds of adults (65%) report taking dietary supplements at least occasionally; most commonly multivitamins, taken by over half of adults (54%).

These are some of the findings of an Ipsos survey conducted August 26 - September 1, 2009. For this survey, a national sample of 2,043 adults aged 18 and older from Ipsos' U.S. online panel were interviewed online.Weighting was then employed to balance demographics and ensure that the sample's composition reflects that of the U.S. adult population according to Census data and to provide results intended to approximate the sample universe. A survey with an unweighted probability sample of this size and a 100% response rate would have an estimated margin of error of +/- 2.2 percentage points 19 times out of 20 of what the results would have been had the entire adult population of the United States had been polled. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.

Confidence levels in dietary supplements among the general public seem to be gradually increasing. In the recent years, the proportion of adults who are confident in dietary supplements has increased from 79% in 2006, 80% in 2007, and 81% in 2008, up to the current score of 84% observed in 2009. While the increase is not dramatic, it does represent a consistent upward trend over the past four years.

While the overall confidence level in dietary supplements is high, certain segments of the population tend to be more confident than others:

• Women are more likely than men to be confident in the safety, quality and effectiveness of supplements (86% vs. 80%, respectively).
• Those with a household income of $50,000 or more are also more confident about supplements than those who are less affluent (86% vs. 80%, respectively).
• Respondents from the Northeast (88%) are more likely to be confident than are those residing in other regions.

The study also shows that two thirds (65%) of adults in the U.S. report taking dietary supplements (48% regularly, 15% occasionally and 3% seasonally.) Multivitamins are by far the most consumed supplement of all, with 54% of the U.S. adult population reporting to take a multivitamin.

Segments of the population who are more likely to take supplements than others include:

• Women; close to three quarters of women (72%) take supplements compared to just 59% of men.
• Adults aged 35 and older; over two thirds (68%) of them take supplements compared to 59% of those under the age of 35.
• The more affluent; close to seven in ten (69%) of those with a household income of $50,000 or more take supplements, including 51% who do so regularly; compared to just 60% of those with a lower household income (including 43% who take supplements regularly).
• College graduates; those with college degree are more likely to take supplements than those without it (75% vs. 62%).

Among the 54% of adults who take multivitamins, most of them take them on a regular basis; 78% report taking multivitamins regularly compared to 20% who take them occasionally, and 2% who do so seasonally.

• Contrary to what was observed regarding the general consumption of supplements, men are more likely than are women to take multivitamins regularly (81% vs. 75%).
• Those over the age of 35 are more likely to take multivitamins regularly than those who are younger (83% vs. 66%).

For more information on this news release, please contact:
Julio C. Franco
Senior Research Manager
Ipsos Public Affairs
646.313.6117
julio.franco@ipsos.com

About Ipsos Public Affairs

Ipsos Public Affairs is a non-partisan, objective, survey-based research practice made up of seasoned professionals. We conduct strategic research initiatives for a diverse number of American and international organizations, based not only on public opinion research, but elite stakeholder, corporate, and media opinion research.

Ipsos has media partnerships with the most prestigious news organizations around the world. Ipsos Public Affairs is the polling agency of record for The McClatchy Company, the third-largest newspaper company in the United States and the international polling agency of record for Thomson Reuters, the world’s leading source of intelligent information for businesses and professionals.

Ipsos Public Affairs is a member of the Ipsos Group, a leading global survey-basedmarket research company. We provide boutique-style customer service and work closely with our clients, while also undertaking global research.

In 2008, Ipsos generated global revenues of €979.3 million ($1.34 billion U.S.).

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