New Research Reveals Americans Are Concerned about Getting Enough Vitamins and Minerals from their Daily Diet

Survey Shows Most Look at Fat and Calorie Content of Foods and not Vitamins and Minerals

MADISON, N.J.--()--The New Year means millions of Americans have once again made resolutions to eat right and live a healthier lifestyle. Though eating healthy may be a priority, a new survey from Prevention and Centrum® finds that although more than 75 percent of Americans believe it is fairly easy to get recommended daily values of vitamins and minerals by eating a healthy, balanced diet, nearly half of those polled are concerned they may not be getting enough of one or more key nutrients.i,ii

“These findings show that though most Americans think it’s easy to get the recommended amount of vitamins and nutrients, few are confident in their own diets,” said Dr. Holly Phillips, contributing editor, Prevention and health and medical contributor, CBS News. “Eating a healthy, balanced diet is essential, but these findings also suggest Americans do not fully understand the vital role of key vitamins and minerals and how they need to be part of our daily routine.”

How Nutrition Stacks Up

Nearly all Americans (88 percent) say that eating a balanced diet and achieving a healthy weight are important in their lives,iii but when it comes to how they look and feel, what they eat and drink (71 percent) is just as important as their hairstyle (71 percent), and less important than their wardrobe (77 percent) or how much they weigh (85 percent).iv While most Americans say nutritional content factors into the groceries they buy (80 percent) and meals and snacks prepared at home (75 percent), the findings reveal different behaviors:v

  • Just 24 percent of Americans actually spend a lot of time looking at the nutritional content of the foods they eat and buy versus 74 percent who rarely ever look at or just glance at nutritional
  • Among those who do look at nutritional content (spend a lot of time or just glance), more are concerned about calories (72 percent) and fat content (61 percent) than vitamin and minerals types (33 percent) or amounts (30 percent).vii

Nutrition Know-How

More than three-fourths (76 percent) of Americans say they are confident they know which vitamins and nutrients they need,viii yet most (63 percent) also agree it is impossible to keep up with so much conflicting nutrition news.ix The survey also gauged respondents’ knowledge about the benefits of specific vitamins and minerals:

  • Nearly half (48 percent) are concerned they may be lacking enough of one or more key nutrients.
  • Both vitamin D and calcium are at the top of the list of nutrients that most concern these Americans.x However, half or more of respondents were unsure about the foods that can provide essential nutrients such as magnesium, vitamin A and vitamin E.xi
  • Few could correctly indicate the health benefits of essential nutrients such as magnesium and vitamin A.xii

Making a Change

Among those concerned that they may not be getting enough of one or more key nutrients, 60 percent have not changed their diet in the past year to increase the amount of vitamins and minerals they are consuming.xiii One in five respondents (22 percent) have actually been told by a doctor that they have a nutrient deficiency, yet more than half (56 percent) of overall Americans report that they don’t take a multivitamin that can help fill dietary gaps.xiv,xv

“The scientific evidence from numerous nutritional studies demonstrates that many Americans don’t get enough nutrients from food alone,” said nationally recognized nutrition expert, Elisa Zied, MS, RDN, CDN, author of Younger Next Week. “There is a strong and persuasive body of evidence to demonstrate the benefits of a complete daily multivitamin, such as Centrum®, which includes the six essential nutrients many people don’t get enough of from food alone.”xvi

The U.S. Dietary Guidelines encourage Americans to focus on eating a healthful diet to meet daily requirements through nutrient-dense forms of foods and ensuring recommended intakes of essential vitamins and minerals. The Guidelines also note dietary supplements can help to increase intake of a specific vitamin or mineral. The latest Dietary Guidelines for Americans can be found on online at

Survey Methodology

GfK conducted the survey from October 23 to November 1, 2014, on behalf of Prevention and Centrum. GfK surveyed a total of 1,006 U.S. adults ages 18+ using the GfK online KnowledgePanel®. The margin of sampling error for this poll is +/- 3.3 percentage points (total sample) and is higher for subgroups.

