ReportersNotebook — Over the Counter, 7/11/11

SUPPLIER NEWS — A survey for Vitamin Shoppe found that 60% of Americans currently take a vitamin or supplement. Of those who take vitamins, more than 70% of respondents said they feel more confident about their health when they are taking a vitamin. Multivitamins are the most popular supplements, with 75% of respondents taking a multivitamin regularly. Other top supplements by those who take vitamins were: vitamin D (52%), vitamin C (49%), calcium (45%), B vitamins (43%), fish oil (42%) and iron (25%). 

Starting on a vitamin regimen was not an impulse decision. Almost half began taking a vitamin based on the recommendation of a healthcare professional. Only 38% of parents take a daily vitamin, compared to 56% of adults without children. Only 34% of kids are given a daily vitamin. 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%).

The survey was conducted by Wakefield Research on behalf of Vitamin Shoppe, and polled 1,000 U.S. adults on their vitamin and supplement habits.

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