your dietary supplements aisle...today’s presentation examine the latest dietary supplement...
TRANSCRIPT
![Page 1: Your dietary supplements aisle...Today’s presentation Examine the latest dietary supplement consumer trends Opportunities for supplement vendors to provide their customers more information](https://reader036.vdocuments.net/reader036/viewer/2022070806/5f046eee7e708231d40df1a4/html5/thumbnails/1.jpg)
Your dietary supplements aisle:Walking the line for success
Presented by STEVE MISTER, President & CEO, COUNCIL FOR RESPONSIBLE NUTRITION
![Page 2: Your dietary supplements aisle...Today’s presentation Examine the latest dietary supplement consumer trends Opportunities for supplement vendors to provide their customers more information](https://reader036.vdocuments.net/reader036/viewer/2022070806/5f046eee7e708231d40df1a4/html5/thumbnails/2.jpg)
Association FactsOne Association—The Council for Responsible Nutrition (CRN)
Amount with CRNStaff ……………………………………………..……………….20Voting Members…………….…………………………...........122
Finished Product Manufacturers/Marketers.……………65Ingredient Suppliers.………………………………………57
International Members ………………………………………….2Associate Members ……………..…………….………………64Annual budget ………………..……………………......$7 millionYears in existence ..…………..………………….…….…….. 46
Also contains: scientific, regulatory, international, mediarelations and government relations expertise not found anywhere else.
![Page 3: Your dietary supplements aisle...Today’s presentation Examine the latest dietary supplement consumer trends Opportunities for supplement vendors to provide their customers more information](https://reader036.vdocuments.net/reader036/viewer/2022070806/5f046eee7e708231d40df1a4/html5/thumbnails/3.jpg)
Companies & Brands We Represent
![Page 4: Your dietary supplements aisle...Today’s presentation Examine the latest dietary supplement consumer trends Opportunities for supplement vendors to provide their customers more information](https://reader036.vdocuments.net/reader036/viewer/2022070806/5f046eee7e708231d40df1a4/html5/thumbnails/4.jpg)
Today’s presentationExamine the latest dietary supplement consumer trends
Opportunities for supplement vendors to provide their customers more information about the supplements they buy
Position your store as the community healthcare center for wellness
![Page 5: Your dietary supplements aisle...Today’s presentation Examine the latest dietary supplement consumer trends Opportunities for supplement vendors to provide their customers more information](https://reader036.vdocuments.net/reader036/viewer/2022070806/5f046eee7e708231d40df1a4/html5/thumbnails/5.jpg)
Dietary Supplement Industry
![Page 6: Your dietary supplements aisle...Today’s presentation Examine the latest dietary supplement consumer trends Opportunities for supplement vendors to provide their customers more information](https://reader036.vdocuments.net/reader036/viewer/2022070806/5f046eee7e708231d40df1a4/html5/thumbnails/6.jpg)
Where Do Consumers Buy Supplements?
![Page 7: Your dietary supplements aisle...Today’s presentation Examine the latest dietary supplement consumer trends Opportunities for supplement vendors to provide their customers more information](https://reader036.vdocuments.net/reader036/viewer/2022070806/5f046eee7e708231d40df1a4/html5/thumbnails/7.jpg)
Where Do Consumers Buy Supplements?
41%37%
23% 22%17%
14%
41% 39%
21% 20% 22%16%
47%43%
21%27%
24%21%
MassMerchandiser
DrugStore/Pharmacy
Warehouse Club Supermarket Online Specialty VitaminRetailer/Chain
Health Food Store2017 2018 2019Base = ~2,000 Source: 2017 - 2019 CRN Consumer Survey on Dietary Supplements
![Page 8: Your dietary supplements aisle...Today’s presentation Examine the latest dietary supplement consumer trends Opportunities for supplement vendors to provide their customers more information](https://reader036.vdocuments.net/reader036/viewer/2022070806/5f046eee7e708231d40df1a4/html5/thumbnails/8.jpg)
The Dietary Supplement Consumer
68%71%
76% 75%77%
2015 2016 2017 2018 2019
Percent of Americans Taking Dietary Supplements
More than 170 million Americans take dietary supplements each year
Base = ~2,000 Source: 2015 - 2019 CRN Consumer Survey on Dietary Supplements
![Page 9: Your dietary supplements aisle...Today’s presentation Examine the latest dietary supplement consumer trends Opportunities for supplement vendors to provide their customers more information](https://reader036.vdocuments.net/reader036/viewer/2022070806/5f046eee7e708231d40df1a4/html5/thumbnails/9.jpg)
The Dietary Supplement Consumer
79%
74%
70%
81%
79%
Females
Males
Adults 18 - 34
