Report: 47% of Americans Think Supplements Are FDA-Approved
A new ‘Habits and Healthspan’ report highlights the growing demand for traceability and gut health solutions among American consumers
As the booming supplements market continues to grow, a new Amway 2024 Habits and Healthspan survey reveals that while 77% of respondents take at least one supplement daily, 47% mistakenly believe the Food and Drug Administration (FDA) approves these products before they reach the public.
The Habits and Healthspan survey—which polled U.S. adults aged 18 to 70—also found that two out of three respondents are more likely to purchase supplements with traceability, allowing products to be tracked from source to shelf.
“Without FDA approval, consumers must rely on their own research to evaluate and identify trustworthy brands,” said Will Templeton, head of sustainability for Amway. “The focus on a company’s traceability and sustainability practices has become a crucial factor in their purchasing decisions.”
The survey also highlighted the importance of gut health to U.S. consumers, with over half (62%) reporting they’ve experienced gut problems and one in three currently dealing with a gut-related issue. Notably, gut health was one of The Vitamin Shoppe’s top 2024 trends, with its ProBioCare line of probiotics and digestive health products seeing a 44% sales boost in Q1, up from 24% in 2023.
“Gut health is pivotal to our overall well-being, with emerging science suggesting an impact beyond digestion to potentially weight, immune function, and even our mood,” said Dr. Paul Seehra, Amway’s vice president of global nutrition and research. “Most adults in the U.S. have experienced gut problems, yet less than half understand why or what constitutes a healthy gut biome, displaying a need for public education and awareness.”
Although the majority (98%) of respondents with children under 18 say it’s important for their kids to establish healthy routines before adulthood, more than half (57%) report that medical reasons prompted their own engagement in healthy lifestyle behaviors. However, only 36% of those surveyed report learning behaviors at a young age as the reason for engaging in healthy lifestyle behaviors.
“While establishing healthy habits early is key, these findings indicate that long-term habit formation often does not carry over into adulthood,” said Amway’s Holiday Durham, PhD, MS registered dietitian. “Maintaining these behaviors can be difficult, but when you are within a circle of family, friends, and community that share your goals, it makes it much easier to maintain healthy habits long term.”
One New York-based startup is helping consumers make sense of supplements—SuppCo, which recently announced a beta release and secured $5.5 million for its supplement tracking and optimization app.
SuppCo users can search over 160,000 supplement products, indexed by ingredients, and explore those rated with a TrustScore system. Additional features are in development, including social and interactive components. Most of all, the startup aims to address common industry shortcomings—such as high margins, questionable quality, undisclosed endorsements, and unsubstantiated product claims.
“For our business model, we’re creating something we believe is truly unique and aligned with your health goals,’ SuppCo co-founder and CEO Steve Martocci shared in a letter announcing the funding. ‘While we love supplements, we recognize the industry has serious transparency issues and doesn’t always prioritize the customer’s best interest.”
Amway’s 2024 Habits and Healthspan report can be found here.
