consumer research vitamins

The Last Word: Do You Really Need to Take a Multivitamin?

Here's where the evidence stands on if these popular supplements actually boost your health.

The Claim About Multivitamins

The scientific research on multivitamins.

While research shows that dietary patterns that include fruits and vegetables help decrease the risk of cardiovascular disease and diabetes, there’s no clear evidence that packaging vitamins in a pill helps prevent these chronic illnesses, says Jenny Jia, MD , instructor of medicine and preventive medicine at Northwestern Medicine in Chicago, and one of the coauthors on the JAMA editorial mentioned above.

Another sticking point, says Dr. Jia, is that the available research on multivitamins and health outcomes doesn’t include a diverse group of people. Typically, people who participate in vitamin studies are those who tend to be motivated to be healthy, she says. “They’ve adopted healthy patterns like eating more fruits and vegetables. There’s definitely certain gaps within the current research that we have,” Jia says. Would the outcome be different — could we see a benefit — if more diverse study participants from a range of socioeconomic backgrounds were included? It’s hard to say without that data.

So, Should You Take a Multivitamin?

There’s not good evidence that multivitamins are universally helpful. “To my knowledge, the preponderance of data does not support an across-the-board benefit from multivitamin supplements for the general population” says Alice Lichtenstein, DSc , senior scientist and the Gershoff Professor at the USDA Human Nutrition Research Center on Aging at Tufts University in Boston.

In addition, a multivitamin can’t cover all of your nutritional bases. “If the decision is made to rely on a multivitamin supplement, it is important to know that not all the dietary components associated with positive health outcomes are contained in the pills,” says Lichtenstein. “This includes fiber and thousands of other compounds, sometimes referred to as phytochemicals, that we get from food that have yet to be identified or their biological effect established,” she says.

Eat the amount of calories that promotes a healthy body weight (this varies by person, and a registered dietitian can help you determine your optimal caloric intake)
Eat fruits and vegetables
Eat whole grains
Eat healthy sources of protein, including plant protein, fish and seafood, low-fat and fat-free dairy, and lean meats
Use liquid plant oils and avoid tropical oils and partially hydrogenated fats
Choose minimally processed foods
Minimize added sugar
Prepare foods with little or not salt
If you don’t drink alcohol, don’t start; if you do, limit your intake

And yes, that’s more steps than popping a pill, but there’s good evidence behind establishing those habits for disease prevention, but the same can’t be said of a multi. Other lifestyle habits, such as exercise, are also protective against disease.

Consider why you’re thinking about taking a multi. “Are you trying to live a long healthy life? If you are, we have some evidence-based practices that are known to help prevent heart disease, such as not using tobacco, drinking alcohol in moderation or less, maintaining a healthy body weight, exercising regularly, and eating a healthy diet,” says Jia. “We have more evidence for these healthy lifestyle behaviors than multivitamins,” says Jia.

The Takeaway

Multivitamins are among the most popular supplements for adults. Despite popular belief, there is no good evidence that multivitamins prevent disease. Those looking to become pregnant or are pregnant should take a prenatal supplement, which is a type of multivitamin.

Everyday Health follows strict sourcing guidelines to ensure the accuracy of its content, outlined in our editorial policy . We use only trustworthy sources, including peer-reviewed studies, board-certified medical experts, patients with lived experience, and information from top institutions.

Multivitamin/Mineral Supplements. National Institutes of Health . February 15, 2024.
Jia J et al. Multivitamins and Supplements—Benign Prevention or Potentially Harmful Distraction? JAMA . June 21, 2022.
Three-Quarters of Americans Take Dietary Supplements; Most Users Agree They Are Essential to Maintaining Health, CRN Consumer Survey Finds. National Institutes of Health . October 5, 2023.
Vitamin, Mineral, and Multivitamin Supplementation to Prevent Cardiovascular Disease and Cancer: Preventive Medication. U.S. Preventive Services Task Force . June 21, 2022.
O’Connor EA et al. Vitamin and Mineral Supplements for the Primary Prevention of Cardiovascular Disease and Cancer: Updated Evidence Report and Systematic Review for the US Preventive Services Task Force. JAMA . June 21, 2022.
Viswanathan M et al. Folic Acid Supplementation to Prevent Neural Tube Defects: A Limited Systematic Review Update for the U.S. Preventive Services Task Force. Evidence Synthesis . August 2023.
Nutrition During Pregnancy. The American College of Obstetricians and Gynecologists . June 2023.
USP Verified Mark. United States Pharmacopoeia .
Lichtenstein A et al. 2021 Dietary Guidance to Improve Cardiovascular Health: A Scientific Statement From the American Heart Association. Circulation . December 7, 2021.

CRN Reveals Survey Data from 2022 Consumer Survey on Dietary Supplements

Survey’s key findings are supplement usage back to pre-pandemic levels; 75% of americans use dietary supplements; majority of supplement users are regular users .

OCTOBER 13, 2022

WASHINGTON—The Council for Responsible Nutrition (CRN), the leading trade association for the dietary supplement and functional food industry, today revealed initial findings from its 2022 Consumer Survey on Dietary Supplements.

The survey’s key findings show supplement usage is back to pre-pandemic levels. Overall, three-quarters of Americans report using nutritional or dietary supplements. The vast majority of supplement users continue to be regular users.

This year’s data shows a remarkable picture of continuity and paints the landscape of a vibrant, mainstream industry. While overall usage is down slightly from its pandemic peak, reported usage of immunity-boosting supplements—including vitamin D, vitamin C, and zinc—is steady from last year.

COVID-19 is no longer top of mind in many consumers’ minds. About half of supplement users (49%) report changing their supplement use since the pandemic began, stable compared to 2021. Looking specifically at whether they have added new supplements or increased their dose, two-thirds of supplement users report doing so, slightly less than last year.

Changes in supplement usage have happened across age groups and genders, but declines are more marked among those with lower incomes and among white and Hispanic Americans. Supplement usage remains higher among women, older adults, and those that are more educated and/or have a higher household income.

New this year is an increase in specialty supplement usage. More than half of consumers (52%) who take supplements report taking a specialty supplement, the most reported of which are omega-3s, probiotics, melatonin, and fiber.

Still the king among supplement users, 70% report taking a multivitamin in the past 12 months. Sports nutrition supplements have seen a significant increase in use since last year, up five points to 39%.

Trust in the dietary supplement industry also remains high. More than three-quarters of Americans (77%) find the industry trustworthy. That number is even higher among supplement users, at 84%.

When asked their top motivator for taking dietary supplements, Americans’ top responses are “maintaining my health” and “live healthier/adopt healthier habits.” Data consistently shows supplement users are much more likely to report engaging in healthy behaviors like exercising, eating a balanced diet, visiting their doctor regularly, and regularly getting a good night’s sleep.

Conducted annually since 2000, the CRN Consumer Survey on Dietary Supplements serves as the leading resource for statistics on usage of dietary supplements. The survey was conducted online between August 9–12, 2022, among 3,133 U.S. adults age 18+, including 2,342 adults who report consuming dietary supplements seasonally, occasionally, or regularly.

For the second year in a row, this year’s survey includes oversamples of Black, Hispanic, and Asian/Pacific Islander respondents to ensure significant sample sizes of supplement users of color to provide deep insights into the groups’ motivations, attitudes, and purchasing habits. The complete set of consumer survey data is available for purchase by both CRN members and nonmembers.

About the Council for Responsible Nutrition

The Council for Responsible Nutrition (CRN), founded in 1973, is a Washington, D.C.-based trade association representing more than 200 dietary supplement and functional food manufacturers, ingredient suppliers, and companies providing services to those manufacturers and suppliers. In addition to complying with a host of federal and state regulations governing dietary supplements and food in the areas of manufacturing, marketing, quality control and safety, our manufacturer and supplier members also agree to adhere to additional voluntary guidelines as well as to CRN’s Code of Ethics. For more information, visit www.crnusa.org . Follow us on Twitter @CRN_Supplements and LinkedIn .

About Ipsos

Ipsos is one of the largest market research and polling companies globally, operating in 90 markets and employing over 18,000 people. Our passionately curious research professionals, analysts and scientists have built unique multi-specialist capabilities that provide true understanding and powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers or employees. Our 75 business solutions are based on primary data from our surveys, social media monitoring, and qualitative or observational techniques. “Game Changers” – our tagline – summarizes our ambition to help our 5,000 clients navigate with confidence our rapidly changing world. Founded in France in 1975, Ipsos has been listed on the Euronext Paris since July 1, 1999. The company is part of the SBF 120 and the Mid-60 indexes and is eligible for the Deferred Settlement Service (SRD). ISIN code FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP www

Open access
Published: 02 July 2015

Consumer attitudes about the role of multivitamins and other dietary supplements: report of a survey

Annette Dickinson 1 ,
Douglas MacKay 2 &
Andrea Wong 2

Nutrition Journal volume 14 , Article number: 66 ( 2015 ) Cite this article

24k Accesses

32 Citations

56 Altmetric

Metrics details

U.S. nutrition surveys find that intakes of many nutrients fall short of recommendations. The majority of U.S. adults use multivitamins and other dietary supplements as one means of improving nutrient intakes. Some policy makers and health professionals appear reluctant to recommend routine use of dietary supplements to fill nutrient gaps in the diet, in part because they are concerned that people will view the supplements as a substitute for dietary improvement and that the use of supplements may lead to overconsumption of micronutrients. Surveys find that in fact users of dietary supplements tend to have better diets and adopt other healthy habits, suggesting that the supplements are viewed as one aspect of an overall effort to improve wellness. Furthermore, evidence demonstrates that the incidence of excess micronutrient intake is low. We report the results of a survey probing consumer attitudes about the role of dietary supplements.

The Council for Responsible Nutrition funded a survey to measure consumer attitudes about the role of multivitamins, calcium and/or vitamin D supplements, and other supplements in improving dietary intakes. The research was designed and analyzed by FoodMinds and was fielded using Toluna’s On-line Omnibus. The weighted sample of 2159 respondents is representative of U.S. adults.

Nearly 90 % of the survey respondents agreed that multivitamins and supplements of calcium and/or vitamin D can help meet nutrient needs when desirable intakes are not achieved through food alone. At the same time, 80 % agreed that dietary supplements should not be used to replace healthy dietary or lifestyle habits, and 82 % agreed that people considering taking a high dose, single nutrient supplement should talk with their physician.

Conclusions

These results provide additional support for the conclusion that the vast majority of consumers recognize that multivitamins and other supplements can help fill nutrient gaps but should not be viewed as replacements for a healthy diet. This suggests that policy makers and health professionals could feel comfortable recommending rational dietary supplementation as one means of improving nutrient intakes, without being unduly concerned that such a recommendation would lead consumers to discount the importance of good dietary habits.

Peer Review reports

Results from the National Health and Nutrition Examination Surveys (NHANES) document the fact that nutrient intakes of U.S. adults often fall short of target levels [ 1 ]. For some nutrients, including calcium and vitamin D, the shortfall is sufficient to be identified as a “public health concern” [ 2 ]. Potential means for improving nutrient intake include overall improvement of dietary choices, enrichment or fortification of foods with specific nutrients, and utilization of multivitamins or other dietary supplements to fill nutrient gaps. There is strong support among health professionals and policy makers for efforts to improve dietary choices through the provision of information such as the Dietary Guidelines for Americans and through the provision of financial aid and healthy foods for low-income populations and for people at special nutritional risk including women, infants, children, and the elderly. There is likewise strong support for the selective science-based enrichment or fortification of foods, including the addition of vitamins A and D to milk, the iodization of salt, and the addition of several B vitamins and iron to refined grain products.

Although there is a lack of scientific consensus on whether the routine use of multivitamins by the general population is appropriate, the majority of U.S. consumers (two-thirds or more in some studies) currently use multivitamins and other dietary supplements [ 3 – 6 ]. The Dietary Reference Intakes and the 2010 Dietary Guidelines for Americans recommend routine supplemental intakes of some nutrients for some population groups, including folic acid for women of childbearing age, iron for pregnant women, and vitamin B-12 for adults over 50 years of age [ 2 , 7 ]. Some prominent scientists recommend routine use of multivitamins for most adults, to fill known nutritional gaps, ensure normal body function, and generally support good health -- effects which may also provide some protection against chronic disease [ 8 – 10 ].

Some scientists oppose routine use of multivitamins, largely on the grounds that multivitamins have not been shown to provide substantial protection against chronic diseases such as cancer and heart disease [ 11 ]. Others believe that the use of a daily multivitamin should be carefully considered for most middle-aged and older individuals to not only ensure adequate dietary intake of essential vitamins and minerals, but also potentially reduce the risk of total cancer without any evidence of harm [ 12 ]. However, it should be recognized that disease prevention is not the rationale for the existence of multivitamins and is not the primary reason consumers give for using multivitamins and other dietary supplements [ 6 , 13 ]. Naturally, people have some interest in disease prevention, but the top reason given by consumers for using dietary supplements is for overall health and wellness.

The 2010 Dietary Guidelines for Americans did not recommend routine use of multivitamins or of recognized shortfall nutrients such as calcium and vitamin D for the general population, in part because of concern that dietary supplements might be viewed by consumers as a substitute for dietary improvement [ 2 ]. Surveys have repeatedly shown, on the contrary, that the use of dietary supplements is associated with better diets and the adoption of other healthy lifestyle habits, suggesting that consumers understand dietary supplements to be just one component of a larger effort to improve both dietary intake and overall health [ 3 – 6 ].

To better characterize consumer attitudes regarding the role that multivitamins, supplements of calcium and/or vitamin D, and other dietary supplements may play as aids to safely improving dietary intake, the Council for Responsible Nutrition (CRN), a trade association representing the dietary supplement industry, sponsored a consumer attitude survey in October 2014. We report the results of that survey.

The Council for Responsible Nutrition sponsored a survey to measure consumer comprehension of statements regarding the use of multivitamins or dietary supplements of calcium and/or vitamin D, and to measure consumer attitudes regarding the role of multivitamins and other dietary supplements as aids to improving overall dietary intake or health status. The research was designed and analyzed by FoodMinds and was fielded October 10–14, 2014 using Toluna’s On-line Omnibus.

FoodMinds is a food and nutrition communications consulting company, specializing in advising clients on issues relating to food, nutrition, health, and wellness. Toluna is an internationally recognized provider of online panel and survey technology, providing clients with access to 41 actively managed panels, globally. Toluna actively recruits people to register as members of an on-line panel and verifies the identity and reliability of panel members. Toluna’s On-line Omnibus panel in the U.S. has about 1.5 million members who can potentially respond to an invitation to participate in a survey for which they are eligible. Incentives are provided to encourage panel members to participate in surveys, in the form of points which can be redeemed for cash, gift vouchers, or other rewards.

Survey quotas for the base sample were established based on census data for age, gender, and region. Eligible panel members were invited to participate, but were not informed in advance of the topic of the survey. When the survey’s quotas were fulfilled for total participants or for ratios established for gender, age, or region, the survey was closed to additional participants. Responses were weighted where necessary to bring them into line with actual proportions in the population for age, gender, race/ethnicity, education, region, and household income. The base sample included 2159 adults age 18 and over.

Respondents in the CRN consumer attitude survey were asked to rate their perception of two statements, rating four aspects of each statement on a seven-point scale. The four aspects rated were whether the statements were easy or difficult to understand, whether the statements were or were not relevant to the respondent, whether the statements did or did not provide new information, and whether the information was or was not considered to be an important reminder for the respondent’s personal health. The first statement was: “To ensure nutrient adequacy, people may consider taking a multivitamin and mineral supplement when recommended vitamin and mineral intake cannot be met through food alone.” The second statement was: “Americans who do not consume the recommended amounts of calcium and vitamin D through food sources should consider a calcium and vitamin D supplement to help support bone health.”

Respondents were then asked to indicate their level of agreement or disagreement with each of seven statements, on a five-point scale ranging from “strongly agree” to “strongly disagree.” The possible responses on the five-point scale included “strongly agree,” “agree,” “neither agree nor disagree,” “disagree,” and “strongly disagree.” The seven statements suggest that multivitamins can help fill nutrient gaps in the diet, that supplements of calcium and/or vitamin D can support bone health when the diet does not provide adequate amounts of these nutrients, that multivitamins are just one part of a healthy diet and should not be used to replace healthful dietary and lifestyle habits, that multivitamins are not medicine and are not meant to cure diseases, and that people should talk with their physician if they are considering taking a high dose single nutrient supplement. See Table 1 for wording of each statement.

The vast majority of the 2159 respondents perceived the two basic statements about multivitamins and about calcium and/or vitamin D supplements to be easy to understand -- 84 % found the multivitamin statement easy to understand, and 88 % found the calcium/D statement to be easy to understand (rating of 5, 6, or 7 on a seven-point scale).

About three-quarters of the respondents found both statements to be relevant to them and also to be important reminders for their own health -- 73 % found the multivitamin statement to be relevant and important, 74 % found the calcium/D statement to be relevant, and 75 % found the calcium/D statement to be an important reminder for their own health. However, only about half the respondents perceived the information in either statement to be “new” -- 46 % said the multivitamin statement provided new information, and 50 % said the calcium/D statement provided new information.

When asked whether they agreed or disagreed (on a five-point scale from “strongly agree” to “strongly disagree”) with each of seven general statements about the role of multivitamins or supplements of calcium and/or vitamin D in the context of a healthy diet and lifestyle, 67 % to 88 % of the respondents agreed or strongly agreed with each statement. For each of the seven statements, the proportion who “strongly agreed” (36 to 54 %) was greater than the proportion who simply “agreed” (28 to 39 %). See Table 1 for the text of the seven statements and the percentage of respondents agreeing or disagreeing with each statement.

Almost 90 % of respondents agreed that calcium and vitamin D supplements can help support bone health when dietary intake is not sufficient (88 %) and that multivitamin and mineral supplements can help meet nutrient needs when people don’t get enough from food alone (87 %). About 80 % agreed that people should talk with their physician before using a high dose single nutrient supplement (82 %), that a multivitamin should be considered as just one part of a healthy diet (81 %), and that a multivitamin should not be used to replace healthy diet and lifestyle habits (80 %). Three-fourths of respondents agreed that multivitamins are not intended to cure disease, and two-thirds agreed that multivitamins are not medicine.

The results of the CRN consumer attitude survey suggest that consumers understand the supportive role dietary supplements can play in helping to ensure adequate nutrient intake and also understand that dietary supplements do not substitute for a good diet or a healthy lifestyle. Furthermore, the survey results suggest that consumers are aware that they should avoid over-consuming micronutrients by talking with their doctor if they are considering use of high dose single nutrient supplements.

The shortfalls in nutrient intake identified by large national surveys are widespread and are not small in magnitude. In the 2003–2006 National Health and Nutrition Examination Survey (NHANES), 93 % of respondents ages 2 years and older had intakes of vitamin D from food sources (naturally occurring and enriched/fortified foods) that were below the Estimated Average Requirement (EAR); 90 % were below the EAR for vitamin E; 45 % were below the EAR for vitamin A; 37 % were below the EAR for vitamin C, and 49 % were below the EAR for calcium [ 1 ]. These low intakes need to be raised, and when the contributions from dietary supplements were considered they were in fact raised. In the same NHANES survey, the percentage of respondents who did not meet the EAR decreased by 11 to 30 % for the aforementioned micronutrients when all sources, including dietary supplements, were considered, in comparison to food sources only [ 1 ]. These data demonstrate the efficacy of dietary supplement use in filling nutrient gaps. The CRN consumer attitude survey confirms that people understand that multivitamins and supplements of calcium and/or vitamin D can help fill nutrient gaps in the diet.

The NHANES 2003–2006 data also demonstrate that nutrient intake from fortification and dietary supplements does not present a meaningful risk for overconsumption. The percentage of the population with total intakes of most micronutrients greater than their respective Tolerable Upper Intake Levels (ULs) was very low. Combined intakes from foods, fortification, and supplementation resulted in less than 1 % of the population exceeding the UL for vitamin C, D, or E, while less than 3 % exceeded the UL for calcium [ 1 ]. For vitamin A and folate, 1 or 2 % of the population exceeded the UL based on intakes from food and fortification alone, and the addition of supplementation increased this fraction to 5 or 6 % [ 1 ]. The authors of this report note that the UL is defined as “the highest level of daily intake that is likely to pose no risk” and point out that “more research is needed on the adverse health effect, if any, from intake levels exceeding the UL” [ 1 ].

Long-term clinical trials support the safety of daily MVM supplementation. In the recent Physicians’ Health Study II, a trial of over 14,000 male physicians that took a daily MVM for over ten years, no serious adverse effects were found [ 12 ]. Furthermore, a 2013 systematic review of available scientific evidence showed that supplementation with a MVM does not increase all-cause mortality, cancer incidence or mortality, or CVD incidence or mortality [ 14 ].

Use of multivitamins and other dietary supplements is prevalent among U.S. consumers and is associated with somewhat better nutrient intakes from diet alone and also with the adoption of other healthy lifestyle habits. Adult use of dietary supplements in NHANES 2003–2006 was 54 % overall but increased with age and was 58 % and 72 % in men and women, respectively, in the age range 51–70 [ 3 ]. The Multiethnic Cohort Study also reported 58 % use in men and 72 % use in women in a sample of more than 100,000 healthy adults over the age of 45 [ 5 ]. Interestingly, surveys show that dietary supplement use is just as prevalent among dietitians and other health professionals, including doctors and nurses, as among the general population [ 6 , 15 ]. Users of dietary supplements tend to adopt other healthy habits including exercising, not smoking, avoiding obesity, and consuming somewhat better diets, leading the authors of the report on the Multiethnic Cohort to conclude that these findings “suggest that a ‘health conscious’ attitude predominates among dietary supplement users” [ 5 ]. The CRN consumer attitude survey confirms that people understand that, while multivitamins and other dietary supplements can be beneficial in providing additional intakes of shortfall nutrients, they do not substitute for overall dietary improvement or the adoption of other healthy lifestyle habits. The CRN consumer attitude survey also indicates that people know they should talk to their doctor if they are considering using high dose, single nutrient supplements.

The top reasons given by consumers for using multivitamins and other dietary supplements focus on overall wellness. In NHANES 2007–2010, the most prevalent reasons given for using dietary supplements were to improve overall health (45 %) and to maintain health (33 %) [ 13 ]. In a 2011 CRN consumer survey and a 2009 CRN survey of dietitians, the most prevalent reason given by consumers for using dietary supplements was overall health and wellness (58 %), while for dietitians overall health and wellness ranked second (53 %) behind bone health (58 %) [ 6 , 15 ]. Consumers are, of course, also interested in disease prevention, but it is not the primary motivation given for using dietary supplements. The CRN consumer attitude survey confirms that people understand that multivitamins are not meant to cure disease or to be used as medicines.

The current survey data provide insight on consumer attitudes in the general adult population. However, a limitation of the survey is that it does not distinguish between the perceptions of dietary supplement users and those of non-users and does not stratify responses by demographic factors such as age. Future investigation into the potential variations in attitudes by age, gender, or other demographic factors may be desirable.

In the CRN consumer attitude survey reported here, respondents expressed perceptions consistent with the available evidence regarding the habits and motivations of dietary supplement users. They recognize the benefits of multivitamins and of calcium and/or vitamin D supplements in filling nutrient gaps and therefore improving health, but they also recognize that the use of dietary supplements does not replace the need to focus on overall dietary improvement and to adopt other healthy lifestyle habits.

These results provide additional support for the conclusion that the vast majority of consumers recognize that multivitamins and other supplements can be helpful in filling nutrient gaps in the diet but should not be viewed as replacements for a healthy diet or healthy lifestyle habits. This suggests that policy makers and health professionals could feel comfortable recommending rational dietary supplementation as one means of improving nutrient intakes, without being unduly concerned that such a recommendation would lead consumers to discount the importance of good dietary habits. A large majority of consumers already use multivitamins and other dietary supplements, and that use has been shown to decrease the prevalence of nutrient shortfalls. Users of dietary supplements deserve the support of policy makers, to the extent that their choice is a logical and rational one.

Abbreviations

Council for Responsible Nutrition

Dietary Guidelines for Americans

Dietary Reference Intakes

Multivitamin and mineral dietary supplements

National Health and Nutrition Examination Survey

Fulgoni 3rd VL, Keast DR, Bailey RL, Dwyer J. Foods, fortificants, and supplements: where do Americans get their nutrients? J Nutr. 2011;141(10):1847–54.

Article CAS PubMed PubMed Central Google Scholar

U.S. Department of Agriculture and U.S. Department of Health and Human Services. Dietary Guidelines for Americans, 2010. 7th ed. Washington, D.C.: U.S. Government Printing Office; 2010. http://www.cnpp.usda.gov/dietary-guidelines-2010 . Accessed 17 Feb 2015.

Google Scholar

Bailey RL, Gahche JJ, Lentino CV, Dwyer JT, Engel JS, Thomas PR, et al. Dietary supplement use in the United States, 2003–2006. J Nutr. 2011;141(2):261–6.

Article CAS PubMed Google Scholar

Radimer K, Bindewald B, Hughes J, Ervin B, Swanson C, Picciano MF. Dietary supplement use by U.S. adults: data from the National Health and Nutrition Examination Survey, 1999–2000. Am J Epidemiol. 2004;160(4):339–49.

Article PubMed Google Scholar

Foote JA, Murphy SP, Wilkens LR, Hankin JH, Henderson BE, Kolonel LN. Factors associated with dietary supplement use among healthy adults of five ethnicities: the Multiethnic Cohort Study. Am J Epidemiol. 2003;157(10):888–97.

Article PubMed PubMed Central Google Scholar

Dickinson A, Blatman J, El-Dash N, Franco JC. Consumer usage and reasons for using dietary supplements: report of a series of surveys. J Am Coll Nutr. 2014;33(2):176–82.

Institute of Medicine. Dietary reference intakes: the essential guide to nutrient requirements. Washington, D.C.: The National Academies Press; 2006.

Frei B, Ames BN, Blumberg JB, Willett WC. Enough is enough (letter to the editor). Ann Internal Med. 2014;160(11):807.

Article Google Scholar

Ames BN, McCann JC, Stampfer MJ, Willett WC. Evidence-based decision making on micronutrients and chronic disease: long-term randomized controlled trials are not enough (letter to the editor). Am J Clin Nutr. 2007;86:522–5.

CAS PubMed Google Scholar

Willett WC, Stampfer MJ. Clinical practice: what vitamins should I be taking, doctor? N Engl J Med. 2001;345(25):1819–24.

Guallar E, Stranges S, Mulrow C, Appel LJ. Enough is enough: stop wasting money on vitamin and mineral supplements. Ann Internal Med. 2013;159(12):850–1.

Gaziano JM, Sesso HD, Christen WG, Bubes V, Smith JP, MacFadyen J, et al. Multivitamins in the prevention of cancer in men: the Physicians’ Health Study II randomized controlled trial. JAMA. 2012;308(18):1871–80.

Bailey RL, Gahche JJ, Miller PE, Thomas PR, Dwyer JT. Why U.S. adults use dietary supplements. JAMA Intern Med. 2013;173(5):355–61.

Alexander DD, Weed DL, Chang ET, Miller PE, Mohamed MA, Elkayam L. A systematic review of multivitamin-multimineral use and cardiovascular disease and cancer incidence and total mortality. J Am Coll Nutr. 2013;32(5):339–54.

Dickinson A, Bonci L, Boyon N, Franco JC. Dietitians use and recommend dietary supplements: report of a survey. Nutr J. 2012;11:14.

Download references

Acknowledgements

The authors acknowledge the support of the Council for Responsible Nutrition in funding the survey and the work of FoodMinds and Toluna in designing, fielding, and analyzing the survey results.

Author information

Authors and affiliations.

Dickinson Consulting, LLC, 3432 Denmark Avenue, #350, 55123, Eagan, MN, USA

Annette Dickinson

Scientific and Regulatory Affairs, Council for Responsible Nutrition, 1828 L Street, N.W., Suite 510, 20036, Washington, D.C., USA

Douglas MacKay & Andrea Wong

You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Annette Dickinson .

Additional information

Competing interests.

AD is a consultant to and former staff member of the Council for Responsible Nutrition. DM and AW are current members of the scientific and regulatory staff of the Council for Responsible Nutrition.

Authors’ contributions

AD prepared the first draft of the manuscript. All three authors participated actively in editing and reviewing all drafts and approved the final manuscript.

Rights and permissions

This article is published under license to BioMed Central Ltd. This is an Open Access article distributed under the terms of the Creative Commons Attribution License ( http://creativecommons.org/licenses/by/4.0 ), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly credited. The Creative Commons Public Domain Dedication waiver ( http://creativecommons.org/publicdomain/zero/1.0/ ) applies to the data made available in this article, unless otherwise stated.

Reprints and permissions

About this article

Cite this article.