Adults 35 - 54
Adults 55+
2019
An indicator of the vital role dietary supplements play in the overall health and wellness regimens of most Americans
Base = 2,006 Source: 2019 CRN Consumer Survey on Dietary Supplements
![Page 10: Your dietary supplements aisle...Today’s presentation Examine the latest dietary supplement consumer trends Opportunities for supplement vendors to provide their customers more information](https://reader036.vdocuments.net/reader036/viewer/2022070806/5f046eee7e708231d40df1a4/html5/thumbnails/10.jpg)
Top Ten Dietary Supplements 2019Among All Adults
• Green Tea (15%)• Magnesium (14%)• Probiotics (13%)• Iron (13%)• Vitamin E (12%)• Turmeric (12%)
• Multivitamin (58%)• Vitamin D (31%)• Vitamin C (28%)• Protein (21%)• Calcium (20%)• Vitamin B/B Complex (20%)• Omega 3/Fatty Acids (16%)
Base = 2,006 Source: 2019 CRN Consumer Survey on Dietary Supplements
![Page 11: Your dietary supplements aisle...Today’s presentation Examine the latest dietary supplement consumer trends Opportunities for supplement vendors to provide their customers more information](https://reader036.vdocuments.net/reader036/viewer/2022070806/5f046eee7e708231d40df1a4/html5/thumbnails/11.jpg)
0%10%20%30%40%50%60%70%
Multivit
amin
Vitamin D
Vitamin C
Prote
in
Calcium
Vitamin B/
B Complex
Omega-3/Fa
tty A
cids
Green Tea
Magnesium
Probiotic
sIro
n
Vitamin E
Turm
eric
Percentage of U.S. Adults Taking the Following Supplements
2015 2019
Growth of Specific Supplements 2015-2019
Base = ~2,000 Source: 2019 CRN Consumer Survey on Dietary Supplements
Turmeric was not included in the 2015 survey
![Page 12: Your dietary supplements aisle...Today’s presentation Examine the latest dietary supplement consumer trends Opportunities for supplement vendors to provide their customers more information](https://reader036.vdocuments.net/reader036/viewer/2022070806/5f046eee7e708231d40df1a4/html5/thumbnails/12.jpg)
18 – 34• Multivitamin (53%)• Protein (27%) • Vitamin D (23%)• Vitamin C (26%)• Calcium (18%)
Top Five Dietary Supplements by Age Group
55+• Multivitamin (56%)• Vitamin D (37%)• Vitamin C (28%)• Calcium (23%)• Vitamin B/B Complex (20%)• Omega-3/fatty acids (20%)
35 – 54 • Multivitamin (63%)• Vitamin D (31%)• Vitamin C (31%)• Protein (23%)• Vitamin B/B Complex (22%)• Calcium (18%)
tied
tied
Base = 2,006 Source: 2019 CRN Consumer Survey on Dietary Supplements
![Page 13: Your dietary supplements aisle...Today’s presentation Examine the latest dietary supplement consumer trends Opportunities for supplement vendors to provide their customers more information](https://reader036.vdocuments.net/reader036/viewer/2022070806/5f046eee7e708231d40df1a4/html5/thumbnails/13.jpg)
Who uses Cannabidiol (CBD)?
Nine percent of U.S. adults take CBD• 13% of U.S. adults 18 – 34• 10% of U.S. adults 35 – 54• 4% of U.S. adults 55+
Base = 2,006 Source: 2019 CRN Consumer Survey on Dietary Supplements
![Page 14: Your dietary supplements aisle...Today’s presentation Examine the latest dietary supplement consumer trends Opportunities for supplement vendors to provide their customers more information](https://reader036.vdocuments.net/reader036/viewer/2022070806/5f046eee7e708231d40df1a4/html5/thumbnails/14.jpg)
0% 5% 10% 15% 20% 25% 30% 35%
Overall health & wellness benefits
Energy
Immune health
To fill nutrient gaps in diet
Healthy aging
Percentage of U.S. Adults
Top Five Reasons Americans Take Supplements
Base = 2,006 Source: 2019 CRN Consumer Survey on Dietary Supplements
![Page 15: Your dietary supplements aisle...Today’s presentation Examine the latest dietary supplement consumer trends Opportunities for supplement vendors to provide their customers more information](https://reader036.vdocuments.net/reader036/viewer/2022070806/5f046eee7e708231d40df1a4/html5/thumbnails/15.jpg)
Reasons for Taking Supplements Age Comparison
0%5%
10%15%20%25%30%35%
Overall Health
/Wellness
Benefits
Energy
Immune Health
To Fill in
Nutrient G
aps in M
y Diet
Healthy A
ging
Heart Health
Skin, H
air & N
ails
Bone Health
Digestive/G
astrointestin
al Health
Sleep Aids
18 - 34 35 - 54 55+
Base = 2,006 Source: 2019 CRN Consumer Survey on Dietary Supplements
Percentage of U.S. Adults
![Page 16: Your dietary supplements aisle...Today’s presentation Examine the latest dietary supplement consumer trends Opportunities for supplement vendors to provide their customers more information](https://reader036.vdocuments.net/reader036/viewer/2022070806/5f046eee7e708231d40df1a4/html5/thumbnails/16.jpg)
“maintaining my health”
#1 Motivator for Taking Dietary Supplements Across All Ages
What Motivates Consumers?
