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Most Americans Believe Synthetic Supplements Should be Labeled

by | 3 minute read

Trust Transparency Center
released the results of a new survey finding that most Americans prefer
natural dietary supplements over synthetic and think synthetic
supplements should be labeled as such.

The national survey fielded by Ooyen Research was conducted in August 2018
on behalf of Trust Transparency Center. The survey was conducted online
among a cross section of 1,002 adults in the U.S., age 18 and over. The
survey found:

  • Among supplement users and those with an opinion, 83% of respondents said synthetic supplements should always be labeled.
  • Fifty-one percent of women said supplements should always be labeled synthetic
  • Only
    8.15% of respondents said they would purchase synthetic-labeled
    supplements and of that group 4.32% of respondents said they’d want the
    product labeled synthetic.

Vitamin/Nutritional Supplements
Shoppers like to do their research before making purchases. Last year,
63.8% of this audience used a search engine to research a product they
were considering purchasing and 47.7% researched health or medical
information, according to AudienceSCAN. About 25% also have used a
mobile device to compare prices while shopping within the last six
months. Also, 22.1% have been inspired to take action by non-promotional
information on social media.

Should manufacturers be required to
identify/label “synthetic” ingredients used in a dietary supplement
(vitamins, minerals, herbs, protein powder, fish oil, etc.)?

“We live in an era of increasing transparency,” said Scott Steinford,
Founder and Managing Partner, Trust Transparency Center and author of
The ROI of Trust Transparency. “Consumers expect brands to be
transparent with their materials and the results of this survey support
that consumers want to know if the product they’re buying is derived
from synthetic material.”

In August 2018,
the European Commission (EC) issued a ruling that allows the term
synthetic to be removed from zeaxanthin labels. The ruling stated that
it was “to alleviate any potential negative economic impact that the use
of synthetic may cause due to the negative connotation of the term
synthetic.”

Nearly 57% of Vitamin/Nutritional Supplement Shoppers
view store brands as being just as good as national brands, reports
AudienceSCAN. Both national and store brands can gain competitive edges
by increasing the depth of their labeling to target this audience.

“In
some cases, the synthetic form is more beneficial to the body, and
without labeling consumers won’t know that,” added Steinford. “Making
decisions to help the economic well-being of a company vs. offering
trust transparency to consumers is a disservice to consumers and the
industry.”

Last year, 50% of Vitamin/Nutritional Supplement
Shoppers took action after receiving an email ad, according to
AudienceSCAN. That’s not the only digital media this group responds to.
About 40% took action last year after seeing a text link ad on a website
and 35.6% reacted to ads on a mobile smartphone app or received via
text. Some traditional advertising methods aren’t bad either. Last year,
64.3% of this audience took action after receiving ads or coupons via
direct mail and 61.9% reacted to TV commercials.

AudienceSCAN data is available for your applications and dashboards
through the SalesFuel API. Media companies and agencies can access
AudienceSCAN data through the AudienceSCAN Reports in AdMall.

Rachel Cagle

Rachel Cagle

Rachel is a Research Analyst, specializing in audience intelligence, at SalesFuel. She also helps to maintain the major accounts and co-op intelligence databases. As the holder of a Bachelors degree in English from The Ohio State University, Rachel helps the rest of the SalesFuel team with their writing needs.

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