Convinced about multivitamins?
March 3, 2016
AUSSIES are becoming more
convinced about the perceived
benefits of multivitamins, a Canstar
Blue survey shows.
Of the 1,693 consumers surveyed
in January, 71% said they are
convinced the multivitamins they
buy live up to their claims, a 7%
increase on January 2015.
This leaves a significant 29% of
people who take multivitamins,
but aren’t convinced of their
effectiveness.
Surprisingly, 5% of respondents
said they “simply don’t know
why” they take multivitamins and
another 5% took them because
their family or friend suggested
them.
The majority of respondents
(43%) took multivitamins because
of the perceived health benefits,
23% said they take them to
give them more energy and the
remaining 13% said they were
prescribed by a health professional.
“These type of supplements
divide medical and consumer
opinion, and the manufacturers
face a challenge to convince people
about their merits,” said head of
Canstar Blue, Megan Doyle.
As part of the study seven
brands were rated on ease of
consumption, taste, value for
money and effectiveness, with
Berocca coming out on top.
Berocca was the only brand
to achieve a five-star rating for
effectiveness and it also scored five
stars on overall satisfaction.
The survey found Queenslanders
(75%) and those in the age brackets
of 50s and 40s were most likely
to be convinced by multivitamins,
with consumers in WA (68%) the
least likely.
18-29 year olds were found to be
least likely to be sure of the effects.
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