Council for Responsible Nutrition discloses 2024 Consumer Survey results showcasing increasing of specialty product usage

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On October 29, 2024, the Council for Responsible Nutrition (CRN) revealed the results from their 2024 Consumer Survey. According to the report data, three-quarters of Americans utilize dietary supplements and reflects the 75% usage rate that was witnessed in the previous year (1). Conducted by Ipsos, the CRN’s 2024 Consumer Survey highlighted the continuous presence nutritional supplements have in consumers choices in their health and wellness, as well as any changes in decisions with products (1).

“The stability in supplement use reflects the enduring trust that consumers place in our FDA-regulated industry,” Jeff Ventura, Senior Vice President of Communications at CRN mentioned (1). Ventura added that, “At the same time, we continue to see consumers exploring new specialty products and embrace personalized health solutions. This speaks to the evolving landscape of wellness, where supplements are becoming more integrated into individualized health practices.”

CRN’s press release disclosed how almost eight in 10 consumers “…prefer using supplements over over-the-counter or prescription medications whenever appropriate,” (1). Brand loyalty was also shown as 71% of the participants preferred repeatedly using specific brands consistently. The supplements showing increased usage were ashwagandha, magnesium, and prebiotics. This year, ashwagandha rose to 8% use in supplement users which is a significant increase from 2% that was reported in 2020. Utilization of magnesium was 23%, higher than the previous year where data listed usage at 19% (1). The report also mentioned that the use of the sleeping aid, melatonin, rose from 10% which was reported back in 2020, and is now 16%. The press release explained how the results regarding melatonin usage, mean that the supplement is one of the top specialty supplements researched in the Consumer Survey (1).

Information from the survey highlighted that consumers are consistently choosing to turn to nutritional supplements because of health and wellness which was the main reason reported in 2023 as well. In regard to supplement use, young women showed higher usage than men (1). The primary reason for the higher female utilization was displayed in supplement choices that would help benefit hair, skin, and nail health. Aside from those types of supplements, energy and immune health were additionally significant reasons for consumer use, according to the data (1).

According to the press release (1), “…supplement users generally are more likely to report participating in healthy behaviors compared to non-users. Regular users are more likely to report visiting their doctor regularly and trying to eat a balanced diet. While 41% of non-users cite lack of perceived need as the main reason for not taking supplements, a notable portion, 27%, also mentions cost as a barrier. Despite stable overall trust in supplements, non-users report lower levels of confidence in supplement effectiveness and safety compared to prior years, underscoring ongoing challenges in expanding the user base.” CRN performed the report online and in English. It took place from August 7-12, 2024 (1). During that time period, the survey received participation from 3,194 adults. From that pool of responses, there were 2,332 supplement users and 862 non-users. The press release mentioned that the demographics from the 2024 Consumer Survey included, “oversamples of Black, Hispanic, and Asian/Pacific Islander respondents to ensure diverse perspectives,” (1). The survey also measured credibility intervals. For all participants, the credibility interval was ±2.1 percentage points, supplement users was ±2.5 percentage points, and ±4.1 percentage points was reported for non-users (1).

To learn more about the survey, please visit: www.crnusa.org/2024survey.

Reference

1. CRN survey shows consistent supplement usage with increase of specialty product use over time https://crnusa.org/newsroom/crn-survey-shows-consistent-supplement-usage-increase-specialty-product-use-over-time (accessed Oct 30, 2024).