The vitamin mystique: an analysis of beliefs and reputations of vitamin supplements among a regional sample of grocery shoppers

The objective of the present study was to examine the reputations of vitamin supplements and determine the extent to which supplement reputations among young, middle-aged, and elderly adult men and women correspond to established science. Young, middle-aged and older men and women were recruited as they shopped and were asked to answer a few questions concerning their habits and beliefs about vitamin supplements. The older the participant, the more likely it was they took vitamins; vitamin C was considered most important for all respondents, however, the reputation of vitamin E increased with age. Young and middle-aged women (compared to men) believed vitamin supplements important for health (even if diet is adequate); this was reversed for older men and women.