The Vitamin Shoppe - Investor Relations

News Release

Survey Finds 60 Percent of U.S. Adults Take Vitamins or Supplements

The Vitamin Shoppe "America's Take on Vitamins" Survey highlights what the country really thinks about vitamins

NORTH BERGEN, N.J., June 1, 2011 /PRNewswire via COMTEX/ --

A recent survey for Vitamin Shoppe, Inc. (NYSE: VSI), a leading specialty retailer and direct marketer of nutritional products, found that 60 percent of the nation currently takes a vitamin or supplement. In the survey, conducted by Wakefield Research on behalf of The Vitamin Shoppe, 1,000 U.S. adults were asked a series of questions that shed some light on America's vitamin and supplement habits.

Of those who take vitamins, the survey results report that more than 70 percent of respondents said they feel more confident about their health when they are taking a vitamin. Multivitamins are the most popular supplement, with 75 percent of respondents reportedly taking the supplement regularly. Other top supplements by those who take vitamins were:

Vitamin D (52%)
Vitamin C (49%)
Calcium (45%)
B Vitamins (43%)
Fish oil (42%)
Iron (25%)

"It's very difficult to eat the recommended daily servings of fresh fruits and vegetables to satisfy our bodies' nutrient needs," said Sharon Richter, a Registered Dietician in New York City. "A great way to fill in the nutritional gaps is with a vitamin and supplement regimen - it's simple and fits seamlessly into today's fast-paced lifestyle."

Other findings of the survey offer a deeper look into America's health habits:

Lifestyle Choices

Starting on a vitamin regimen was not an impulse decision. Nearly half (46%) began taking a vitamin based on the recommendation of an expert, one-third (34%) wanted to improve their health altogether, and one in 10 (9%) wanted to feel better about themselves.

The Vitamin Shoppe survey found that only four in 10 (38%) of moms and dads take a daily vitamin, compared to 56 percent of non-parents.Even fewer parents pass on this habit to their children. Only one-third (34%) of kids get a daily vitamin.

Total Respondents

For those that do not take supplements, 43% feel they do not need vitamins with a balanced diet, 22% think they would never remember to take them, and others feel vitamins are too expensive (9%).

We have always known men and women are different, but the ways they choose to stay fit are different as well. 65% of women count taking a vitamin as one of the things they do to stay healthy, compared to just over half of men (55%). When it comes to exercise, 70% of men hit the gym for 30 minutes or more each week, compared to 65% of women.

You can view the full survey findings below:

The Vitamin Shoppe "America's View on Vitamins" Survey Results

How many days per week, if any, do you take vitamins and/or supplements?

Response	%
1 day per week	3%(1)
2 days per week	2%
3 days per week	2%
4 days per week	2%
5 days per week	2%
6 days per week	1%
7 days per week	49%
Do not take vitamin	39%
QuickFacts(2)
Take a vitamin and/or supplement	60%
Average (everyone)	4 days
Average (those who take vitamin and/or supplement)	6 days

Which of the following vitamins and supplements, if any, do you currently take? Please choose all that apply. (Asked among those who take a vitamin and/or supplement)

Response	%
Multivitamin	75%
Vitamin D	52%
Vitamin C	49%
Calcium	45%
B Vitamins	43%
Fish Oil	42%
Iron	25%
CoQ10	8%
Other	5%

Which of the following factors, if any, best describes why you began taking a vitamin and/or supplement? (Asked among those who take a vitamin and/or supplement)

Response	%
A recommendation from a expert, such as a doctor or physical trainer	46%
I wanted to improve my overall health	34%
I wanted to feel better about myself	9%
My parents gave them to me as a child and I never stopped	6%
An article or news story about the positive effects	4%
A celebrity endorsement	0%
Other	1%

Which of the following reasons, if any, best describes why you do not take a vitamin and/or supplement? (Asked among those who do not take a vitamin and/or supplement)

Response	%
I do not feel it is necessary with a balanced diet	43%
I would never remember to take it	22%
I think they are too expensive	9%
I am worried about negative effects of taking too many vitamins and supplements	7%
I do not like taking them	7%
I do not know what to take	6%
Other	5%
Don't know/refused	1%

Which of the following, if any, do you do at least once a week?