Dickinson, A., MacKay, D. & Wong, A. Consumer attitudes about the role of multivitamins and other dietary supplements: report of a survey. Nutr J 14 , 66 (2015). https://doi.org/10.1186/s12937-015-0053-9

Download citation

Received : 24 February 2015

Accepted : 23 June 2015

Published : 02 July 2015

DOI : https://doi.org/10.1186/s12937-015-0053-9

Share this article

Anyone you share the following link with will be able to read this content:

Sorry, a shareable link is not currently available for this article.

Provided by the Springer Nature SharedIt content-sharing initiative

Dietary supplements
Multivitamins
Calcium supplements
Vitamin D supplements
Surveys of dietary supplements
Consumer attitudes
Surveys of consumer attitudes

Nutrition Journal

ISSN: 1475-2891

General enquiries: [email protected]

74% of Americans Take Dietary Supplements, CRN Consumer Survey Finds

Do consumers trust the dietary supplement industry get the answer to that question and more..

Medical pills placed on rotating table, shot with white seamless

Washington D.C.— The Council for Responsible Nutrition (CRN) shared findings from its annual survey of U.S. adults , conducted by Ipsos. CRN's analysis of the data reveals that people use supplements to fill nutrition gaps, as well as to support their more active and healthy lifestyles and their aspiration for optimal wellness. Immunity is still among the top reasons people supplement, though it has declined slightly as a reason users give for taking supplements.

Key findings from the 2023 CRN Consumer Survey on Dietary Supplements :

74% of U.S. adults take dietary supplements
55% qualifying as “regular users”
92% of users agree that dietary supplements are essential to maintaining their health
74% of Americans, including those who do not use supplements, say they trust the dietary supplement industry
83% of dietary supplement users affirming their trust in the industry, consistent with recent years.

2023 Supplement category highlight:

Active nutrition & weight management.

Supplement users’ confidence in sports nutrition supplements and weight management supplements has increased. 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.

“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. “Today's dietary supplement consumer is confident in their decision to take supplements 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.”

About CRN Consumer Survey on Dietary Supplements

The survey has been conducted annually since 2000. In 2023, it was conducted online between August 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.cThe survey is available for purchase at www.crnusa.org/2023survey .

For more highlights on consumer demographics, shopping preferences, lifestyle habits and more, see CRN's infographic .

Related: what can independents learn from other retailers, 2023 45th annual retailer survey.

Maggie Jaqua

Maggie Jaqua is the Content Director of WholeFoods Magazine and weekly In The Know newsletters dedicated to informing and educating the Natural Products Industry. Jaqua is also the Editorial Advisor and moderator for the #NaturallyInformed virtual event series (www.NaturallyInformed.net), and Co-Host of The Natural View podcast, available on YouTube , iTunes, and Spotify .

Changes Coming to Natural Products Expo West 2025

Natural Products Industry News Briefs: Natural Grocers, Sabinsa, & More

The Botanical Boom

WholeFoods Magazine is your one-stop resource for health and nutrition articles. We provide important information regarding industry news, research, and trends.

The Magazine

Current Issue
Change of Address

Information

Source Directory
Helpful Resources

NOTE: WholeFoods Magazine is a business-to-business publication. Information on this site should not be considered medical advice or a way to diagnose or treat any disease or illness. Always seek the advice of a medical professional before making lifestyle changes, including taking a dietary supplement. The opinions expressed by contributors and experts quoted in articles are not necessarily those of the publisher or editors of WholeFoods.

Nutrition and supplement information you can trust

Examine has no ads or industry ties. We use the latest evidence to find what works and what doesn’t.

We analyze thousands of studies

Examine is by far the largest database of nutrition and supplement research.

… using a constantly updated evidence base

The Examine Database is updated daily by our team of expert researchers.

… and without any conflicts of interest

Millions of readers rely on our objectivity. No ads, sponsorships, or industry ties.

Explore Examine

Examine is structured around 25 broad health categories, containing hundreds of conditions. Interventions (like supplements and diets) are studied for measurable changes in specific outcomes (like LDL or blood pressure)

Multiple Sclerosis

Interventions

Ashwagandha
Blood Glucose
Blood Pressure
Testosterone
Brain Health
Muscle Gain & Exercise

Don't miss out on the latest research

An official website of the United States government

The .gov means it’s official. Federal government websites often end in .gov or .mil. Before sharing sensitive information, make sure you’re on a federal government site.

The site is secure. The https:// ensures that you are connecting to the official website and that any information you provide is encrypted and transmitted securely.

Publications
Account settings
My Bibliography
Collections
Citation manager

Save citation to file

Email citation, add to collections.

Create a new collection
Add to an existing collection

Add to My Bibliography

Your saved search, create a file for external citation management software, your rss feed.

Search in PubMed
Search in NLM Catalog
Add to Search

Revisiting food-sourced vitamins for consumer diet and health needs: a perspective review, from vitamin classification, metabolic functions, absorption, utilization, to balancing nutritional requirements

Affiliations.

1 Department of Food Science and Engineering, South China University of Technology, Guangzhou, Guangdong, China.
2 Department of Food Science and Technology, Federal University of Technology, Owerri, Imo State, Nigeria.
3 Department of Food Technology, Nutrition, and Consumer Sciences, Sokoine University of Agriculture, Chuo Kikuu, Morogoro, Tanzania.
4 Department of Food Science, University of Ibadan, Ibadan, Nigeria.
5 Department of Biochemistry, Federal University of Agriculture, Abeokuta, Ogun, Nigeria.
6 Faculty of Biotechnology and Food Science, Wroclaw University of Environmental and Life Sciences, Wroclaw, Poland.
PMID: 34557342
PMCID: PMC8418216
DOI: 10.7717/peerj.11940

The significant attention gained by food-sourced vitamins has provided insights into numerous current researches; for instance, the potential reversal of epigenetic age using a diet and lifestyle intervention, the balance between food and dietary supplements in the general population, the role of diet and food intake in age-related macular degeneration, and the association of dietary supplement use, nutrient intake and mortality among adults. As relevant literature about food-sourced vitamin increases, continuous synthesis is warranted. To supplement existing information, this perspective review discussed food-sourced vitamins for consumer diet and health needs, scoping from vitamin absorption, metabolic functions, utilization, to balancing nutritional requirements. Relevant literatures were identified through a search of databases like Google Scholar, Web of Science, the Interscience Online Library, ScienceDirect, and PubMed. We demonstrated that vitamins whether from plant- and animal-based sources are prerequisites for the metabolic functions of the human body. The fat- and water-soluble classification of vitamins remains consistent with their respective absorption and dissolution potentials, underpinned by numerous physiological functions. Vitamins, largely absorbed in the small intestine, have their bioavailability dependent on the food composition, its associated interactions, as well as alignment with their metabolic functions, which involves antioxidants, coenzymes, electron acceptor/donor, and hormones. Moreover, vitamin deficiencies, in every form, pose a serious threat to human health. Vitamin toxicities remain rare, but can still occur mainly from supplementation, although it appears much less in water-soluble vitamins of which some excesses get readily removed by the human body, different from the fat-soluble ones that are stored in tissues and organs. Besides discussions of absorption, transport, and cellular uptake of vitamins, this perspective review also included approaches to meeting vitamin requirements and therapeutic strategies against micronutrient deficiency and COVID-19. We have also attempted on how to strike the balance between food-sourced vitamins and dietary supplements.

Keywords: Animal-based; Micronutrient; Physiological function; Plant-based; Vitamin absorption; Vitamin transport.

PubMed Disclaimer

Conflict of interest statement

Charles Odilichukwu R. Okpala is an Academic Editor for PeerJ.

Figure 1. Classifications of vitamins.

Figure 2. Chemical structures of vitamins.

(A) Vitamin A (Retinol); (B) Vitamin D (Ergocalciferol); (C)…

Figure 3. Flow diagram showing the absorption…

Figure 3. Flow diagram showing the absorption of vitamins.

Figure 4. Factors that interact with food-sourced…

Figure 4. Factors that interact with food-sourced vitamins.

Related information

Grants and funding, linkout - more resources, full text sources.

Europe PubMed Central
PeerJ, Inc.
PubMed Central

Research Materials

NCI CPTC Antibody Characterization Program

Citation Manager

NCBI Literature Resources

MeSH PMC Bookshelf Disclaimer

The PubMed wordmark and PubMed logo are registered trademarks of the U.S. Department of Health and Human Services (HHS). Unauthorized use of these marks is strictly prohibited.

An official website of the United States government

The .gov means it’s official. Federal government websites often end in .gov or .mil. Before sharing sensitive information, make sure you’re on a federal government site.

The site is secure. The https:// ensures that you are connecting to the official website and that any information you provide is encrypted and transmitted securely.

Publications
Account settings

Preview improvements coming to the PMC website in October 2024. Learn More or Try it out now .

Advanced Search
Journal List
PMC10346564

Vitamins and Human Health: Systematic Reviews and Original Research

Tyler barker.

1 Sports Medicine Research Institute, The Ohio State University Wexner Medical Center, Columbus, OH 43202, USA; [email protected]

2 Department of Orthopaedics, University of Utah, Salt Lake City, UT 84108, USA

3 Nutrition and Integrative Physiology, University of Utah, Salt Lake City, UT 84112, USA

Vitamins are a group of organic compounds essential to physiological functions in the body. This Special Issue features systematic review and original research articles of vitamins in health and disease. Among other topics, the association of endogenous vitamin levels with disease risk, the therapeutic role of vitamin supplementation in various diseases, and an analytical method for measuring vitamin D and K content in dietary supplements are discussed. Below is a summary of the articles included in this Special Issue.

Vitamins are involved in cellular processes and are associated with the development or prevention of malignant diseases. To summarize the role of select vitamins (i.e., A, B-complex, C, D, E, and K) in oncogenesis, Venturelli and colleagues [ 1 ] reviewed the association between micronutrient concentrations in the blood or tissues and cancer risk and, importantly, examined if vitamin concentrations potentially serve as biomarkers for early cancer detection. Despite heterogeneity in the results, a low endogenous concentration of select vitamins was associated with an increased risk of some cancers. Along with the likelihood of DNA insult due to oxidative stress or structural fragility and epigenetic aberration, Venturelli and colleagues [ 1 ] recommended that longitudinal tracking of vitamin concentrations in the body might provide diagnostic and prognostic value as opposed to assessments at a single time point. Additional research assessing vitamin levels as biomarkers in cancer and cancer-related conditions (e.g., cachexia) is warranted.

Dementia is a progressive cognitive impairment syndrome that interferes with activities of daily and independent living. This Special Issue contains an extensive systematic review of vitamin supplementation and dementia [ 2 ]. The review by Martinez and colleagues [ 2 ] found folic acid and thiamine supplementation alone or in combination improved cognitive performance, while conflicting results were reported with combined folic acid and vitamin B12 supplementation. Cognitive performance appeared to respond favorably to ascorbic acid (vitamin C) and high-dose vitamin E supplementation when taken separately, but more research is necessary to support the use of vitamin E due to a limited number of studies investigating its role in dementia. Cognitive performance dramatically varied in response to vitamin D supplementation, and thus, the results were inconclusive regarding the potential benefit of supplemental vitamin D on cognition [ 2 ]. Delineating the association of and identifying the mechanisms governed by diverse vitamins with cognitive impairment could reveal supplemental interventions that complement existing standard of care models in this challenging condition.

Vitamin A refers to a group of fat-soluble retinoids, and vitamin A deficiency is associated with increased susceptibility to infections. A thorough systematic review by Sinopoli and colleagues [ 3 ] summarized the role of supplemental vitamin A to protect against viral infections. The heterogenous findings were across and within viral families. Overall, vitamin A supplementation was relatively safe, but no meaningful results were found regarding its ability to prevent viral infections. Encouraging results were, however, described for the management of some viral diseases with vitamin A supplementation.

The B-complex vitamins are important early on and during the different stages of the life cycle. A comprehensive assessment of the different B vitamin requirements is reviewed across the life cycle by Ali and colleagues [ 4 ]. Parallel to the review by Ali and colleagues [ 4 ], another systematic review assessed the total all-source intake of folate in women of childbearing age and during pregnancy in high-income countries with food fortification programs [ 5 ]. Ledowsky and colleagues [ 5 ] found that women of childbearing age do not receive sufficient folate intake from food alone and almost all women taking a folic-acid-based supplement exceeded the tolerable upper limit of folic acid intake. Based on those findings, the authors [ 5 ] concluded that folic acid supplements and the upper tolerable limit require careful review when considering the adverse effects of exceedingly high intakes of folic acid and its subsequent impact on women’s health during childbearing years.

Vargas-Uricoechea and colleagues [ 6 ] investigated vitamin B12 status in southwestern Colombia. From their analysis, Vargas-Uricoechea and colleagues [ 6 ] found that the prevalence of vitamin B12 deficiency increased with age and in those with type 2 diabetes mellitus. Furthermore, metformin use (i.e., >1 gm/d) increased the prevalence of vitamin B12 deficiency in those suffering from type 2 diabetes mellitus. As the authors suggested [ 6 ], these findings may not be consistent in other populations or in other populations with diverse health conditions.

Vitamin C is a water-soluble antioxidant that enhances phagocytic cell function. Endogenous vitamin C levels are often low in patients requiring an autologous hematopoietic stem cell transplant. In a randomized, blinded, placebo-controlled study [ 7 ], supplemental (intravenous) vitamin C did not improve neutrophil function, hospitalization, or survival in patients requiring autologous stem cell transplantation for myeloma or lymphoma despite possible lower bacteremia rates. Based on the data from the study, van Gorkom and colleagues [ 7 ] concluded that vitamin C supplementation is not advised in myeloma or lymphoma patients.

Excess iodine intake increases reactive oxygen species production and decreases the activity of antioxidant enzymes. In their study, Sun and colleagues [ 8 ] investigated the protective influence of vitamin C obtained through fruit, vegetables, and other dietary sources against oxidative damage induced by long-term and excess iodine exposure in experimental rats. In this randomized study, a high dose of vitamin C protected against and a low dose of vitamin C exacerbated oxidative damage.

Low vitamin D (i.e., serum 25-hydroxyvitamin D (25(OH)D)) is routinely associated with poor health and disease. Using Canadian Health Measures data, Yousef and colleagues [ 9 ] examined immigrant participants’ health status in relation to chronic disease and vitamin D status. In general, the immigrant participants were healthier than their non-immigrant counterparts for most health status outcomes. The prevalence of chronic disease was higher for those who migrated to Canada as adults (i.e., >18 years of age). In addition, serum 25(OH)D concentrations were lower among the immigrant participants, and, surprisingly, higher in patients with chronic disease. Serum 25(OH)D concentrations were not associated with increased prevalence of chronic diseases but were inversely correlated with chronic-disease-related biomarkers (i.e., blood hemoglobin, total cholesterol/high density lipoprotein ratio, immunoglobulin E, and serum ferritin). These findings indicate that low serum 25(OH)D concentrations are associated with chronic-disease-related biomarkers but not chronic diseases. A multitude of factors regulate endogenous vitamin D levels and additional research is needed to define the serum 25(OH)D relationship with health status deterioration and chronic disease.

Vitamin D deficiency is common among multiple sclerosis patients, and Glabska and colleagues [ 10 ] reviewed the role of supplemental vitamin D in mental health in patients with multiple sclerosis. From their review, Glabska and colleagues [ 10 ] reported that supplemental vitamin D appeared to have a positive influence on the mental health and quality of life of patients with multiple sclerosis in the majority or all the studies included. However, depression or depressive symptoms were not impacted by supplemental vitamin D in patients with multiple sclerosis.

Zhu and colleagues [ 11 ] examined the distribution and determinants of vitamin D binding protein (VDBP) and total, bioavailable (and complementary “non-bioavailable”), and free 25(OH)D in older adults (50–75 years of age). The analysis included genetic, lifestyle, and dietary factors linked to health conditions. The study data indicated that VDBP levels are inversely associated with age and BMI and that they are positively associated with cholesterol and CRP levels [ 11 ]. In addition to several correlations, the vitamin D biomarker concentrations (i.e., VDBP and free, total, bioavailable, and non-bioavailable 25(OH)D) differed by VDBP genotype.

Covering a broad spectrum of different autoimmune diseases, Amon and colleagues [ 12 ] reported that a high dose of oral vitamin D3 (up to 1000 IU/kg of body mass with a mean daily dose of 35,000 IU) for more than 3.5 years was safe in terms of calcium metabolism and renal function. The protocol consisted of strict dietary and fluid recommendations, and more than 6100 relevant laboratory parameters were monitored. The provocative study by Amon and colleagues [ 12 ] provides a substantial amount of data pertaining to the safety of high-dose vitamin D3 in autoimmune patients when monitored under the direct supervision of experienced physicians with expertise in vitamin D and vitamin D metabolism.

Multiple myeloma is a non-common plasma cell malignancy. One of the underlying mechanisms contributing to the etiology of multiple myeloma is immune system dysregulation. Kulig and colleagues [ 13 ] reviewed the in vitro and in vivo potential of vitamin D as an adjuvant therapy for multiple myeloma and its application to improve patient outcomes. From the review, Kulig and colleagues [ 13 ] summarized compelling evidence from predominantly in vitro studies suggesting that vitamin D could be clinically relevant in managing multiple myeloma as an adjuvant therapy, particularly in combination with chemotherapeutic agents. Rightfully so, however, the review identifies a shortage of clinical trials investigating the application of vitamin D in multiple myeloma.

The adjuvant role of vitamin D was proposed in another review article included in this Special Issue. Renke and colleagues [ 14 ] reviewed the association between vitamin D and oxidative stress and cardiovascular disease risk. From their literature search, they [ 14 ] reported that vitamin D decreases free radical production, which could have favorable outcomes in treating cardiovascular diseases mediated in part by oxidative stress. Determining the appropriate dose and duration of vitamin D to combat oxidative stress is an intriguing area of research, especially since correcting low vitamin D levels could reduce endothelial damage and cardiovascular disease by decreasing oxidative stress and other mechanisms propagating disease development and progression.

In a review of randomized controlled trials, Guzek and colleagues [ 15 ] assessed the impact of supplemental vitamin D on depressive disorders, as well as bipolar depression and postpartum depression. While a few studies have reported the positive influence of supplemental vitamin D with a medium risk of bias, confirmatory evidence identifying the clinical utility of treating depressive disorders or general depression with supplemental vitamin D is lacking.

Niedermair and colleagues [ 16 ] reviewed the ability of vitamin D food fortification to achieve a similar 25(OH)D concentration to supplemental vitamin D and at doses found to reduce cancer mortality. Food fortification increased the serum 25(OH)D concentration comparable to equivalent doses of supplemental vitamin D found to lower cancer mortality. The cost of food fortification with vitamin D was lower compared to previously estimated costs of vitamin D supplementation in an older population. Future studies comparing vitamin D food fortification to supplementation are needed to extend these findings.

The article by Starek and colleagues [ 17 ] describes a method for analyzing vitamin D (D2 and D3) in conjunction with vitamin K in dietary supplements available on the Polish market. The methodology was sound and cost effective. In the analysis [ 17 ], the amount of vitamin D3 in the products analyzed closely resembled the content reported by the manufacturer while the vitamin K2 measured compared to the reported content was more variable.

Aluminum is a ubiquitous and widely used metal that combines with other elements to form different compounds. Renke and colleagues [ 18 ] reviewed the deleterious impact of aluminum on human health. The study’s data indicated that aluminum alters clinical and metabolic outcomes. Neurotoxicity is a critical adverse event of aluminum, and aluminum accumulation increases inflammation and oxidative stress. Thus, exposure to aluminum should be kept at a minimum, and additional studies investigating the impact of aluminum on human health are of interest.

In summary, this Special Issue contains articles related to a variety of vitamins in health and disease. Respecting the diverse physiological roles of vitamins and the underlying determinants of endogenous vitamin levels will be important therapeutic and prognostic considerations of future research.

Conflicts of Interest

The author declares no conflict of interest.

Disclaimer/Publisher’s Note: The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of MDPI and/or the editor(s). MDPI and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.

Fortune Recommends™ Health is editorially independent. We may earn affiliate revenue from links in this content. Learn more .

Fortune Recommends™ is editorially independent. We earn a commission for purchases made from affiliate partners via some links on our site; other links are not affiliate partner links. Click here to read the full Fortune Recommends advertiser disclosure and how we earn commissions. Click here to read about our editorial policies and our methodologies.

11 best vitamins for energy, according to a registered dietitian

By Caroline Thomason, RD, CDCES

Expert Contributor Victoria Burgess, Phd, CSCS, CISSN

Reviewed by Joana Neziri, MS, NASM-CPT

Fact Checked by Kelly Uhler

Written by Caroline Thomason, RD, CDCES, Fortune Recommends Nutrition Writer

How we test.

Our team meticulously reviews and tests the most popular products on the market, assessing them for effectiveness, safety, and user satisfaction. This thorough evaluation ensures that only the best products are recommended to you.

.st0{clip-path:url(#SVGID_00000046340743257271907690000000964648354283835324_);} Trusted experts

We consulted Victoria Burgess, PhD, CSCS, CISSN, a renowned sports nutritionist and performance coach, for her expertise on this article. Lily Moe and Joana Neziri, two seasoned nutrition editors, also provided their review. Kelly Uhler conducted fact-checking to ensure complete accuracy.

Whether you’re battling daily fatigue or simply looking to boost your energy levels, high-quality vitamin supplements can significantly impact your well-being. To bring you the most accurate and helpful information, we’ve gone beyond basic research to explore the top vitamins renowned for enhancing your energy. We detailed how these vitamins work and the best ways to integrate them into your diet for maximum benefit.

Our team of nutrition experts shared their insights on the efficacy, safety, and overall impact of each vitamin in question. After thorough consideration and expert consultations, we’ve identified the top 10 contenders. In this guide, we break down how to make informed decisions that can help enhance your daily energy levels and overall health.

Medical disclaimer: This article is intended for educational and informational purposes only. It is not intended as a substitute for medical advice. For health advice, contact a licensed healthcare provider.

How do vitamins help with energy?

Ensuring the body has an adequate supply of certain vitamins can efficiently convert food into energy, support vital physiological functions, strengthen and support the immune system, and keep bodily functions running smoothly. Some key vitamins include:

These vitamins, including B1 (thiamine), B2 (riboflavin), B3 (niacin), B5 (pantothenic acid), B6 (pyridoxine), B7 (biotin), B9 (folate), and B12 (cobalamin), play critical roles in energy metabolism. ( 1 ) In other words, they help the body convert carbohydrates, fats, and proteins into energy.

B12 is especially crucial for forming red blood cells, which transport oxygen throughout the body. Insufficient oxygen transport can lead to fatigue, so adequate B12 levels are crucial for maintaining energy levels. ( 1 )

“The increase in oxygen transport can lead to improved exercise performance by using B vitamins as well.”

Victoria Burgess, PhD, CSCS, CISSN, Fortune Recommends Advisor

Vitamin C is essential for absorbing iron from plant foods, preventing fatigue and anemia. It also supports the immune system, which can help maintain overall energy levels. ( 2 )

While not directly involved in energy production, vitamin D supports muscle function and immune health, both of which influence overall energy levels. ( 3 )

Vitamin E promotes energy levels and reduces fatigue by acting as an antioxidant, protecting cells from oxidative stress. ( 4 )

Other ways to increase energy levels

Aside from taking vitamins, there are several effective strategies to boost your energy naturally.

First, consider your diet: eating balanced meals with protein, fats, and complex carbohydrates (which take longer to digest), will help provide sustained energy throughout the day. Hydration is also crucial; even mild dehydration can cause fatigue. Lastly, consuming sufficient protein is essential for muscle repair and growth, and it helps stabilize blood sugar levels, preventing energy crashes. ( 5 )

Another way to support your energy levels is to focus on getting at least 7 hours of sleep a night. A consistent sleep schedule helps regulate your body’s natural rhythms and enhances overall energy. ( 6 )

Finally, managing stress through practices like mindfulness , yoga, or deep breathing can significantly impact your energy levels, as stress is a common energy drainer. By incorporating these habits into your daily routine, you may be able to increase your energy and improve your health naturally.

How to choose the best vitamin for energy for you

There isn’t a one-size-fits-all magic pill for Increasing your energy levels. More often than not, increasing low energy or improving chronic fatigue comes from addressing multiple lifestyle factors, including diet, exercise, sleep, and stress.

There is, however, a chance that a vitamin might help specific health needs you have. Before adding anything to your diet, there are a few key things to consider.

Consider your needs

When choosing the best vitamin for energy, it’s essential to start by considering your individual needs. Health history and lifestyle are unique to each individual, so the vitamin that works best for one person may not be the best choice for another. Review any specific health concerns you have, like chronic fatigue, poor diet, or sleep issues, with a medical professional. By understanding your needs, a doctor can assist you in making an informed choice. ( 7 )

“Even if you are not struggling with the previous and are extremely active as an athlete, understanding how the body processes vitamins through performance and recovery is important.”

Know the different types

Familiarizing yourself with the different types of vitamins that can boost energy is crucial. For example, vitamins such as B12, B6, and D are often associated with improved energy levels. ( 1 , 3 , 8 ) Vitamin B12 is known for its role in red blood cell production and neurological function, which can affect energy levels. ( 8 ) Vitamin D, often called the “sunshine vitamin,” can improve mood and energy, especially in those who are deficient. ( 3 )

Knowing the specific benefits and sources of each vitamin will help you choose the one that best suits your needs.

Consult a healthcare professional

Before you start any new vitamin regimen, it’s a good idea to consult with a healthcare professional, like a dietitian or doctor. They can offer personalized advice tailored to your health history and current condition. A healthcare professional can also run tests to pinpoint any vitamin deficiencies you might have and suggest the best supplements to fill those gaps. This step helps ensure that you choose an effective and safe vitamin to target the specific health issues you are facing.

Be mindful of your diet

Your diet significantly influences which vitamins might best boost your energy levels. If you’re missing certain nutrients, a supplement could help fill those gaps. However, if your diet is already well-rounded and rich in fruits, vegetables, whole grains, and lean proteins, you might not need extra supplementation. Taking a closer look at what you eat can help you spot any nutritional shortcomings and decide whether a supplement is necessary or if you can enhance your energy levels simply by tweaking your diet. ( 9 )

“One way to pay closer attention is to properly log your food and review it to see if you are meeting the recommended daily allowance of all nutrients.”

11 vitamins that could improve your energy levels

Iron is important in maintaining energy levels because it helps produce hemoglobin, a protein in red blood cells responsible for transporting oxygen from your lungs. ( 10 ) Adequate blood flow ensures oxygen to the working muscles, which is how they function and perform throughout the majority of our day, especially during physical activity.

Without sufficient iron, your body can’t produce enough hemoglobin, leading to iron deficiency anemia. This condition diminishes oxygen supply to your tissues, often resulting in fatigue, weakness, and decreased energy levels. ( 11 )

Iron also plays a crucial role in supporting muscle function. Without adequate blood flow and oxygen supply, muscles don’t receive the energy they need during physical activity. Low iron levels can lead to reduced muscle function and increased fatigue. This isn’t just noticeable during intense exercise; even if you’re not very active, low iron can cause you to tire easily from simple daily activities, including mental fatigue. ( 12 )

Additionally, iron supplies a variety of compounds needed in the body to produce a unit of energy called ATP. In the body, ATP is the primary energy source, and insufficient iron disrupts this metabolic pathway, further contributing to tiredness and lethargicness. ( 9 )

In addition to energy levels, iron is a key player in immune health. To maintain a healthy immune system, you need enough energy; iron deficiency can weaken your immune system and increase your vulnerability to sickness. ( 10 )

Iron deficiency is a prevalent nutritional issue, particularly among women of reproductive age, pregnant women, infants, and young children. It is the leading cause of anemia, affecting about 25% of the global population. The recommended daily intake for iron is 8 milligrams for adult men and postmenopausal women, 18 milligrams for premenopausal women, and 27 milligrams for pregnant women, reflecting varying needs due to factors like menstruation and pregnancy. ( 10 )

Vitamin recommendations for teens also differ significantly, which is why there are specially formulated multivitamins specifically for this age group.

Maintaining optimal iron levels can be met by eating foods that contain a rich source of iron, like red meat, beans, spinach, or fortified cereal. However, if you’re severely iron deficient, your doctor may prescribe you an iron supplement to increase your iron levels to optimal levels. These supplements are usually best taken in the morning without food, and with something acidic (like orange juice) to increase absorption. Check with your doctor or a dietitian to understand the best approach for you better.

Our team recommends Thorne’s Ferrasorb as it is a highly available iron source with vitamin C for better absorption. Since Thorne’s Ferrasorb contains iron bisglycinate, a chelated form of iron, it is considered a highly bioavailable source of iron. Unlike ferrous sulfate, this form of iron is bound to two glycine molecules, which makes it more easily absorbed in the GI tract. ( 30 ) Chelated iron supplements cause fewer gastrointestinal side effects, such as constipation and nausea, making them more tolerable for many individuals.

