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FROM THE WHITE HOUSE TO YOUR HOUSE – PLANNING AHEAD IS KEY
Release date: 1/7/2010

NORTHRIDGE, Calif., – As national health care reform remains in legislative limbo, consumers are increasingly interested in options that help them maintain and manage their health. According to a recent survey conducted by Opinion Research Corporation on behalf of Nature Made®, the number one best-selling brand of vitamins, minerals, herbs and supplements, 96 percent of survey respondents agree that prevention is key when it comes to health.

The survey highlights include:

    • Ninety percent agree that they want to take a more active role in managing their health
    • Seventy-two percent say they consider taking vitamins to be important when it comes to avoiding health issues
    • Sixty-seven percent agree that, given the current economy and the high cost of health care, taking vitamins is more important to them because they need to stay healthy
    • Fifty-four percent agree that they would like to have customized information about which vitamins they should be taking for their health and dietary needs

The survey suggests that while the consumers surveyed understand the importance of incorporating vitamins into a daily health regimen, confusion persists over which types of supplements they, personally, should be taking. As a way to educate and engage with consumers about supplements, Pharmavite Direct LLC, part of the Nature Made family, launched vitaminID.com – an interactive online supplement program that provides a customized daily vitamin plan unique to an individual’s nutritional needs.

“The Nature Made vitaminID.comTM program was created to answer our customers’ desire for individualized approaches to their health and wellness routines,” said Gary Kuchta, chief marketing officer for Nature Made. “With recent data revealing the importance of preventative measures, it is even more evident that those surveyed perceive supplements as having a vital role in maintaining a healthy lifestyle.”

The following information highlights the survey results, exploring the attitudes, beliefs and priorities as it relates to how adults ages 18 and older approach their health.


Prevention Perception

As the media continues to become more saturated with coverage of health care debates and economic woes, it is easy to understand why consumers would become more concerned over health care and potential costs. In fact, 66 percent of those surveyed agree that they are more concerned about their health now than they were a year ago. And as concern over health care and related costs continues to grow, 90 percent of those surveyed agree that they’d like to take a more active role in managing their health.


Vitamins’ Link to Long-term Health

According to the survey findings, consumers are beginning to realize the benefit of preventative care in reducing long term health care costs. In fact, most of those surveyed agree that including vitamins into a daily wellness routine is a vital component of maintaining their overall health. 89 percent of survey respondents agree that they believe taking vitamins in combination with other healthy lifestyle choices can enhance one’s health. Also, 72 percent agree that they consider taking vitamins to be important when it comes to avoiding health issues.

Investing in Personal Health

The survey suggests that respondents see investing in vitamins as valuable given that they may help reduce long-term health care costs. As mentioned, 67 percent of those surveyed agree that, given the current economy and the high cost of health care, taking vitamins is more important to them because they need to stay healthy. Additionally, 68 percent agree that vitamins are worth the cost now because they help them stay healthy so they don’t have to pay more later.

Answering the Supplement Conundrum

The majority of consumers surveyed agree on the importance of prevention when it comes to health and the role that vitamins play. However, few indicate confidence in their ability to determine which vitamins they should be taking. 37 percent of those surveyed agree that they find it difficult to know which vitamins to take for their personal health and dietary needs. Furthermore, 91 percent agree that each person’s nutritional needs are different and unique based on their personal diets and lifestyles – something that may add to the confusion when it comes to selecting the right supplement program.

In this environment of persisting confusion over vitamin selection and growing health care concerns, 54 percent of survey respondents agree that they would like to have customized information about which vitamins they should be taking to meet their personal needs. In fact, 41 percent express interest in an online service that offers consumers a customized recommendation of daily vitamins, minerals and other supplements, based on their responses to a nutritionist-developed confidential Personal Health Survey.


Methodology:

The survey was conducted using Opinion Research Corporation’s CARAVAN National Omnibus telephone survey of adults 18 years of age or older. Telephone interviews among 1,002 adults were completed from November 20-23, 2009. The survey utilized a random-digit-dial sampling methodology to obtain a representative sample of the population. The margin of error for the survey overall is + / - 3.1 percentage points. The margins of error for subgroups within these audiences are larger. The term “agree” refers to both the responses “strongly agree” and “somewhat agree.” The term “interest” refers to both the responses “I would definitely use this” and “I am very interested but would like to learn more.” These data were calculated by adding the number of responses for each of these answer categories and dividing the sums by the total number of survey participants.

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