Base = 2,006 Source: 2019 CRN Consumer Survey on Dietary Supplements
![Page 17: Your dietary supplements aisle...Today’s presentation Examine the latest dietary supplement consumer trends Opportunities for supplement vendors to provide their customers more information](https://reader036.vdocuments.net/reader036/viewer/2022070806/5f046eee7e708231d40df1a4/html5/thumbnails/17.jpg)
“my family” “living a long life”
“a health provider told me to”
18 – 34 35 – 54 55+
Base = 2,006 Source: 2019 CRN Consumer Survey on Dietary Supplements
What Motivates Consumers?#2 Motivator for Taking Dietary Supplements
![Page 18: Your dietary supplements aisle...Today’s presentation Examine the latest dietary supplement consumer trends Opportunities for supplement vendors to provide their customers more information](https://reader036.vdocuments.net/reader036/viewer/2022070806/5f046eee7e708231d40df1a4/html5/thumbnails/18.jpg)
Why Non-Users Don’t Take Supplements
0%
10%
20%
30%
40%
50%
60%
"I don't feel aneed"
"My diet issufficient"
"They are tooexpensive"
"I don't knowwhich are right
for me"
"Too manychoices"
Percentage of non-users
2015 2019Base = ~2,000 Source: 2015 & 2019 CRN Consumer Survey on Dietary Supplements
![Page 19: Your dietary supplements aisle...Today’s presentation Examine the latest dietary supplement consumer trends Opportunities for supplement vendors to provide their customers more information](https://reader036.vdocuments.net/reader036/viewer/2022070806/5f046eee7e708231d40df1a4/html5/thumbnails/19.jpg)
Key Purchasing Factors
3%
41%36%
28%
47% 47%
64%
4%
32% 33%
44%
58%55%
62%
1%
17%
24%
49%
34%40%
70%
Something Else Safety BrandReputation
ProductReviews
Quality ofIngredients
Cost PotentialBenefits
Important Factors when Selecting Supplement: Ever UsersDietary (n=707) Exercise (n=196) Weight Loss (n=106)
Source: Pew Charitable Trust, 2019
3
1
2 2
1
2
3
12 3
![Page 20: Your dietary supplements aisle...Today’s presentation Examine the latest dietary supplement consumer trends Opportunities for supplement vendors to provide their customers more information](https://reader036.vdocuments.net/reader036/viewer/2022070806/5f046eee7e708231d40df1a4/html5/thumbnails/20.jpg)
Online Shopping Habits1 in 5 supplement users aged 18 – 54 purchased dietary supplements via Amazon within the past year.
Nearly 1 in 5 supplements users in urban, suburban and rural areas purchased dietary supplements via Amazon within the past year.
According to IRI, vitamins are the #1 category at Amazon among consumer packaged goods.
![Page 21: Your dietary supplements aisle...Today’s presentation Examine the latest dietary supplement consumer trends Opportunities for supplement vendors to provide their customers more information](https://reader036.vdocuments.net/reader036/viewer/2022070806/5f046eee7e708231d40df1a4/html5/thumbnails/21.jpg)
Consumers think that manufacturers, FDA, and retailers share responsibility for ensuring the safety of supplements
88% 75%50%
33%
9%19%
31%38%
Manufacturers FD
A
Consumers
Retailers
Consumer opinions on responsibility for supplement
safety
Somewhat responsible Oppose
37%
63%
View of Retailers
Retailers would only sellsupplement products thatare safe
Retailers have no way ofknowing whethersupplement products theysell are safe
Source: Pew Charitable Trust, 2019
![Page 22: Your dietary supplements aisle...Today’s presentation Examine the latest dietary supplement consumer trends Opportunities for supplement vendors to provide their customers more information](https://reader036.vdocuments.net/reader036/viewer/2022070806/5f046eee7e708231d40df1a4/html5/thumbnails/22.jpg)
Position Your Store as the Community Healthcare Center for Wellness
• Curate Your Assortment
• Qualify Your Vendors
• Provide Transparency
• Educate Your Staff
• Give Your Consumers the Opportunity to Learn More
![Page 23: Your dietary supplements aisle...Today’s presentation Examine the latest dietary supplement consumer trends Opportunities for supplement vendors to provide their customers more information](https://reader036.vdocuments.net/reader036/viewer/2022070806/5f046eee7e708231d40df1a4/html5/thumbnails/23.jpg)
Curate your assortment• Why do you offer the supplements you do?• What do you know about the ingredients? • Is the product made in a GMP-certified facility?• Has your team reviewed the claims made for the product?
