NMI Survey Reveals Americans’ Increased Need For Dietary Supplements

Harleysville, Pa. (April 15, 2003) -- Based on a recent survey of 1,028 Americans, conducted in March 2003 by The Natural Marketing Institute (NMI), 45% of U.S. consumers indicate that they have increased needs for vitamins, minerals, and dietary supplements. This percentage is up from 41% in October 2002. Based on the current challenges and overall category stagnation, these consumer attitudes may indicate a precursor for the future revival of vitamins, minerals, herbals, and dietary supplements.

Demographically, these indicators are even higher for middle-aged Americans 36-55 years old (with 53% stating increased needs for supplements) and for women (52%). With regards to income, polarization is evident with higher than average interest in both the “less than $50,000” income group and the “more than $75,000” group. Geographically, Americans in the central portions of the U.S. are more likely to state the increased need for supplements compared to those living on the coasts.

“These increased needs are the result of several factors; one being increased stress from World political and economic situations,” states Maryellen Molyneaux, NMI president. “There are significant opportunities for the dissemination of science-based supplement information that would help consumers, such as that available from the Dietary Supplement Information Bureau at www.supplementinfo.org,” states Molyneaux.

The data from the survey of 1,000+ U.S. households was generated from NMI's proprietary consumer research vehicle, HealthBeat Interactive™ (HBI) --- based on a strategic alliance with Harris Interactive. To learn more about how you can customize your own proprietary questions, contact Steve French, NMI Managing Partner, at 215-713-5300 (ext. 214) or via e-mail to [email protected] or visit www.NMIsolutions.com for more information.


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