US dietary supplement usage at “all time high,” consumer survey reveals

01 Oct 2019 --- Dietary supplements usage in the US has peaked at an “all-time high,” with 77 percent of US adults reporting they consume dietary supplements. This is according to the Council of Responsible Nutrition (CRN) 2019 Consumer Survey on Dietary Supplements. In line with CRN surveys from previous years, the report found that the majority of US adults, both male and female aged 18 and above, take supplements. This available-for-purchase consumer survey reaffirms the vital role supplementation plays in the lives of most US Americans, says CRN.

“Consistent with previous years’ results, the results from the 2019 survey reveal high overall confidence in the safety and quality of dietary supplements and great trust in the dietary supplement industry. Our consumers’ high confidence and trust primarily stems from the innovative and responsible companies who are committed to bringing quality products to the market,” Nancy Weindruch, Vice President of Communications at CRN tells NutritionInsight. 

She emphasizes how government agencies, such as the Food and Drug Administration (FDA), who regulate dietary supplements also contribute to high consumer confidence and trust. “It is the FDA’s enforcement of the law that allows for there to be a wide margin of safety for the dietary supplement category.” Indeed, only 2 percent of recalled supplements in 2019 were dietary supplements and thus deemed “relatively infrequent,” according to US Food and Drug Administration (FDA) data.

Weindruch states that there are many factors that have spurred consumer interest and awareness in dietary supplements in the last twenty years. “Consumers are taking a more integrative approach to their health, of which nutrition is a core component. With the growth and maturation of the dietary supplement industry, dietary supplements are now mainstream. Consumer access to dietary supplements has never been greater considering the number of large, reputable brands that have moved into the space coupled with omnichannel retail.”

Herbals, botanicals and specific supplements such as melatonin showed signs of growth. Meanwhile, multivitamins, vitamin D and vitamin C kept a steady lead ahead of protein, calcium and magnesium supplements. “Multivitamins are popular for many reasons, including the fact that they provide a convenient way to fill nutrient gaps in our less than perfect diets,” Weindruch explains.

Now in its 20th year, the report categorized its surveyed adults by gender, age, employment, location and marital and issue status.

Overall, 77 percent of US adults take dietary supplements, according to the CRN survey.Weindruch states that the CRN cannot rest on its laurels. “Our survey demonstrates that supplement users have evolving preferences and needs. While the industry continues to innovate, there is no denying that these regulated products have become mainstream. More than three quarters of US Americans are taking dietary supplements each year – a crystal clear trend that serves as an indicator of the vital role supplementation plays in their overall health and wellness regimens,” she adds. 

Across all age groups, adults aged 35 to 54 are the age-group with the highest usage of dietary supplements at 81 percent, with vitamins and minerals being the most popular supplement. However, 83 percent of adults with children under 18 in the household regularly took supplements. This dropped to 75 percent in adults without children. Meanwhile, those who were employed had a rate of 81 percent, compared to 68 percent for the unemployed. Women were also slightly more likely than men to use supplements, at 79 percent compared to 74 percent. 

The survey was conducted online in English and included a national sample of 2,006 US adults aged 18 and older. Among that group, 1,529 people are considered to be supplement users. The precision of Ipsos online polls are measured using a credibility interval. In this case, the poll has a credibility interval of plus or minus 2.5 percentage points for all respondents, and plus or minus 2.9 percentage points for supplement users.

Subsequent 2019 CRN surveys are set to reveal more insights regarding new statistics on consumer motivation to take dietary supplements, CBD and nootropics, e-commerce habits and delivery form preference. 

Innovation boom
Industry has been capitalizing on consumer demand for high-quality dietary supplements. At this year’s Vitafoods Asia event, over 350 international suppliers and more than 6,000 businesses had the opportunity to connect and source out the innovative and high-quality nutraceutical ingredients, dietary supplements and services. 

Dietary supplements are also increasingly featuring herbs and botanical ingredients. This month, Arjuna Natural’s BCM-95 Bio-curcumin, a potent turmeric extract of curcumin, wasnow backed by 60 scientific studies. The research has shown that BCM-95 is highly bioactive with clinically-proven efficacy to help support cognitive and physical health. 

In the eye care space, OmniActive Health Technologies received Foods with Functional Claims (FFC) approval for its marigold extract Lutemax 2020 Lutein and Zeaxanthin Isomers. With said naturally-derived marigold extract, Lutemax 2020 can now claim to improve eye health and visual performance, to reduce eye fatigue and support sleep quality.

Building on the reported success of its NovaSOL Curcumin ingredient, IFF Health launched a new formulation of solubilized curcumin and Boswellia serrata extract. The new ingredient delivers clinically-tested high bioavailability at low, easy-to-digest doses. IFF aims to tap into the lucrative food, beverage and supplement markets once more with the new combination product, as consumers increasingly demand natural and bioavailable products.

Affron Spanish saffron (Crocus sativus L.) extract, by Pharmactive Biotech Products, is touted as all-natural and presents the lowest dosage threshold on the market at 28mg per day. Affron also boasts research-proven, increased pharmacokinetic bioavailability and a rapid, one-hour absorption rate. While commonly used as a culinary ingredient, saffron also holds potential in the nutraceutical market for alleviating anxiety, reducing asthma symptoms and boosting relaxation and sleep quality.

Tapping into the personalized nutrition space, Nestlé Health Science (NHSc) is expanding its reach with the acquisition of Persona, a personalized vitamin business founded in 2017. The strategic acquisition comes at a time of increasing consumer interest and business investment in personalized nutrition.

By Anni Schleicher