Response	%
Eat a home cooked, balanced meal	94%
Exercise for 30 minutes or more	67%
Take a vitamin or supplement	60%
Meditate	25%
Other	1%

How strongly do you agree or disagree with the following statement - I feel more confident about my overall health when taking vitamins and/or supplements.

Response	%
Strongly agree	31%
Somewhat agree	41%
Somewhat disagree	16%
Strongly Disagree	10%
Don't know/refused	2%
Agree (Net)	71%
Disagree (Net)	26%

How many days per week, if any, do you give your children a vitamin and/or supplement? (Asked among those who have children in their household)

Response	%
1 day per week	3%
2 days per week	2%
3 days per week	4%
4 days per week	3%
5 days per week	5%
6 days per week	1%
7 days per week	34%
Do not give child vitamin and/or supplement	43%
Don't know/refused	5%
QuickFacts
Give child a vitamin and/or supplement	52%
Average (everyone)	3 days
Average (those who give child vitamin and/or supplement)	6 days

At what age were your children when you started giving them a vitamin and/or supplement? (Asked among those who have children in their household and give their children a vitamin and/or supplement at least one day per week)

Response	%
Less than 1 year old	9%
1 year old	19%
2 years old	29%
3 years old	15%
4 years old	9%
5-9 years old	12%
10+ years old	5%
Don't know/refused	2%
QuickFacts
Average	3 years

How strongly do you agree or disagree with the following statement - It's a challenge to know which vitamins and supplements I need to give my child. (Asked among those who have children in their household)

Response	%
Strongly agree	28%
Somewhat agree	31%
Somewhat disagree	21%
Strongly Disagree	15%
Don't know/refused	6%
Agree (Net)	59%
Disagree (Net)	36%

Gender-Specific Results

Which of the following vitamins and supplements, if any, do you currently take? Please choose all that apply. (Asked among those who take a vitamin and/or supplement)

Response	MEN	WOMEN
Take a vitamin and/or supplement (Net)	55%	65%
Multivitamin	71%	78%
Vitamin D	48%	56%
Vitamin C	55%	44%
Calcium	39%	50%
B Vitamins	45%	42%
Fish Oil	44%	40%
Iron	22%	28%
CoQ10	8%	8%

Which of the following factors, if any, best describes why you began taking a vitamin and/or supplement? (Asked among those who take a vitamin and/or supplement)

Response	MEN	WOMEN
A recommendation from an expert, such as a doctor or a physical trainer	41%	49%
I wanted to improve my overall health	37%	32%
I wanted to feel better about myself	6%	11%
My parents gave them to me as a child and I never stopped	8%	4%
An article or news story about the positive effects	5%	3%
A celebrity endorsement	1%	1%
Other	2%	1%

Which of the following reasons, if any, best describes why you do not take a vitamin and/or supplement? (Asked among those who do not take a vitamin and/or supplement)

Response	MEN	WOMEN
I don't feel it is necessary with a balanced diet	53%	31%
I would never remember to take it	17%	27%
I think they are too expensive	6%	12%
I am worried about negative effects of taking too many vitamins and supplements	6%	9%
I do not like taking them	7%	8%
I do not know what to take	4%	8%
Other	6%	4%

Which of the following, if any, do you do at least once a week?

Response	MEN	WOMEN
Eat a home-cooked, balanced meal	93%	95%
Exercise for 30 minutes or more	70%	65%
Take a vitamin or supplement	55%	65%
Meditate	21%	29%

How strongly do you agree or disagree with the following statement - I feel more confident about my overall health when taking vitamins and/or supplements.

