Dietary supplement use among U.S. adults remains stable, with 74% reporting that they take supplements and 55% of the general population qualifying as “regular” users, according to the Council for Responsible Nutrition’s 2023 Consumer Survey, which is conducted with IPSOS and has been fielded annually since 2000. These figures are down slightly from a recent high in 2021 of 80% and 61%, respectively.

Notably, about 92% of users agreed that dietary supplements are essential to maintaining their health (49% somewhat and 42% strongly), according to responses to a new question included in this year’s survey.

More than half (52%) of Black supplement users strongly agreed that supplements are essential to maintaining their health, more than users of other races/ethnicities.

Additionally, 89% of overall users agreed that using nutritional or dietary supplements empowers them to take charge of their health and wellness (62% somewhat and 27% strongly).

“Dietary supplements have become a non-negotiable component of so many Americans’ health habits—and this year’s survey data illustrates a consumer who recognizes that dietary supplements are vital to living the life they want to live,” said CRN President and CEO Steve Mister.

What Supplements are People Taking?

Multivitamins are the most commonly-used vitamin/mineral, according to data presented by Lynda Doyle, founder and CEO of Avant Nutrition, on Oct. 5 at CRN’s annual conference, “Now, New, Next.”

Immune health supplement use has declined somewhat (vitamin D, C, and zinc), but sports nutrition and weight management use has increased.

While sports nutrition use dipped during the pandemic (30% in 2020) it’s up nine percentage points in 2023 (45%) compared to 2019 (36%).

Current sports nutrition use is especially high among younger supplement users, those who earn more than $100k per year, and parents, Doyle noted. Use of hydration and energy drinks/gels has risen significantly compared to last year. Men, younger users, and parents over-index for use of these products as well as pre-workout drinks/powders.

Among supplement users, confidence in the perceived safety and quality of sports nutrition supplements went up by five percentage points to 66% from last year, and by four percentage points in the weight management category, to 56% from 2022.

Melatonin is now the most widely used specialty supplement up from 13% in 2022 to 17% in 2023, essentially flipping places with omega-3s, which are down to 13% from 17% last year.

Why are Consumers Taking Supplements?

General health/wellness remains the most commonly cited reason (45%) for supplement use. Use for immune health dropped from 40% in 2022 to 31% this year, though this is still higher than the 27% back in 2019.

Doyle also noted a “small but significant increase in use for mental health.”

Who Do People Trust and What Influences Their Buying Habits?

Overall, most Americans, including those who do not use supplements, reported they trust the dietary supplement industry (74%), with an even higher percentage of dietary supplement users affirming their trust in the industry (83%), consistent with recent years.

Notably, non-users were more likely to say they are confident in the safety and quality of supplements than their effectiveness.

“Today’s dietary supplement consumer is confident in their decision to take supplements,” said Mister, “and reports that using supplements empowers them to take charge of their health and wellness—whether their supplementation habits include supporting their weekly basketball pickup game with products for energy, hydration, or joint health, addressing their need for better sleep with melatonin, or maybe taking a daily probiotic to help make sure their mornings run according to their schedule instead of being dictated by irritable bowel syndrome.”

Medical doctors/physicians remain the most trusted source for information about supplements among all U.S. adults. Americans are also most likely to consider taking supplements if their doctor recommends it or if they experience a change in health status.

Meanwhile, 62% of supplement users who say they trust healthcare professionals for reliable information about supplements said they have consulted a PCP about it.

Additionally, 25% of all Americans and 15% of non-users said they might consider taking supplements if they were covered by insurance.

Product labels (62%) and price (53%) remain the most important factors when purchasing dietary supplements, followed by a doctor’s recommendation (45%) and specific ingredients (32%).

Spending Habits and Cost

Amid inflation and economic uncertainty, 65% of supplement users have not changed their monthly spending on supplements since last year; 29% said they are spending more and 6% are spending less.

Men are more likely than women to report increased spending; those age 18-34 are more likely than those over 55; and regular supplement users are more likely than seasonal or occasional users.

More non-users reported that supplements are too expensive (28%) compared to 17% in 2021 and 19% in 2019.

This year’s CRN survey was conducted online Aug. 9-14 among a nationally representative sample of 3,192 U.S. adults age 18+, including 2,328 adults who reported consuming dietary supplements seasonally, occasionally, or regularly. 

The survey is available for purchase at CRN’s website to members and the public. 

“The CRN Consumer Survey is more than just a random pulse-taking of consumer sentiment, or a bunch of data points pulled from sales numbers,” Mister said. “The strategic advantage inherent in this tool leverages a one-of-a-kind lineage that allows companies to witness transformation over time, to make strategic adjustments, and to better connect with their customers in an extremely noisy and competitive landscape.”