A Wakefield Research survey of 1000 US adults found 60% take a vitamin or supplement, with multivitamins the most popular and averaging one vitamin or supplement per day. Of those that take vitamins, 46% began taking them based on the recommendation of an expert, 34% wanted to improve their health, and 9% wanted to feel better about themselves. Of those that do not take vitamins, 43% feel they do not need vitamins with a balanced diet, 22% think they would never remember to take them, and 9% feel vitamins are too expensive.
Of note: 0% (zero percent) took vitamins or supplements based on a celebrity endorsement.
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