Thorne’s Ferrasorb contains 36 mg of elemental iron per serving. This dosage is designed to meet the needs of individuals who require supplemental iron due to conditions like iron deficiency anemia or increased iron needs during pregnancy.

Vitamin C is commonly recognized for its role in supporting the immune system. As an antioxidant, it helps boost energy levels by reducing inflammation and potentially alleviating fatigue. These small compounds work by neutralizing harmful substances in the body, known as free radicals, thereby possibly preventing diseases like cancer and even treating symptoms associated with chemotherapy. ( 9 )

In addition to being an antioxidant, vitamin C has been shown to stimulate energy levels by increasing iron absorption. In other words, the body may not be able to absorb iron sufficiently if we do not consume enough vitamin C. ( 31 )

Vitamin C deficiency is relatively uncommon in developed countries. However, it can still occur, especially in individuals with poor diets, certain medical conditions, or lifestyles that limit intake of fresh fruits and vegetables. Symptoms of deficiency, such as scurvy, can manifest if intake is consistently below recommended levels over time. ( 14 )

For optimal health, the recommended daily vitamin C intake for adult men is 90 milligrams per day, and for adult women, it is 75 milligrams per day. However, certain conditions, such as smoking, pregnancy, and illness, might increase the need for higher vitamin C intake. ( 14 )

Foods rich in vitamin C, such as oranges, lemons, bell peppers, broccoli, strawberries, and tomatoes, can help you meet your daily requirements. During the cold and flu season, or if you’re not a fan of foods naturally high in vitamin C, you might consider supplementing to boost your immune system.

If you choose to supplement with vitamin C, consider Life Extension Vitamin C and Bio-quercetin , which is highly absorbable and third-party tested, so you can feel confident in what you receive in each dose.

Vitamin D, often called the “sunshine vitamin,” aids in many processes in your body, including boosting energy and overall health. It helps the body absorb calcium and phosphorus, essential minerals that support muscular function and bone health. Weak bones and muscles from lack of calcium absorption can lead to fatigue and decreased stamina, making it harder to stay active and energized. ( 9 )

Vitamin D also plays a significant role in muscle function. It enhances muscle strength and performance for maintaining energy levels, especially during physical activities. Adequate vitamin D levels ensure that your muscles work efficiently, reducing the feeling of tiredness and helping you stay more active. ( 15 , 16 )

Another critical aspect of vitamin D is its impact on the immune system. It helps regulate and support your immune response, protecting you from infections that can sap your energy. A healthy immune system means fewer sick days and more energy to tackle daily tasks. ( 17 )

“Further, adequate vitamin D levels have been linked to less inflammatory disorders.”

Vitamin D has even been linked to mood regulation. Low levels of vitamin D are associated with mood disorders such as depression, which can significantly impact your energy levels. Maintaining adequate vitamin D levels supports mental well-being , directly connected to how energetic you feel. ( 15 )

To get enough vitamin D, spend time in the sunlight, eat foods like fatty fish, egg yolks, and fortified dairy products, or consider supplements. It’s always best to consult with a dietitian or healthcare provider to determine the right approach.

NOW’s High Potency Vitamin D is a great choice for folks looking to fill in the gaps in their diet and keep vitamin D in the optimal range.

Selenium is an essential trace mineral that plays a critical role in various bodily functions, including maintaining thyroid health and protecting against oxidative damage through its incorporation into selenoproteins. ( 18 )

It also acts as an antioxidant that helps protect you from oxidative stress caused by free radicals. Free radicals are molecules that can turn into harmful cells and lead to cellular damage and low energy levels. ( 19 ) By neutralizing free radicals, you can reduce inflammation and potentially keep energy levels up. ( 18 )

Optimal selenium levels are necessary for producing thyroid hormones, helping your metabolism function optimally, and keeping energy levels stable. If your thyroid is healthy, you can easily maintain energy levels throughout the day. ( 20 )

Because of its antioxidant properties, selenium also supports immune function. A robust immune system helps reduce illness that could impact your energy levels. Maintaining adequate selenium means that you can fight off bugs and pathogens faster, keeping your energy levels high.

Additionally, selenium is involved in synthesizing selenoproteins, which are crucial for various bodily functions, including muscle function and cardiovascular health. ( 32 ) These proteins help maintain muscle strength and endurance, contributing to overall energy levels.

Getting enough selenium in your diet begins with consuming foods high in selenium. Brazil nuts, seafood, eggs, and whole grains are all good sources. While supplements are an option, you’ll want to speak with your healthcare provider before adding selenium supplements.

Niacin, also known as vitamin B3, helps maintain your body’s energy production. Like all B vitamins, niacin is integral to the function of enzymes involved in converting food into energy. These enzymes help us break down the food that we eat into two small molecules that get converted into energy. ( 21 ) These carbohydrates, fats, and proteins eventually turn into ATP, the energy currency cells use to perform their daily function. Without enough niacin, energy production slows down, and fatigue ramps up. ( 21 )

B vitamins are crucial for maintaining energy levels because they convert food into ATP (energy), support red blood cell production for oxygen transport, and ensure nervous system health. B vitamins involve metabolic processes, neurotransmitter synthesis, stress hormone production, and cellular health. Deficiencies in these vitamins can lead to reduced energy production, anemia, and fatigue. ( 21 )

Niacin supports healthy blood circulation. It improves blood flow by dilating blood vessels, ensuring that our body systems and organs get the oxygen and nutrients they need to function well. ( 21 )

“It has also been shown to increase performance measures such as grip strength and improve body composition.”

Niacin also plays a role in DNA repair and the production of hormones in the body. Hormones like cortisol help us manage stress and support energy levels during physical and mental distress. ( 21 )

Besides maintaining healthy skin and nerves, niacin plays an important role in digestive health. When these systems function optimally our bodies feel more energized, keeping us active and alert.

To ensure you get enough niacin, include niacin-rich foods, such as poultry, fish, whole grains, and legumes. While niacin supplements are available, consulting with a dietitian or healthcare provider for personalized advice is best. ( 21 )

Vitamin B12

B12 is a water-soluble vitamin that is essential for energy levels. Vitamin B12 is a powerhouse vitamin that impacts red blood cells, mental stamina, strength, and our body’s metabolism. ( 8 )

It plays a role in the production of red blood cells, a key player in the oxygenation of the body’s cells. If your red blood cell count is low due to a vitamin B12 deficiency, also known as pernicious anemia, your tissues and organs are not getting enough oxygen. Pernicious anemia severely impacts your energy levels, leading to a feeling of weakness and fatigue. ( 8 )

Like all other B vitamins, vitamin B12 is vital in converting food into energy. It helps metabolize carbohydrates, fats, and proteins, turning them into glucose, which your body can use for fuel. Without enough vitamin B12, the energy conversion process is not as efficient, leaving you tired and weak. ( 8 )

Vitamin B12 is also a key player in our nervous system, helping produce myelin, a protective coating around nerves that ensures healthy nervous signal transitions. A healthy nervous system supports overall brain health, cognitive function, mood regulation, neurological regeneration, and improved energy levels. The mental health benefits of adequate B12 levels can improve energy levels. ( 8 )

Eating enough foods rich in vitamin B12 means choosing options like protein from meat, fish, dairy, and fortified cereals. People who eat a plant-based diet or who are vegans can benefit from B12 supplements since they do not consume animal products.

Speak with a dietitian or a healthcare provider to determine if you need B12 supplementation. If you do, we like NOW’s B12 Complex , in liquid form for easy consumption and absorption. Most B12 supplements come with large doses, keep in mind that B12 is a water-soluble vitamin so if you are unable to absorb all of it, you will excrete it when you urinate.

Despite not being a vitamin, creatine is an essential component of energy production in the body, especially for people who engage in high-intensity activities.

Creatine is most helpful during short bursts of intense exercise such as sprinting or weightlifting. Your muscles rely on ATP, the body’s energy source, for most of your energy; however, once energy levels are depleted, creatine ensures that your muscles have the energy they need to keep performing. ( 22 )

By supplementing with creatine, you can enhance your ability to produce energy quickly, which improves your performance during high-intensity exercise. Particularly with short, intense duration exercises, this helps with athletic performance but can also improve general feelings of energy levels throughout the day when you lead an active lifestyle. ( 23 )

Creatine can support muscle recovery and reduce fatigue, making staying active and maintaining high energy levels easier throughout the day. There may also be a connection between cognitive function and brain health, as our brain uses creatine for various functions. ( 23 )

To boost your creatine levels with food, consume options like red meat and fish or supplement 3–5 grams of creatine daily. This is the recommended effective dose to increase creatine stores, especially if you’re involved in high-intensity exercise or sport. ( 22 ) As always, consult a healthcare provider to determine if a creatine supplement is right for you.

Transparent Labs Creatine HMB is our top choice for creatine because it combines two essential ingredients for optimal muscle growth and strength: creatine monohydrate and HMB. Additionally, the product includes Bioperine to enhance absorption and is a source of Vitamin D to support overall health.

Coenzyme Q10, or CoQ10, is an antioxidant found in all body cells, particularly in organs with high energy demands like your heart, kidneys, and liver. Its main function is acting as a precursor to producing ATP, our cells’ preferred energy source.

CoQ10 works within the powerhouse of the cell, the mitochondria, where it helps convert nutrients from the food we eat into energy. Without enough CoQ10, you may become low on energy and more fatigued. It is also a powerful antioxidant that can help protect you from oxidative damage and prevent inflammatory health issues. CoQ10 supports cellular health and may sustain energy levels by reducing oxidative damage. ( 24 )

Our body’s CoQ10 levels naturally decline with age, and certain health conditions or medications can further reduce these levels, potentially leading to decreased energy. For instance, cholesterol-lowering medications are known to lower CoQ10 levels. Some people find that supplementing with CoQ10 helps restore their energy levels. ( 24 )

You can boost your CoQ10 levels through foods like fatty fish, organ meats, and whole grains. Supplements are also available and can be particularly beneficial for adults, folks on medications that deplete CoQ10, or those with specific health conditions. As always, consult with a dietitian or healthcare provider to determine the best approach for your needs.

365 CoQ10 from Whole Foods makes a budget-friendly supplement that is third-party tested and affordable, compared to many others.

Magnesium is vital in boosting energy levels as an essential mineral involved in over 300 biochemical reactions in the body, many of which directly relate to energy production. One of its primary functions is to help convert food from macronutrients like protein, carbs, and fats into usable energy in the body. Without enough magnesium, your body won’t be able to produce energy efficiently, which may induce fatigue. ( 25 )

Magnesium also helps regulate muscle and nerve function, which ensures that your muscles are working properly, impacting everything from physical activity to preventing muscle cramps and sleeping well. Proper nerve function also means that you have better coordination and energy regulation, which keeps you active and alert throughout the day. ( 25 )

Magnesium is a nutrient that impacts a healthy sleep cycle as well. It helps regulate neural transmitters that are involved in sleep and relaxation. Increasing your sleep hygiene–or improving the quality or quantity of your sleep–leads to better recovery and higher energy levels the following day. ( 25 )

Magnesium also supports heart health, contributing to healthy blood pressure levels and maintaining a steady heartbeat. A healthy heart that can pump blood efficiently ensures that oxygen and nutrients circulate throughout the body effectively, which is crucial for maintaining and sustaining good energy levels. ( 25 )

To ensure you get enough magnesium, include magnesium-rich foods, like leafy greens, nuts, seeds, whole grains, and legumes. High-quality magnesium supplements are also available, but it’s best to consult a dietitian or healthcare provider to determine the right approach.

Nature Made Magnesium Oxide is one magnesium supplement we can stand behind. Magnesium supplements from magnesium oxide are highly absorbable and do not have as many negative side effects as other forms. As always, check with your physician before adding a new supplement to your routine.

Vitamin E is a potent antioxidant that is crucial in shielding your cells from the oxidative damage inflicted by free radicals. Free radicals are unstable molecules generated during everyday metabolic activities and can harm cells, potentially resulting in fatigue and diminished energy levels. By neutralizing these free radicals, vitamin E preserves cellular health and enhances the overall functioning of your body’s systems, thereby contributing to improved energy levels. ( 4 )

Furthermore, vitamin E promotes good circulation by maintaining healthy blood vessels. Proper blood flow ensures that oxygen and nutrients are efficiently delivered to your tissues and organs, which is essential for energy production.

Vitamin E also supports immune function. A healthy immune system means fewer illnesses and infections, which can drain energy. By maintaining strong immunity, vitamin E helps you stay healthy and active. ( 4 )

To ensure you’re getting sufficient vitamin E, consider incorporating foods such as nuts, seeds, spinach, and vegetable oils into your diet. While supplements are an option, consulting with a dietitian or healthcare provider before starting any supplementation is advisable to determine the right approach for your needs.

Life Extension’s Super Vitamin E is a powerful source of antioxidants and third-party tested for quality and potency. This product provides a highly bioavailable form of vitamin E, ensuring efficient absorption by the body. Each softgel contains 400 IU of vitamin E, which effectively supports cellular health and protects against oxidative damage. ( 4 )

Nicotinamide Adenine Dinucleotide, or NAD+, is found in all living cells and is vital for many metabolic processes. For one, it plays a key role in energy metabolism by facilitating the transfer of electrons in the reactions that generate energy within cells. ( 26 )

NAD+ levels decline with age; no food or direct supplement source can restore them. However, supplementing with nicotinamide riboside (NR), a precursor to NAD+, may enhance energy levels within the body. ( 26 ) Most NAD+ treatments are expensive, time-consuming, and painful. Tru Niagen , featuring a bioavailable form of NR, is an NAD+ company backed by science, making healthy aging more accessible–in pill form. ( 27 , 28 ) Further human research may be needed to draw conclusive claims about NAD+ efficacy.

NAD+ is vital for cellular energy metabolism. It acts as a coenzyme in chemical processes that convert the food you eat into energy, the primary currency of your cells for fuel. Without sufficient NAD+, your cells can’t efficiently produce enough energy, leading to decreased energy levels and increased fatigue. ( 29 )

Moreover, NAD+ is essential for mitochondrial function, the cell’s energy powerhouse. When NAD+ levels are optimal, your mitochondria work efficiently, producing more energy and helping you stay high energy, particularly as you age. ( 27 )

NAD+ also plays a role in DNA repair and cellular health. It helps activate enzymes called sirtuins, which repair damaged DNA and regulate cellular aging. By supporting these processes, NAD+ helps maintain the health and longevity of your cells, contributing to sustained energy levels and overall healthy aging. ( 29 )

To support and maintain NAD+ production, there are several steps you can take. First, ensure your diet includes foods rich in niacin (vitamin B3), such as poultry, fish, and whole grains. Additionally, supplements like nicotinamide riboside (NR) may be beneficial. As always, we recommend consulting with a dietitian or healthcare provider for personalized advice that suits your specific needs.

The time it takes for vitamin supplements to boost energy levels varies. B vitamins often provide a quick boost within hours to days, while others, like vitamin C, might take a few days to weeks. ( 9 ) Vitamins D and B12 may take several weeks to months, especially if deficiencies are severe, to restore the body’s levels of these nutrients. ( 3 , 8 ) Factors influencing speed include deficiency severity, absorption rates, diet, lifestyle, and the vitamin form. ( 9 ) Consistent intake and addressing deficiencies are crucial for optimal energy levels.

No single vitamin is the definitive “most energizing,” as energy levels are influenced by a combination of nutrients. However, B vitamins are particularly renowned for their role in energy production. They play a crucial role in red blood cell production, which helps transport oxygen throughout the body and is essential for converting food into energy. ( 1 ) Deficiency in vitamin B12, specifically, can lead to fatigue and weakness, making supplementation or adequate dietary intake important for maintaining energy levels. ( 8 )

Fatigue and tiredness can stem from various underlying causes, making it challenging to pinpoint a single vitamin as the definitive solution for these symptoms, so there is no one best supplement. Vitamin B12 is often considered the most effective for combating tiredness and fatigue due to its critical role in red blood cell production and energy conversion. ( 8 )

Other important vitamins include vitamin D, which contributes to muscle strength and energy levels; vitamin C, which enhances iron absorption and supports immune health; and vitamin B6, which is vital for energy metabolism and neurotransmitter production. ( 9 ) Ensuring an adequate intake of these vitamins, whether through diet or supplements, can be crucial in alleviating fatigue.

Vitamin B12 can provide a quick energy boost, especially if you have a deficiency, but it may not be immediate. ( 8 ) Some people may feel an improvement in energy levels within a few days to a few weeks after starting B12 supplements. ( 8 ) The exact timing can vary based on individual factors such as the severity of the deficiency and how well the body absorbs the vitamin. ( 8 ) For those with normal B12 levels, the effect might be less noticeable.

These statements have not been evaluated by the Food and Drug Administration. These products are not intended to diagnose, treat, cure, or prevent any diseases.

Our experts

Victoria Burgess, Ph.D., CSCS, CISSN

Victoria uses her extensive nutrition and performance knowledge every day. She has a Ph.D. in Health and Human Performance from Concordia University Chicago and holds her NSCA CSCS and Certified Sports Nutritionist (CISSN). She’s an adjunct professor in the Human Performance and Nutrition department at Concordia University Chicago and Parker University, where she teaches undergraduate, graduate, and doctoral-level courses. She also sits on the advisory board for both the International Society of Sports Nutrition and the National Advisory Council of the First Responder Institute.

Lily is a Brooklyn-based writer and editor with over seven years of experience in health media. As a former Fitness Coach, Lily’s editorial prowess has largely focused on fitness, nutrition, and weight management. She has also spent a fair share of time in testing labs, analyzing everything from protein powders to yoga mats. Her work has appeared in Verywell Fit, Verywell Mind, Health, and more.

Joana Neziri, M.S., NASM CPT

Joana is a writer, editor, and content strategist focusing on nutrition, fitness, and all things health. After earning a master’s degree in business from the University of North Florida, she began a career in research and digital marketing.

Kelly Uhler

Kelly has a multifaceted background in elder care, health care, and copywriting. She has worked for organizations such as A Place For Mom and Homecare.com, which gave her the opportunity to work closely with families, providing reliable information to help them make informed decisions about their loved one’s health, safety, and quality of life.

Caroline Thomason, RD, CDCES

Fortune Recommends Nutrition Writer

About Author

Caroline is a registered dietitian (RDN) and diabetes educator (CDCES) turned media dietitian, speaker, nutrition consultant, and writer in the Washington, D.C. area. As a media dietitian, she’s worked with brands like Alaskan Seafood Marketing Institute, Life Extension, egglife foods, Wonderful Pistachios, Catalina Crunch, NOW Foods, OLIPOP, FOND Bone Broth, InBody USA, BeBOLD Bars, American Bone Health, and more.

Hanna M, Jaqua E, Nguyen V, Clay J. B Vitamins: Functions and Uses in Medicine . Perm J. 2022 Jun 29;26(2):89-97. doi: 10.7812/TPP/21.204. Epub 2022 Jun 17. PMID: 35933667; PMCID: PMC9662251.
Kapoor MP, Sugita M, Kawaguchi M, Timm D, Kawamura A, Abe A, Okubo T. Influence of iron supplementation on fatigue, mood states and sweating profiles of healthy non-anemic athletes during a training exercise: A double-blind, randomized, placebo-controlled, parallel-group study . Contemp Clin Trials Commun. 2023 Feb 3;32:101084. doi: 10.1016/j.conctc.2023.101084. PMID: 36817736; PMCID: PMC9932653.
Vitamin D . National Institutes of Health. Accessed June 11, 2024.
Vitamin E . National Institutes of Health. Accessed June 7, 2024.
Carbone JW, Pasiakos SM. Dietary Protein and Muscle Mass: Translating Science to Application and Health Benefit . Nutrients. 2019 May 22;11(5):1136. doi: 10.3390/nu11051136. PMID: 31121843; PMCID: PMC6566799.
Foster RG. Sleep, circadian rhythms and health . Interface Focus. 2020 Jun 6;10(3):20190098. doi: 10.1098/rsfs.2019.0098. Epub 2020 Apr 17. PMID: 32382406; PMCID: PMC7202392.
Mulitvitamins and Supplements . National Institutes of Health. Accessed June 11, 2024.
Vitamin B12 Fact Sheet . National Institutes of Health. Accessed June 7, 2024.
Tardy AL, Pouteau E, Marquez D, Yilmaz C, Scholey A. V itamins and Minerals for Energy . Fatigue and Cognition: A Narrative Review of the Biochemical and Clinical Evidence. Nutrients. 2020 Jan 16;12(1):228. doi: 10.3390/nu12010228. PMID: 31963141; PMCID: PMC7019700.
Iron . National Institutes of Health. Accessed June 7, 2024.
Houston BL, Hurrie D, Graham J, Perija B, Rimmer E, Rabbani R, Bernstein CN, Turgeon AF, Fergusson DA, Houston DS, Abou-Setta AM, Zarychanski R. Efficacy of iron supplementation on fatigue and physical capacity in non-anaemic iron-deficient adults: a systematic review of randomised controlled trials . BMJ Open. 2018 Apr 5;8(4):e019240. doi: 10.1136/bmjopen-2017-019240. PMID: 29626044; PMCID: PMC5892776.
Kapoor MP, Sugita M, Kawaguchi M, Timm D, Kawamura A, Abe A, Okubo T. I nfluence of iron supplementation on fatigue, mood states and sweating profiles of healthy non-anemic athletes during a training exercise: A double-blind, randomized, placebo-controlled, parallel-group study . Contemp Clin Trials Commun. 2023 Feb 3;32:101084. doi: 10.1016/j.conctc.2023.101084. PMID: 36817736; PMCID: PMC9932653.
Carr AC, Maggini S. Vitamin C and Immune Function . Nutrients. 2017 Nov 3;9(11):1211. doi: 10.3390/nu9111211. PMID: 29099763; PMCID: PMC5707683.
Vitamin C Deficiency . National Institutes of Health. Accessed June 7, 2024.
Akpınar Ş, Karadağ MG. Is Vitamin D Important in Anxiety or Depression? What Is the Truth? Curr Nutr Rep. 2022 Dec;11(4):675-681. doi: 10.1007/s13668-022-00441-0. Epub 2022 Sep 13. PMID: 36097104; PMCID: PMC9468237.
López-Muñoz P, Torres-Costoso AI, Fernández-Rodríguez R, Guzmán-Pavón MJ, de Arenas-Arroyo SN, Basco-López JÁ, Reina-Gutiérrez S. Effect of Vitamin D Supplementation on Fatigue in Multiple Sclerosis: A Systematic Review and Meta-Analysis . Nutrients. 2023 Jun 24;15(13):2861. doi: 10.3390/nu15132861. PMID: 37447189; PMCID: PMC10343753.
Amrein K, Scherkl M, Hoffmann M, Neuwersch-Sommeregger S, Köstenberger M, Tmava Berisha A, Martucci G, Pilz S, Malle O. Vitamin D deficiency 2.0: an update on the current status worldwide . Eur J Clin Nutr. 2020 Nov;74(11):1498-1513. doi: 10.1038/s41430-020-0558-y. Epub 2020 Jan 20. PMID: 31959942; PMCID: PMC7091696.
Wang P, Chen B, Huang Y, Li J, Cao D, Chen Z, Li J, Ran B, Yang J, Wang R, Wei Q, Dong Q, Liu L. Selenium intake and multiple health-related outcomes: an umbrella review of meta-analyses . Front Nutr. 2023 Sep 13;10:1263853. doi: 10.3389/fnut.2023.1263853. PMID: 37781125; PMCID: PMC10534049.
Lobo V, Patil A, Phatak A, Chandra N. Free radicals, antioxidants and functional foods: Impact on human health . Pharmacogn Rev. 2010 Jul;4(8):118-26. doi: 10.4103/0973-7847.70902. PMID: 22228951; PMCID: PMC3249911.
Huwiler VV, Maissen-Abgottspon S, Stanga Z, Mühlebach S, Trepp R, Bally L, Bano A. Selenium Supplementation in Patients with Hashimoto Thyroiditis: A Systematic Review and Meta-Analysis of Randomized Clinical Trials . Thyroid. 2024 Mar;34(3):295-313. doi: 10.1089/thy.2023.0556. Epub 2024 Feb 16. PMID: 38243784; PMCID: PMC10951571.
Niacin Fact Sheet . National Institutes of Health. Accessed June 7, 2024.
Cooper R, Naclerio F, Allgrove J, Jimenez A. Creatine supplementation with specific view to exercise/sports performance: an update . J Int Soc Sports Nutr. 2012 Jul 20;9(1):33. doi: 10.1186/1550-2783-9-33. PMID: 22817979; PMCID: PMC3407788.
Kreider RB, Stout JR. Creatine in Health and Disease . Nutrients. 2021 Jan 29;13(2):447. doi: 10.3390/nu13020447. PMID: 33572884; PMCID: PMC7910963.
Coenzyme Q10 . StatPearls. Accessed June 7, 2024.
Magnesium . National Institutes of Health. Accessed June 7, 2024.
Poljšak B, Kovač V, Špalj S, Milisav I. The Central Role of the NAD+ Molecule in the Development of Aging and the Prevention of Chronic Age-Related Diseases: Strategies for NAD+ Modulation . Int J Mol Sci. 2023 Feb 3;24(3):2959. doi: 10.3390/ijms24032959. PMID: 36769283; PMCID: PMC9917998.
Nikiforov, A., Dölle, C., Niere, M. and Ziegler, M. (2011) Pathways and Subcellular Compartmentation of NAD Biosynthesis in Human Cells FROM ENTRY OF EXTRACELLULAR PRECURSORS TO MITOCHONDRIAL NAD GENERATION. Journal of Biological Chemistry, 286, 21767–78.
Kimura N, Fukuwatari T, Sasaki R, Shibata K. Comparison of metabolic fates of nicotinamide, NAD+ and NADH administered orally and intraperitoneally; characterization of oral NADH . J Nutr Sci Vitaminol (Tokyo). 2006 Apr;52(2):142-8. doi: 10.3177/jnsv.52.142. PMID: 16802695.
Covarrubias AJ, Perrone R, Grozio A, Verdin E. NAD+ metabolism and its roles in cellular processes during ageing . Nat Rev Mol Cell Biol. 2021 Feb;22(2):119-141. doi: 10.1038/s41580-020-00313-x. Epub 2020 Dec 22. PMID: 33353981; PMCID: PMC7963035.
Fischer JAJ, Cherian AM, Bone JN, Karakochuk CD. The effects of oral ferrous bisglycinate supplementation on hemoglobin and ferritin concentrations in adults and children: a systematic review and meta-analysis of randomized controlled trials . Nutr Rev. 2023 Jul 10;81(8):904-920. doi: 10.1093/nutrit/nuac106. PMID: 36728680; PMCID: PMC10331582.
Lynch SR, Cook JD. Interaction of vitamin C and iron . Ann N Y Acad Sci. 1980;355:32-44. doi: 10.1111/j.1749-6632.1980.tb21325.x. PMID: 6940487.
Hariharan S, Dharmaraj S. Selenium and selenoproteins: it’s role in regulation of inflammation . Inflammopharmacology. 2020 Jun;28(3):667-695. doi: 10.1007/s10787-020-00690-x. Epub 2020 Mar 6. PMID: 32144521; PMCID: PMC7222958.

Acetaminophen
Children's Cough and Cold Medicines
DXM (Dextromethorphan)
Monograph Reform
OTC Distribution
Pediatrics Medicine
PE (Phenylephrine)
PSE (Pseudoephedrine)
RX-to-OTC Switch
Take Back/Drug Disposal
CBD and Hemp Oil
New Dietary Ingredients
Vitamins and Minerals
510(K) Modifications
Digital Health
Good Manufacturing Practices
Health Literacy
Ingredient Safety
NPLEx (National Precursor Log Exchange)
Sales Tax Exemption
Supply Chain
Sustainability
Regulation of OTC Medicines
Regulation of Dietary Supplements
Regulation of Consumer Medical Devices
Submissions
FDA Annual Forecast
Dietary Supplements Access Act
Expanding FSA/HSA Eligibility for Oral Care Products
State Government Reports
Critical Ingredients & Chemicals
Dietary Supplements in the States
OTC Medications in the States
Sustainability Issues in the States
OTC Voluntary Codes and Guidelines
Industry Self-Regulation for Dietary Supplements
Annual Self-Care Leadership Summit
Consumer Healthcare 101
Regulatory & Scientific Affairs Career Achievement Award
Self-Care Marketing Awards
Marketing Forum
Become A Sponsor
OTC Sales Statistics
Consumer Medical Device Statistics

Dietary Supplement Resource Library

Research Reports
Infographics
Preventing Dextromethorphan Abuse
Preventing Illegal Meth Production
Safe Use of Acetaminophen
Tax Free OTC
The Value of OTC Medicines

Last updated April 2024. In combination with a healthy diet and active lifestyle, dietary supplements address consumers’ specific dietary needs and play an important role in supporting their overall health and wellness throughout life. Explore our list of resources to learn more about the category and how it is regulated by the U.S. Food and Drug Administration (FDA) and Federal Trade Commission (FTC).

