Guideposts Media

Guideposts readers have healthy, active lives

Our readers engage in a wide array of diet and nutritional efforts to maintain their health. They are proactive in taking care of themselves, using vitamins and supplements to feel their best.

They are also very active, with one in three engaging in a regular program of physical fitness– 37% higher than the U.S. population (index 137).

Baking & Food Made From Scratch | Food Shopping, Snacks & Condiments

Frozen & Convenience Foods | Beverages | Vitamins & Minerals, Diet Control


Base: Adults/Women who...	% Comp.	Index
Used Vitamin & Dietary Supplements in Last 7 Days	43.8	187
Medium/Heavy Users of Vitamin & Dietary Supplements	24.5	231
Heavy Users of Vitamin & Dietary Supplements	15.6	275
Types of Vitamin & Dietary Supplements Used:
Any B Complex	6.8	196
C	9.9	211
Calcium Supplements	19.6	234
D	5.2	260
E	9.1	250
Glucosamine	8.3	333
Any Multiple Formula	20.5	176
Multiple Formula with Minerals	6.5	200
Used Meal Supplements in Last 7 Days	5.9	164
Engaged in Any Regular Physical Fitness Program	29.9	137
Currently Controlling Diet	42.5	175
Reason for Diet Control
Maintain Weight	12.4	186
Weight Loss	16.2	163
Weight Loss/Maintain Weight/Physical Fitness	26.8	170
Blood Sugar Level	8.2	222
Cholesterol Level	13.0	234
Salt Restriction	5.0	262
When Dieting, Buy Foods Specifically Labeled
High Fiber	11.9	191
Low Cholesterol	11.0	208
Fat-Free/Low-Fat/Low-Cal	25.4	174
Sugar-Free	15.9	200
Low-Carb	9.8	189
Low Sodium	9.3	209
Natural or Organic	5.7	145
Diet Control Method
Doctor's Care/Diet	4.7	251
Exercise Program	9.2	163
Consider Self To Be A Semi-Vegetarian	12.2	213
Source: 2007 Doublebase MRI

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