Survey result a boost for multivitamins

Patient confidence in multivitamins grows, as Australia’s most highly rated brand is revealed

Australian consumers are becoming noire convinced about the perceived benefits of multivitamins, despite increasing expert criticism of these products.

The latest Canstar Blue survey shows that 71% of 1693 adult consumers are convinced multivitamins live up to their claims of health benefit. This is up from 64% who answered this way in January 2015.

More than three-quarters (76%) of respondents said they feel better when they regularly take multivitamins.

The Berocca range, from Bayer, was the most highly rated multivitamin brand, getting five stars for overall satisfaction as well as taking out four of the five individual categories: ease of consumption, effectiveness, taste and availability.

The other category – value for money – was headed by Cenovis.

Cenovis, Blackmores, Centrum, Nature’s Way and Swisse scored four stars for overall satisfaction, while Nature’s Own recorded three stars.

When asked why they take multivitamins, 43% of respondents said it was because of the perceived health benefits and 23% to boost their energy.

Another 13% said they were recommended to do so by a health professional.

However 5% of users said they are not sure why they take them.

“These type of supplements divide medical and consumer opinion, and manufacturers face a challenge to convince people about their merits,” said Megan Doyle from research agency Canstar Blue.

“So it’s fascinating to find that the majority of consumers who take them believe they offer some benefit.”

“That being said, 29% is still a significant number of consumers buying and taking multivitamins when they’re not convinced about their claims. If they are not convinced about their benefits, why are they taking them?”

See the full list of results here.

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