Americans either take lots of vitamins—or none at all

April 24, 2018

These days, vitamins and health supplements are trending: From personalized, subscription vitamin packs to resurrected ancient supplements (think: turmeric), nutriments seem to be having a moment. Or are they?

Based on findings of a poll conducted by Civic Science and released on April 18, U.S. adults either take lots of vitamins each day (42%)—or none at all (28%). And fully 17% of Americans say they used to take vitamins, but decided to stop.

Interestingly enough, Baby Boomers consume the most vitamins—probably, in an effort to maintain their active and healthy lifestyles.

The other large group of vitamin-takers, at 39%, is identified as those who earn $50,000 or less each year—perhaps, in an effort to maintain their demanding work schedules.

Heavy social media users are much more likely to say that all the hype about vitamins is tough to swallow. So it makes sense that Millennials are the least interested in vitamins and supplements, with 42% saying they’ve never taken them at all.

Indeed, Millennials and Gen X-ers are equally matched in believing that vitamins are a thing of the past—indicating that they used to take vitamins when they were growing up, but don’t anymore.

Since the majority of daily vitamin takers are Baby Boomers, the pollsters say that companies should focus on reaching the 55-plus crowd, while also prioritizing an affordably priced vitamin line to appeal to those who make less than $50,00 a year.

As for social media marketing, take note: It’s not all it’s cracked up to be, as vitamin companies are less likely to find their customers with a swipe or a double tap.

Research contact: laurnie@civicscience.com

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