2009 CRN 2009 CRN How do Consumers Feel About the Economy How do Consumers Feel About the Economy

and Dietary Supplements?and Dietary Supplements?HighlightsHighlights

October 2009

In 2009, 97% of In 2009, 97% of Supplement UsersSupplement Users reported reported overall confidence in supplementsoverall confidence in supplements

Q: “How would you describe your overall confidence in the safety, quality and effectiveness of nutritional or dietary supplements?”

Somewhat Confident

Very Confident

Not tooConfident

}

47%

3%

Base, Users n=1348

50%

Slight Upward Trend in Overall Consumer ConfidenceSlight Upward Trend in Overall Consumer Confidence

0102030405060708090

100

2005 2006 2007 2008 2009

Not at allconfident

Not tooconfident

Somewhatconfident

Veryconfident

Q: “How would you describe your overall confidence in the safety, quality and effectiveness of nutritional or dietary supplements?”

32%

46%

15%

6%

27%

50%

7%

15%

%7%

13%

50%

30%

} 84%

6%

12%

46%

35%

} 16%

34%

49%

12%4%

Confidence by UsageConfidence by Usage20092009

10% 10%

32% 28%

49%58%39%

61%

65%65%

49%41%

33%

25%

3% 6%2% 1%

18%

4% 0% 1% 0%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Not at all confident

Not too confident

Somewhat confident

Very confident

In 2009, 62% of U.S. adults agree that In 2009, 62% of U.S. adults agree that ”Conflicting information about supplements makes me ”Conflicting information about supplements makes me

confused about the value of supplements”confused about the value of supplements”

Total U.S. AdultsTotal U.S. Adults 62%62% 56%56%

Non UsersNon Users 72%72% 58%58% Seasonal UsersSeasonal Users 70%70% 64%64% Occasional UsersOccasional Users 64%64% 63%63% Regular users – MultivitaminRegular users – Multivitamin 56%56% 59%59% Regular Users – VarietyRegular Users – Variety 52%52% 50%50%

2009 2008

Agreement

66

How the economy has affected supplement purchasing How the economy has affected supplement purchasing habits of the 27% of supplement users who are affectedhabits of the 27% of supplement users who are affected

Base: Users; the economy has affected supplement purchasing habits n=388 Base: Users; the economy has affected supplement purchasing habits n=388

supplement userssupplement users

Purchasing fewer supplementsPurchasing fewer supplements 59%59% Purchasing less expensive supplementsPurchasing less expensive supplements 31%31% Purchasing store brand supplementsPurchasing store brand supplements 26%26% Only buy supplements when they are on saleOnly buy supplements when they are on sale 22%22% Using coupons, promotionsUsing coupons, promotions 23%23% Purchasing more supplementsPurchasing more supplements 5% 5%

August, 2009

MethodologyMethodology Ipsos-Public Affairs was commissioned to conduct Ipsos-Public Affairs was commissioned to conduct

this research using the Ipsos U.S. Online Express.this research using the Ipsos U.S. Online Express. 2043 online interviews were completed among 2043 online interviews were completed among

random samples of US adults aged 18 and older random samples of US adults aged 18 and older August 2009. August 2009.

Prior online studies were fielded in August 2005, Prior online studies were fielded in August 2005, 2006, 2007 and 2008.2006, 2007 and 2008.

All results are weighted to represent the U.S. adult All results are weighted to represent the U.S. adult population.population.

Note that, due to rounding, some totals may not equal a sum of the components.Note that, due to rounding, some totals may not equal a sum of the components.

2009 Funders2009 Funders Amway GlobalAmway Global BASFBASF BayerBayer DSMDSM GNCGNC Kyowa HakkoKyowa Hakko Natural FactorsNatural Factors PerrigoPerrigo SchiffSchiff Shaklee CorporationShaklee Corporation WyethWyeth