CHPA Resources

Fact sheet: dietary supplements as regulated products.

CHPAA fact sheet detailing the regulation of dietary supplements in the United States, including the primary responsibilities of the FDA and FTC.

FAQs About Dietary Supplements Regulations

CHPAA series of answers to all your questions around how dietary supplements are regulated in the United States.

CHPA Best Practices: Voluntary Codes and Guidelines

CHPAA collection of voluntary programs, quality guidelines, and advertising best practices for specific dietary ingredients and issues, established by CHPA and its member companies. Topics include:

Probiotics
St. John’s Wort
Stimulant Laxatives
Lady’s Slipper
Pyrrolizidine Alkaloids
Pregnancy and Nursing

Explaining the Regulatory Framework for Dietary Supplements

CHPABlog post detailing the regulatory framework for dietary supplements, and how government, manufacturers, and retailers all play a key role.

Interactive Supplement Facts Label

CHPA Educational FoundationAn interactive tool designed to highlight for shoppers what information they can find on a Supplement Facts label.

Additional Resources

Office of dietary supplements, national institutes of health.

DHHS. NIH. Office of Dietary Supplements

Dietary Supplement Fact Sheets: These overviews of dietary supplement ingredients (including vitamins, minerals, and botanicals) are written in English and Spanish for varied audiences, including researchers, health care providers, and consumers.
Dietary Reference Intakes: Dietary Reference Intakes (DRI) is the general term for a set of reference values used to plan and assess nutrient intakes of healthy people according to age and gender.

FDA "Supplement Your Knowledge" Education Initiative

Supplement Your Knowledge is a collaboration between FDA and the American Medical Association (AMA) to create videos and materials to educate healthcare professionals and consumers about dietary supplements. Topics include how supplements are defined, regulated, and labeled; potential interactions with other supplements, medications, and laboratory tests; and adverse events and how to report them.Special Features:

Materials to help healthcare professionals counsel patients about supplements
Curriculum for teachers
Consumer-friendly videos and handouts
Social media tool kits

National Center for Complementary and Integrative Health

NCCIH conducts research and provides information about complementary health products, including dietary supplements, for health care professionals and consumers.Special Features:

Herbs at a Glance : A series of brief fact sheets that provides basic information about specific herbs or botanicals, including common names, what the science says, potential side effects and cautions, and resources for more information.
HerbList app : HerbList provides free access to science-based summaries on more than 50 popular herbs, and includes information on the herbs’ common names, uses, potential side effects or drug interactions, and what the science says about their effectiveness for health purposes

Operation Supplement Safety (OPSS)

Uniformed Services University, Consortium for Health and Military Performance OPSS educates service members and retirees, their family members, healthcare providers, and Department of Defense civilians about dietary supplements and gives them tools to be informed supplement users — or non-users.

Dietary Supplements: Medline Plus

U.S. National Library of Medicine Browse dietary supplements and herbal remedies to learn about their effectiveness, usual dosage, and drug interactions.

Drug-Nutrient Interactions and Drug-Supplement Interactions

American Academy of Family Physicians Learn about how food, drugs, and supplements interact. These Tips for Talking to Your Doctor can help you discuss supplements with your doctor.

Information for Consumers on Using Dietary Supplements

DHHS. FDA. Center for Food Safety and Applied Nutrition. Resources and important information for consumers about dietary supplements.Special Features:

How to Report a Problem with Dietary Supplements : If you think that a dietary supplement may have caused you a serious reaction or illness, immediately stop using the product and fill out a safety report through the Safety Reporting Portal to submit your complaint to FDA.
Tips for Dietary Supplement Users : Tips and resources to help consumers become savvy dietary supplement users.
Questions & Answers about Dietary Supplements : Basic information and answers to the frequently asked questions consumers may have around dietary supplements.

WebMD Vitamins & Supplements Center

WebMD Search vitamins and supplements by name to learn about uses, side effects, precautions, interactions, dosing, and reviews. Additional tools are available to search by health condition and assess vitamin needs.

Dietary Supplements: US Food & Drug Administration

DHHS. FDA. Center for Food Safety and Applied Nutrition (CFSAN)A general overview of dietary supplements and their regulation by the CFSAN. Other resources on dietary supplements from CFSAN include:

Label Claims for Conventional Foods and Dietary Supplements
Information for Industry on Dietary Supplements
Q&A on Dietary Supplements
Responses to Questions About Codex and Dietary Supplements

Dietary Supplements, NSF International

NSF International NSF International is an independent, not-for-profit organization that provides guidance and training on quality standards, product certification, regulatory compliance, and risk management for professionals in the dietary supplement industry. Search “Dietary Supplements” in the Knowledge Library for articles and publications.

U.S. Pharmacopeia (USP) Dietary Supplements Compendium

The United States Pharmacopeial Convention, Inc. Independent, science-based public health organization and official public standards-setting authority for all prescription and over-the-counter medicines, dietary supplements, and other healthcare products manufactured and sold in the U.S. Available for purchase.

Dietary Supplement Label Database (DSLD)

DHHS. NIH. Office of Dietary Supplements; National Library of Medicine. Online database for manufacturers' complete label information for a selection of on-market and off-market dietary supplement products. Find product information, dietary supplement facts, label statements, and contact information.

Dietary Supplements: FTC Health Products Compliance Guidance

Federal Trade CommissionAll companies — including marketers of dietary supplements — must comply with truth-in-advertising standards. This publication explains how to ensure that claims have appropriate scientific support.

Current Good Manufacturing Practices (CGMPs) for Dietary Supplements

U.S. Food and Drug AdministrationDietary supplement manufacturers are required to meet FDA’s current Good Manufacturing Practices to ensure the products consumers buy are safe and meet high quality standards.

Standardized Information on Dietary Ingredients (SIDI)

SIDI Work GroupA series of resources and voluntary guidelines to help dietary supplement manufacturers satisfy U.S. current Good Manufacturing Practice (cGMP) regulation for dietary supplements (21 CFR Part 111).

DHHS. NIH. Office of Dietary Supplements.

Computer Access to Research on Dietary Supplements (CARDS) : This searchable database provides information on federally funded research projects pertaining to dietary supplements.
Dietary Supplement Ingredient Database (DSID) : This database provides estimated levels of ingredients in dietary supplement products sold in the United States.
ODS Population Studies Program : The Population Studies Program evaluates the use of dietary supplements by the U.S. population and specific population subgroups and the contributions that dietary supplements make to nutritional status. In addition to searching scientific publications, you may wish to contact market research companies that provide sales and marketing data for the nutrition industry.

American Botanical Council

American Botanical CouncilAn independent research and education organization dedicated to providing reliable science-based and traditional information for consumers, healthcare practitioners, researchers, educators, industry professionals, and the media.

Press Releases and Statements

Jun 14, 2024

Jun 12, 2024

Thank you for visiting nature.com. You are using a browser version with limited support for CSS. To obtain the best experience, we recommend you use a more up to date browser (or turn off compatibility mode in Internet Explorer). In the meantime, to ensure continued support, we are displaying the site without styles and JavaScript.

View all journals
Explore content
About the journal
Publish with us
Sign up for alerts
Open access
Published: 21 November 2023

The use of dietary supplements and vitamin consumption during and after the Covid pandemic in Vietnam: a perspective of user-generated content

Minh-Tri Ha ORCID: orcid.org/0000-0003-2561-7165 1 ,
Giang-Do Nguyen ORCID: orcid.org/0000-0002-2583-3282 2 ,
Thi Huong-Thanh Nguyen ORCID: orcid.org/0000-0001-9033-3842 3 , 4 &
Bich-Duyen Thi Nguyen ORCID: orcid.org/0009-0001-8471-1365 4

Humanities and Social Sciences Communications volume 10 , Article number: 854 ( 2023 ) Cite this article

1850 Accesses

Metrics details

Business and management
Health humanities

This paper aims to examine the key determinants of User-Generated Content (UGC) affecting consumers’ purchase intention toward buying vitamin and dietary supplement products during the coronavirus disease (COVID-19) outbreak through the social networking site, Facebook. Five determinants of UGC have been investigated in this context to highlight the association with the purchase intention of Vietnamese consumers these days, including Quality, Quantity, Trust, Utilitarian Value, and Hedonic Value of generated content by experienced users. This cross-sectional study collected data through an online survey questionnaire among 331 respondents from three different regions throughout the whole of Vietnam. The results show that Quality, Quantity, Trust, and Utilitarian Value of UGC have positive relationships with consumers’ intention to buy vitamin and dietary supplement products on Facebook during the COVID-19 pandemic, while the Hedonic Value of UGC is not associated with their behavioral intention of consumption. Lastly, the findings are expected to contribute valuable knowledge about COVID-19 from UGC and its consequences on health and selected supplement products for recent emerging changes. Finally, the results are also a solid premise for future research to enlarge the scale of situational issues and perspectives during the global COVID-19 pandemic.

Demand and satisfaction analysis of short health videos among Chinese urban youth: A mixed-methods study based on the KANO model

Making algorithmic app use a virtuous cycle: Influence of user gratification and fatigue on algorithmic app dependence

Internet users engage more with phatic posts than with health misinformation on Facebook

Introduction.

Since the beginning of 2020, the world has been dramatically confronted by the coronavirus disease (COVID-19) caused by the severe acute respiratory syndrome coronavirus 2 which was publicly affirmed as a global pandemic on 11 March 2020 by the World Health Organization (WHO). Consequently, as stated by the Center of Diseases Control and Prevention, the increasing rates of high human-to-human transmissibility of SARS-CoV-2 have formed the authoritarian mechanism of social isolation as the most effective protective approach for avoiding the spread of COVID-19 (CDC, 2020 ). The influences occur mostly to numerous perspectives of the human race as changing lifestyles and behaviors, healthcare concerns and systems, national and global economies, and even social issues. After that, social isolation often acknowledges an unpleasant practice and experience to current living situation. This may cause somewhat negative sides on mental health, psychological, and emotional tensions as well as eating habits, and the worsening of chronic health conditions, etc. (De Faria Coelho-Ravagnani et al. 2021 ). These days, people have become increasingly aware of the substantial role that vitamins and dietary supplements can play in their lives, and this trend has grown strongly. Instead of addressing the concern for healthy supplements, more Vietnamese people are willing to make the decision on more vitamins and dietary supplements in order to enhance their health and immune systems (Nguyen et al. 2012 ).

Dietary supplements are becoming increasingly popular with Vietnamese consumers. They have also increased their frequency of buying dietary supplement products after the outbreak of the Coronavirus (COVID-19) pandemic to supplement for their health (Hirschmann et al. 2020 ; Nguyen et al. 2021 ). In particular, vitamin dietary supplements from foreign brands are purchased more. Besides, along with the large purchase of dietary supplements, trend is an increase in Facebook post engagement rates in Vietnam (Lu and Miller, 2019 ). Therefore, the subject related to health concerns during the pandemic and the topic associated with consumers’ engagement on social networking sites become an interesting topic. Furthermore, Vietnamese people now gain more attention to improve their health, and their common preference is using foreign brands. This is because dietary supplements are largely used for health improvements, and there are also a large number of dietary supplement products as well as brands introduced into the nutraceuticals market in Vietnam. Therefore, this research paper focuses on dietary supplements which becomes the particular perspective of the paper.

Given the impacts of online sharing and knowledge on social media, there are still some concerns in the case of vitamin and dietary supplement consumption in Vietnam. First, Facebook is also considered a platform that enables consumers to update new information quickly and shop (Chetioui et al. 2021 ), and UGC has become one of the most popular methods for spreading the products in terms of sharing experiences and promoting. However, Vietnamese consumers are curiously worried about their intention to purchase while they have less information and experience about a variety of dietary supplement products as well as brands (Ali, 2020 ). In other words, they do not know exactly how dietary supplements work in the body, nor do they know if products have positive results or negative consequences They also do not even know whether products are actually as good as the advertisements or not. Second, during outbreaks of infection, people are likely to experience a fear of falling sick or dying themselves, as well as having feelings of helplessness and stigma. This creates an upsurge in anxiety and stress for people who have concerns about their own health (Özdin and Bayrak Özdin, 2020 ) and the post-pandemic health-centered consequences. Nevertheless, a few studies proposed only the supplementation of Vitamin D for COVID-19 prevention (Carter et al. 2020 ; Charoenngam et al. 2021 ), general vitamins and supplementary products (Çimke and Yıldırım Gürkan, 2021 ), and safety-focused products (Clemens et al. 2020 ). This scale should then be enlarged into various perspectives of consumer health-centered concerns, especially during recovery from the pandemic. Third, due to the lockdown and social distancing during the COVID-19 pandemic, consumers prefer to spend time shopping and buying online (Chen and Shen, 2015 ), and the products that consumers care mostly about are supplements that help to improve health (Hamulka et al. 2020 ). Despite this interest, none of the topics connect those elements together. In particular, only a few researchers have looked into the impact of User-Generated Content (UGC) in the context of purchasing dietary supplements while the health situation is very sensitive due to COVID-19.

To address the aforementioned literature gaps that the existing literature has not examined, this study attempts to explore the key determinants of UGC on Facebook toward examining the purchase intention all over Vietnam. This gives the reader a perspective on dietary supplements during the COVID-19 pandemic within the far-reaching area. Next, the study further investigates the mediating role of consumer trust toward online-generated content from the users’ dimensions of psychological values. The main questions underpinning this study are (1) What are the key predictors of the heuristic-systematic model toward intention to use vitamin and dietary supplements during and post-pandemic?; (2) How does health-related information on social media affect individuals’ behavioral intention toward supportive products?

To highlight the originality of the literature in this paper, the results are expected to deliver significant correlations among online content attributes and consumer behavioral intention in terms of protective and preventive products for health during the emerging outbreak, and especially health-based consequences in the post-pandemic era. Subsequently, understanding the role of heuristic and systematic sides of content helps to provide insights into behavioral changes and how digital measures support individuals’ mental and physical health concerns after the dramatic infection fatality rate. From a theoretical perspective, the theory of reasoned action (TRA) implies that behavioral intentions represent a person’s motivation in the sense of a conscious plan, choice, or self-instruction to exert the necessary effort in order to achieve a goal (Conner, 2020 ; Madden et al. 1992 ). Next, this is underpinned by the source credibility theory which receives much attention in the communication literature, stating how the persuasiveness of a communication is determined in part by the perceived credibility of the source of the communication (Lowry et al. 2014 ). In this context, the explicit notion of trust is explained in the absence of tangible legal protection (Lam et al. 2020 ). Supportively, the Heuristic-systematic model (HSM) is able to contribute to the body of the theoretical base which generally specifies how an individual receives and interprets the information, categorizing two basic approaches: heuristic and systematic processes (Chen and Chaiken, 1999 ). This study implements the heuristic route known as less cognitive effort to achieve the outcomes/findings, stated on heuristics or non-content cues.

Literature review

User-generated content.

Bahtar and Muda ( 2016 ) explained UGC with a comprehensive scope as many researchers have conducted examinations in recent studies to provide many contexts of UGC and also to demonstrate the dissimilar aspects of UGC. At the time of writing, UGC is a new term that draws its definition from public usage, thus there has been no clear definition of UGC published (Christodoulides et al. 2011 ; Santos, 2022 ). However, UGC is defined as UGC by satisfying three basic requirements: (i) the content should be published and made available via publicly available transmission media (e.g., the Internet), (ii) the content generated should reflect a level of inventiveness and effort to create it, and iii) for professional routines and practices, the content must be created outside (Luca, 2015 ). Since the popularity of UGC has become a trend in 2016, many firms started to use its influence for their advertising by letting customers generate content about their products (Assaker, 2020 ). User-generated brand content is a highly discussed marketing tool that is addressed as being appropriate for the marketing strategy of businesses since it seamlessly integrates with editorial social media material (Mayrhofer et al. 2020 ). While UGC is created by consumers, firms generate content traditionally through banners, email marketing, and blogs (Yi et al. 2019 ). Moreover, Chen and Shen ( 2015 ) examined that consumers no longer rely on the information provided by firms through their traditional channels; however, they now compare the performance of several products through content posted by experienced consumers. Liu et al. ( 2019 ) also revealed that UGC works as “an online seller’s free” as it helps consumers classify which product is the best match for their needs. Experienced users can give ratings, likes, or shares of their experience of product usage, while the readers who read content from experienced users can evaluate the alternative in order to inform their purchase intention (Mayrhofer et al. 2020 ). Furthermore, content on social media has a great impact on the context of green retailing including organic, natural, and healthy perspectives (Lu and Miller, 2019 ).

The term UGC is perceived to be more credible than content generated by firms (Dabbous and Barakat, 2020 ; Park et al. 2007 ). Other studies also confirm that purchasing intention has been largely impacted by UGC on different types of platforms such as the influence of UGC on purchase intention in the background of a YouTube channel (Mathur et al. 2022 ), or the research of UGC on purchase intention via the “content + transaction” app (Chung et al. 2015 ). Besides, there are also a lot of empirical studies which research the topic of consumers being affected by UGC in the background of Facebook (Chari et al. 2016 ; Pahlevan Sharif and Mura, 2019 ), and the power of brand-related UGC (Kim and Johnson, 2016 ). In other studies, the role of UGC toward purchase intention has been widely discussed in the literature (Sethna et al. 2017 ; Utami and Rahyuda, 2019 ). During the COVID-19 pandemic situation, the significant change in consumers’ purchase intention has been recently highlighted in the study by Ellison et al. ( 2021 ). Besides, the topic of UGC impacting consumers’ purchase intention was also researched in the context of Vietnam (Nguyen et al. 2020 ).

Heuristic-systematic model

The heuristic-systematic model (HSM) has been extensively employed to observe user behaviors in information processing and decision-making in multiple contexts (Shi et al. 2021 ). The dual-process theoretical framework serves as a groundwork to explain how users process information, assess the content validity, and then make a decision (Chen and Chaiken, 1999 ; Eagly and Chaiken, 1993 ; Frauenstein and Flowerday, 2020 ). Scholars have argued that HSM is one of the most prevalent models rooted in the dual-process theory and the model anticipates one’s social assessment such as self-beliefs, reflections, and attitudes (Chaiken, 1980 ; Khalifa, 2022 ). Scholars have also described HSM as being two processes or routes including (1) heuristic processing, in which users study informational cues to create their initial or irrational judgments, and (2) systematic processing, in which they evaluate all relevant aspects of information and establish coherent judgments based on these comprehensive evaluations (Chen and Chaiken, 1999 ; Eagly and Chaiken, 1993 ; Shi et al. 2021 ). Zhang et al. ( 2014 ) also claimed that both routes of HSM (heuristic processing and systematic processing) are likely to occur in parallel, and interact with each other, imitating an individual’s process of decision-making.

Extant research on innovative service and product adoption has largely depended on traditional theories of innovation diffusion such as the technology acceptance model (TAM) (Davis et al. 1989 ; Legris et al. 2003 ), theory of planned behavior (TPB) (Ajzen, 1991 ), and the unified theory of acceptance and use of technology (UTAUT) (Venkatesh et al. 2003 ), expectation-confirmation model (ECM) (Bhattacherjee, 2001 ), and theory of innovation diffusion (DIT) (Rogers, 2003 ), to name a few, to predict user acceptance and continuance intention to use an IT-enabled service (Nguyen and Ha, 2021 ; Shi et al. 2021 ). Furthermore, it is worth observing that, in addition to traditional models on adoption (e.g., ECM, UTAUT), the HSM is becoming the most appropriate theoretical framework to study users’ behavioral intention and usage of healthcare services and products (Griffin et al. 2002 ; Son et al. 2020 ; Zhang et al. 2014 ; Zhang and Zhu, 2021 ).

While the HSM is widely applied to observe a user’s decision-making process in the context of healthcare, both message characteristics (i.e., validity information) and source characteristics (e.g., status of a person) could influence user decisions. For instance, Zhang and Zhu ( 2021 ) discovered that people are more positive about the quality of messages (e.g., messages with images or hyperlinks) than the branding of a journalist (e.g., source characteristics) during a public health crisis of the Covid-19 outbreak. In the case of the e-cigarette, Katz et al. ( 2018 ) claimed that the addition of a modified risk statement can reduce user perception of the warning and preserve non-smokers’ intentions to use e-cigarettes, and while both the systematic and heuristic routes are illustrative, heuristic processing provides more appropriateness.

Consumer purchase intention

Purchase intention expresses consumers' plan to make a future purchase of goods or services (Ajzen, 1991 ; Ha et al. 2023 ; Hsu and Tsou, 2011 ). Purchase intention is also an antecedence that may be used to forecast real-world buying behavior, thus it has caught the attention of a lot of studies (McClure and Seock, 2020 ). A great number of papers have examined the elements influencing customer purchase intention through online platforms such as blogs (Lu et al. 2014 ; van Esch et al. 2018 ), websites (Erkan and Evans, 2018 ; Wu et al. 2014 ), social networking sites (McClure and Seock, 2020 ; Shang et al. 2017 ; Sokolova and Kefi, 2020 ). There are a variety of factors that can affect online purchase intention. Al-Jundi et al. ( 2019 ) researched the perceived customer value such as perceived usefulness and perceived sacrifice, while trust is the focused determinant in investigating the purchase intention (Yu et al. 2021 ). In addition, there are a lot of studies examining the factors from other buyers to potential customers’ purchase intention such as electronic word of mouth (eWOM) on social networking sites (Alhidari et al. 2015 ; Lee et al. 2020 ) and generated content from prior consumers (Bahtar and Muda, 2016 ; Nyein, 2019 ). Next, consumer purchase intention will emerge strongly if the customers rely on the content created by other users on the internet for pre-purchase evaluation of variably priced services (Noone and McGuire, 2013 ) and even product sales (Tang et al. 2014 ). Similarly, Bahtar and Muda ( 2016 ) indicated the increasing consumption trends of show-rooming and web-rooming arise significantly to look for product information and comments from prior consumers to inform their purchase decision (Kang, 2018 ; Tsiakali, 2018 ). Furthermore, the COVID-19 pandemic is an encumbrance all over the world, thus the purchase intention is more or less also partly impacted. Some recent studies analyze how the purchase intention changed during this pandemic in the context of online book shopping (Nguyen et al. 2020 ) and online medication (e.g., dietary supplements, anti-cough medicine) (Jairoun et al. 2021 ). The aforementioned studies prove that as the COVID-19 pandemic has been occurring, purchase intention tends to be formed through online shopping (Fig. 1 ).

The model was constructed on the base of user-generated content features such as Hedonic and Utilitarian values and Information quality; and its relationships to Trust among consumers and finally facilitating consumer purchase intention.

Main elements of UGC toward Vitamin and supplement products

Hedonic value of ugc.

Hedonic value is correlated to the non-functional advantages; and concentrates more on the emotional benefit (Fang et al. 2017 ; Hirschman and Holbrook, 1982 ; Lavuri et al. 2023 ). In addition, the hedonic aspect represents the enjoyment from UGC (Hazari et al. 2017 ). Also, Batra and Ahtola ( 1991 ) also supported that hedonic value is relevant to content gratification which brings emotional arousals and feelings through subjective and personal evaluation rather than utilitarian (Ham et al. 2019 ). Given the influence of hedonic use on consumers’ intention to do online shopping is still dubious among researchers. Nevertheless, some studies assert that hedonic value just increases the enjoyment for wondering then browsing the information, thus the purchase intention is not largely affected by the hedonic value, which involves cognition more than feeling (Arruda Filho et al. 2020 ; Okada, 2005 ). On the other hand, hedonic is examined as a strong effective factor that results in consumers’ intention to purchase the product (Soebandhi et al. 2019 ). From the viewpoints of online-generated content, the relationship between hedonic and purchase intention is figured out in an online environment as content generated by users considered as amazed, interesting, and likely to create consumers’ and forming discussion on the information, thus resulting in purchase intention (Karunanayake and Madubashini, 2019 ). Thus, the hypothesis proposed for this research is below:

H1: Hedonic value of UGC has a positive impact on consumers’ purchase intention toward dietary supplement products on Facebook

Utilitarian value of UGC

Utilitarian value refers to “functional and instrumental benefits” such as convenience and cost-reduction (Gan and Wang, 2017 ; Hirschman and Holbrook, 1982 ; Lu et al. 2022 ). Utilitarian is distinguished among the terms of value as individuals involving processes such as information usefulness for necessity rather than getting information for reaction. Thus, the utilitarian value of UGC refers to how beneficial and useful information is on social media (Chiu et al. 2014 ). Nowadays, people spend more time searching UGC to obtain more useful information which refers to utilitarian value to fulfill their goals (Kim and Park, 2013 ). Some earlier studies examine the positive relationship between utilitarian value and purchase intention (Gan and Wang, 2017 ; Ozkara et al. 2017 ). From online contents, the side of utilitarian values contributes massively in the decision of whether or not to buy something based on user reviews, especially in mobile services (Zhani et al. 2022 ). These findings are consistent with a previous study (Hazari et al. 2017 ) as it indicated that utilitarian use of UGC is relevant to practical benefits of UGC as consumers can obtain more useful information and/or practical. Furthermore, the researchers also state that the comprehensibility of utilitarian value of UGC is essential for consumers and potential customers in their purchasing intention (Hazari et al. 2017 ). To clarify the relationship, it can be hypothesized that:

H2: Utilitarian value of UGC has a positive impact on consumers’ purchase intention toward dietary supplement products on Facebook

Information quality of UGC

Quality of contents encompasses various characteristics such as objectivity and logical reasons, which is also deliverable information that is understandable, abundant, and applicable to related products (Chen et al. 2011 ; Tyrväinen et al. 2023 ). Additionally, online consumer reviews come in a variety of formats ranging from subjective emotional information to attribute-specific factual descriptions (Lukyanenko et al. 2014 ). In 1984, information quality is distinguished as both understandable and objective aspects that are more effective and strongly influential than emotional and subjective information (Petty and Cacioppo, 1984 ). An online review is perceived quality under the terms of understandability, relevance and sufficiency. The degree of congruence between information in the consumer review and the information consumers desire to evaluate a product is measured by relevance (Chua and Banerjee, 2016 ). The degree of ease with which the information may be understood is referred to as understandability; and sufficiency represents the level of detail (Petty and Cacioppo, 1984 ). When uncertainty emerges in consumer perception, the purchase intention also partially fluctuates (Shiu et al. 2011 ). Another research study also elucidates that if the information is clear, it will help consumers to evaluate the product which then can create the purchase intention (Bataineh, 2015 ). Therefore, it is a prediction that the purchase intention of consumers becomes stronger as the reviews generated by users are quality, and the following hypothesis is proposed:

H3: Information quality of UGC has a positive impact on consumers’ purchase intention toward vitamin and dietary supplement products on Facebook .

Trust in UGC

Trust is defined as the willingness of a party to depend on an exchange relationship with partners and a specific state of mind with positive expectations of individuals (Rousseau et al. 1998 ; Zafari et al. 2020 ). The importance of trust enriches the higher level of information acceptance and the increasing purchase intention among individuals (Basha et al. 2015 ). Continuously, consumers who are involved in processing individual reviews systematically will likely enhance purchase intention and have a predilection for favorable product reviews, which then influences consumer information processing by eliciting a confirmation bias (Yu et al. 2021 ). As a fact, consumers likely use information that they trust toward particular products/services; and they make decisions whether or not to react to such information obtained (Cheng et al. 2017 ; Mayer et al. 1995 ). In the context of UGC, trust is indicated by the information that users provide through their activities (Al Qundus et al. 2019 ). More recently, people have become increasingly likely to trust other consumers with similar characteristics and/or experiences than they are to believe the government authorities, business experts, and the media (Mainardes and Cardoso, 2019 ). Given the previous studies regarding online contents, the findings revealed the impact of UGC on health-related attitudes and intentions (Hu and Shyam Sundar, 2010 ; Jin et al. 2015 ; Plasek and Temesi, 2019 ). Consumers are sidestepping the conventional methods of information transmission, such as doctors and healthcare advisors, and instead of that, they are depending more on online from different sources (Willis, 2018 ). Moreover, online-generated contents might be perceived in the type of recommendations provided by relatives, friends, or “like-minded souls” (Zeng and Gerritsen, 2014 ). These users usually generate contents that help other consumers to reduce the risks in their decision-making and thus reduce the uncertainty in their intention to purchase (Lăzăroiu et al. 2020 ). Generally, consumers normally trust reviews from users who have purchased the product, and trust of UGC is an essential factor that influences other potential consumers (Hazari et al. 2017 ). Thus, it can be concluded that trust in UGC has a significant impact on consumers’ purchase intention (Table 1 ).

H4: Hedonic value of UGC has a positive impact on consumer trust toward vitamin and dietary supplement products on Facebook .

