by Judy Blatman and Randi Neiner
With all the doom-and-gloom economic talk, it’s hard to imagine the past year has included a silver lining for any industry. While news organizations across print, television and Internet channels trumpeted reports of economic uncertainty—and as the health care reform debate gained momentum—the dietary supplement industry appeared to be weathering the storm.
Recent news stories indicate dietary supplement sales are up. Further, a new survey from the Council for Responsible Nutrition (CRN) found supplement usage also gained—slightly—in 2009, with 65 percent of the U.S. adult population labeling themselves as supplement users, compared with 64 percent in 2008. This same survey found nearly three-quarters (74 percent) of adult consumers said the economy had not affected their dietary supplement purchasing habits over the course of the year. Clearly, supplement users are still committed to these products.
But the question is … why? Why have users of dietary supplements made room in their budgets to stay dedicated to their supplement routines? And how is it possible that an industry actually gained in what has been deemed the worse recession since the Great Depression?
Some thoughts: consumers want to be proactive when it comes to their own health and view health management as an ongoing work in progress, one in which they can be actively involved. Supplement users recognize the value these products bring to their overall health and wellness, and know that, in the long run, being healthy now will not only lead to a healthier future, but potentially lead to health care cost savings down the line. In short, spending money on prevention can logically help save money by avoiding the need for treatment.
Why do we assume supplement users are paying close attention to their health? Just take a look at the lifestyle habits of supplement consumers. Supplement users are making smart choices—in higher percentages than non-users—when it comes to their health. In fact, the 2009 CRN survey showed users of dietary supplements are more likely to have a well-rounded healthy lifestyle than those who do not take dietary supplements.
