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FDA supplement listing boosts consumer trust, says CRN survey
A new Council for Responsible Nutrition (CRN) survey finds that three in four adults use supplements, and FDA listing significantly increases consumer confidence in these products. Cost remains the biggest barrier for consumers. The survey, conducted with Morning Consult, also noted that trust in supplements jumped by 22 percentage points when consumers knew the FDA kept a list.
A new Council for Responsible Nutrition (CRN) survey finds that three in four adults use supplements, and FDA listing significantly increases consumer confidence in these products. Cost remains the biggest barrier for consumers. The survey, conducted with Morning Consult, also noted that trust in supplements jumped by 22 percentage points when consumers knew the FDA kept a list.
The architecture take
The supplement industry keeps trying to convince everyone that 'trust' is the biggest hurdle to growth. This CRN survey, though, gives up the actual game: it's not trust in the product, it's trust in the regulator. When people see the FDA is keeping tabs, they feel better about what they're taking. That's a huge shift from the old 'wild west' narrative the industry often uses to fight stricter oversight. I've always thought transparency about what's actually in the bottle is step one, but this makes it clear that the presence of a regulatory hand is what builds that confidence. What gets me is that cost is still the main block — which tells me it's less about the product and more about the premium attached to 'wellness' in general.