H5: Utilitarian value of UGC has a positive impact on consumer trust toward vitamin and dietary supplement products on Facebook .

H6: Trust of UGC has a positive impact on consumers’ purchase intention toward vitamin and dietary supplement products on Facebook .

Data collection and sampling

The questionnaire for this study was administered personally by convenient sampling. The structure of the question was then created through a professional online-based survey tool, which has already been adopted in tourism research with satisfactory results (Ali et al. 2018 ; Ayeh et al. 2013 ). Also, the online questionnaire is developed as an effective tool to maximize the validity and reliability of survey, and further improve both response rates and data quality (Ha, 2022 ). The target group of population is selected on the attributes as those people who have a stable standard of living, a healthy lifestyle (e.g., using dietary supplements for improving their health), a habit of reading content (e.g., reviews, posts, videos) generated by other users, or even a habit of using Facebook to refer to more information before purchasing something. Besides, they are investigated in terms of both using Facebook and at least experiencing content generated by other users to assist their purchase intention. All measurement constructs and items were adapted from previous studies for validity and reliability, and were operationalized using a 5-point Likert-type scale ranging from 1 for strongly disagree to 5 for strongly agree. There were five items of hedonic value retrieved from Gan and Wang ( 2017 ) and Sethna et al. ( 2017 ), five items of utilitarian value retrieved from Hazari et al. ( 2017 ) and Sethna et al. ( 2017 ), and five items of information quality retrieved from Hazari et al. ( 2017 ) and Kim et al. ( 2012 ). For trust, five items were taken from Chari et al. ( 2016 ) and Hazari et al. ( 2017 ), and five items for purchase intention were modified from Hazari et al. ( 2017 ) and Sethna et al. ( 2017 ). The detailed measurement items are shown in Table 2 .

The pilot study is used to test the content in order to make the research more cohesive and understandable. A questionnaire pilot study was conducted to assess the measuring scales’ content validity (Wang and Yang, 2010 ). A panel of experts examined content validity by determining whether the test accurately represents all of the contents of a given concept (Ha et al. 2023 ; Judd et al. 1991 ). After evaluation by an advisor in this field, some items were altered based on the feedback. Next, the questionnaire would be administered to 20 Facebook users who have created content to given products which was primarily designed with closed questions that were measured using a 5-points Likert scale. They would be required to answer, review, and appraise the questionnaire. All of the questionnaires would be considered carefully, then revised and finalized from the points of feedback and comments before being distributed digitally through a Google Form. Thus, this enables the questionnaire to reach respondents who come from three different areas in Vietnam, especially on electronic platforms for convenience. The result of screening questions expectedly stated that (1) the confirmation of spending on product reviews on Facebook and (2) the intention of being aware of vitamins and dietary supplement products during the coronavirus pandemic.

Among the 331 Vietnamese respondents who took part in the survey on Google Forms, there are 323 respondents engaged in online contents for review on Facebook, and eight who are not associated with product reviews on a networking site such as Facebook. Among the 323 abovementioned respondents who frequently exposed on Facebook with sources of online review, there is one respondent confirmed with no plan of being aware of related products for health and other supports from a networking site. It can be initially concluded that a large number of Vietnamese buyers engage in product reviews on Facebook to facilitate their purchase intention through shared information from prior experiences with similar or related products.

Data analysis

The data was analyzed through Structural Equation Modeling (SEM) which is known as a viable measurement technique over simple regression tools, since it enables researchers to test a series of dependence relationships simultaneously (Hair et al. 2018 ). This paper undertook a two-step approach using the measurement model and the structural model to examine the associations between latent constructs including perceived values of hedonic and utilitarian, information quality and trust, and further intention to use vitamin and supplement products during and post-pandemic. Furthermore, the research for this study considered all the necessary aspects involved in SEM analysis to ensure the reliability and validity of the findings (Kline, 2015 ; Nunkoo and Ramkissoon, 2012 ).

Sample profile

This part summarizes the characteristics of 331 respondents in this survey. The age of samples largely accounted for a range of 20–29 with 72.8% and 30–39 with 19%; and the division of gender is 34.1% of male, versus 65.9% of female. In terms of monthly income, the proportion is divided approximately among 44.7% of “5–10 million VND” and 29% of “above 10–15 million VND”; whereas equivalently 15.4% of “above 15 million VND” and 10.9% of “below 5 million VND”. The majority of respondent accounts for office staff/employment with 72.8%; and currently live in three main areas of Vietnam the south of 61.3%, the north of 28.7%, and the central of 10%. Due to the large scale of ages taken, there are equivalent proportions among marital status as dating, single, and married with 36.3, 29.6, and 29.3% respectively. For frequency, there are 53.2% of “less 2 times/week”, 34.1% “2–5 times/week” and 12.7% “above 5 times/week” respondents spend on Facebook posts for DS products or information related to health.

The measurement evaluation

Exploratory factor analysis (EFA) was first used to identify the multidimensionality of the constructs. The Bartlett test was significant at ρ = 0.000 and the KMO (Kaiser-Meyer-Olkin) score was 0.855, which is greater than the threshold of 0.6, indicating the adequacy of the sample size as well as the existence of the latent factors. The EFA indicated a total of four variables with eigenvalues of 1 or more, and the total variance of the four derived factors was appropriately 69.2%.

Next, a Confirmatory factor analysis (CFA) was performed. Table 2 shows the results of the tests of both convergent and discriminant validity outcomes. Convergent validity was assessed using Cronbach’s alpha ( α ), Composite Reliability (CR), and average variance extracted (AVE). The factor loadings for all the constructs used in this study were greater than the recommended cutoff at 0.5, with the highest value of TR5 (Trust) at 0.956 and the lowest value of QL2 (Information quality) at 0.544. Reliability was assessed for each construct by Cronbach’s alpha, which ranged from 0.854 (Utilitarian Value) to 0.911 (Hedonic Value), which indicates a very good level used to check the reliability of factor analysis, where values of more than 0.7 are acceptable (Hair et al. 2018 ). This research for this study also examined AVE and CR to confirm the convergent validity and internal consistency. As the AVE values were higher than 0.5 and the CR values were higher than 0.7, the internal consistency and convergent validity of the measurement variables were valid (Fornell and Larcker, 1981 ). The corresponding results were that the AVE values ranged from 0.549 (Utilitarian Value) to 0.674 (Hedonic Value), and the CR values ranged from 0.858 (Utilitarian Value) to 0.912 (Hedonic Value). Therefore, the convergent validity and internal consistency of the measurement variables are accepted.

Discriminant validity was verified through the AVE value, which is larger than the maximum shared variance (MSV) and the square root of AVE is larger than all inter-construct correlations between the potential variables, indicating that there were no issues with discriminant validity (Fornell and Larcker, 1981 ). Table 3 shows that these requirements have been confirmed for all factor values.

The structural evaluation

The overall model fit was measured using the relative/normed chi-square ( χ 2 / df ), yielding a value of χ 2 / df = 2.847, which is below the recommended threshold of 3 (Kline, 2015 ), the chi-squared value was 746.113 and all factor loadings were statistically significant ( ρ = 0.000). The goodness-of-fit index (GFI) was 0.855, and the comparative fit index (CFI) was 0.907; RMSEA was 0.075, all of which are indicated as moderate fit indices (Browne et al. 1993 ; Hair et al. 2018 ). Overall, the structural equation model shows a good fit.

The structural evaluation illustrated above in Fig. 2 shows the relationships among the variables. An estimation of regression weights determined in Table 4 indicates that the first dimensions of trust, such as Utilitarian value and Hedonic value, have significant associations with consumer trust toward vitamin and dietary supplement products through Facebook information sharing with the values of 0.331 and 0.142, respectively. Next, the consumer purchase intention of vitamin and dietary supplement products is significantly impacted by Information quality, Utilitarian value, and Trust and their respective range of values are 0.418, 0.250, and 0.266 respectively. Meanwhile, Hedonic value is not significant to the consumer purchase intention (0.052 and ρ = 0.245).

Source: AMOS calculation results.

Mediation analysis

The cause-effect relationships among Hedonic value, Utilitarian value, Trust, and Purchase intention are expected to be validated by conducting mediation analysis with the bootstrapping approach (Hayes, 2009 ). The analysis process is taken with the bootstrapping of 2000 samples and integrates a 95% level of bias-corrected confidence interval. In the results, Table 5 indicates that the Hedonic value and the Utilitarian value both have significant relationships on Trust; further, Information quality, Trust, and Utilitarian value are all associated with Purchase intention toward vitamin and dietary supplements. Excitingly, Hedonic value is not significantly related to Purchase intention during and post-pandemic for supportive products. Furthermore, the association between Hedonic value, Utilitarian value, and Purchase intention are fully mediated and partially mediated by trust, respectively. Therefore, all hypotheses are supported as proposed, except H1.

The research findings represent that the majority of hypotheses are supported by statistically significant paths of this model. First, Hedonic value and Utilitarian value are significantly related to Trust. These findings are consistently confirmed by Albayrak et al. ( 2020 ) stating hedonic value of website content is positively associated with consumer trust. In a related context, Utilitarian shopping experience/value is examined as a significant relationship to consumer trust at the airport (Han et al. 2018 ). Continuously, Information quality is significantly related to Purchase intention. This finding is consistently confirmed by Kim and Johnson ( 2016 ) stating that perceived information quality as a cognitive response significantly influences behavioral intention through online content on Facebook.

Next, Utilitarian values and Trust are significantly related to Purchase intention. These findings are consistently confirmed by Jeon et al. ( 2017 ) and Wu et al. ( 2017 ), both stating that utilitarian values and trust are positively associated with repurchase intention toward online community; or utilitarian value dimensions are also positively associated with Chinese travelers’ behavioral intention. Further, trust is also positively associated with the online purchase of products and services through consumers’ perceived value (Bonson Ponte et al. 2015 )

Interestingly, the research for this study found that hypothesis H1 was rejected. This finding infers that the hedonic value of online sharing information on social media is insignificant to consumer purchase intention toward vitamin and dietary supplement products during the height of the pandemic. This result is contradictory to the findings of Biondi and Camanzi ( 2020 ) stating hedonic features/values significantly facilitate consumer perception and purchase intention toward novel nutritious food products with multiple attributes. These dimensions of the hedonic perspective are of pleasant taste; color of product; product tastier; and easier to use than what is used to measure the estimation in this given context. Similarly, the opposing results reveal a higher emphasis of hedonic attributes/cues explicitly to advance the perceived value of consumers and promote consumers’ continuous purchase intention (Lin et al. 2021 ; Mohammed, 2021 ). As a fascinating novelty, this study uncovers the new side of human perception that is considerably adapted in certain circumstances of public health crisis and even negative cases in life. Consumers are more likely to give emphasis less on the subject experience of amusement and playfulness, pleasure and excitement within product function and display. Actually, the undesirable consequences on health and survival are driving consumers to attempt to acquire knowledge and comprehension to be able to make the correct decision among product alternatives from various retailers and forms of market.

Theoretical implication

This study presents theoretical implications based on the findings of empirical analyses. The theoretical implications are as follows: first, numerous studies approve that customer purchase intention was caused by marketing efforts such as social media branding (McClure and Seock, 2020 ), celebrity endorsement (Osei-Frimpong et al. 2019 ), social media advertising, and eWOM engagement (Chetioui et al. 2021 ). However, this study is among the first to attempt to show that customer buying intention can occur without the involvement of marketing efforts and activities. The findings reveal that consumers have their own perception and perceptual selectivity for any source of information they obtain from social media, and their concerns of benefit and value are from given health-related products and information quality highly appropriated (Guan et al. 2022 ; Jiménez-Castillo and Sánchez-Fernández, 2019 ). Second, the empirical findings in this study provide a new understanding to how attributes of heuristic routes of online content are explicitly identified as non-content bases, such as consumer-perceived values by hedonic and utilitarian, information quality and trust, affect psychological dimensions of consumers (Hazari et al. 2017 ). These essentially contribute to the basis of behavioral responses that customers psychologically perceive and believe to be vital in special circumstances or specific contexts such as a health-related outbreak. Third, the study findings have provided a deeper insight into the relationships between the UGC’s factors and purchase intention by explaining generated content from previous users fostering customer behavior on adoption, intention, and usage of health-related products during and after the COVID-19 pandemic. Before this study, there has been little attention on how consumer-generated content fosters purchase intention and use of vitamin and dietary supplement products during health crisis settings. Although many recent studies have concentrated on purchase intentions for certain goods and services on online platforms, they have only highlighted how dimensions of benefits and sacrifice have positively affected online purchase intention by concentrating on consumer-perceived values (Konuk, 2018 ). Further, studies on consumer intention have been restricted to consumer perception of risk from online platforms, such as financial, time, security, product, and psychological risks significantly affecting online purchase intention (Kamalul Ariffin et al. 2018 ). Surprisingly, in the context of the COVID-19 crisis, little evidence of consumer purchase intentions toward necessary health-related products is found, except for several factors, including uncertain and unsafe (Naeem, 2021 ). The findings of this investigation complement those of earlier studies.

Practical implication

The practical implications are detailed in this section. These days, as technological advancement as well as a large number of social sharing platforms such as TikTok, Instagram, Twitter, and many blogging sites have arisen to allow customers to engage and/or generate their own content for reviewing a product or a particular brand to potential customers. Particularly during the lockdown and social distancing of COVID-19, the UGC has become more and more favorable and popular. With a large number of dietary supplement concerns increasing during the epidemic, as well as a variety of emerging product reviews, the quality of content is also important for managers to be concerned about them. From the company’s perspective, they should take a further outlook beyond Facebook to develop their status in video-sharing sites such as TikTok and/or Instagram IGTV to maximize the quality of content. These sites can deliver popularity, while Facebook enlarges the momentum of customers to contribute high-quality content. For marketers, such as freelancers or Key-Opinion Leaders (KOLs), to generate content, they can enhance the quality such as objectivity or logical content to make it understandable and sufficient about the topic of health protection to influence potential buyers’ intentions to purchase dietary supplement products.

Further, managers can add reviews and ratings to their sites, and display the number of reviews and ratings by customers on the product pages. Thus, the purchase intention of customers might increase as the more content that is generated by other users, the more popular the brand will be. Besides, one way that marketers can generate more UGC is by running campaigns related to health protection during the lockdown or quarantine, or even generating giveaways as gifts for audiences when they create, share, or tag brands in content featuring their dietary supplement products. This action is referred to as gamification to increase the engagement from customers.

Moreover, managers can share UGC on social media accounts, websites, and other marketing channels to enhance the trust from new customers. In particular, to enhance trust from users, managers should create relationships with their customers on social networking sites. Once a relationship is built, customers then easily turn to loyal customers and generate more content for brands. Thereby, the utilitarian value of UGC is also enhanced as the trust can reduce the time of consideration about the quality and quantity of UGC bringing the notion of usefulness in time.

Limitations and future research

Although this study highlights several empirical contributions, it still has some limitations that can be addressed for future research and managerial fields. Firstly, this study has emphasized consumer purchase intention in Vietnam toward a specific product category known as dietary supplement products although functional food is also preferable and widely used among customers of all ages and genders worldwide. In other words, there is a limitation in terms of types of products that cannot reflect the specific products in dietary supplements, so future studies in the area of UGC can examine the functional products in terms of healthy products. Secondly, this study has only taken the purchase intention of consumers in Vietnam. Therefore, the limitation in the region that results in the sample size is still small and cannot be evaluated for the whole population in Asia or in the world. Finally, there are also many factors of UGC affecting purchase intention, and this study only addresses some of these factors. Therefore, future studies can extend and discover more factors to increase the richness of the topic “User-Generated Content” such as health-related dimensions, cultural, and personality dimensions that vary by state and country. The addition of this literature should also be enlarged by investigating the different aspects of psychological perceived risk and perceived knowledge of health as well as concerns of livestreaming shoppable sites at a better integration in the implications of research and practical.

Data availability

All data generated or analyzed during this study are included in this published article and its supplementary file.

Ajzen I (1991) The theory of planned behavior. Organ Behav Hum Decis Process 50(2):179–211

Article Google Scholar

Al-Jundi SA, Shuhaiber A, Augustine R (2019) Effect of consumer innovativeness on new product purchase intentions through learning process and perceived value. Cogent Bus Manag 6(1):1698849

Al Qundus J, Paschke A, Kumar S, Gupta S (2019) Calculating trust in domain analysis: theoretical trust model. Int J Inf Manage 48:1–11

Albayrak T, Karasakal S, Kocabulut Ö, Dursun A(2020) Customer loyalty toward travel agency websites: the role of trust and hedonic value J Qual Assur Hosp Tour 21(1):50–77

Alhidari A, Iyer P, Paswan A (2015) Personal level antecedents of eWOM and purchase intention, on social networking sites. J Cust Behav 14(2):107–125

Ali F, Kim WG, Li J, Cobanoglu C (2018) A comparative study of covariance and partial least squares based structural equation modelling in hospitality and tourism research. Int J Contemp Hosp Manag 30(1):416–435

Ali N (2020) Role of vitamin D in preventing of COVID-19 infection, progression and severity. J Infect Public Health 13(10):1373–1380

Article PubMed PubMed Central Google Scholar

Arruda Filho EJM, Simões JDS, De Muylder CF (2020) The low effect of perceived risk in the relation between hedonic values and purchase intention. J Mark Manag 36(1-2):128–148

Assaker G (2020) Age and gender differences in online travel reviews and user-generated-content (UGC) adoption: extending the technology acceptance model (TAM) with credibility theory. J Hosp Market Manag 29(4):428–449

Google Scholar

Ayeh JK, Au N, Law R (2013) Predicting the intention to use consumer-generated media for travel planning. Tour Manag 35:132–143

Bahtar AZ, Muda M (2016) The impact of user – generated content (UGC) on product reviews toward online purchasing – a conceptual framework. Procedia Econ Finance 37:337–342

Basha MB, Mason C, Shamsudin MF, Hussain HI, Salem MA (2015) Consumers attitude toward organic food. Procedia Econ Finance 31:444–452

Bataineh AQ (2015) The impact of perceived e-WOM on purchase intention: the mediating role of corporate image. Int J Market Stud 7(1):126

Batra R, Ahtola OT (1991) Measuring the hedonic and utilitarian sources of consumer attitudes. Market Lett 2(2):159–170

Bhattacherjee A (2001) Understanding information systems continuance: an expectation-confirmation model. MIS Q 25(3):351–370

Biondi B, Camanzi L (2020) Nutrition, hedonic or environmental? The effect of front-of-pack messages on consumers’ perception and purchase intention of a novel food product with multiple attributes. Food Res Int 130:108962

Article PubMed Google Scholar

Bonson Ponte E, Carvajal-Trujillo E, Escobar-Rodríguez T (2015) Influence of trust and perceived value on the intention to purchase travel online: Integrating the effects of assurance on trust antecedents. Tour Manag 47:286–302

Browne, MW, Cudeck, R, Bollen, KA, & Long, JS (1993) Testing structural equation models

Carter, SJ, Baranauskas, MN, & Fly, ADJO (2020) Considerations for obesity, vitamin D, and physical activity amid the COVID‐19 pandemic. Obesity 28: 1176–1177

CDC. (2020) Social distancing: keep your distance to slow the spread. Centers for Diseases Control and Prevention. Retrieved 13 Sep from https://www.cdc.gov/coronavirus/2019-ncov/prevent-getting-sick/social-distancing.html

Chaiken S (1980) Heuristic versus systematic information processing and the use of source versus message cues in persuasion. J Pers Soc Psychol 39(5):752

Chari S, Christodoulides G, Presi C, Wenhold J, Casaletto JP (2016) Consumer trust in user‐generated brand recommendations on Facebook. Psychol Mark 33(12):1071–1081

Chari, S, Christodoulides, G, Presi, C, Wenhold, J, Casaletto, JPJP, & Marketing. (2016) Consumer trust in user‐generated brand recommendations on Facebook. 33(12), 1071–1081. https://doi.org/10.1002/mar.20941

Charoenngam N, Shirvani A, Holick MF (2021) Vitamin D and its potential benefit for the COVID-19 pandemic. Endocr Pract 27(5):484–493

Chen J, Shen X-L (2015) Consumers’ decisions in social commerce context: an empirical investigation. Decision Support Syst 79:55–64

Chen J, Xu H, Whinston AB (2011) Moderated online communities and quality of user-generated content. J Manag Inf Syst 28(2):237–268

Chen, S, & Chaiken, S (1999) The heuristic-systematic model in its broader context

Cheng X, Fu S, de Vreede G-J (2017) Understanding trust influencing factors in social media communication: a qualitative study. Int J Inf Manag 37(2):25–35

Chetioui Y, Butt I, Lebdaoui H (2021) Facebook advertising, eWOM and consumer purchase intention-Evidence from a collectivistic emerging market. J Glob Market 34(3):220–237

Chiu, CM, Wang, ET, Fang, YH, & Huang, HYJISJ (2014) Understanding customers’ repeat purchase intentions in B2C e‐commerce: the roles of utilitarian value, hedonic value and perceived risk. 24(1), 85–114. https://doi.org/10.1111/j.1365-2575.2012.00407.x

Christodoulides G, Jevons C, Blackshaw P (2011) The voice of the consumer speaks forcefully in brand identity: User-generated content forces smart marketers to listen. J Advert Res 51(150th Anniversary Supplement):101–111

Chua AYK, Banerjee S (2016) Helpfulness of user-generated reviews as a function of review sentiment, product type and information quality. Comput Hum Behav 54:547–554

Chung N, Han H, Koo C (2015) Adoption of travel information in user-generated content on social media: the moderating effect of social presence. Behav Inf Technol 34(9):902–919

Article CAS Google Scholar

Çimke S, Yıldırım Gürkan D (2021) Determination of interest in vitamin use during COVID-19 pandemic using Google Trends data: Infodemiology study. Nutrition 85:111138

Clemens KS, Matkovic J, Faasse K, Geers AL (2020) Determinants of safety-focused product purchasing in the United States at the beginning of the global COVID-19 pandemic. Safety Sci 130:104894

Conner, M (2020) Theory of planned behavior. Handbook of sport psychology. 4th edn, 1–18

Dabbous A, Barakat KA (2020) Bridging the online offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention. J Retail Consum Serv 53:101966

Davis FD, Bagozzi RP, Warshaw PR (1989) User acceptance of computer technology: a comparison of two theoretical models. Manag Sci 35(8):982–1003

De Faria Coelho-Ravagnani, C, Corgosinho, FC, Sanches, FLFZ, Prado, CMM, Laviano, A, & Mota, JFJNR (2021) Dietary recommendations during the COVID-19 pandemic. 79(4), 382–393. https://doi.org/10.1159/000513449

Eagly, AH, & Chaiken, S (1993) The psychology of attitudes. Harcourt brace Jovanovich College publishers

Ellison, B, McFadden, B, Rickard, BJ, Wilson, NLJAEP, & Policy. (2021) Examining food purchase behavior and food values during the COVID‐19 pandemic. 43 (1), 58–72. https://doi.org/10.1002/aepp.13118

Erkan I, Evans C (2018) Social media or shopping websites? The influence of eWOM on consumers’ online purchase intentions. J Market Commun 24(6):617–632

Fang J, Zhao Z, Wen C, Wang R (2017) Design and performance attributes driving mobile travel application engagement. Int J Inf Manag 37(4):269–283

Fornell C, Larcker DF (1981) Evaluating structural equation models with unobservable variables and measurement error. J Market Res 18(1):39–50

Frauenstein ED, Flowerday S (2020) Susceptibility to phishing on social network sites: a personality information processing model. Comput Secur 94:101862

Gan C, Wang W (2017) The influence of perceived value on purchase intention in social commerce context. Int Res 27(4):772–785

Griffin, RJ, Neuwirth, K, Giese, J, & Dunwoody, S (2002) Linking the heuristic-systematic model and depth of processing. 29(6), 705–732. https://doi.org/10.1177/009365002237833

Guan J, Lau Y-Y, Yang H, Ren L (2022) To buy or not to buy: how young consumers approach new smart products in the social media context. Young Consum 23(1):90–111

Ha M-T, Nguyen G-D, Doan B-S (2023) Understanding the mediating effect of switching costs on service value, quality, satisfaction, and loyalty. Humanit Soc Sci Commun 10(1):288

Ha, MT (2022) Data Collection Using Online Questionnaires in Marketing https://doi.org/10.4135/9781529603560039

Hair, JF, Black, WC, Babin, BJ, & Anderson, RE (2018) Multivariate data analysis (8 ed.). Cengage Learning

Ham J, Lee K, Kim T, Koo C (2019) Subjective perception patterns of online reviews: a comparison of utilitarian and hedonic values. Inf Process Manage 56(4):1439–1456

Hamulka, J, Jeruszka-Bielak, M, Gornicka, M, Drywien, ME, & Zielinska-Pukos, MA (2020) Dietary Supplements during COVID-19 Outbreak. Results of Google Trends Analysis Supported by PLifeCOVID-19 Online Studies. Nutrients, 13 (1). https://doi.org/10.3390/nu13010054

Han H, Lee MJ, Kim W (2018) Role of shopping quality, hedonic/utilitarian shopping experiences, trust, satisfaction and perceived barriers in triggering customer post-purchase intentions at airports. Int J Contemp Hosp Manage 30(10):3059–3082

Hayes AF (2009) Beyond Baron and Kenny: statistical mediation analysis in the new millennium. Commu Monogr 76(4):408–420

Hazari S, Bergiel BJ, Sethna BN (2017) Hedonic and utilitarian use of user-generated content on online shopping websites. J Market Commun 23(6):572–591

Hirschman EC, Holbrook MB (1982) Hedonic consumption: emerging concepts, methods and propositions. J Market 46(3):92–101

Hirschmann MT, Hart A, Henckel J, Sadoghi P, Seil R, Mouton C (2020) COVID-19 coronavirus: recommended personal protective equipment for the orthopaedic and trauma surgeon. Knee Surg Sports Traumatol Arthrosc 28(6):1690–1698

Hsu HY, Tsou H-T (2011) Understanding customer experiences in online blog environments. Int J Inf Manag 31(6):510–523

Hu Y, Shyam Sundar S (2010) Effects of online health sources on credibility and behavioral intentions. Commun Res 37(1):105–132

Jairoun AA, Al-Hemyari SS, Abdulla NM, El‑Dahiyat F, Jairoun M, Al-Tamimi SK, Babar Z (2021) Online medication purchasing during the Covid-19 pandemic: a pilot study from the United Arab Emirates. J Pharm Policy Pract 2021(14):38

Jeon H, Jang J, Barrett EB (2017) Linking website interactivity to consumer behavioral intention in an online travel community: the mediating role of utilitarian value and online trust. J Qual Assur Hosp Tour 18(2):125–148

Jiménez-Castillo D, Sánchez-Fernández R (2019) The role of digital influencers in brand recommendation: examining their impact on engagement, expected value and purchase intention. Int J Inf Manag 49:366–376

Jin V S, Phua J, Lee KM (2015) Telling stories about breastfeeding through Facebook: the impact of user-generated content (UGC) on pro-breastfeeding attitudes. Comput Hum Behav 46:6–17

Judd CM, Ryan CS, Park B (1991) Accuracy in the judgment of in-group and out-group variability. J Pers Soc Psychol 61(3):366

Article CAS PubMed Google Scholar

Kamalul Ariffin S, Mohan T, Goh Y-N (2018) Influence of consumers’ perceived risk on consumers’ online purchase intention. J Res Interact Mark 12(3):309–327

Kang J-YM (2018) Showrooming, webrooming, and user-generated content creation in the Omnichannel Era. J Internet Commerce 17(2):145–169

Karunanayake T, Madubashini C (2019) The influence of user generated content on purchase intention of automobiles in Sri Lanka. Asian Social Science 15:6

Katz SJ, Erkkinen M, Lindgren B, Hatsukami D (2018) Assessing the impact of conflicting health warning information on intentions to use e-cigarettes-an application of the Heuristic-Systematic model. J Health Commun 23(10-11):874–885

Khalifa HKH (2022) A conceptual review on heuristic systematic model in mass communication studies. Int J Media Mass Commun 4(2):164–175

Kim AJ, Johnson KKP (2016) Power of consumers using social media: examining the influences of brand-related user-generated content on Facebook. Comput Hum Behav 58:98–108

Kim C, Jin M-H, Kim J, Shin N (2012) User perception of the quality, value, and utility of user-generated content. J Electron Commerce Res 13 (4):305

Kim S, Park H (2013) Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance. Int J Inf Manag 33(2):318–332

Kline RB (2015) Principles and practice of structural equation modeling. The Guilford Press, NY

MATH Google Scholar

Konuk FA (2018) The role of store image, perceived quality, trust and perceived value in predicting consumers’ purchase intentions toward organic private label food. J Retail Consum Serv 43:304–310

