Seventy-six percent of consumers take a vitamin or supplement, according to a new survey from Wells Fargo Securities LLC Retail Equity Research Department (N = 1,364). Within this group, 71% take a multivitamin, followed by fish oil or omega-3s (45%), vitamin D (40%), and calcium (33%). Interestingly, usage of sports-related supplements (10%) and weight loss supplements (7%) was relatively low. Many consumers (45%) are also considering adding supplements to their diet with fish oil and omega-3s (31%) being the most popular, followed by multivitamins (29%), calcium (18%), weight loss supplements (16%), joint support (16%), vitamin D (16%), and antioxidants (15%). Physician recommendations were the most important factor in the decision to take a supplement, with 42% of respondents relying on their medical doctor’s advice. Research studies and articles (37%) followed as the second most important influence and recommendations from friends/family (16%) was another strong contributor. Information from television or newspapers (4%) and recommendations from a vitamin store associate (2%) did not play a strong role in influencing buyers. Price (43%) and convenience (25%) were the most important factors in determining where consumers buy supplements while most respondents purchased supplements from traditional grocery stores (39%) and drug stores (38%).