• Are the legal claims (not drug claims)• Are the truthful, not misleading and substantiated with research?
• Is there evidence the product actually provides a benefit?• What do you know about the contract mfr?• Are there outstanding warning letters, compliance problems or other
regulatory concerns?
![Page 24: Your dietary supplements aisle...Today’s presentation Examine the latest dietary supplement consumer trends Opportunities for supplement vendors to provide their customers more information](https://reader036.vdocuments.net/reader036/viewer/2022070806/5f046eee7e708231d40df1a4/html5/thumbnails/24.jpg)
Qualify Your Vendors:Third Party GMP Audit Standards• Harmonized standards for third party audits for GMP certification and
supply chains will provide uniformity of audit standards and create efficiencies for both manufacturers and retailers.
![Page 25: Your dietary supplements aisle...Today’s presentation Examine the latest dietary supplement consumer trends Opportunities for supplement vendors to provide their customers more information](https://reader036.vdocuments.net/reader036/viewer/2022070806/5f046eee7e708231d40df1a4/html5/thumbnails/25.jpg)
Provide Transparency
• An industry created and administered initiative based on the premise that regulators should know the marketplace they regulate.• The single authoritative registry of dietary supplement products in
the U.S. market where all stakeholders can find details about products, ingredients, and additional quality and safety information.• Now over 11,000 labels and growing.
![Page 26: Your dietary supplements aisle...Today’s presentation Examine the latest dietary supplement consumer trends Opportunities for supplement vendors to provide their customers more information](https://reader036.vdocuments.net/reader036/viewer/2022070806/5f046eee7e708231d40df1a4/html5/thumbnails/26.jpg)
SAMPLE PAGES
www.SupplementOWL.org
![Page 27: Your dietary supplements aisle...Today’s presentation Examine the latest dietary supplement consumer trends Opportunities for supplement vendors to provide their customers more information](https://reader036.vdocuments.net/reader036/viewer/2022070806/5f046eee7e708231d40df1a4/html5/thumbnails/27.jpg)
Growing Industry Support for a Mandatory Product Listing• FDA has proposed creating a mandatory version of a product listing
that would operate much like the Supplement OWL.• All products in the U.S. market would be required to provide their
labels to FDA upon entering the market.• CRN has insisted the registry be like a birth certificate, not a driver's
license.• Must not be a barrier to market entry, or obstacle to innovation.
![Page 28: Your dietary supplements aisle...Today’s presentation Examine the latest dietary supplement consumer trends Opportunities for supplement vendors to provide their customers more information](https://reader036.vdocuments.net/reader036/viewer/2022070806/5f046eee7e708231d40df1a4/html5/thumbnails/28.jpg)
Educate Staff & Customers on Label ChangesBe LabelWise:• Address consumer and retailer questions and concerns
arising from the upcoming changes to the Supplement Facts Label.• Assure consumers that the label changes are expected and
helpful to provide better information that they can use to make informed choices. • Remind consumers that the supplement label
has not been updated in over 20 years. In that time, science has developed and the American diet has changed.
• Underscore that the dietary supplement industry is regulated.
![Page 29: Your dietary supplements aisle...Today’s presentation Examine the latest dietary supplement consumer trends Opportunities for supplement vendors to provide their customers more information](https://reader036.vdocuments.net/reader036/viewer/2022070806/5f046eee7e708231d40df1a4/html5/thumbnails/29.jpg)
BELabelWise.org
![Page 30: Your dietary supplements aisle...Today’s presentation Examine the latest dietary supplement consumer trends Opportunities for supplement vendors to provide their customers more information](https://reader036.vdocuments.net/reader036/viewer/2022070806/5f046eee7e708231d40df1a4/html5/thumbnails/30.jpg)
Give Consumer the Opportunity to Learn More
• Lots of online resources exist: • NIH’s Office of Dietary Supplements – www.ods.od.nih.gov/factsheets/• FDA - www.fda.gov/food/dietary-supplements• Web MD - www.webmd.com/vitamins
• Provide a Kiosk in Store• Add Supplement Content to Circulars, Flyers• Promote to Your Customers How You Help Them Navigate the
Supplement Category
![Page 31: Your dietary supplements aisle...Today’s presentation Examine the latest dietary supplement consumer trends Opportunities for supplement vendors to provide their customers more information](https://reader036.vdocuments.net/reader036/viewer/2022070806/5f046eee7e708231d40df1a4/html5/thumbnails/31.jpg)
Questions?• For more information, see our website at www.crnusa.org• or contact me at [email protected] or (202) 204-7676