Lam JMS, Ismail H, Lee S (2020) From desktop to destination: user-generated content platforms, co-created online experiences, destination image and satisfaction. J Dest Mark Manage 18:100490

Lavuri R, Jaiswal D, Thaichon P (2023) Extrinsic and intrinsic motives: panic buying and impulsive buying during a pandemic. Int J Retail Distrib Manag 51(2):190–204

Lăzăroiu, G, Neguriţă, O, Grecu, I, Grecu, G, & Mitran, PC (2020) Consumers’ decision-making process on social commerce platforms: online trust, perceived risk, and purchase intentions. Front Psychol 11:890

Lee Y-I, Phua J, Wu T-Y (2020) Marketing a health Brand on Facebook: effects of reaction icons and user comments on brand attitude, trust, purchase intention, and eWOM intention. Health Mark Q 37(2):138–154

Legris P, Ingham J, Collerette P (2003) Why do people use information technology? A critical review of the technology acceptance model. Inf Manag 40(3):191–204

Lin J, Li T, Guo J (2021) Factors influencing consumers’ continuous purchase intention on fresh food e-commerce platforms: an organic foods-centric empirical investigation. Electron Commer Res Appl 50:101103

Liu C, Bao Z, Zheng C (2019) Exploring consumers’ purchase intention in social commerce. Asia Pacific J Mark Logist 31(2):378–397

Lowry PB, Wilson DW, Haig WL (2014) A picture is worth a thousand words: source credibility theory applied to logo and website design for heightened credibility and consumer trust. Int J Hum–Comput Int 30(1):63–93

Lu B, Yan L, Chen Z (2022) Perceived values, platform attachment and repurchase intention in on-demand service platforms: a cognition-affection-conation perspective. J Retail Consum Serv 67:103024

Lu L-C, Chang W-P, Chang H-H (2014) Consumer attitudes toward blogger’s sponsored recommendations and purchase intention: The effect of sponsorship type, product type, and brand awareness. Comput Hum Behav 34:258–266

Lu QS, Miller R (2019) How social media communications combine with customer loyalty management to boost green retail sales. J Interact Mark 46:87–100

Luca, M (2015) Chapter 12 - User-Generated Content and Social Media. In SP Anderson, J Waldfogel, & D Strömberg (Eds.), Handbook of Media Economics (Vol. 1, pp. 563–592). North-Holland. https://doi.org/10.1016/B978-0-444-63685-0.00012-7

Lukyanenko, R, Parsons, J, & Wiersma, YFJISR (2014) The IQ of the crowd: Understanding and improving information quality in structured user-generated content. 25(4), 669–689

Madden TJ, Ellen PS, Ajzen I (1992) A comparison of the theory of planned behavior and the theory of reasoned action. Pers Soc Psychol Bull 18(1):3–9

Mainardes EW, Cardoso MV (2019) Effect of the use of social media in trust, loyalty and purchase intention in physical stores. Int Rev Retail Distrib Consum Res 29(4):456–477

Mathur S, Tewari A, Singh A (2022) Modeling the factors affecting online purchase intention: the mediating effect of consumer’s attitude toward user- generated content. J Market Commun 28(7):725–744

Mayer RC, Davis JH, Schoorman FD (1995) An integrative model of organizational trust. Acad Manag Rev 20(3):709–734

Mayrhofer M, Matthes J, Einwiller S, Naderer B (2020) User generated content presenting brands on social media increases young adults’ purchase intention. Int J Advert 39(1):166–186

McClure C, Seock Y-K (2020) The role of involvement: investigating the effect of brand’s social media pages on consumer purchase intention. J Retail Consum Serv 53:101975

Mohammed AA (2021) What motivates consumers to purchase organic food in an emerging market? An empirical study from Saudi Arabia. Br Food J 123(5):1758–1775

Naeem M (2021) Do social media platforms develop consumer panic buying during the fear of Covid-19 pandemic. J Retail Consum Serv 58:102226

Nguyen, AN, Le, XTT, Ta, NTK, Wong, D, Nguyen, NTT, Le, HT, … Van Duong, QJFIPH (2021) Knowledge and self-protective practices against COVID-19 among healthcare workers in vietnam. Front Public Health, 9. https://doi.org/10.3389/fpubh.2021.658107

Nguyen G-D, Ha M-T (2021) The role of user adaptation and trust in understanding continuance intention toward mobile shopping: an extended expectation-confirmation model. Cogent Bus Manag 8(1):1980248

Nguyen HTT, von Schoultz B, Nguyen TV, Dzung DN, Duc PTM, Thuy VT, Hirschberg AL (2012) Vitamin D deficiency in northern Vietnam: Prevalence, risk factors and associations with bone mineral density. Bone 51(6):1029–1034

Nguyen HV, Tran HX, Van Huy L, Nguyen XN, Do MT, Nguyen N (2020) Online book shopping in Vietnam: the impact of the COVID-19 pandemic situation. Publ Res Q 36:437–445

Noone BM, McGuire KA (2013) Effects of price and user-generated content on consumers’ prepurchase evaluations of variably priced services. J Hosp Tour Res 38(4):562–581

Nunkoo R, Ramkissoon H (2012) Structural equation modelling and regression analysis in tourism research. Curr Issues Tour 15(8):777–802

Nyein, KN (2019) The impact of user generated content on purchase intention among facebook and instagram users: case study of food & beverage industry in Yangong, Myanmar

Okada EM (2005) Justification effects on consumer choice of hedonic and utilitarian goods. J Market Res 42(1):43–53

Osei-Frimpong K, Donkor G, Owusu-Frimpong N (2019) The impact of celebrity endorsement on consumer purchase intention: an emerging market perspective. J Mark Theory Pract 27(1):103–121

Özdin S, Bayrak Özdin Ş (2020) Levels and predictors of anxiety, depression and health anxiety during COVID-19 pandemic in Turkish society: the importance of gender. Int J Soc Psychiatry 66(5):504–511

Ozkara BY, Ozmen M, Kim JW (2017) Examining the effect of flow experience on online purchase: a novel approach to the flow theory based on hedonic and utilitarian value. J Retail Consum Serv 37:119–131

Pahlevan Sharif S, Mura P (2019) Narratives on Facebook: the impact of user-generated content on visiting attitudes, visiting intention and perceptions of destination risk. Inf Technol Tour 21(2):139–163

Park D-H, Lee J, Han I (2007) The effect of on-line consumer reviews on consumer purchasing intention: the moderating role of involvement. Int J Electron Commer 11(4):125–148

Petty RE, Cacioppo JT (1984) The effects of involvement on responses to argument quantity and quality: central and peripheral routes to persuasion. J Pers Soc Psychol 46(1):69

Plasek B, Temesi Á (2019) The credibility of the effects of functional food products and consumers’ willingness to purchase/willingness to pay– review. Appetite 143:104398

Rogers, EM (2003) Diffutions of innovations (5rd ed.). Free Press

Rousseau, DM, Sitkin, SB, Burt, RS, & Camerer, CJAOMR (1998) Not so different after all: a cross-discipline view of trust. 23(3), 393–404

Santos MLBD (2022) The “so-called” UGC: an updated definition of user-generated content in the age of social media. Online Inf Rev 46(1):95–113

Sethna BN, Hazari S, Bergiel B (2017) Influence of user generated content in online shopping: impact of gender on purchase behaviour, trust, and intention to purchase. Int J Electron Mark Retail 8(4):344–371

Shang SSC, Wu Y-L, Sie Y-J (2017) Generating consumer resonance for purchase intention on social network sites. Comput Hum Behav 69:18–28

Shi, S, Gong, Y, & Gursoy, D (2021) Antecedents of trust and adoption intention toward artificially intelligent recommendation systems in travel planning: a heuristic–systematic model. 60(8), 1714–1734

Shiu EM, Walsh G, Hassan LM, Shaw D (2011) Consumer uncertainty, revisited. Psychol Market 28(6):584–607

Soebandhi, S, Kusuma, RA, Subagyo, HD, Sukoco, A, Hermanto, D, & Bon, ATB (2019) Utilitarian and hedonic motivations: its influences on search and purchase intention on instagram

Sokolova K, Kefi H (2020) Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. J Retail Consum Serv 53:101742

Son J, Lee J, Oh O, Lee HK, Woo J (2020) Using a Heuristic-Systematic Model to assess the Twitter user profile’s impact on disaster tweet credibility. Int J Inf Manag 54:102176

Tang T, Fang E, Wang F (2014) Is neutral really neutral? The effects of neutral user-generated content on product sales. J Market 78(4):41–58

Tsiakali K (2018) User-generated-content versus marketing-generated-content: personality and content influence on traveler’s behavior. J Hosp Mark Manag 27(8):946–972

Tyrväinen O, Karjaluoto H, Ukpabi D (2023) Understanding the role of social media content in brand loyalty: a meta-analysis of user-generated content versus firm-generated content. J Interact Mark 0(0):10949968231157281

Utami PDP, Rahyuda K (2019) The antecedents of consumers’ attitudes and its consequences on online purchase intention. Int Res J Manag IT Soc Sci 6(4):107–117

van Esch P, Arli D, Castner J, Talukdar N, Northey G (2018) Consumer attitudes toward bloggers and paid blog advertisements: what’s new? Market Intell Plann 36(7):778–793

Venkatesh V, Morris MG, Davis GB, Davis FD (2003) User acceptance of information technology: toward a unified view. MIS Q 27(3):425–478

Wang X, Yang Z (2010) The effect of brand credibility on consumers’ brand purchase intention in emerging economies: the moderating role of brand awareness and brand image. J Glob Market 23(3):177–188

Willis E (2018) The power of peers: applying user-generated content to health behaviors “Off-Line”. Qual Health Res 28(13):2081–2093

Wu J, Zeng M, Xie KL (2017) Chinese travelers’ behavioral intentions toward room-sharing platforms. Int J Contemp Hosp Manag 29(10):2688–2707

Wu W-Y, Lee C-L, Fu C-S, Wang H-C (2014) How can online store layout design and atmosphere influence consumer shopping intention on a website? Int J Retail Distrib Manag 42(1):4–24

Yi C, Jiang Z, Li X, Lu X (2019) Leveraging user-generated content for product promotion: the effects of firm-highlighted reviews. Inf Syst Res 30(3):711–725

Yu W, Han X, Ding L, He M (2021) Organic food corporate image and customer co-developing behavior: the mediating role of consumer trust and purchase intention. J Retail Consum Serv 59:102377

Zafari K, Biggemann S, Garry T (2020) Mindful management of relationships during periods of crises: a model of trust, doubt and relational adjustments. Ind Mark Manag 88:278–286

Zeng B, Gerritsen R (2014) What do we know about social media in tourism? A review. Tour Manag Perspect 10:27–36

Zhang KZK, Zhao SJ, Cheung CMK, Lee MKO (2014) Examining the influence of online reviews on consumers’ decision-making: a heuristic–systematic model. Decision Support Syst 67:78–89

Zhang X, Zhu R (2021) How source-level and message-level factors influence journalists’ social media visibility during a public health crisis. Journalism 0(0):14648849211023153

Zhani N, Mouri N, Ahmed T (2022) The role of mobile value and trust as drivers of purchase intentions in m-servicescape. J Retail and Consum Serv 68:103060

Download references

Author information

Authors and affiliations.

School of Business, International University, VNU-HCM, Ho Chi Minh, Vietnam

Minh-Tri Ha

Faculty of Business Administration, Nguyen Tat Thanh University, Ho Chi Minh, Vietnam

Giang-Do Nguyen

International University, VNU-HCM, Ho Chi Minh, Vietnam

Thi Huong-Thanh Nguyen

Becamex Business School, Eastern International University, Binh Duong, Vietnam

Thi Huong-Thanh Nguyen & Bich-Duyen Thi Nguyen

You can also search for this author in PubMed Google Scholar

Contributions

Conceptualization: G-DN, M-TH; methodology: M-TH, G-DN, H-TTN, B-DTN; analysis and investigation: M-TH, G-DN, H-TTN, B-DTN; Writing—original draft preparation: H-TTN, B-DTN, G-DN; Writing—review and editing: M-TH, G-DN, H-TTN, B-DTN; validation: M-TH, G-DN; resources: H-TTN, G-DN; supervision: M-TH.

Corresponding author

Correspondence to Giang-Do Nguyen .

Ethics declarations

Competing interests.

The authors declare no competing interests.

Ethical approval

Ethical approval for this type of study is not required by our institute as this study does not include any sensitive or private information. Therefore, no ethical approval was provided.

Informed consent

The participants were informed during the recruitment and survey process that their participation was voluntary and that all information was treated with confidentiality. Additionally, the participants were informed that they had the right to withdraw from the survey and were asked to tick the consent box before completing the survey.

Additional information

Publisher’s note Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Supplementary information

Rights and permissions.

Open Access This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made. The images or other third party material in this article are included in the article’s Creative Commons license, unless indicated otherwise in a credit line to the material. If material is not included in the article’s Creative Commons license and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/ .

Reprints and permissions

About this article

Cite this article.

Ha, MT., Nguyen, GD., Nguyen, T.HT. et al. The use of dietary supplements and vitamin consumption during and after the Covid pandemic in Vietnam: a perspective of user-generated content. Humanit Soc Sci Commun 10 , 854 (2023). https://doi.org/10.1057/s41599-023-02340-3

Download citation

Received : 17 November 2022

Accepted : 06 November 2023

Published : 21 November 2023

DOI : https://doi.org/10.1057/s41599-023-02340-3

Share this article

Anyone you share the following link with will be able to read this content:

Sorry, a shareable link is not currently available for this article.

Provided by the Springer Nature SharedIt content-sharing initiative

Quick links

Explore articles by subject
Guide to authors
Editorial policies

Information

Author Services

Initiatives

You are accessing a machine-readable page. In order to be human-readable, please install an RSS reader.

All articles published by MDPI are made immediately available worldwide under an open access license. No special permission is required to reuse all or part of the article published by MDPI, including figures and tables. For articles published under an open access Creative Common CC BY license, any part of the article may be reused without permission provided that the original article is clearly cited. For more information, please refer to https://www.mdpi.com/openaccess .

Feature papers represent the most advanced research with significant potential for high impact in the field. A Feature Paper should be a substantial original Article that involves several techniques or approaches, provides an outlook for future research directions and describes possible research applications.

Feature papers are submitted upon individual invitation or recommendation by the scientific editors and must receive positive feedback from the reviewers.

Editor’s Choice articles are based on recommendations by the scientific editors of MDPI journals from around the world. Editors select a small number of articles recently published in the journal that they believe will be particularly interesting to readers, or important in the respective research area. The aim is to provide a snapshot of some of the most exciting work published in the various research areas of the journal.

Original Submission Date Received: .

Active Journals
Find a Journal
Proceedings Series
For Authors
For Reviewers
For Editors
For Librarians
For Publishers
For Societies
For Conference Organizers
Open Access Policy
Institutional Open Access Program
Special Issues Guidelines
Editorial Process
Research and Publication Ethics
Article Processing Charges
Testimonials
Preprints.org
SciProfiles
Encyclopedia

Article Menu

Subscribe SciFeed
Recommended Articles
Google Scholar
on Google Scholar
Table of Contents

Find support for a specific problem in the support section of our website.

Please let us know what you think of our products and services.

Visit our dedicated information section to learn more about MDPI.

JSmol Viewer

Alignment of consumers’ expected brain benefits from food and supplements with measurable cognitive performance tests.

1. Introduction

2. materials and methods, 3.1. theme one: optimizing cognition, 3.1.1. memory.

“ Well, brain health is something that improves memory, focus and clarity ” P1, group 2

“ I’ll take omega threes, I’ll take various other supplements, but what I’m constantly thinking about is my memory ” P2, group 1

“ Basically, being able to remember long time thoughts of if somebody had told me something about a year ago or maybe I learned something in school, I want to keep that forever in my memory because it might be something valuable .” P3, group 4

“ I am always and forever looking for my keys before we go somewhere. It’s like this, like, my brain health. I can’t remember ever where my keys are… ” P4, group 4

“ Memory is just remembering all the things that I have to do in a day not missing doctor’s appointments, not missing my work zoom calls, making sure I am where I’m supposed to be… ” P5, group 4

3.1.2. Attention

“ …I need to be focused because I need to be as productive as I can because coding is painfully slow even in the best of situations, …I almost feel like there’s a clipboard on a computer when you clip something, I’d like my brain to be able to hold a thousand clips because I’m having to prioritize and deprioritize different chunks of information all day long… ” P6, group 2

“ I can easily just get distracted. So for me, brain performance, being able to stay focused and pay attention to what I’m doing, and not easily check my phone and get distracted with that .” P7, group 3

“ I’m mainly trying to improve my focus and my memory… For me, focusing is focusing on one task at a time completing it and then moving on to the next thing. I’m being completely immersed in what I’m doing at the moment and staying on task .” P5, group 4

“ …Like time management…focusing in one task for more than 15, 20 min. Being able to start and follow through on the task instead of starting so many of them and then not really finishing them… ” P8, group 4

3.1.3. Processing Speed

“ I use a lot of numbers and spreadsheets, so a lot of the times I feel like I could get confused or just feel a little bit slower throughout the day if I don’t take the supplements that I take ” P9, group 1

“ But there’s also like that day to day like avoiding brain fog and being able to think quickly .” P10 group 4

“ I think like I mentioned before, is being able to think quickly because if you’re in a meeting, a live thing, and you take too long to think about things, then the conversation has gone on and you took too long to think about it. That’s why I want to think faster and be more nimble .” P4, group 4

“ Sometimes I think it’s hope in a bottle. I’ll take omega threes, I’ll take various other supplements, but what I’m constantly thinking about is my memory, my sharpness, my ability to obtain information and to be able to access it as quickly as I used to ” P2, group 4

3.2. Theme Two: Feelings

3.2.1. reducing anxiety.

“ I just wanna take more brain supplements and just eat better foods just for the brain as more of an anxiety thing… I’m always trying to find new ways to calm my anxiety down .” P11, group 1

“ For me, it’s more so just anxiety and that’s why I mentioned the mental health piece because I feel like that affects my ability to be able to focus and do what I need to do because I am either worried about something that I am saying or decision that I am making ,” P12, group 4

“ I have tried Ashwagandha and it didn’t have any effect on me at all. I did hear that it was good for managing stress and I don’t like taking pills and drugs or anything. I don’t like being on anything, so I do look for supplements to help with whatever I can and it didn’t do anything for me, so I stopped taking it ” P22, group 1

3.2.2. Optimizing Energy

“ It helps you to get energy, helps with your mood but for me, I don’t drink coffee, so I usually take B12 and that’s a way for me to get energized, but also just feel charged up, which helps my mood .” P12, group 4

3.2.3. Remaining Present

“ Yeah, when I think of brain health, I think of—also about like the mood, and also staying present. And like saying, just staying completely present in what’s going on right now .” P13, group 2

“ But being in the moment, being present and feeling, calm and ease about the next minute. You’re not even thinking about that, you just kind of living life, and just feel—like kind of at peace .” P13, group 2

“ For me, it’s about finding a supplement that will help me just be more in the moment in present because a lot of times I get very distracted by other things subconsciously. Sometimes, I don’t even realize it .” P12 group 4

3.3. Theme Three: Preventing Decline

3.3.1. preventing a decline in memory.

“ Yeah. I’m finding that since my teen years, my memory is not exactly what it used to be. I tend to be at a loss for words and try to remember people’s names when I never had that issue before so I’m always looking for something to improve my physical brain health .” P22, group 1

“ I don’t want to lose long-term and short-term memory that I do have now, so, that I can keep it going forward in my career. Even just with family stuff too, you know, remembering childhood memories that are precious to me or memories that I am making now with my family, I definitely don’t want to lose those in future .” P3, group 4

“ So, the primary thing that comes to mind is long term brain health, like avoiding dementia… ” P12 group 4

3.3.2. Mental Fatigue

“ I definitely feel that afternoon slump where you just feel kind of tired, you have that brain fog, you can’t really concentrate so taking the supplements, watching what I eat, making sure I’m getting all the right vitamins and minerals, it really helps me to kind of fight this and stay focused… ” P14, group 1

“ I don’t really get it. I get it more from when I am physically exhausted as to where I get like my brain gets tired from thinking. I don’t really get it then I just get a headache but I get a brain fog when I am exhausted like out of it to where I am just nothing firing, I am just drawing blanks .” P15, group 3

3.4. Theme Four: Mental Clarity (Clear-Headedness)

“ I just really just think of it as just being—just having clarity. Just having a sharp mind, being able to remember things and staying on your toes .” P16 [group 1]

“ It’s basically a focus. You’re able to actually have a clear mind, clear thoughts, and be able to just express without having too much on your plate or being distracted .” P4 group 4

3.5. Thematic Structure

4. discussion, 4.1. consumer terminology, 4.2. validated tests, 4.3. untapped consumer benefits, 4.4. strengths and limitations, 5. conclusions, supplementary materials, author contributions, institutional review board statement, informed consent statement, data availability statement, acknowledgments, conflicts of interest.

