Amway, a global entrepreneur-led health and wellbeing company, announced the results of the 2024 “Habits and Healthspan” survey which reveals incorrect assumptions and gaps between intent and behavior as U.S. adults 18 to 70 years old struggle to incorporate consistent healthy habits into their daily routine.
Nutritional supplements such as vitamins, minerals and botanical products are a staple in most households, with 77% of surveyed adults taking at least one supplement daily. However, despite this widespread use, nearly half of respondents – 47% – mistakenly believe that the FDA approves these products before they are sold to the public.
Consumers are increasingly prioritizing sustainability, with two out of three respondents more inclined to buy supplements that offer traceability in which products can be tracked from source to shelf.
“Without FDA approval, consumers must rely on their own research to evaluate and identify trustworthy brands,” notes Will Templeton, head of sustainability for Amway. “The focus on a company’s traceability and sustainability practices has become a crucial factor in their purchasing decisions.”
Americans Face Alarming Prevalence of Gut Issues
Gut health emerges as a significant issue in the U.S. with 62% of respondents reporting having experienced gut problems, and one in three admitting they are currently experiencing a gut issue. Additionally, 42% of those surveyed say they or someone close to them have had gut problems that could not be properly diagnosed by a doctor.
“Gut health is pivotal to our overall wellbeing, with emerging science suggesting an impact beyond digestion to potentially weight, immune function and even our mood,” said Amway VP of Global Nutrition and Research, Dr. Paul Seehra. “Most adults in the U.S. have experienced gut problems yet less than half understand why or what constitutes a healthy gut biome, displaying a need for public education and awareness.”
Parents Struggle to Instill Lasting Healthy Habits in Their Children
Among respondents with children under 18 years old, 98% believe it’s important that their children establish a healthy, lifelong routine before they reach adulthood. Yet among respondents ages 18 to 70 who engaged in a healthy lifestyle behavior in the past 12 months, a staggering 57% of respondents say they started healthy habits because of medical reasons, while markedly fewer – 36% – cite learning behaviors at a young age as a reason for engaging in healthy lifestyle behaviors.
“While establishing healthy habits early is key, these findings indicate that long-term habit formation often does not carry over into adulthood,” explained Holiday Durham, PhD, MS Registered Dietitian, Amway. “Maintaining these behaviors can be difficult but when you are within a circle of family, friends and community that share your goals, it makes it much easier to maintain healthy habits long term.”
Amway commissioned this study with Ipsos to understand consumer wants and expectations surrounding supplements and to help identify the gaps between intent and action in other areas of health and wellness. The results of this study will help Amway continue to evolve the company’s strategy, research and purpose with the goal of helping billions of people around the world live better, healthier lives.
