Consumer preference survey VITAMIN D

The consumer preference survey was conducted by Ariadna panel between 29 October and 2 November 2021. The survey was conducted on a nationwide sample of 1,059 people aged 18 and over. The CAWI method was used, with quotas selected according to representation in the population for gender, age and size of place of residence. The respondents answered the following 3 questions:  

1. Do you happen to take vitamin D?
2. In what form do you most often take vitamin D?
3. What was the use (effect) of the supplements or over-the-counter medications you most frequently took during the COVID-19 pandemic?

   

Do you happen to take vitamin D? | QUESTION 1

 

Total

The survey confirms that consumers are supplementing vitamin D: 74% of those surveyed said yes. Women are more likely to choose to supplement deficiencies than men.

Age

Taking into account the age of respondents, vitamin D is most often supplemented by those aged 55+, and least often by those aged between 35 and 54.

 

Location

People living in medium-sized towns (20,000 to 99,000 inhabitants) are most likely to take vitamin D supplementation, while those living in small towns are least likely to do so.

Education Vitamin D is more frequently taken by people with a university education than by those with secondary and primary/vocational education.

 

In what form do you most often take vitamin D? | QUESTION 2

 

Total

37% of respondents were found to take vitamin D in the form of a softgel capsule.  This form of the product is more often chosen by women than men. 36% of the respondents answered that they supplement vitamin D in the form of tablets, 14% — hard gel capsules, 10% — drops, 2% — other.

Age

The findings suggest that taking vitamin D in softgel capsule form is most popular among 45–54 year olds (48%). Those aged 18–24 showed the lowest interest in this form (24%).

Location

Vitamin D in softgel capsule form is most often taken by people living in small and large cities, and least often by those living in medium-sized cities.

Education

Softgel capsule vitamin D is most often chosen by those with a unversity education (41%) and least often by those with primary education.

What was the use (effect) of the supplements or over-the-counter medications you most frequently took during the COVID-19 pandemic? | QUESTION 3

Total

During the coronavirus pandemic, 48% of study participants were taking supplements or over-the-counter medicines to boost immunity.  31% of respondents did not use any supplementation.

Age

Taking into account the age of the respondents, the results of the survey indicate that dietary supplements to boost immunity are most often taken by people aged 55+ (45%) and least often by people aged 18–24 (39%).

   

Location

Dietary supplements with immune-boosting effects were found to be most popular among people living in large and medium-sized cities.

Education

The findings suggest that supplementation with immunity products is most common among people with secondary and university education.

ANALYTICAL

• The survey confirms that consumers are supplementing vitamin D (74% of those surveyed said yes).
• Of the respondents, 37% said they take vitamin D in softgel capsule form, 36% in tablet form. The softgel capsule form is the most commonly chosen by consumers.
• During the coronavirus pandemic, 48% of survey participants were taking supplements or over-the-counter medicines to boost immunity. Such products are the most popular.