Dhana, K.; James, B.D.; Agarwal, P.; Aggarwal, N.T.; Cherian, L.J.; Leurgans, S.E.; Barnes, L.L.; Bennett, D.A.; Schneider, J.A. MIND Diet, Common brain pathologies, and cognition in community-dwelling older adults. J. Alzheimers Dis. 2021 , 83 , 683–692. [ Google Scholar ] [ CrossRef ]
Ekstrand, B.; Scheers, N.; Rasmussen, M.K.; Young, J.F.; Ross, A.B.; Landberg, R. Brain foods—The role of diet in brain performance and health. Nutr. Rev. 2020 , 79 , 693–708. [ Google Scholar ] [ CrossRef ]
Lorca, C.; Mulet, M.; Arévalo-Caro, C.; Sanchez, M.; Perez, A.; Perrino, M.; Bach-Faig, A.; Aguilar-Martínez, A.; Vilella, E.; Gallart-Palau, X.; et al. Plant-derived nootropics and human cognition: A systematic review. Crit. Rev. Food Sci. Nutr. 2022 , 63 , 5521–5545. [ Google Scholar ] [ CrossRef ]
Yassine, H.N.; Samieri, C.; Livingston, G.; Glass, K.; Wagner, M.; Tangney, C.; Plassman, B.L.; Ikram, M.A.; Voigt, R.M.; Gu, Y.; et al. Nutrition state of science and dementia prevention: Recommendations of the Nutrition for Dementia Prevention Working Group. Lancet Healthy Longev. 2022 , 3 , e501–e512. [ Google Scholar ] [ CrossRef ]
Nutrition Insight. Cognitive Enhancement: Mood, Memory and Healthy Aging Central Focus in a Post-Pandemic World. 2021. Available online: https://www.nutritioninsight.com/news/cognitive-enhancement-mood-memory-and-healthy-aging-central-focus-in-a-post-pandemic-world.html (accessed on 6 March 2024).
Janssen, N.; Handels, R.L.; Wimo, A.; Antikainen, R.; Laatikainen, T.; Soininen, H.; Strandberg, T.; Tuomilehto, J.; Kivipelto, M.; Evers, S.M.; et al. Association between cognition, health related quality of life, and costs in a population at risk for cognitive decline. J. Alzheimers Dis. 2022 , 89 , 623–632. [ Google Scholar ] [ CrossRef ]
Global Burden of Disease 2019 Dementia Forecasting Collaborators. Estimation of the global prevalence of dementia in 2019 and forecasted prevalence in 2050: An analysis for the Global Burden of Disease Study 2019. Lancet Public Health 2022 , 7 , e105–e125. [ Google Scholar ] [ CrossRef ]
Anderson, L.A.; Day, K.L.; Beard, R.L.; Reed, P.S.; Wu, B. The public’s perceptions about cognitive health and Alzheimer’s Disease among the U.S. Population: A national review. Gerontologist 2009 , 49 (Suppl. S1), S3–S11. [ Google Scholar ] [ CrossRef ]
Budin-Ljøsne, I.; Mowinckel, A.M.; Friedman, B.B.; Ebmeier, K.P.; Drevon, C.A.; Carver, R.B.; Zsoldos, E.; Fredheim, N.A.G.; Sørensen, Ø.; Baaré, W.F.C.; et al. Public perceptions of brain health: An international, online cross-sectional survey. BMJ Open 2022 , 12 , e057999. [ Google Scholar ] [ CrossRef ]
Grand View Research. Brain Health Supplements Market Size, Share & Trends Analysis Report by Product (Natural Molecules, Vitamins & Minerals), by Application (Memory Enhancement, Attention & Focus), by Region, and Segment Forecasts, 2023–2030. 2023. Available online: https://www.grandviewresearch.com/industry-analysis/brain-health-supplements-market (accessed on 6 March 2024).
AARP. Brain Health and Dietary Supplements Survey. 2019. Available online: https://www.aarp.org/content/dam/aarp/research/surveys_statistics/health/2019/brain-health-and-dietary-supplements-report.doi.10.26419-2Fres.00318.001.pdf (accessed on 6 March 2024).
The Council for Responsible Nutrition. Who Takes Dietary Supplements and Why? 2019. Available online: https://www.crnusa.org/2019survey/Topline-Infographic (accessed on 6 March 2024).
de Jager, C.A.; Dye, L.; de Bruin, E.A.; Butler, L.; Fletcher, J.; Lamport, D.J.; Latulippe, M.E.; Spencer, J.P.; Wesnes, K. Criteria for validation and selection of cognitive tests for investigating the effects of foods and nutrients. Nutr. Rev. 2014 , 72 , 162–179. [ Google Scholar ] [ CrossRef ]
Light, S.W.; Dohan, D.; Possin, K.L.; Wolf, M.S.; Rankin, K.P.; Lanata, S.; Sideman, A.B. Perceptions of and knowledge acquisition about brain health and aging among Latin American immigrants: A Qualitative Paper. Clin. Gerontol. 2023 , 46 , 180–194. [ Google Scholar ] [ CrossRef ]
Friedman, B.B.; Suri, S.; Solé-Padullés, C.; Düzel, S.; Drevon, C.A.; Baaré, W.F.C.; Bartrés-Faz, D.; Fjell, A.M.; Johansen-Berg, H.; Madsen, K.S.; et al. Are people ready for personalized brain health? Perspectives of research participants in the lifebrain consortium. Gerontologist 2019 , 60 , 1050–1059. [ Google Scholar ] [ CrossRef ]
Braun, V.; Clarke, V. Using thematic analysis in psychology. Qual. Res. Psychol. 2006 , 3 , 77–101. [ Google Scholar ] [ CrossRef ]
Clarke, V.; Braun, V. Thematic analysis: A practical guide. In Thematic Analysis ; SAGE Publications Ltd.: London, UK, 2021; pp. 1–100. [ Google Scholar ]
Pase, M.P.; Stough, C. Describing a taxonomy of cognitive processes for clinical trials assessing cognition. Am. J. Clin. Nutr. 2013 , 98 , 509–510. [ Google Scholar ] [ CrossRef ]
Pase, M.P.; Stough, C. An evidence-based method for examining and reporting cognitive processes in nutrition research. Nutr. Res. Rev. 2014 , 27 , 232–241. [ Google Scholar ] [ CrossRef ]
Delis, D.C.; Kramer, J.H.; Kaplan, E.; Thompkins, B.A. CVLT: California Verbal Learning Test-Adult Version: Manual ; Psychological Corporation: San Antonio, TX, USA, 1987. [ Google Scholar ]
Albert, M. Neuropsychological and neurophysiological changes in healthy adult humans across the age range. Neurobiol. Aging 1993 , 14 , 623–625. [ Google Scholar ] [ CrossRef ]
Wilson, B.; Shiel, A.; Foley, J.; Emslie, H.; Groot, Y.; Hawkins, K.; Watson, P. Cambridge Test of Prospective Memory ; Thames Valley Test Company: Bury St. Edmunds, UK, 2004. [ Google Scholar ]
Stroop, J.R. Studies of interference in serial verbal reactions. J. Exp. Psychol. 1935 , 18 , 643. [ Google Scholar ] [ CrossRef ]
Eriksen, B.A.; Eriksen, C.W. Eriksen, Effects of noise letters upon the identification of a target letter in a nonsearch task. Percept. Psychophys. 1974 , 16 , 143–149. [ Google Scholar ] [ CrossRef ]
Jackson, S.A.; Marsh, H.W. Development and validation of a scale to measure optimal experience: The Flow State Scale. J. Sport Exerc. Psychol. 1996 , 18 , 17–35. [ Google Scholar ] [ CrossRef ]
Tiplady, B.; Sinclair, W.A.; Morrison, L.M. Effects of nitrous oxide on psychological performance. Psychopharmacol. Bull. 1992 , 28 , 207–211. [ Google Scholar ]
Nuechterlein, K.H.; Parasuraman, R.; Jiang, Q. Visual sustained attention: Image degradation produces rapid sensitivity decrement over time. Science 1983 , 220 , 327–329. [ Google Scholar ] [ CrossRef ]
Jensen, A.R. Individual differences in the Hick paradigm. In Speed of Information-Processing and Intelligence ; Ablex Publishing: Westport, CT, USA, 1987; pp. 101–175. [ Google Scholar ]
Forn, C.; Belenguer, A.; Parcet-Ibars, M.A.; Ávila, C. Information-processing speed is the primary deficit underlying the poor performance of multiple sclerosis patients in the Paced Auditory Serial Addition Test (PASAT). J. Clin. Exp. Neuropsychol. 2008 , 30 , 789–796. [ Google Scholar ] [ CrossRef ]
Crowe, S.F. The differential contribution of mental tracking, cognitive flexibility, visual search, and motor speed to performance on parts A and B of the Trail Making Test. J. Clin. Psychol. 1998 , 54 , 585–591. [ Google Scholar ] [ CrossRef ]
Spielberger, C.D.; Gonzalez-Reigosa, F.; Martinez-Urrutia, A.; Natalicio, L.F.; Natalicio, D.S. The state-trait anxiety inventory. Rev. Interam. De Psicol./Interam. J. Psychol. 1971 , 5 . [ Google Scholar ]
Zigmond, A.S.; Snaith, R.P. The hospital anxiety and depression scale. Acta Psychiatr. Scand. 1983 , 67 , 361–370. [ Google Scholar ] [ CrossRef ]
Lorr, M.; McNair, D.M.; Fisher, S. Evidence for bipolar mood states. J. Personal. Assess. 1982 , 46 , 432–436. [ Google Scholar ] [ CrossRef ]
Watson, D.; Clark, L.A.; Tellegen, A. Development and validation of brief measures of positive and negative affect: The PANAS scales. J. Personal. Soc. Psychol. 1988 , 54 , 1063. [ Google Scholar ] [ CrossRef ]
Cohen, S.; Kamarck, T.; Mermelstein, R. Perceived stress scale. In Measuring Stress: A Guide for Health and Social Scientists ; Oxford University Press: New York, NY, USA, 1994; Volume 10, pp. 1–2. [ Google Scholar ]
Allen, A.P.; Kennedy, P.J.; Cryan, J.F.; Dinan, T.G.; Clarke, G. Biological and psychological markers of stress in humans: Focus on the Trier Social Stress Test. Neurosci. Biobehav. Rev. 2014 , 38 , 94–124. [ Google Scholar ] [ CrossRef ]
de Vries, M.W.; Caes, C.I.; Delespaul, P.A. The experience sampling method in stress and anxiety research. In Anxiety Disorders: An Introduction to Clinical Management and Research ; John Wiley & Sons Ltd.: Hoboken, NJ, USA, 2001; pp. 289–306. [ Google Scholar ]
Baer, R.A.; Smith, G.T.; Hopkins, J.; Krietemeyer, J.; Toney, L. Using self-report assessment methods to explore facets of mindfulness. Assessment 2006 , 13 , 27–45. [ Google Scholar ] [ CrossRef ]
Young, H.A.; Freegard, G.; Benton, D. Mediterranean diet, interoception and mental health: Is it time to look beyond the ‘Gut-brain axis’? Physiol. Behav. 2022 , 257 , 113964. [ Google Scholar ] [ CrossRef ]
Seth, A.K.; Suzuki, K.; Critchley, H.D. An interoceptive predictive coding model of conscious presence. Front. Psychol. 2012 , 2 , 18458. [ Google Scholar ] [ CrossRef ]
Westenhoefer, J.; Bellisle, F.; Blundell, J.E.; de Vries, J.; Edwards, D.; Kallus, W.; Milon, H.; Pannemans, D.; Tuijtelaars, S.; Tuorila, H. PASSCLAIM 1—Mental state and performance. Eur. J. Nutr. 2004 , 43 , ii85–ii117. [ Google Scholar ] [ CrossRef ]
Segerstrom, S.C.; Nes, L.S. Heart rate variability reflects self-regulatory strength, effort, and fatigue. Psychol. Sci. 2007 , 18 , 275–281. [ Google Scholar ] [ CrossRef ]
Young, H.A.; Watkins, H. Eating disinhibition and vagal tone moderate the postprandial response to glycemic load: A randomised controlled trial. Sci. Rep. 2016 , 6 , 35740. [ Google Scholar ] [ CrossRef ]
O’connor, P.J.; Kennedy, D.O.; Stahl, S. Mental energy: Plausible neurological mechanisms and emerging research on the effects of natural dietary compounds. Nutr. Neurosci. 2021 , 24 , 850–864. [ Google Scholar ] [ CrossRef ]
Lieberman, H.R. Cognitive methods for assessing mental energy. Nutr. Neurosci. 2007 , 10 , 229–242. [ Google Scholar ] [ CrossRef ]
Romijn, A.R.; Latulippe, M.E.; Snetselaar, L.; Willatts, P.; Melanson, L.; Gershon, R.; Tangney, C.; Young, H.A. Perspective: Advancing dietary guidance for cognitive health—Focus on solutions to harmonize test selection, implementation, and evaluation. Adv. Nutr. 2023 , 14 , 366–378. [ Google Scholar ] [ CrossRef ]
Young, H.; David, B. The glycemic load of meals, cognition and mood in middle and older aged adults with differences in glucose tolerance: A randomized trial. e-SPEN J. 2014 , 9 , e147–e154. [ Google Scholar ] [ CrossRef ]
Blondelle, G.; Hainselin, M.; Gounden, Y.; Quaglino, V. Instruments measuring prospective memory: A systematic and meta-analytic review. Arch. Clin. Neuropsychol. 2020 , 35 , 576–596. [ Google Scholar ] [ CrossRef ]
Broadbent, D.E.; Broadbent, M.H.P.; Jones, J.L. Performance correlates of self-reported cognitive failure and of obsessionality. Br. J. Clin. Psychol. 1986 , 25 , 285–299. [ Google Scholar ] [ CrossRef ]
Csikszentmihalhi, M. Finding Flow: The Psychology of Engagement with Everyday Life ; Hachette UK: London, UK, 2020. [ Google Scholar ]
Young, H.; Benton, D.; Carter, N. The effect of chicken extract on mood, cognition and heart rate variability. Nutrients 2015 , 7 , 887–904. [ Google Scholar ] [ CrossRef ]
Hamer, M.; Dye, L.; Mitchell, E.S.; Layé, S.; Saunders, C.; Boyle, N.; Schuermans, J.; Sijben, J. Examining techniques for measuring the effects of nutrients on mental performance and mood state. Eur. J. Nutr. 2016 , 55 , 1991–2000. [ Google Scholar ] [ CrossRef ]
Young, H.A.; Cousins, A.L.; Watkins, H.T.; Benton, D. Is the link between depressed mood and heart rate variability explained by disinhibited eating and diet? Biol. Psychol. 2017 , 123 , 94–102. [ Google Scholar ] [ CrossRef ]
Young, H.A.; Benton, D. Heart-rate variability: A biomarker to study the influence of nutrition on physiological and psychological health? Behav. Pharmacol. 2018 , 29 , 140–151. [ Google Scholar ] [ CrossRef ]
Beshara, M.; Hutchinson, A.D.; Wilson, C. Does mindfulness matter? Everyday mindfulness, mindful eating and self-reported serving size of energy dense foods among a sample of South Australian adults. Appetite 2013 , 67 , 25–29. [ Google Scholar ] [ CrossRef ]
Yuan, C.; Cao, Y.; Ascherio, A.; Okereke, O.I.; Zong, G.; Grodstein, F.; Hofman, A.; Willett, W.C. Long-term diet quality and its change in relation to late-life subjective cognitive decline. Am. J. Clin. Nutr. 2022 , 115 , 232–243. [ Google Scholar ] [ CrossRef ]
Yeh, T.-S.; Yuan, C.; Ascherio, A.; Rosner, B.A.; Blacker, D.; Willett, W.C. Long-term dietary protein intake and subjective cognitive decline in US men and women. Am. J. Clin. Nutr. 2022 , 115 , 199–210. [ Google Scholar ] [ CrossRef ]
Wion, R.K.; Hill, N.L.; Bell, T.R.; Mogle, J.; Yates, J.; Bhang, I. The Role of cognitive self-report measure type in predicting cognitive decline among older adults: A systematic review. J. Geriatr. Psychiatry Neurol. 2022 , 35 , 487–511. [ Google Scholar ] [ CrossRef ]
Rattanabannakit, C.; Risacher, S.L.; Gao, S.; Lane, K.A.; Brown, S.A.; McDonald, B.C.; Unverzagt, F.W.; Apostolova, L.G.; Saykin, A.J.; Farlow, M.R. The Cognitive Change Index as a measure of self and informant perception of cognitive decline: Relation to neuropsychological tests. J. Alzheimer’s Dis. 2016 , 51 , 1145–1155. [ Google Scholar ] [ CrossRef ]
Nelson, H.E.; Willison, J. National Adult Reading Test (NART) ; Nfer-Nelson Windsor: Berkshire, UK, 1991. [ Google Scholar ]
Carter, A.S. Wechsler Test of Adult Reading, in Encyclopedia of Autism Spectrum Disorders ; Volkmar, F.R., Ed.; Springer: New York, NY, USA, 2013; pp. 3364–3365. [ Google Scholar ]
Dykiert, D.; Deary, I.J. Retrospective validation of WTAR and NART scores as estimators of prior cognitive ability using the Lothian Birth Cohort 1936. Psychol. Assess. 2013 , 25 , 1361–1366. [ Google Scholar ] [ CrossRef ]
Horn, J.L.; Cattell, R.B. Age differences in fluid and crystallized intelligence. Acta Psychol. 1967 , 26 , 107–129. [ Google Scholar ] [ CrossRef ]
Hart, S.G. NASA-task load index (NASA-TLX); 20 years later. In Proceedings of the Human Factors and Ergonomics Society Annual Meeting, San Francisco, CA, USA, 16–20 October 2006; Sage Publications Sage CA: Los Angeles, CA, USA, 2006. [ Google Scholar ]
Young, H.A.; Benton, D. Caffeine can decrease subjective energy depending on the vehicle with which it is consumed and when it is measured. Psychopharmacology 2013 , 228 , 243–254. [ Google Scholar ] [ CrossRef ]
Bond, A.; Lader, M. The use of analogue scales in rating subjective feelings. Br. J. Med. Psychol. 1974 , 47 , 211–218. [ Google Scholar ] [ CrossRef ]
Benton, D.; Donohoe, R.; Sillance, B.; Nabb, S. The influence of phosphatidylserine supplementation on mood and heart rate when faced with an acute stressor. Nutr. Neurosci. 2001 , 4 , 169–178. [ Google Scholar ] [ CrossRef ]
Stowell, J.D.; Mela, D.J.; Coppens, P.; Lovegrove, J.A.; McArdle, H.J.; van der Sman, F.J.; Verhagen, H.; Young, H.A.; Young, I.S. Dietary Supplements, ‘Functional’ and ‘Super’ Foods: Science, Regulations and Roles in the Diet ; Royal Society of Medicine: London, UK, 29 November 2022; Open Science Framework, 2023. [ Google Scholar ] [ CrossRef ]
Ahmad, M.; Leddo, J. The Effectiveness of Cognitive Structure Analysis in Assessing Students’ Knowledge of the Scientific Method. Int. J. Soc. Sci. Econ. Res. 2023 , 8 , 2397–2410. [ Google Scholar ] [ CrossRef ]
Eisenberg, I.W.; Bissett, P.G.; Enkavi, A.Z.; Li, J.; MacKinnon, D.P.; Marsch, L.A.; Poldrack, R.A. Uncovering the structure of self-regulation through data-driven ontology discovery. Nat. Commun. 2019 , 10 , 2319. [ Google Scholar ] [ CrossRef ]
Harvey, P.D.; Depp, C.A.; Rizzo, A.A.; Strauss, G.P.; Spelber, D.; Carpenter, L.L.; Kalin, N.H.; Krystal, J.H.; McDonald, W.M.; Nemeroff, C.B.; et al. Technology and mental health: State of the art for assessment and treatment. Am. J. Psychiatry 2022 , 179 , 897–914. [ Google Scholar ] [ CrossRef ]
Rouder, J.N.; Haaf, J.M. A psychometrics of individual differences in experimental tasks. Psychon. Bull. Rev. 2019 , 26 , 452–467. [ Google Scholar ] [ CrossRef ]
Toba, M.N.; Malkinson, T.S.; Howells, H.; Mackie, M.-A.; Spagna, A. Same, same but different? A multi-method review of the processes underlying executive control. Neuropsychol. Rev. 2023 , 34 , 418–454. [ Google Scholar ] [ CrossRef ]
Peifer, C.; Wolters, G.; Harmat, L.; Heutte, J.; Tan, J.; Freire, T.; Tavares, D.; Fonte, C.; Andersen, F.O.; Hout, J.v.D.; et al. A scoping review of flow research. Front. Psychol. 2022 , 13 , 815665. [ Google Scholar ] [ CrossRef ]
Riby, L.M.; McMurtrie, H.; Smallwood, J.; Ballantyne, C.; Meikle, A.; Smith, E. The facilitative effects of glucose ingestion on memory retrieval in younger and older adults: Is task difficulty or task domain critical? Br. J. Nutr. 2006 , 95 , 414–420. [ Google Scholar ] [ CrossRef ]

Click here to enlarge figure

Theme	Sub-Theme 1	Sub-Theme 2	Sub-Theme 3	Consumer Terminology	Example Tests	Challenges/Future Directions
Optimising cognition	Memory	Episodic memory	-	“Memory” e.g., “remembering what has happened over the past few days”	Free word recall task e.g., Californian verbal learning test (CVLT) [ ], or story recall such as the East Boston memory Test [ ].	Validated for use in nutrition trials
Optimising cognition	Memory	Prospective memory	-	“Memory” e.g., “remembering what needs to be done”	Cambridge Prospective Memory Test [ ]	Rarely tested regarding nutrition Test requires validation in nutrition
Optimising cognition	Attention	Focused/selective attention	Effortful attention	“Concentration” “Focus”	Stroop Task test [ ], Arrow Flankers Task [ ]	Validated for use in nutrition trials
Optimising cognition	Attention	Focused/selective attention	Effortless attention (flow)	“Being in the zone”	The Flow State Scale’ [ ] Dispositional Flow Scale [ ].	Flow states tend to occur in situations where skill matched by challenge (optimum difficulty level) Rarely tested regarding nutritionTests requires validation in nutrition context. New test may need to be developed
Optimising cognition	Attention	Sustained attention	-	“Concentration” “Focus”	Continuous Attention Test [ ] Sustained Attention Task [ ]	Validated for use in nutrition trials
Optimising cognition	Processing speed	-	-	“Sharpness”	Simple and choice reaction times [ ] Paced Auditory Serial Addition Test (PASAT) [ ] Trail Making Test Part A (visual search/attention/motor speed) [ ].	Validated for use in nutrition trials Potential speed- accuracy trade-offs should be considered.
Feelings	Reducing anxiety/Maintaining a sense of calm	-	-	“Anxiety” “Calm” “Stress”	State Trait Anxiety Inventory [ ]. The Hospital Anxiety and Depression Scale [ ] POMS anxiety subscale [ ] PANAS, (Watson [ ]. Bond- Lader VAS (Tense-Relaxed) The Perceived Stress Scale [ ]. Physiological reactivity (cortisol, heart rate, skin conductance) to stressor e.g., Trier Social Stress Test [ ]. Ecological sampling of events and associated affective responses [ ].	Consumers often spoke of maintaining calmness in the face of daily challenges. Nutritional scientists have tended to measure mood/anxiety either ‘in general’ or as part of a test battery. It may be more meaningful to assess emotional reactivity using a ‘stress test’ or ecologically sampling daily affect.
Feelings	Feeling present	-	-	“Feeling present” “In the moment” “In my body”	5-factor mindfulness questionnaire action awareness subscale [ ] Heartbeat detection tasks to measure interoception [ ]	Unclear whether mindfulness type measures will be sensitive to the effects of diet. The feeling of being ‘present’ can be assessed using novel VR technology although not been used in nutrition research to date. ‘Interoception’ or mind-body connection is thought to underlie ‘presence’ [ ] but this is an emerging area of research.
Feelings	Mental energy (cognitive, motivational, mood)	-	-	“Energy”	Mood—Vigor subscale of POMS [ ]. Bond-Lader VAS (Lethargic-Energetic). Time willing to persist on challenging task [ ] HF-HRV effort [ , ].	Authors studying nutrition have tended to differentiate three components of mental energy: a cognitive aspect (vigilance), motivation (to engage in cognitive work), and mood (feelings of energy) [ ]. Furthermore, mental energy is distinct from the physical energy needed to complete a task [ ]. However, consumers did not make this distinction and tended to use the term quite generally.
Preventing decline	Short-term decline	Mental fatigue	-	“Tiredness” “Brain-fog”	Fatigue subscale of POMS [ ] Bond- Lader VAS (Alert-Drowsy, Mentally Slow-Quick Witted) VAS ‘tired’ before/after cognitive tests to assess fatiguability	Whereas ‘energy’ was about general optimisation (an increase above baseline), ‘tiredness’ was about avoiding a decline below baseline e.g., after a long day
Preventing decline	Long-term decline	Memory decline	-	“Memory loss”	Free word recall task e.g., Californian verbal learning test (CVLT) [ ], or story recall such as the East Boston memory Test [ ]. examined over time to determine decline	Mini-Mental State Exam (MMSE) or Montreal Cognitive Assessment (MoCA) may lack sensitivity to dietary-induced changes [ ].
Other	Mental clarity/clear-headedness	-	-	“Thinking clearly” “Clarity” “Brain fog”	Confused subscale of POMS [ ] Bond- Lader VAS (Muzzy-Clear headed)	Mental clarity is a subjective phenomenon that limited tools have been developed to measure. Some versions of the POMS have a clearheaded/confused subscale that is used in nutrition research. Consumers mentioned mental clarity coinciding with numerous other terms including focus, energy, sharpness, calmness, and memory indicating that to consumers this is an overarching concept linked with numerous other cognitive and mental processes.

The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of MDPI and/or the editor(s). MDPI and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.

Share and Cite

Young, H.A.; Cousins, A.L.; Byrd-Bredbenner, C.; Benton, D.; Gershon, R.C.; Ghirardelli, A.; Latulippe, M.E.; Scholey, A.; Wagstaff, L. Alignment of Consumers’ Expected Brain Benefits from Food and Supplements with Measurable Cognitive Performance Tests. Nutrients 2024 , 16 , 1950. https://doi.org/10.3390/nu16121950

Young HA, Cousins AL, Byrd-Bredbenner C, Benton D, Gershon RC, Ghirardelli A, Latulippe ME, Scholey A, Wagstaff L. Alignment of Consumers’ Expected Brain Benefits from Food and Supplements with Measurable Cognitive Performance Tests. Nutrients . 2024; 16(12):1950. https://doi.org/10.3390/nu16121950

Young, Hayley A., Alecia L. Cousins, Carol Byrd-Bredbenner, David Benton, Richard C. Gershon, Alyssa Ghirardelli, Marie E. Latulippe, Andrew Scholey, and Laura Wagstaff. 2024. "Alignment of Consumers’ Expected Brain Benefits from Food and Supplements with Measurable Cognitive Performance Tests" Nutrients 16, no. 12: 1950. https://doi.org/10.3390/nu16121950

Article Metrics

Article access statistics, supplementary material.

ZIP-Document (ZIP, 47 KiB)

Further Information

Mdpi initiatives, follow mdpi.

Subscribe to receive issue release notifications and newsletters from MDPI journals

Reviews & Articles

Product Reviews (A-Z)
Health Conditions
Clinical Updates
Recommended Intakes & Limits
Avoid Counterfeits

Membership & Subscription

Join Now & Get Full Access
Member Sign In
Group Subscriptions
Give a Gift
Member Support
Join Free Newsletter

About ConsumerLab.com

Meet Our Team
Testimonials

About Testing

Testing Programs
Quality Certification Program & List
How Products Were Tested
ConsumerLab Seal
News Releases
ConsumerLab In The News
ConsumerLab Annual Survey
Privacy Policy
/ News Releases

www.consumerlab.com/news/top-rated-vitamin-supplement-brands-2021/02-25-2021/

Save to favorites

This feature is restricted to active members.

Join now to save favorites and get all member benefits, including over 1,400 reviews.

Already a member? Sign in here .

Top-rated Vitamin and Supplement Brands and Merchants for 2021 Based on Consumer Satisfaction -- Results of the ConsumerLab.com Survey of Vitamin & Supplement Users

Catalog/Internet Brand: Andrew Lessman (ProCaps)
Direct Selling (MLM) Brand: Doterra
Discount/Warehouse Brand: Kirkland (Costco)
Food/Drug/Mass -- Broad Product Line: Nature Made
Food/Drug/Mass -- Narrow Product Line: HPF Cholestene
Grocery Store Brand: Trader Darwin (Trader Joe's)
Healthcare Practitioner Brand: Klaire Labs
Health Food Store Brand: Mountain Rose Herbs
Pharmacy Brand: Rite Aid
Vitamin Store Brand: GNC
Canadian Brand: Natural Factors
Calcium: Kirkland (Costco)
CoQ10: Puritan's Pride
Joint Health: Kirkland (Costco)
Magnesium: Pure Encapsulations
Melatonin: Natrol
Multivitamin: Life Extension
Omega-3s: Nordic Naturals
Probiotic: Jarrow
Vitamin C: Puritan's Pride
Vitamin D: Kirkland (Costco)
Astaxanthin: BioAstin
Collagen: Great Lakes Gelatin Co.
Herbals: Mountain Rose Herbs
Red Yeast Rice: HPF Cholestene
Vitamin C: Ester-C
Catalog/Internet: Life Extension
Direct Sales (MLM): Doterra
Grocery Store: Natural Grocers
Mass Market: Target
Online Multi-Category Retailer: Amazon.com
Online Supplement Retailer: Vitacost
Pharmacy: Rite Aid
Practitioner Line Merchant: Thorne Research
Vitamin Store: The Vitamin Shoppe
Warehouse Store: Costco

Members of the media contact may contact [email protected] or call the ConsumerLab.com main number ( 914-722-9149 ). Please include the name of your news organization when contacting us.

Join over 250,000 people on our weekly email list.

Featured in.

OUR MISSION: To identify the best quality health and nutritional products through independent testing.

Product reviews.

By Supplement Type
By Health Condition
Quality Certification Program
CL Certified Products
ConsumerLab Answers
Recalls & Warnings
Recommended Intakes
Join ConsumerLab
In The News

ConsumerLab.com

ConsumerLab Survey

© 2024 ConsumerLab.com, LLC. All rights reserved. ConsumerLab.com name and flask logo are both registered trademarks of ConsumerLab.com, LLC. This site is intended for informational purposes only and not to provide medical advice.

Today's news
Reviews and deals
Climate change
2024 election
Fall allergies
Health news
Mental health
Sexual health
Family health
So mini ways
Unapologetically
Buying guides

Entertainment

How to Watch
My Portfolio
Latest News
Stock Market
Biden Economy
Stocks: Most Actives
Stocks: Gainers
Stocks: Losers
Trending Tickers
World Indices
US Treasury Bonds
Top Mutual Funds
Highest Open Interest
Highest Implied Volatility
Stock Comparison
Advanced Charts
Currency Converter
Basic Materials
Communication Services
Consumer Cyclical
Consumer Defensive
Financial Services
Industrials
Real Estate
Mutual Funds
Credit Cards
Balance Transfer Cards
Cash-back Cards
Rewards Cards
Travel Cards
Credit Card Offers
Best Free Checking
Student Loans
Personal Loans
Car Insurance
Mortgage Refinancing
Mortgage Calculator
Morning Brief
Market Domination
Market Domination Overtime
Asking for a Trend
Opening Bid
Stocks in Translation
Lead This Way
Good Buy or Goodbye?
Fantasy football
Pro Pick 'Em
College Pick 'Em
Fantasy baseball
Fantasy hockey
Fantasy basketball
Download the app
Daily fantasy
Scores and schedules
GameChannel
World Baseball Classic
Premier League
CONCACAF League
Champions League
Motorsports
Horse racing
Newsletters

New on Yahoo

Privacy Dashboard

Yahoo Finance

Global mixed tocopherol research 2024: market set for steady growth, projected to reach us$3.782 billion by 2029.

Global Mixed Tocopherol Market

Dublin, June 24, 2024 (GLOBE NEWSWIRE) -- The "Global Mixed Tocopherol Market - Forecasts from 2024 to 2029" report has been added to ResearchAndMarkets.com's offering.

The global demand for mixed tocopherols, a vital component of Vitamin E, is on a robust upswing, with a projected Compound Annual Growth Rate (CAGR) of 5.47%. This surge is linked to the augmenting consciousness concerning health and wellness among consumers worldwide. Presently valued at US$2.608 billion in 2022, the market is anticipated to ascend to US$3.782 billion by the year 2029.

Dietary supplements, serving as pivotal nutritional additives, are facilitating the proliferation of the mixed tocopherols market. Vitamin E's efficacy in mitigating diverse health concerns such as joint pain, chest discomfort, and cardiac diseases, has amplified its incorporation into daily dietary regimes. The North American region, with its escalating investment in superior, efficaciously formulated supplements alongside a flourishing pharmaceutical sector, is anticipated to dominantly propel market expansion. Technological Innovations and Product Developments Market Impetus

Recent advancements and product launches within the industry signify a robust trajectory for market expansion. Innovations like the American Heart Association-certified health products and the characterization of Product Carbon Footprints are exemplars of the industry striving towards both eco-conscious and health-focused production. These advances are crucial for substantiating a market's dedication to sustainable, health-driven growth and for bolstering consumer trust. Market Segmentation Highlights

Segmentation analysis offers insights delineating market preference for alpha-tocopherols owing to their extensive utilization in food products. The market's diversification into dietary supplements, animal feed, and pharmaceutical applications corroborate its broadening scope. Geographically, the North American market's hegemony in the mixed tocopherol sector is partly due to its established health industries and proactive health-oriented populace. Comprehensive Sectoral Expansion

The broadened gamut of applications ranging from food preservation, and dietary supplements, to animal and pet food, foregrounds the multifaceted utility of mixed tocopherols. This, coupled with concerted efforts for market proliferation through stratified market offerings – spanning alpha, beta, gamma, and delta tocopherols – is set to galvanize growth across heterogeneous market frontiers. In conclusion, the comprehensive analysis projects the global mixed tocopherol market on a promising trajectory marked by heightened consumer health awareness, strategic technological advancements, and a diversified application pool. It heralds a period of sustained market vigor and innovation, with North America leading the advancement towards a health-centric future. Key Attributes:


No. of Pages	140
Forecast Period	2022 - 2029
Estimated Market Value (USD) in 2022	$2.61 Billion
Forecasted Market Value (USD) by 2029	$3.78 Billion
Compound Annual Growth Rate	5.4%
Regions Covered	Global

Companies Featured

Vitae Caps, s.a.

Organic Technologies

Matrix Fine Sciences Pvt. Ltd.

Fairchem Speciality Limited

Kemin Industries, Inc.

Chemical Construction International (P) Limited

For more information about this report visit https://www.researchandmarkets.com/r/f3x2u0

About ResearchAndMarkets.com ResearchAndMarkets.com is the world's leading source for international market research reports and market data. We provide you with the latest data on international and regional markets, key industries, the top companies, new products and the latest trends.

Up next Advertisement

Ad-free. Influence-free. Powered by consumers.

The payment for your account couldn't be processed or you've canceled your account with us.

We don’t recognize that sign in. Your username maybe be your email address. Passwords are 6-20 characters with at least one number and letter.

We still don’t recognize that sign in. Retrieve your username. Reset your password.

Forgot your username or password ?

Don’t have an account?

Account Settings
My Benefits
My Products
Donate Donate

Save products you love, products you own and much more!

Other Membership Benefits:

Shop Smarter for Supplements

Plant-derived supplements make many health enhancement claims, and yet the market is largely unregulated, sharing is nice.

We respect your privacy . All email addresses you provide will be used just for sending this story.

The promise of supplements is pretty powerful: That they'll ease your pain, boost your immunity, settle your stomach, strengthen your heart, sharpen your memory, and more. Little wonder, then, that supplement sales in the U.S. reached $46 billion in 2018 and are predicted to exceed $52 billion by 2020. In fact, 68 percent of Americans take supplements at least once a week, according to a recent nationally representative Consumer Reports survey of 2,006 adults.

So it's perhaps remarkable that there's not, to date, a lot of solid evidence that supplements do what people hope they will. Manufacturers are not required to demonstrate to the government that their products are effective or safe before they are sold—as they must with prescription and over-the-counter drugs, such as Advil.

