CRN 2022 survey: Vitamin D in high demand

To mark World Vitamin D Day (2nd November), CRN published initial findings from its 2022 Consumer Survey on Dietary Supplements, which was conducted (in collaboration with Ipsos) in August 2022 among 3,133 US adults aged 18+ years. This includes 2,342 who report consuming dietary supplements seasonally, occasionally or regularly. The survey highlighted the Top 5 single ingredient supplements (see chart below), while also indicating that more than half of consumers (52%) who take supplements report taking a specialty supplement, the most reported of which are omega-3s, probiotics, melatonin and fibre.

CRN states that many more people could experience enhanced quality of life, as well as healthcare cost savings, if they were to follow the dietary supplement regimens discussed in the CRN Foundation Supplements to Savings report. For example, if all US adults aged 50+ years took calcium 1,000mg and vitamin D 15mcg per day, the US healthcare system could save US$17.3bn and avoid 361,507 medical events on average per year from 2022–30. “A steadily growing body of clinical research shows investing in preventive care through supplementation helps Americans avoid chronic conditions. This strategy is what we call a no-brainer,” said CRN SVP Scientific & Regulatory Affairs Andrea Wong.

Nicholas Hall Writes: As CHC.Newsflash reported recently, overall supplement usage stands at 75% of the entire US population, an astonishingly high level. Multivitamins remains the top dietary supplement (taken by 70%) and reported consumption of immunity-boosting supplements – including vitamin D, vitamin C and zinc – remains steady vs last year. Immune health is a top reason for taking supplements (40%), second only to overall health & wellness (44%). Yet there is still room for more growth, which would benefit both individual consumers and our industry, and the healthcare system at large. According to CRN, the annual savings from wider usage of calcium and vitamin D could reach US$17bn.

This data joins a torrent of basically good news about consumer health that makes me think that we are at the beginning of a golden age for our industry, which is how I described our prospects when I gave the final presentation at the Ceuta London conference. We used to say that CHC was dependent on three main drivers of growth. It is true that the cough & cold market is once again boosting demand, but we now no longer rely on the Emerging Markets to the same extent, and Rx-to-OTC is virtually non-existent. No, it is the broader acceptance of self-care by the US and European population that is delivering the most impressive results this year.

In just over two weeks, you can log on to hear from Nicholas and industry experts during our Asia-Pacific e-Conference on 23 November! Topics on the agenda include the go-to-market model, self-care collaborations and sustainability through accessibility. For more information, or to register, please contact elizabeth.bernos@NicholasHall.com without delay.

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