About Centrum®

With over 35 years of nutritional science expertise, Centrum® multivitamins remain the multivitamin chosen for multiple landmark studies on long-term health benefits and continue to be the most-clinically studied, most-preferred and most-doctor and pharmacist recommended multivitamin brand in America. Centrum® is a complete multivitamin that delivers a combination of essential vitamins and minerals that help support overall health and well-being. Centrum® multivitamins support multiple health benefits such as energy, immunity, heart health, bone health, eye health and skin health. Keep in mind, dietary supplements are not intended to diagnose, treat, cure or prevent any disease but rather help consumers fill daily dietary gaps.

To see what nutrients are inside Centrum®, and learn more about our product formulations, please visit

Pfizer Inc.: Working together for a healthier world™

At Pfizer, we apply science and our global resources to bring therapies to people that extend and significantly improve their lives. We strive to set the standard for quality, safety and value in the discovery, development and manufacture of health care products. Our global portfolio includes medicines and vaccines as well as many of the world's best-known consumer health care products. Every day, Pfizer colleagues work across developed and emerging markets to advance wellness, prevention, treatments and cures that challenge the most feared diseases of our time. Consistent with our responsibility as one of the world's premier innovative biopharmaceutical companies, we collaborate with health care providers, governments and local communities to support and expand access to reliable, affordable health care around the world. For more than 150 years, Pfizer has worked to make a difference for all who rely on us. To learn more, please visit us at

About Prevention

Prevention is the world’s most established healthy lifestyle brand, with a U.S. magazine audience of 8.6 million readers, representation in 20 countries worldwide, and a top digital destination that has more than 5.4 million unique visitors per month. For more than 60 years, it has delivered authoritative information, breaking news, and authentic lifestyle advice that inspires, challenges, and leads readers to love their whole life, from nutrition to food, medicine to mood, exercise to the environment. Each year, nearly 50 million Prevention products are sold, including books, special-interest magazines and bookazines, and DVDs.

Prevention magazine and its apps are available on the iPhone and iPad and you can find Prevention on Twitter, Facebook, Instagram, Pinterest, and Google+. Prevention is published 12 times a year by Rodale Inc.

i Q4. Do you feel that the following statement is more of a myth or more of a reality when it comes to nutrition and healthy eating? Base = Total respondents

ii Q6. And, how concerned would you say you are that you MAY NOT BE getting enough of one or more key nutrients? Base = Total respondents

iii Q4. Do you feel that the following statement is more of a myth or more of a reality when it comes to nutrition and healthy eating? Base = Total respondents

iv Q2. And, how important would you say each of the following is to you, personally, in your life? Base = Total respondents

v Q11. To what extent would you say nutritional content in foods factor into each of the following decisions? Base = Total respondents

vi Q12. Which ONE of the following statements BEST describe you? Base = Total respondents

vii Q13a. When looking at the nutritional contents of the foods you eat and buy, what are you looking for? Base = Spend a lot of time/Glance at nutritional contents

viii Q5. Generally speaking, how confident would you say you are in each of the following areas? Base = Total respondents

ix Q10. To what extent do you agree or disagree with each of the following statements? Base = Total respondents

x Q15. Earlier, you indicated that you were concerned that you MAY NOT BE getting enough of one or more key nutrients. Which of the following are you concerned about? Base = Concerned they may not be getting enough of key vitamins/nutrients

xi Q10. To what extent do you agree or disagree with each of the following statements? Base = Total respondents

xii Q16. Please indicate which nutritional benefit or benefits you think it provides? Base = Total respondents

xiii Q7. Have you changed your diet in the past 12 months in order to increase the amount of vitamins and nutrients you're getting? Base = Total respondents

xiv D6. Has a doctor told you that you have a nutrient deficiency? (Base: Total)

xv D2. Do you take a daily multi-vitamin? Base = Total respondents

xvi Wallace T, McBurney M, Fulgoni V. Multivitamin/Mineral Supplement Contribution to Micronutrient Intakes in the United States, 2007–2010. Journal of the American College of Nutrition. 2014. Vol. 33, No. 2, 94–102.


Pfizer Media:
Sally Beatty, 212-733-6566
Prevention Media:
Bethridge Toovell, 212-573-0214


Pfizer Media:
Sally Beatty, 212-733-6566
Prevention Media:
Bethridge Toovell, 212-573-0214