Anders, Sven

Rickard, Bradley J.

Schroeter, Christiane

English

Research Papers in Economics

“Pill vs. Broccoli” – The Economics of Health Behavior and Vitamin 
Consumption 
 
Sven Anders (sven.anders@ualberta.ca) 
Christiane Schroeter 
Brad Rickard 
1University of Alberta  
2California Polytechnic State University,  
3Cornell University 
 
 
 
 
 
 
 
 
 
 
 
Poster prepared for presentation at the Agricultural & Applied Economics Association 2010 
AAEA,CAES, & WAEA Joint Annual Meeting, Denver, Colorado, July 25-27, 2010    
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Copyright 2010 by Sven Anders, Christiane Schroeter and Brad Rickard. All rights reserved. 
Readers may make verbatim copies of this document for non-commercial purposes by any 
means, provided that this copyright notice appears on all such copies.  Pubic health challenges from aging  and obesity boost diet-
health issues and wellbeing
 Demand for foods with additional health benefits creates  
multi-billion opportunity for agri-food sector
 71% of Canadians and 55% of Americans consume vitamin and 
mineral supplements (Balluz et al. 2000)
 Produce consumption has to increase by 138% to meet 
recommended intake of FDA 5-a-day program
 This increase would raise domestic output by  124% (Buzby
and Wells 2007)
 To determine consumption patterns of dietary supplements 
(vitamins, minerals) as substitutes for fresh fruits & vegetables 
among U.S. and Canadian consumers
 To identify the economic and demographic factors that 
influence the consumption of supplements and food products
 To estimate consumer profiles’ responsiveness to diet-health 
messaging and food marketing based on demographic and 
lifestyle characteristics 
 Research present profiles of North American 
consumers
 Heterogeneity of Canadian population confirmed
 Differences in profiles of NFP vs. HC users 
regarding income, education, household size, and 
dietary knowledge
 Everybody looks for labels but does not read them
 Willingness top pay for “health foods” limited
 Conditions under which nutritional labels will 
achieve the desired objective of improving diet 
quality
 Short term lifestyle trends as important as “true”  
health concerns
 Implications for development of appropriate 
public policy approaches
References: Balluz, L.S., Kieszak, S.M., Philen, R.M., and J. Mulinare. Vitamin and mineral supplement use in the United States. Results from the third National Health and Nutrition Examination Survey. Arch Fam Med. 9(2000):258–62.
Buzby, J., and H. Wells.  “Meeting Fruit and Vegetable Dietary Recommendations will Impact Agriculture.”  Amber Waves 5(2007):4, Retrieved from the internet on 2-2-2008: http://www.ers.usda.gov/amberwaves/april07/finding/meeting.htm
 Multiple avenues for analysis and to extract further 
information
 Further project findings will be helpful to inform
 Potential niche markets for small and medium-
sized fruit and vegetable producers
 Marketers of imported fresh produce
Sven Anders1, Christiane Schroeter
2, and Brad Rickard
3
1University of Alberta, AB; 2California Polytechnic State University, CA; 3Cornell University, NY
About one third of respondents always  checks health claims 
and nutritional fact panels
 The majority of respondents is concerned about  their 
future  well-being and health status
Canadians having made 
conscious dietary 
changes in the past 3 
months (%)
All  
(n=7630)
Low  
Income HH  
(<40k)
Female  / 
Male 
Exercise  > 3 
times / week 
Increased Vitamin intake 
(A, B, D, E) 
44.7 44.6 27.4 / 14.1 43.7
Increased fruit 
consumption 
62.4 61.7 43.0 / 18.0 61.9
Increased vegetable 
consumption  58.8 58.2 41.1/ 17.7 58.2
 Most Canadian consumers are concerned about dietary 
change regarding vitamin and produce consumption

“Pill vs. Broccoli” – The Economics of Health Behavior and Vitamin Consumption

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Research Papers in Economics