Response	MEN	WOMEN
Agree (Net)	69%	74%
Disagree (Net)	28%	24%

Regional-Specific Results

Which of the following vitamins and supplements, if any, do you currently take? Please choose all that apply. (Asked among those who take a vitamin and/or supplement)

Response	Northeast	Midwest	South	West
Take a vitamin/supplement (Net)	62%	62%	58%	60%
Multivitamin	74%	78%	73%	75%
Vitamin D	55%	51%	49%	58%
Vitamin C	51%	45%	42%	61%
Calcium	44%	51%	40%	50%
B Vitamins	41%	44%	39%	50%
Fish Oil	41%	36%	40%	52%
Iron	23%	26%	27%	25%
CoQ10	9%	7%	9%	8%

Which of the following factors, if any, best describes why you began taking a vitamin and/or supplement? (Asked among those who take a vitamin and/or supplement)

Response	Northeast	Midwest	South	West
A recommendation from an expert, such as a doctor or a physical trainer	51%	42%	50%	39%
I wanted to improve my overall health	30%	40%	29%	40%
I wanted to feel better about myself	8%	8%	9%	10%
My parents gave them to me as a child and I never stopped	4%	5%	7%	5%
An article or news story about the positive effects	6%	3%	3%	4%
A celebrity endorsement	1%	1%	0%	0%
Other	0%	1%	2%	2%

Which of the following reasons, if any, best describes why you do not take a vitamin and/or supplement? (Asked among those who do not take a vitamin and/or supplement)

Response	Northeast	Midwest	South	West
I don't feel it is necessary with a balanced diet	49%	47%	41%	36%
I would never remember to take it	22%	21%	17%	31%
I think they are too expensive	13%	7%	10%	6%
I am worried about the negative effects of taking too many	5%	3%	10%	9%
I do not like taking them	5%	10%	9%	3%
I do not know what to take	5%	9%	4%	9%
Other	0%	3%	9%	6%

Which of the following, if any, do you do at least once a week?

Response	Northeast	Midwest	South	West
Eat a home-cooked, balanced meal	94%	94%	95%	92%
Exercise for 30 minutes or more	61%	60%	68%	79%
Take vitamin or supplement	62%	62%	58%	60%
Meditate	21%	26%	24%	31%

How strongly do you agree or disagree with the following statement - I feel more confident about my overall health when taking vitamins and/or supplements.

Response	Northeast	Midwest	South	West
Agree (Net)	75%	74%	68%	71%
Disagree (Net)	22%	25%	29%	27%

Do you give your children a vitamin and/or supplement? (Asked among those who have children in their household)

Response	Northeast	Midwest	South	West
I give my child a vitamin/supplement	49%	48%	52%	59%
I do not give my child a vitamin/supplement	48%	45%	42%	41%

Response	Northeast	Midwest	South	West
4 years old and younger (Net)	82%	69%	85%	82%
5-9 years old (Net)	14%	23%	6%	11%

Response	Northeast	Midwest	South	West
Agree (Net)	42%	59%	64%	65%
Disagree (Net)	48%	37%	32%	29%

About Vitamin Shoppe, Inc. (NYSE: VSI)

Vitamin Shoppe is a leading specialty retailer and direct marketer of nutritional products based in North Bergen, New Jersey. The Company sells vitamins, minerals, nutritional supplements, herbs, sports nutrition formulas, homeopathic remedies, green living products, and health and beauty aids to customers located primarily in the United States. The Company carries national brand products as well as exclusive products under the Vitamin Shoppe, MD Select, and VS Basics proprietary brands. The Vitamin Shoppe conducts business through more than 500 Company-owned retail stores, national mail order catalogs, and websites, www.VitaminShoppe.com and www.EcoShoppe.com, and has a social community site at www.VSconnect.com.

Methodological Notes

The Vitamin Shoppe Survey was conducted by Wakefield Research (www.WakefieldResearch.com) between March 8 and March 14, 2011. For this research, 1000 interviews were fielded among nationally representative Americans aged 18 and older, using a random-dialing telephone omnibus survey. Quotas were set to ensure reliable and accurate representation of the total U.S. population ages 18 and older.

Results of any sample are subject to sampling variation. The magnitude of that variation is measurable and is affected by the number of interviews conducted. For the interviews conducted, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 3.1 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.

(1) All decimals are rounded to the nearest percentage point. This may result in certain numerical totals adding up to slightly more or slightly less than 100%.

(2) Data under "QuickFacts" were derived from the responses, not included as response options that were read during fielding.

SOURCE Vitamin Shoppe, Inc.

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