More than 75% of U.S. Adults Take Supplements; Millennials Turning to Probiotics

Photo by  Compass Natural

Source: Presence Marketing News, November 2017
Author: Steven Hoffman, Compass Natural Marketing

Multivitamins, Vitamin D and Vitamin C are the most popular dietary supplements among U.S. adults, says a new consumer survey conducted by the Council for Responsible Nutrition and published on October 19. The survey found that overall, 87% of U.S. adults have confidence in the safety, quality and effectiveness of dietary supplements. According to CRN, 76% of U.S. adults use dietary supplements, an increase of 5% over 2016 values.

In related research, Millennials are driving sales in probiotics and functional foods. According to Packaged Facts, Millennials aged 18-34 have relatively higher interest in probiotic foods and beverages compared to Gen Xers and Baby Boomers. Overall, approximately 25% of U.S. adults seek out foods and beverages with high amounts of probiotics or prebiotics, according to Packaged Facts’ 2017 National Consumer Survey.

With the increased focus on their health and wellness potential in recent years, probiotics have emerged as one of the biggest trends today in the food and beverage industry, says Packaged Facts. Products range from the familiar (i.e., yogurt, kefir, kombucha and infant nutrition) to the cutting edge (probiotics in soda, coffee, tea, soups, beer and more).

“Probiotics have emerged as a driving trend in the industry,” said David Sprinkle, Packaged Facts Research Director. “And given the core importance of gut health, this suggests continued potential for growth of probiotic- and prebiotic-containing foods, as consumers continue to learn more about them and next-generation products make their case in the market.”

Packaged Facts’ survey also found even higher interest in probiotics among those who shop for food in the natural channel, which “retains its role as the most significant retail sector for food and nutritional trends,” it said.

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Steven Hoffman is Managing Director of Compass Natural, providing brand marketing, PR, social media, and strategic business development services to natural, organic and sustainable products businesses. Contact