The new American
supplement landscape.
A national survey of 3,005 adults reveals where consumers stand on trust, transparency, health and affordability—and what the findings mean for the future of dietary supplements.
Americans want more visibility into the supplement marketplace.
The 2026 CRN survey puts a consumer perspective behind the discussion of federal dietary supplement product listing. It also reveals the opportunities—and pressures—shaping consumer choices.
Say FDA product listing would increase their confidence.
More than three in four adults say requiring manufacturers to list marketed supplement products with FDA would increase confidence at least somewhat.
Supplement use is mainstream.
Currently use supplements
Includes seasonal, occasional and regular use.
Use them regularly
Including adults who regularly take only a multivitamin.
See a health priority
Say supplements are essential or important to maintaining health and wellness.
Consumers express strong confidence
in dietary supplements.
The survey finds broad confidence in the safety and effectiveness of dietary supplements, reinforcing their established role in Americans' health and wellness routines. Consumers also value measures that further demonstrate product quality and accountability.
Confidence in Safety
Of U.S. adults are confident that dietary supplements are generally safe when used as directed.
Confidence in Effectiveness
Are confident supplements are generally effective for their intended purposes.
Value Quality Verification
Say independent verification that products meet quality standards would increase their confidence.
Results among all U.S. adults. Confidence figures combine very and somewhat confident responses. Quality verification reflects those reporting an increase in confidence of a lot or some.
Price changes the calculation.
Say supplements being too expensive has discouraged use or made regular use harder.
What if prices rose 15%?
Responses to a hypothetical price increase; percentage of all U.S. adults.
Science matters. So does the messenger.
Value scientific evidence
Say it is very or somewhat important when deciding whether a supplement is right for them.
Open to clinician-reviewed AI
Comfortable using personalized AI supplement recommendations if reviewed by a doctor, pharmacist or registered dietitian.
Who influences supplement decisions?
The evidence behind
the headlines.
Morning Consult conducted this poll September 11–13, 2026, on behalf of CRN among 3,005 adults aged 18 and older. Interviews were conducted online; results were weighted to approximate the U.S. adult population. The full sample has a margin of error of ±1.8 percentage points.
Numbers are rounded. Subgroup and multi-select findings have distinct bases. Survey responses describe perceptions and reported behavior and do not, by themselves, establish product efficacy or safety.
Read the Original Press Release →The headlines are only the beginning.
Additional research, demographic breakouts and downloadable data resources will be available exclusively to CRN members.
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