New U.S. Survey Conducted On Behalf Of One A Day® by Bayer Highlights Four in Five GenZ Women Feel Societal Pressures Impact Their New Year’s Resolutions

A new survey commissioned by One A Day®, the multivitamin and supplement brand by Bayer rooted in more than 80 years of nutritional science, suggests that societal pressures significantly influence women’s decisions to set New Year’s resolutions for 2025.

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New U.S. Survey Conducted On Behalf Of One A Day® by Bayer Highlights Four in Five GenZ Women Feel Societal Pressures Impact Their New Year’s Resolutions (Graphic: Business Wire)

While Ditch New Year’s Resolution Day (Jan. 17) is thought to be the day when a large number of people abandon their goals for the new year, women are determined to achieve their 2025 resolutions which mainly focus on health and wellness.

Key findings from the survey include:

• Impact of Societal Pressures: Almost two-third (63%) of women acknowledge that societal pressures—influence from family, friends, social media or broader cultural expectations— have at least a small impact on their decision to set a New Year’s resolution. For GenZers, four in five (79%) are influenced by societal pressure. This highlights the external influences that can shape personal health goals, often leading to setting goals which may be not sustainable or attainable.

• Commitment to Health Goals: Despite these pressures, a remarkable 87% of women express commitment to their New Year’s resolutions. In the past, a lack of motivation (45%) as well as financial difficulties (33%) have been the biggest barriers for women to complete their resolutions.

• Health and Wellness Focus: Women report a strong desire for self-care (70%) and a focus on health and wellness (62%) among their priorities. Within those categories, about half of women (49%) surveyed want to focus more specifically on mental health or a healthy diet (44%).

• Multivitamin Adoption: In alignment with their health goals, 41% plan or consider to incorporate a multivitamin or supplement into their routine as part of their New Year's resolution. Currently, 39% already take a multivitamin.

“Health and wellness goals should reflect women’s unique, personal aspirations rather than societal pressures,” said Lisa Perez, General Manager and VP Marketing Nutritionals at Bayer. “As everyone is different, so should be their goals and nutritional support. At One A Day®, we provide specially formulated multivitamins for different genders, ages and health goals to support everyone in achieving their resolutions.”

Bayer, the maker of One A Day®, is one of the U.S. leading life sciences companies at the intersection of health and nutrition, offering many self-care solutions that are empowering consumers to take charge of their personal health. For more information about One A Day®, visit oneaday.com.

Research Methodology

This survey was conducted online within the United States by Morning Consult on behalf of Bayer from December 9 – December 11, 2024, among 2,257 U.S. women ages 18-55. Survey respondents were weighted based on U.S. Census data for age, race, gender, and educational attainment. For this study, the total sample data is accurate to within +/- 2 percentage points.

About One A Day®

One A Day® is a multivitamin and supplement brand offering specially formulated multivitamins and supplements for many members of the family. From prenatal to 65+, One A Day® offers products for different ages, genders and health goals. The portfolio includes tablet, softgel, capsule, and gummy products. One A Day® products are available at most major drugstores and retailers nationwide. For more information on One A Day® please visit www.oneaday.com or follow us on Facebook or Instagram.

About Bayer

Bayer is a global enterprise with core competencies in the life science fields of health care and nutrition. In line with its mission Health for all, Hunger for none, the company’s products and services are designed to help people and the planet thrive by supporting efforts to master the major challenges presented by a growing and aging global population. Bayer is committed to driving sustainable development and generating a positive impact with its businesses. At the same time, the Group aims to increase its earning power and create value through innovation and growth. The Bayer brand stands for trust, reliability and quality throughout the world. In fiscal 2023, the Group employed around 100,000 people and had sales of 47.6 billion euros. R&D expenses before special items amounted to 5.8 billion euros. For more information, go to www.bayer.com.

Forward-Looking Statements

This release may contain forward-looking statements based on current assumptions and forecasts made by Bayer Group or subgroup management. Various known and unknown risks, uncertainties and other factors could lead to material differences between the actual future results, financial situation, development or performance of the company and the estimates given here. These factors include those discussed in Bayer's public reports which are available on the Bayer website at www.bayer.com. The company assumes no liability whatsoever to update these forward-looking statements or to conform them to future events or developments.

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