The data: Nutritional supplements like vitamins and minerals are staples in most households, with 77% of US adults taking at least one every day, according to Amway’s 2024 Habits and Healthspan report.

• Amway and Ipsos surveyed 1,000 adults ages 18 to 70 across the US in August.

But, why? Consumers perceive nutritional supplements as beneficial to their health and well-being.

• Over three-quarters (77%) of US adults who have made supplements part of their daily routine believe these products have had a positive effect on their health.
• And about one in four (24%) consider supplements to be “critical” to their well-being.

Yes, but: Despite widespread use, nearly half of those surveyed mistakenly believe supplements are approved by the FDA. In fact, 39% express confidence in their supplements being safe and effective because they (mistakenly) believe the FDA approves them.

In actuality, the Federal Food, Drug, and Cosmetic Act mandates that companies themselves are responsible for ensuring their products—including nutritional supplements—are safe, accurately labeled, and that any claims made about them are truthful. But the FDA is neither approving these products nor vetting the claims.

Why it matters: Consumers are prioritizing investments in their health and wellness and are willing to spend more money on products that provide additional benefits.

But their willingness to spend more could erode if the ingredients in the products they’re purchasing aren’t consistent with their safety and efficacy expectations.