Multivitamins a Kiwi Winner: Canstar Blue Survey
29 January 2015, 4:17PM
A new survey by consumer satisfaction company, Canstar Blue, has revealed that the majority (72%) of Kiwis are convinced that multivitamins are effective and three quarters say they feel better when they take them regularly.
Men are slightly more sceptical of the actual health benefits, with 17% taking them for the placebo effect.
Nearly a third (30%) of Aucklanders take multivitamins to feel less guilty about their food choices, says Canstar New Zealand General Manager, Derek Bonnar.
“Men are the most likely to try to compensate with a dose of vitamins (30%), compared to women at 23%.”
“Gen Ys (34%) are the most likely of all the age groups to use a hit of vitamins to try and compensate for unhealthy eating.”
More than a quarter in the survey said they give multivitamins to their children; parents in the capital are less likely to (18%), whereas Auckland (31%) and Canterbury (30%) parents are more willing to supplement their children’s diets.
Despite New Zealanders’ overall faith in multivitamins, a large minority (43%) are still unsure about their efficacy but take them anyway because they like them, says Bonnar.
“When standing in front of hundreds of bottles, choosing the right one can be confusing according to 45% of respondents ; Cantabrians are the most likely to be overwhelmed by choice at 50%.”
Why do we take them?
The number one reason Kiwis take vitamins is for the perceived health benefits (40%), the other key reasons are:
- To have more energy (18%),
- To improve their mental wellbeing (11%),
- Because they were prescribed by a health professional (10%),
- Because they were recommended to them by a friend or family member (8%)
- And a small portion (4%) aren’t even sure why they take them.
Multivitamins are a big spend for New Zealanders with nearly $300 a year going towards them. Aucklanders invest even more, with over $27 a month ($324 pa) spent on multivitamins.
Effectiveness (46%) and value for money (22%) were the most important drivers of satisfaction, followed by range of sizes (9%) and taste (9%).This year, Thompson’s has the most satisfied customers and has walked away with the award for overall satisfaction, scoring five stars in nearly every category, says Bonnar.
The survey asked consumers to rate multivitamins brands across seven categories:
1. Value for money
2. Size of vitamin
6. Range of packaging sizes
7. Overall satisfaction
Multivitamins by region
Auckland: Aucklanders are most likely to give multivitamins to their children (31%), most likely to feel that taking multivitamins makes them less guilty about their food choices (30%) and the most likely to take multivitamins for the placebo effect (18%). Monthly spend on multivitamins= $27.07.
Waikato: Those from the Waikato are the most likely to be convinced that multivitamins work (84%), least likely to find the choice of multivitamins confusing (40%) and most likely to feel better when they regularly take multivitamins (84%). Monthly spend on multivitamins=$27.01.
Wellington: Wellingtonians are the least likely to be convinced that multivitamins work (64%), most likely (equal with Canterbury) to be unsure if they work but like taking them anyway (45%), least likely (equal with Otago and Bay of Plenty) to say that taking multivitamins make them feel less guilty about their food choices (20%), least likely to feel better when they regularly take multivitamins (72%) and least likely to take multivitamins for the placebo effect (8%). Monthly spend on multivitamins=$23.31.
Canterbury: Cantabrians are the most likely (equal with Wellington) to be unsure if multivitamins work but like taking them anyway (45%), and the most likely to find the choice of multivitamins confusing (50%). Monthly spend on multivitamins=$23.11.
Otago: Those from Otago are the least likely to be unsure if multivitamins work but enjoy taking them anyway (37%), and the least likely (equal with Wellington and Bay of Plenty) to say that taking multivitamins makes them feel less guilty about their food choices (20%). Monthly spend on multivitamins=$19.51.
Bay of Plenty: Those from the Bay of Plenty are the least likely to give multivitamins to their children (17%) and the least likely (equal with Wellington and Otago) to say that taking multivitamins makes them feel less guilty about their food choices (20%). Monthly spend on multivitamins=$22.61.
About the survey
We partner with respected professional market research agency Colmar Brunton Australia, who undertake research on our behalf using Your Source.
The outcomes reported here are from the 1,198 people who have purchased and consumed multivitamins in the last 12 months. The survey has a margin of error of +/- 3.1%.