Nearly 90% of Americans think companies aren’t transparent about what’s in their products

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New research conducted by OnePoll in conjunction with Nutrilite by Amway reveals concerns among Americans regarding companies and their transparency (Photo by Kayla Maurais on Unsplash).

The majority of Americans would shell out an extra 36% of the retail price if it meant what they were buying was ethically sound, according to new research.

A poll of 2,000 Americans found a trend emerging among respondents, as 63% of those polled would be willing to pay over one-third more for responsibly-made and transparently-sourced products.

Eighty-seven percent would also be more likely to buy something if they knew and understood all the ingredients in the product.

Conducted by OnePoll in conjunction with Nutrilite by Amway, the study found a resounding 87% feel companies aren’t transparent enough about the ingredients they put in their products.

This extends to vitamins and supplements — Americans are so helpless when it comes to vitamins and supplements that over half (52%) consult the internet on what they should be taking.

In fact, 62% are currently taking vitamins and supplements that weren’t recommended to them by a doctor or other health care professional.

The results went onto show 68% wrongly believe vitamins and supplements are regulated by the Food and Drug Administration (FDA).

Another 57% wrongly think vegans and vegetarians are at a higher risk of an iron deficiency, while a further 51% incorrectly believe the body is able to produce vitamin C all on its own.

Americans don’t even know what their body needs to function optimally. Forty-four percent of those studied were unaware there are 13 vitamins the human body needs to function.

And 38% of Americans are completely unaware that eight of the vitamins the human body needs make up the B-group vitamins — otherwise known as B-complex vitamins.

“Understanding what you need, how much to use and the benefits of different vitamins and supplements can be overwhelming,” said Jennifer Chuang, Nutrilite senior research scientist. “There are a variety of supplements with ingredients sourced from every corner of the world. We know the quality of ingredients used in supplements impacts our health.

“That’s why it’s critical for consumers to educate themselves not only on what vitamins and supplements do, but also on the origin, processes and uses of any nutritional product they choose.”

Surprisingly, 21% of those surveyed didn’t know fruits and vegetables are a good source of Vitamin C, while a further one in 11 didn’t know which vitamins are beneficial to bone strength.

Over half (54%) of those studied wrongly think all vitamins are water soluble.

“It’s difficult to keep track of the various vitamins and supplement products on the market,” added Chuang. “Transparency and traceability are factors that help consumers determine a product’s safety and efficacy.”


  1. Vegans and vegetarians are at a higher risk of an iron deficiency 57%
  2. All vitamins are water soluble 54%
  3. Body is able to produce vitamin C on its own 51%
  4. Unaware there are 13 vitamins the body needs 44%
  5. Unaware that 8 of the vitamins the body needs are B-complex vitamins 38%
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  1. Doctor / health care professional 67%
  2. Nutritionist / other expert 56%
  3. Internet 52%
  4. Spouse / significant other 40%
  5. Friend(s) 26%

>> Download the video and infographic for this research story <<
NOTE: All news copy and multimedia on this SWNS account is free to use as you see fit. Where research has been conducted, we ask that you credit the company which commissioned it.

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