People have long used botanicals like echinacea to help with infections such as the common cold, and turmeric to curb inflammation and pain. But both—despite showing promising results in lab settings—fail to provide significant benefits over a placebo in most structured clinical trials. For example, an August 2019 review looked at 19 clinical trials of turmeric and its active compound, curcumin, to see whether either could reduce inflammation in patients with chronic inflammatory diseases, such as osteoarthritis. It found no sign that either had a significant effect.

"There are simply not good studies that support a lot of supplement claims," says Robert McLean, M.D., a rheumatologist at Yale New Haven Hospital and president of the American College of Physicians.

Among the most widely used supplements in our survey are multivitamins and vitamins , followed by fish oil , calcium, and probiotics . But the market for botanicals—a category of supplements derived from plants—has grown from about $4.2 billion in 2000 to more than $8.8 billion in 2018, according to Nutrition Business Journal. Our survey found that among people who had taken supplements in the previous year, 38 percent had taken at least one botanical.

One reason supplement sales may remain stubbornly robust is because "there's a strong placebo effect," McLean says. "People will feel better if they think they're going to feel better."

That means consumers are often left guessing about efficacy. Suyash Raj, a research technician, concedes "it's very hard to quantify" the exact effect of the two botanical supplements he takes. But he has looked at studies to research their safety, and says they seem to help him with stress. "I feel better," he says— adding that "of course that could be a placebo [effect]." Similarly, Stacy Bond, a writer and public radio producer, now takes multiple supplements to help deal with a few health concerns. While she says she's not sure they're all effective, "there's something, I think, maybe before I was lacking that I'm now getting from the supplements."

Also muddying the evidentiary waters: Research shows that people who buy supplements tend to be healthier than the average person in the first place.

CR's survey also found that 48 percent of Americans believe supplements have been tested for safety by the Food and Drug Administration, even though the agency does not do comprehensive testing of them. An additional 71 percent believe supplements are safe. But many pose dangers, says Pieter Cohen, M.D., an internist at Harvard Medical School who has studied supplements extensively. One 2015 study by government researchers found that supplement use led to more than 23,000 emergency room visits a year, most often because of heart problems triggered by supplements taken for weight loss and energy.

"There's a lack of oversight, a lack of safety, and a lack of rigorous science," says Daniel Lasoff, M.D., a medical toxicologist in the department of emergency medicine at the University of California, San Diego.

CR tested turmeric and echinacea, and our findings revealed problems with potency and purity even among some of the most widely used brands. (See " CR Tests: Turmeric and Echinacea .")

And yet "dietary supplements have benefits to offer," says Richard van Breemen, Ph.D., a professor of pharmaceutical sciences and the director of the Linus Pauling Institute at Oregon State University, which focuses on vitamin, mineral, and plant-derived chemical research. He cites black cohosh (see " A Guide to 10 Popular Botanicals ") as one example where some women say it eases their menopausal symptoms, even though scientists don't understand how it works. But before supplements can be used effectively to address specific ailments, "we need more research on botanicals to figure out the optimum preparations and dosages," he says, adding that more information is also needed on their long-term safety.

The Potency of Plants

The top reasons for taking botanicals, aside from turmeric and echinacea (see " Lifestyle Changes That Work—Without the Risks "), were "to improve or maintain overall health" and "to strengthen general immunity," according to our survey.

Plants have, in fact, been used for medicinal purposes for thousands of years. Today, approximately half of prescription medicines in use are derived from plants, microbes, and fungi found in the natural world, according to van Breemen at Oregon State. But the key difference is that prescription drugs used to treat cancer and other diseases are standardized, with each dose containing the exact same quantity of active ingredients.

Such standardization is not mandatory for supplements in the U.S. This is partly why figuring out which botanicals are safe and effective—and which may be useless or risky —can be particularly challenging. Botanicals include turmeric, St. John's wort, green tea extract, and valerian. (CBD, or cannabidiol, is botanical in origin, which is why many people think of it as a botanical supplement. But the FDA currently considers it illegal to sell the trendy compound from the cannabis plant as a supplement because it's approved as a drug to treat rare forms of epilepsy. Get more information at our Cannabis & CBD Guide .)

Part of the challenge is that plant-derived pills can be extremely potent—and that potency can be dangerous. According to Harvard's Cohen, some botanicals —red yeast rice, used for heart problems, and the now-banned ephedra, once found in weight-loss supplements—can deliver the same amount of a "natural" chemical as a prescription drug. That means that they can have side effects that are similar to (though less predictable than) those of drugs, according to Cynthia Rider, Ph.D., a toxicologist at the National Toxicology Program at the National Institute of Environmental Health Sciences (NIEHS).

Take, for example, vinpocetine , a synthetic substance derived from a chemical found in the Vinca minor plant. In some countries it's sold as a prescription drug to treat stroke or cognitive impairment. However, in the U.S. it isn't an FDA-approved prescription drug but is sold as a botanical ingredient in some memory supplements. Vinpocetine can cause dangerously low blood pressure, and birth defects or miscarriage if taken by a pregnant woman.

The form and source of raw ingredients also vary: Research indicates that some overseas suppliers of turmeric spice have sometimes intentionally added lead to it to brighten its distinctive color, making it especially risky when consumed regularly. The same plant grown in California and India can have different levels of active compounds. Additionally, many plants can suck up heavy metals from the soil as they grow, turning a safe plant dangerous. And botanical supplements are sometimes manufactured in unsanitary conditions, allowing bacteria to be introduced into the products.

One particularly harmful side effect linked to supplements is liver damage. In 2004, the percentage of all liver damage cases in the U.S. involving herbal or dietary supplements was estimated at 7 percent; by 2014, that number was estimated to have climbed to 20 percent, mostly because of green tea extract in weight loss supplements, and steroids illegally added to bodybuilding supplements.

Active compounds in supplements can also amplify the effects of prescription drugs or render other medications ineffective. Ginkgo biloba, for example, can thin the blood, increasing the effect of a prescription blood thinner, such as warfarin.

"I have totally seen this perception of ‘natural' equals safe," says Rider at the NIEHS. "I think it is not a fair assumption."

The results of CR's tests of echinacea and turmeric conform with the kinds of problems also seen by Tod Cooperman, M.D., the president and founder of ConsumerLab.com, an organization that regularly tests supplements and certifies products that pass its quality control tests.

Representatives of the supplement industry point to products with major problems or inconsistencies as outliers. "There are some supplements in the marketplace that either don't contain what their label says they are supposed to contain or they contain things that are not supposed to be there, but that is a very small minority of the industry," says Steve Mister, president and CEO of the Council for Responsible Nutrition, a dietary supplements trade organization.

Yet according to Cooperman, more than 25 percent of the botanical supplements that ConsumerLab.com examines fail the organization's testing, either because of bacterial or heavy metal contamination or because they don't contain what's listed on the label. Botanical supplements are much more likely to fail these tests than mineral or vitamin supplements because, he says, plants often have different levels of active compounds and can pick up contamination from the environment where they were grown or packaged.

Protections on the Way?

The FDA doesn't test supplements for safety or screen them for contaminants before they are sold, but it does require that supplements contain the ingredients listed on their labels. However, the agency doesn't perform comprehensive tests to verify compliance. And although complying with U.S. Pharmacopeia (USP) quality standards—including tests for identity, potency, and purity—is mandatory for prescription and over-the-counter drugs, doing so is voluntary for supplements. Most manufacturers do not opt in—especially when it comes to botanicals, where standardization can be a challenge, proprietary blends are common, and there is less agreement about appropriate dosage.

The FDA generally requests a recall of a supplement if it receives a large number of reports (from consumers, doctors, manufacturers, and others) indicating that it might be causing serious illnesses—because of contamination with salmonella or prescription-drug ingredients, for example—or if FDA tests indicate a problem. The agency has posted about 34 such recalls for dietary supplements over the past two years, according to an FDA database. But a product that simply doesn't contain what it should could potentially fly under the radar indefinitely, Harvard's Cohen says.

Earlier this year, the FDA indicated that it would be taking steps to more strictly regulate the supplement marketplace, and launched a new online list to warn consumers about certain supplement ingredients. An FDA spokesperson also told CR that the agency has continued to step up enforcement against bad actors. It cited, among other examples, the recent seizure of 300,000 containers of dietary supplements manufactured in substandard conditions, and recalls of drugs illegally sold as supplements.

Even though these increased efforts to enforce the law are a positive step, consumers have a right to expect the FDA to have been doing this all along, says Chuck Bell, who has led CR's advocacy work on supplements for 20 years. Nor does it change the fact that—over several decades—the agency has been slow to push for changes to regulations that experts say continue to leave too many unsafe products on the market. "Progress has been glacial," Bell says.

What Consumers Can Do

When it comes to safety, the onus still largely falls on consumers to be advocates for themselves. Indeed, industry representatives say consumers should do their own research to find safe products. "You have some responsibility to become informed about the supplements you use," says Michael McGuffin, president of the American Herbal Products Association, an industry group. "We recommend consumers consult with their healthcare practitioner."

Before you try any supplement, Bell says, you should discuss it with your primary care provider and seek out trustworthy information from sources such as MedlinePlus.gov, the NIH's health portal for consumers.

A frank assessment of your own habits is probably in order, too. As much as supplement-takers might believe that supplements are safe and effective, many mainstream healthcare practitioners say the products are a waste of money. For those committed to continuing supplement use, see " How to Choose Products Wisely " to help you spot labels that can identify more trustworthy products.

"One day I envision that this industry will have products that are shown to be both safe and effective," says van Breemen at Oregon State. "But we're not there yet."

What the FDA Does, and Doesn't, Do

Even though some supplements are as potent as certain prescription drugs, different regulations apply. The Food and Drug Administration doesn't need to approve supplements as effective or safe before they are sold, as it does with drugs.

According to the Dietary Supplement Health and Education Act of 1994—the primary law that governs these products—supplement ingredients that were on the market before 1994 are presumed safe. Companies can assert that a product is safe for use as long as they can provide some evidence that its ingredients were used before 1994 or are currently present in the food supply. While manufacturers are supposed to notify the FDA when they start selling a supplement that contains a new ingredient, they often don't, according to Chuck Bell, in the advocacy division of CR.

The FDA technically requires that supplements contain what they say they do and aren't contaminated with harmful substances. But supplements have exploded in popularity since 1994. Current regulations can't keep consumers safe, Bell says. "We're dealing with a much larger industry, and the number of people that are employed by the FDA to oversee that industry has not kept pace," he says.

Editor's Note: This article also appeared in the December 2019 issue of Consumer Reports.

Consumer Reports has updated this article to clarify the process the FDA uses to request recalls of supplements.

More From Consumer Reports

Be the first to comment

Zahid says Tok Mat’s remark on MAHB deal personal view, Umno on same page as Anwar govt

Bangkok-bound Malaysian Airlines flight forced to return to KLIA due to pressurisation issues

In SRC’s US$1.1b suit, ex-director says Najib never invited to board meetings

Johor police chief: Cops bust insurance syndicate who kills victims to claim compensation

Malaysia not selling MAHB, PM Anwar says in Parliament

All you need to know about: Mavcom’s dissolution and merger with CAAM

Paris Olympics 2024: Malaysian contingent’s new official attire based on modern design concepts, says OCM sec-gen

WikiLeaks says Julian Assange is ‘free,’ has left UK

Veteran actor Kamal Bakar dies aged 62

Govt welcomes airlines’ fleet expansion, says will lead to lower airfares with more supply, says transport minister

Ahead of merger with Mavcom, ex-chairman says CAAM must keep independence to inspire confidence in stakeholders

Tiong appalled by ‘baseless’ accusations on Tourism Ministry, defends efforts to boost Sabah tourism

Contract pharmacists to be absorbed permanently under new system, says deputy health minister

Fire Dept: Situation under control at Mt Kinabalu following landslide (VIDEO)

Fate of six rogue Bersatu MPs remains unknown as Dewan Rakyat Speaker says has 21 days to study the matter

In malaysia’s billion-ringgit dietary supplements industry, growing concerns over counterfeits which undermine consumers’ safety.

KUALA LUMPUR, June 17 — In 2023, Malaysia’s vitamins and supplements market was valued at US$1.14 billion or almost RM5.383 billion, according to a report published by research firm Euromonitor International last October.

But that is not all, the same report also stated the industry is forecasted to grow up to US$1.66 billion (RM7.85 billion) in 2028.

Since the onset of the Covid-19 pandemic, there has been renewed awareness about one’s overall well-being among Malaysians and this has carried forward into the post Covid-19 era.

Malaysian Dietary Supplement Association (Madsa) president Datuk Rajen Manicka said there is growing preference for dietary supplements catering to various health needs from boosting immunity to addressing specific deficiencies by way of supplementing one’s incomplete diet.

“Covid-19 made people rethink their health. People who were smoking started to quit, obese individuals started to understand they were the first ones dying.

“So people started buying vitamins, immune-boosting herbs, so at that point you will see double digit growth (in the industry).”

However, this has also opened up the billion-ringgit market to unscrupulous parties seeking to take advantage of consumers by offering counterfeits at a fraction of the price of its genuine counterpart.

With the allure of a good bargain extremely compelling, Rajen warned the risks and consequences of purchasing from unverified vendors can be severe and may eventually prove fatal in the worst-case scenario.

“But we still need to educate them (consumers), safeguard their interests, protect their rights and prevent their money from being abused,” he told Malay Mail in an interview recently.

Malaysian Dietary Supplement Association (Madsa) president Datuk Dr Rajen Manicka speak to Malay Mail during an interview at his office in Petaling Jaya May 17, 2024. — Picture by Hari Anggara

Rajen, who is a pharmacist by training, conceded that consumers were now at a greater risk of ingesting unknown harmful substances through the purchase of possible counterfeits, especially through e-commerce websites, whose sellers often operate without the necessary quality control measures.

Worse still, these “bad players” threaten to undermine the integrity of Malaysia’s legitimate nutritional supplements market in spite of existing laws and regulations governing the manufacturing and labelling of dietary supplements, Rajen added.

“Counterfeiting happens everywhere where you have consumers looking for a product that is well known.

“We have seen very, very clear cases of counterfeits where known brands are being counterfeited.

“When you take counterfeit products, you don’t know what you are taking and if somebody, God forbid, dies then we will be blamed, so we are now helping to get consumers educated in that buying supplements online from overseas has no guarantees and no support,” he said.

Just how big is the health supplements market in Malaysia?

In Malaysia, the National Pharmaceutical Regulatory Agency is responsible for processing registration applications of new drug products, biologic products, generic products, health supplements, natural products as well as veterinary products.

Based on the NPRA’s data in its annual report 2022, a total of 451 health supplements alone were registered 0151 the highest since 2018.

In fact, the NPRA received a total of 584 health supplement product registration applications in 2022 alone.

In Malaysia, beauty supplements held the largest market share followed by heart health supplements in retail value last year, underscoring consumers’ ever-increasing demand for products catering to age-related concerns.

Addressing dangers of the unverified

With counterfeits now easily passed off as genuine on e-commerce websites, Rajen said one golden rule exists – that is to avoid purchasing supplements online unless consumers know it is officially sourced.

"You might save a couple of sen, but for a start you might be getting a product that is expired or a counterfeit.

"An informed consumer is the best consumer and today's problem with information is the widespread misinformation and fake news where you get all kinds of funny nonsense and this confuses people," he said, adding that consumer education on buying from authorised sources is paramount.

For starters, Rajen said consumers should look out for a hologram sticker – called FarmaTag – affixed on the product bottle, easily distinguishable on all genuine products approved by the NPRA.

FarmaTag Hologram security sticker are seen on pharmaceutical products May 20, 2024. — Picture by Choo Choy May .

Rajen also said MADSA has been lobbying the federal government for the past year to introduce tax rebates consumers can utilise through purchases of legitimate health supplements to curb the use of counterfeits.

"We are making a lot of progress, we have seen the current health minister, the NPRA's director, officers from the Inland Revenue Board and the prime minister's political secretary and they were very receptive (to the idea).

"I think it's a very soft giveback to the middle and upper class where consumption is more prevalent in those groups to encourage more informed decision-making consumers," he said.

Nevertheless, Rajen said prevention is ultimately the best cure, making reference to the federal government’s Sugar Reduction Advocacy Plan that aims to raise awareness about the perils of excessive sugar consumption.

"So you have people with proactive behaviour, people who take supplements tend to eat healthier, go to gym, perform meditation and I think any kind of government would want to encourage that kind of behaviour," he said.

Why you are not really getting the benefits of that collagen soup or ‘beauty pot’, and what to do for better skincare

In Johor, married couple among three charged with supporting Islamic State

Report: Chinese companies seek assurances from Malaysia on avoiding US tariffs

Following Mamutik Island drowning, Sabah seeks improvements for diving safety involving beginners

IMAGES

Revisiting food-sourced vitamins for consumer diet and health needs: a
Best Vitamin Brands Consumer Reports
IFIC Survey: Consumer Perspectives on Vitamins, Minerals, and Food and
Vitamins and Dietary Supplements
Encyclopedia of Vitamins: New Research (4 Volume Set)
The Countries With The Highest Consumption Of Vitamins

VIDEO

Do You Take Vitamins or Supplements?
Remedies for sunburn
VIDEO: Consumer Reports: 15 dietary supplement ingredients to avoid
Forever chemicals found in milk supply

COMMENTS

Independent Tests and Reviews of Vitamin, Mineral, and Herbal
See Our Reviews of Popular Supplements and Healthy Foods. B Vitamin Supplements. CoQ10 and Ubiquinol Supplements. Cocoa Powders, Dark Chocolate, Extracts, Nibs & Supplements. Collagen Supplements. Extra Virgin Olive Oil. Fish Oil /Omega-3 Fatty Acid Supplements. Magnesium Supplements.
The Truth About Taking Vitamins
Multivitamins and single vitamins are some of the most popular supplements in the U.S. In a summer 2022 nationally representative Consumer Reports survey (PDF) of 3,070 U.S. adults, about half of ...
Vitamins & Supplements
Consumer Reports' Vitamins & Supplements Guide delivers the information you need to know to make smart decisions. Updated February 1, 2024 How to Choose a Prenatal Vitamin
Choosing the Right Multivitamin Supplement
With all the choices, it's no wonder half of multivitamin users in a new, nationally representative Consumer Reports telephone survey expressed some doubt that they were taking the right product ...
2023 Vitamin & Supplement Users Survey and Report
This revealing new report is based on results from the ConsumerLab.com Annual Survey of Vitamin & Supplement Users, conducted in November/December 2023, with responses from over 10,000 supplement consumers. The 170+ page report explores consumers' perceptions of the brands, products and merchants they use, as well as their usage of specific ...
ConsumerLab Tests Reveal the Best and Worst Multivitamin Supplements
Members of the media contact may contact [email protected] or call the ConsumerLab.com main number ( 914-722-9149 ). Please include the name of your news organization when contacting us. ConsumerLab tested 39 popular multivitamin supplements, including Centrum, Bayer One a Day, USANA. It found quality issues with 44% of multivitamins it ...
The Truth About Multivitamins: What the Research Really Shows
Three-Quarters of Americans Take Dietary Supplements; Most Users Agree They Are Essential to Maintaining Health, CRN Consumer Survey Finds. National Institutes of Health . October 5, 2023.
CRN Reveals Survey Data from 2022 Consumer Survey on Dietary Supplements
Conducted annually since 2000, the CRN Consumer Survey on Dietary Supplements serves as the leading resource for statistics on usage of dietary supplements. The survey was conducted online between August 9-12, 2022, among 3,133 U.S. adults age 18+, including 2,342 adults who report consuming dietary supplements seasonally, occasionally, or ...
Revisiting food-sourced vitamins for consumer diet and health needs: a
The significant attention gained by food-sourced vitamins has provided insights into numerous current researches; for instance, the potential reversal of epigenetic age using a diet and lifestyle intervention, the balance between food and dietary supplements in the general population, the role of diet and food intake in age-related macular degeneration, and the association of dietary ...
PDF Consumer Perspectives on Vitamins, Minerals and Food and Beverage
Vitamins D and C are most frequently sought after, followed by vitamin B12 and calcium [If A/B/C in Q2] What types of vitamins and/or minerals do you most frequently seek out? n = 763 66% 62% 43% 41% 33% 32% 30% 26% 23% 22% 17% 14% 6% 3% Vitamin D Vitamin C Vitamin B12 Calcium Iron Vitamin A Vitamin E Other B vitamins (e.g., thiamin, niacin ...
Consumer attitudes about the role of multivitamins and other dietary
The Council for Responsible Nutrition funded a survey to measure consumer attitudes about the role of multivitamins, calcium and/or vitamin D supplements, and other supplements in improving dietary intakes. The research was designed and analyzed by FoodMinds and was fielded using Toluna's On-line Omnibus.
74% of Americans Take Dietary Supplements, CRN Consumer Survey Finds
Key findings from the 2023 CRN Consumer Survey on Dietary Supplements: 74% of U.S. adults take dietary supplements. 55% qualifying as "regular users". 92% of users agree that dietary supplements are essential to maintaining their health. 74% of Americans, including those who do not use supplements, say they trust the dietary supplement ...
14 Best Vitamin Brands for Quality, Testing, and More
Thorne Research sells a range of vitamins and dietary supplements, including: multivitamins; amino acids; omega-3s; ... Consumers may have concerns about the sugar content of gummies. However, the ...
These Supplements Are Popular. Do They Actually Work?
The evidence: Research is preliminary, but a 2019 review suggests that collagen supplements may improve skin hydration, elasticity, and wrinkling. Look for hydrolyzed collagen, which your body can ...
Evidence-based Analysis on Supplements & Nutrition
Examine simplifies nutrition and supplementation — through meticulous analysis of the latest scientific research — to help answer your questions on how to be healthier. Nutrition and supplement information you can trust ... Interventions (like supplements and diets) are studied for measurable changes in specific outcomes (like LDL or blood ...
Top Rated Vitamin and Supplement Brands
White Plains, New York, February 25, 2022 — Each year, ConsumerLab.com surveys its free e-newsletter subscribers about the vitamins and supplements that they use. The results below are based on 8,049 responses collected in November/December 2021. Respondents gave ratings of hundreds of brands and merchants of which 143 brands and 35 merchants each received at least 90 consumer ratings.
Revisiting food-sourced vitamins for consumer diet and health ...
The significant attention gained by food-sourced vitamins has provided insights into numerous current researches; for instance, the potential reversal of epigenetic age using a diet and lifestyle intervention, the balance between food and dietary supplements in the general population, the role of diet and food intake in age-related macular degeneration, and the association of dietary ...
Vitamins and Human Health: Systematic Reviews and Original Research
Vitamins are a group of organic compounds essential to physiological functions in the body. This Special Issue features systematic review and original research articles of vitamins in health and disease. Among other topics, the association of endogenous vitamin levels with disease risk, the therapeutic role of vitamin supplementation in various ...
11 best vitamins for energy, according to a registered dietitian
The time it takes for vitamin supplements to boost energy levels varies. B vitamins often provide a quick boost within hours to days, while others, like vitamin C, might take a few days to weeks.
Dietary Supplement Resource Library
NCCIH conducts research and provides information about complementary health products, including dietary supplements, for health care professionals and consumers.Special Features: Herbs at a Glance : A series of brief fact sheets that provides basic information about specific herbs or botanicals, including common names, what the science says ...
The use of dietary supplements and vitamin consumption during ...
This paper aims to examine the key determinants of User-Generated Content (UGC) affecting consumers' purchase intention toward buying vitamin and dietary supplement products during the ...
Scientists Reveal New Findings About Older Adults Who Take Vitamin D
Vitamin D is widely known for its role in supporting immunity and bone health. New research suggests that supplementing with vitamin D may reduce the risk of heart attacks and other cardiovascular ...
Alignment of Consumers' Expected Brain Benefits from Food and ...
Consumers often cite cognitive improvements as reasons for making dietary changes or using dietary supplements, a motivation that if leveraged could greatly enhance public health. However, rarely is it considered whether standardized cognitive tests that are used in nutrition research are aligned to outcomes of interest to the consumer. This knowledge gap presents a challenge to the scientific ...
Top-rated Vitamin and Supplement Brands and Merchants Based on Consumer
White Plains, New York, February 25, 2021 — Each year, ConsumerLab.com surveys its free e-newsletter subscribers about the vitamins and supplements that they use. The results below are based on 9,647 responses collected in November 2020. Respondents gave ratings of hundreds of brands and merchants of which 149 brands and 38 merchants each received at least 90 consumer ratings.
Consumer Healthcare Market Report 2024-2028: Discover the
Dublin, June 19, 2024 (GLOBE NEWSWIRE) -- The "Global Consumer Healthcare Market 2024-2028" report has been added to ResearchAndMarkets.com's offering. The consumer healthcare market is forecasted ...
Global Mixed Tocopherol Research 2024: Market Set for Steady Growth
Global Mixed Tocopherol Research 2024: Market Set for Steady Growth, Projected to Reach US$3.782 Billion by 2029 Research and Markets Mon, Jun 24, 2024, 10:12 AM 3 min read
How to Choose Supplements Wisely
October 30, 2019. Photo: Getty Images. If you're shopping for supplements in a store, don't expect much help from the pharmacist or other staffers. That's the conclusion we drew after ...
Shop Smarter for Supplements
But the market for botanicals—a category of supplements derived from plants—has grown from about $4.2 billion in 2000 to more than $8.8 billion in 2018, according to Nutrition Business Journal ...
Cooling 'blood oranges' could make them even healthier
Aug. 31, 2023 — Vitamin C and other antioxidants stimulate the formation of new blood vessels in lung cancer tumors, a new study shows. The discovery corroborates the idea that dietary ...
In Malaysia's billion-ringgit dietary supplements industry, growing
KUALA LUMPUR, June 17 — In 2023, Malaysia's vitamins and supplements market was valued at US$1.14 billion or almost RM5.383 billion, according to a report published by research firm Euromonitor International last October. But that is not all, the same report also stated the industry is ...

The Last Word: Do You Really Need to Take a Multivitamin?

The Claim About Multivitamins

So, Should You Take a Multivitamin?

The Takeaway

CRN Reveals Survey Data from 2022 Consumer Survey on Dietary Supplements

Consumer attitudes about the role of multivitamins and other dietary supplements: report of a survey

Conclusions

Abbreviations

Acknowledgements

Author information

Corresponding author

Additional information

Authors’ contributions

Rights and permissions

About this article

Share this article

Nutrition Journal

74% of Americans Take Dietary Supplements, CRN Consumer Survey Finds

Key findings from the 2023 CRN Consumer Survey on Dietary Supplements :

2023 Supplement category highlight:

About CRN Consumer Survey on Dietary Supplements

For more highlights on consumer demographics, shopping preferences, lifestyle habits and more, see CRN's infographic .

Maggie Jaqua

Changes Coming to Natural Products Expo West 2025

Natural Products Industry News Briefs: Natural Grocers, Sabinsa, & More

The Botanical Boom

The Magazine

Information

Nutrition and supplement information you can trust

We analyze thousands of studies

… using a constantly updated evidence base

… and without any conflicts of interest

Explore Examine

Don't miss out on the latest research

Save citation to file

Add to My Bibliography

Revisiting food-sourced vitamins for consumer diet and health needs: a perspective review, from vitamin classification, metabolic functions, absorption, utilization, to balancing nutritional requirements

Conflict of interest statement

Similar articles

Related information

Research Materials

Vitamins and Human Health: Systematic Reviews and Original Research

Conflicts of Interest

11 best vitamins for energy, according to a registered dietitian

Written by Caroline Thomason, RD, CDCES, Fortune Recommends Nutrition Writer

.st0{clip-path:url(#SVGID_00000046340743257271907690000000964648354283835324_);} Trusted experts

How do vitamins help with energy?

Other ways to increase energy levels

How to choose the best vitamin for energy for you

Consider your needs

Know the different types

Consult a healthcare professional

Be mindful of your diet

11 vitamins that could improve your energy levels

Vitamin B12

Our experts

Caroline Thomason, RD, CDCES

About Author

Dietary Supplement Resource Library

CHPA Resources

FAQs About Dietary Supplements Regulations

CHPA Best Practices: Voluntary Codes and Guidelines

Explaining the Regulatory Framework for Dietary Supplements

Interactive Supplement Facts Label

Additional Resources

FDA "Supplement Your Knowledge" Education Initiative

National Center for Complementary and Integrative Health

Operation Supplement Safety (OPSS)

Dietary Supplements: Medline Plus

Drug-Nutrient Interactions and Drug-Supplement Interactions

Information for Consumers on Using Dietary Supplements

WebMD Vitamins & Supplements Center

Dietary Supplements: US Food & Drug Administration

Dietary Supplements, NSF International

U.S. Pharmacopeia (USP) Dietary Supplements Compendium

Dietary Supplement Label Database (DSLD)

Dietary Supplements: FTC Health Products Compliance Guidance

Current Good Manufacturing Practices (CGMPs) for Dietary Supplements

Standardized Information on Dietary Ingredients (SIDI)

American Botanical Council