YOUR VITAMIN AND SUPPLEMENTS AISLE: WHAT DO SHOPPERS NEED TO KNOW YOUR VITAMIN AND SUPPLEMENTS AISLE: WHAT DO SHOPPERS NEED TO KNOW? Presented by Judy Blatman, senior vice president, communications, CRN Nancy Weindruch, vice president, communications, CRN April 25, 2017

ABOUT THE COUNCIL FOR RESPONSIBLE NUTRITION www.crnusa.org

COMPANIES & BRANDS WE REPRESENT www.crnusa.org/membership-member-center/member-companies

DIETARY SUPPLEMENT PRODUCT REGISTRY AN INDUSTRY-WIDE, SELF-REGULATORY INITIATIVE Will help create a rich and more complete picture of the marketplace for regulators, retailers, and industry Visit: www.SupplementOWL.org FREE WEBINAR “Introducing: The Supplement OWL Dietary Supplement Product Registry” May 31, 1 – 2 PM EDT To register: bit.ly/SupplementOWL

SAVE THE DATE WEDNESDAY, JUNE 14, 2 - 3 PM EDT Webinar with CRN Scientists Email us your questions in advance! Judy Blatman jblatman@crnusa.org Duffy MacKay, N.D. Senior Vice President Scientific & Regulatory Affairs Andrea Wong, Ph.D. Vice President Scientific & Regulatory Affairs

THE DIETARY SUPPLEMENT CONSUMER Latest Insights & Data

ABOUT OUR SURVEY “THE CRN CONSUMER SURVEY ON DIETARY SUPPLEMENTS” Proprietary Fielded online annually by Ipsos Public Affairs n= ~2000 U.S. Adults Results weighted to the U.S. Census

71 percent of Americans take dietary supplements U.S. Adults (n = 2,007) Source: 2016 CRN Consumer Survey on Dietary Supplements

ABOUT THE SUPPLEMENT CONSUMER PERCENTAGE OF WOMEN WHO TAKE SUPPLEMENTS VS. MEN TOP THREE REASONS SUPPLEMENT USERS TAKE DIETARY SUPPLEMENTS MOST POPULAR SUPPLEMENTS Multivitamin Vitamin D Vitamin C Calcium Vitamin B/B Complex Omega 3/Fatty Acids Vitamin E Fiber Magnesium Protein Probiotics Green Tea Overall health & wellness benefits Energy To fill nutrient gaps in the diet 77% 65% U.S. Adults (n = 2,007) Source: 2016 CRN Consumer Survey on Dietary Supplements

HEALTHY HABITS Supplement users vs. non-users

SUPPLEMENT USERS TEND TO ENGAGE IN OTHER HEALTHY HABITS MORE THAN NON-USERS U.S. Adults (n = 2,007); Supplement Users (n = 1,430) Source: 2016 CRN Consumer Survey on Dietary Supplements

PURCHASES Where are they buying their supplements?

WHERE SUPPLEMENT USERS BUY SUPPLEMENTS TOP PLACES – OVERALL tied Supplement Users (n = 1,430) Source: 2016 CRN Consumer Survey on Dietary Supplements

WHERE SUPPLEMENT USERS BUY SUPPLEMENTS TOP PLACES – BY GENDER Supplement Users (n = 1,430) Source: 2016 CRN Consumer Survey on Dietary Supplements

WHERE SUPPLEMENT USERS BUY SUPPLEMENTS TOP PLACES – BY AGE Percentage of supplement users (by age) Supplement Users (n = 1,430) Source: 2016 CRN Consumer Survey on Dietary Supplements

Percentage of supplement users who take supplements in each category WHERE SUPPLEMENT USERS BUY SUPPLEMENTS TOP PLACES – BY SUPPLEMENT CATEGORY Percentage of supplement users who take supplements in each category Supplement Users (n = 1,430) Source: 2016 CRN Consumer Survey on Dietary Supplements

SUPPLEMENT SHOPPING AT SUPERMARKETS PAST FIVE YEARS – BY AGE Percentage of supplement users who have purchased supplements at supermarkets over past year (by age) Supplement Users (n = 1,430) Source: 2016 CRN Consumer Survey on Dietary Supplements

Percentage of supplement users who take supplements in each category SUPPLEMENT SHOPPING AT SUPERMARKETS PAST FIVE YEARS – BY SUPPLEMENT CATEGORY Percentage of supplement users who take supplements in each category Supplement Users (n = 1,430) Source: 2016 CRN Consumer Survey on Dietary Supplements

RELIABLE INFORMATION Trustworthy Resources

DIETARY SUPPLEMENT RESOURCES Council for Responsible Nutrition (CRN) www.crnusa.org NIH Office of Dietary Supplements www.ods.od.nih.gov FDA www.fda.gov/Food/DietarySupplements National Center for Complementary and Integrative Health (NCCIH) www.nccih.nih.gov Therapeutic Research Center’s Natural Medicines www.naturalmedicines.therapeuticresearch.com Dietitians in Integrative and Functional Medicine Practice Group (DIFM) www.integrativerd.org American Botanical Council (ABC) www.herbalgram.org Excerpted from “Combining Food and Supplement Advice,” by  Shari Steinbach, MS RDN, RDBA, published on Retail Dietitians Business Alliance website on April 5, 2017

THANK YOU! www.crnusa.org Judy Blatman Nancy Weindruch jblatman@crnusa.org 202-204-7680 Nancy Weindruch nweindruch@crnusa.org 202-204-7684 www.crnusa.org