Findings reinforce CRN’s support for a federal dietary supplement registry; survey also shows three in four adults use supplements as affordability pressures shape purchasing decisions
WASHINGTON — The Council for Responsible Nutrition (CRN), the leading trade association for the dietary supplement and functional food industry, today released findings from its 2026 national consumer survey, including a notable finding for policymakers: 76% of U.S. adults say requiring manufacturers to list marketed dietary supplement products with the U.S. Food and Drug Administration would increase their confidence in supplements at least somewhat.
CRN said the finding adds a consumer perspective to its longstanding support for a federal dietary supplement registry. The association currently supports the Dietary Supplement Listing Act of 2026, introduced in Congress to require specified information about dietary supplements marketed in the United States to be listed with FDA and made available through a searchable database.
The survey, conducted by Morning Consult on behalf of CRN among 3,005 U.S. adults, also found that 75% currently use dietary supplements, including 46% who use them regularly. More than half of U.S. adults—52%—say supplements are essential or important to maintaining their health and wellness. Among current supplement users, the figure is 65%.
CRN presented the findings today during CONVERGENCE ’26, its annual business conference taking place Oct. 7–8 at the Westin Carlsbad Resort & Spa in Carlsbad, California. CRN members will receive access to the complete survey data set as a benefit of membership, providing deeper insight into consumer attitudes, behaviors and perceptions.
“This research provides an important window into what builds consumer confidence,” said Steve Mister, president and CEO of CRN. “Consumers are telling us they value access to affordable products, transparency in labeling and quality measures, and credible information from trusted sources. For CRN, the finding around product listing is particularly meaningful because a federal registry has been a longstanding policy priority for the association.”
Consumers associate transparency and enforcement with greater confidence
The survey found that 78% of adults are confident dietary supplements are generally safe when used as directed, while 62% say they are confident the dietary supplement industry is trustworthy.
Beyond the 76% who say FDA product listing would increase confidence at least somewhat, 49% say stronger enforcement against illegal, contaminated or misleading products would increase their confidence “a lot.” Overall, 77% say stronger enforcement would increase confidence at least somewhat. Another 77% say independent verification that products meet quality standards would increase their confidence.
“The survey gives us a fresh measure of how consumers themselves respond to greater marketplace visibility,” Mister said. “It adds an important consumer perspective to the ongoing discussion around dietary supplement listing.”
Affordability pressures consumer choices
Cost was the most commonly cited barrier to supplement use. Thirty-one percent of adults say supplements being too expensive has discouraged them from taking supplements or made regular use more difficult.
The finding comes amid sustained affordability pressures across the broader economy. U.S. consumer prices overall are approximately 30% higher than they were at the beginning of 2020, according to Bureau of Labor Statistics data, and prices rose another 3.4% during the 12 months ending August 2026.
When asked about an approximately 15% increase in the price of supplements they currently buy or might consider buying, 73% of U.S. adults say their first response would be to seek savings, reduce purchases or forgo buying supplements. Just 9% would pay the higher price without making another change.
Science and healthcare professionals remain influential
Eighty-one percent of adults say scientific evidence is very or somewhat important when deciding whether a dietary supplement is right for them. Among current users, 40% cite a noticeable change in how they feel day to day as one way they determine whether a supplement is working.
Healthcare professionals also carry substantial influence. Seventy-seven percent say information or a recommendation from a primary care physician or other medical doctor would influence their decision to start or continue taking a supplement, compared with 51% for supplement company materials and 35% for social media creators or influencers.
Professional oversight also matters with emerging technology: 45% of U.S. adults say they would be comfortable using personalized AI supplement recommendations if reviewed by a doctor, pharmacist or registered dietitian.
Survey methodology
The survey, which is available in its entirety to the association’s members, was conducted Sept. 11–13, 2026, by Morning Consult on behalf of the Council for Responsible Nutrition among 3,005 U.S. adults. Interviews were conducted online, and data were weighted to approximate a representative sample of U.S. adults. The full sample has a margin of error of ±1.8 percentage points.
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About the Council for Responsible Nutrition
The Council for Responsible Nutrition (CRN), founded in 1973 and based in Washington, D.C., is the leading trade association representing the dietary supplement and functional food industry. Bringing together manufacturers, ingredient suppliers and service providers, CRN unites its member companies around a shared commitment to science, transparency and responsible business practices—advancing a strong, credible marketplace that supports consumer health and industry growth.