Multivitamins Popular Daily Choice for Kiwis

26 January 2012

Multivitamins Popular Daily Choice for Kiwis

Sixty one percent of New Zealanders supplement their diet daily with multivitamins, according to the findings of an independent survey of multivitamin suppliers.

The survey by Canstar Blue asked Kiwis to rate their satisfaction with the multivitamin they’d most recently purchased. Healtheries received five star ratings for overall satisfaction, value, pill size, effectiveness, taste and availability. Rival supplier Centrum was also awarded five stars for taste and range. Thompson’s scored five stars for the effectiveness of its multivitamins and Nutra-Life received five stars from customers for the taste of their pills.

Derek Bonnar CANSTAR – New Zealand National Manager said the survey revealed that baby boomers were the most likely to supplement their diet with multivitamins. Men were also more likely at 64% than women (59%) to take a daily multivitamin.

“Our findings showed that Dunedin residents (65%) were a little more concerned with supplementing their diet with a daily multivitamin, than Wellingtonians at 60%. Thirty-eight percent of those surveyed admitted they buy multivitamins and then forget to take them! Forty one percent of women surveyed as opposed to 34% of men admitted to having good intentions, then forgetting to follow through.

“The survey results also highlighted that most Kiwis don’t rely on advice from a medical practitioner before selecting and taking a multivitamin. Only 22% of those surveyed said they’d sought medical advice before starting their multivitamin. However, 45% of respondents said they were confused by all the public information available about multivitamins and the best one for their needs,” says Derek.

Amongst those surveyed the most common gripes about Multivitamins include:

• The large size of the tablets
• The price
• The taste, and aftertaste
• Uncertainty about the effectiveness of the vitamins.

Canstar Blue commissions Colmar Brunton Australia to survey 2,500 New Zealand consumers every few months to measure their satisfaction across a range of products and services. The outcomes reported are the results from consumers who have purchased a multivitamin within the last 12 months, within the survey group - in this case, 1041people. Multivitamin suppliers must receive at least 30 responses to be included.

Canstar Blue is a division of financial research and ratings company, CANSTAR which has been operating in New Zealand for nearly a decade.

Canstar Blue provides New Zealanders with the latest customer satisfaction ratings on products and services free of charge via the website www.canstarblue.co.nz.

“Consumers will undoubtedly feel more confident about a purchase if hundreds of other Kiwis rate it highly,” said Derek.

To view the full results of the Canstar Blue survey go to: www.canstarblue.co.nz

About Canstar Blue:
Canstar Blue New Zealand was launched by CANSTAR, New Zealand and Australia’s premier researcher of retail finance information for more than 350 institutions across the finance sector. Canstar Blue will release regular surveys to measure and track New Zealand customer satisfaction to help consumers make the best purchasing decisions for their needs. Canstar Blue also provide customer satisfaction ratings in Australia.

About CANSTAR:
Founded in 1992, CANSTAR Pty Limited is Australia and New Zealand's premier researcher of retail finance information for over 350 institutions such as banks, building societies, credit unions, finance companies, brokers, mortgage originators, life companies and finance related internet portals. CANSTAR customers use the extensive database for competitor analysis as well as a means of disseminating their product range. This information is also distributed to print and electronic media for publication and to agents, accountants, brokers and internet portals for use in advising their clients.

What are the Canstar Blue ratings?
Canstar Blue uses market research to determine customer satisfaction ratings across a range of products and services including banking, telecommunications and electronics in Australia and New Zealand. Results are freely available to consumers who are encouraged to use the ratings as a guide to product excellence. The results can be seen at www.canstarblue.co.nz . New ratings are added regularly.

ENDS

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