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TABS Group Releases Intriguing Voting Trends Based on Vitamin and Supplement Usage: Republicans More Likely to Use Supplements
Date:1/15/2008

SHELTON, Conn., Jan. 15 /PRNewswire-USNewswire/ -- TABS Group, a marketing consulting and research company based on Shelton, CT (http://www.tabsgroup.com), has released the survey results of voting preferences based on purchase behavior of Vitamin and Nutritional Supplements. Working with the renowned research company, TNS, TABS Group has discovered the following patterns of party affiliation and presidential preferences:

1. Regular vitamin users are significantly more likely to be Republican

than Democrat. 50% of Republicans claimed to purchase at least 3 types

of supplements vs. only 43% of Democrats.

2. Republicans are twice as likely as Democrats or Independents of being

very heavy users of the category, defined as purchasing at least 6

supplement types (8% for Republicans vs. 4% for Democrats and

Independents).

3. Among likely voters in the Democratic primary, Hillary Clinton had a

higher percentage of the preference among Regular Users vs. Non-Users

(44% vs. 40%). Conversely, Obama and Edwards had slightly higher

preference among Non-Users than Regular Users. For Obama, the split

was 25% vs. 23%; for Edwards 14% vs. 10%.

4. Among likely voters in the Republican primary, there was a clear

difference in preference of Non-Users vs. Regular Users. Non-Users

tended to favor the more socially conservative candidates -- Huckabee

(22%) and Thompson (15%) -- whereas their support dropped substantially

among Regular Vitamin Users: Huckabee (16%) and Thompson (10%).

Kurt Jetta, President of TABS Group, commented on the findings, "These results provide interesting insight into Vitamin and Supplement Users and how their usage patterns can predict and explain voting behavior. The stereotype of the typical user being a hippie, earthy-type just does not hold, as heavy category users skewed significantly more Republican than Democrat."

He added, "Furthermore, the results hold meaningful political, policy and marketing implications for political candidates and supplement manufacturers. First, the political parties should consider why heavy users are more likely to support one party in greater numbers than the other particularly with respect to regulatory questions that arise. Second, candidates can gain guidance into media avenues that may be more efficient vehicles to reach their target audience. Conversely, manufacturer should take note of the more conservative political leanings of much of their heavy user base and adjust their media plans accordingly."

Jetta noted that the results from this survey, which was fielded the three days of Wednesday, January 9 through Friday, January 11, 2008, of 1000 nationally representative households and 690 likely voters matched the national poll results extremely closely. "For the presidential primary preferences all of the candidates polled figures in our survey that were within 1 to 2 percentage points of the most recent USA Today/Gallup survey. The two exceptions were major swings towards McCain and Obama and away from Undecided (16 points for McCain and 10 points for Obama). This pattern matched very closely the surge in preference that has been picked up in the most recent polling data from the national pollsters."

For more information about this research, detailed tables/graphics, or about the TABS Group, contact Kurt Jetta at 203.925.9157, kurtjetta@tabsgroup.com, or visit http://www.tabsgroup.com.

Background:

Kurt Jetta founded the TABS Group in 1998 as a service with a better way to conduct Sales and Marketing analytics in the Consumer Products Industry. TABS has developed unique and affordable processes to strip out time and cost from the analytical process. Their methodologies are robust, proven, and put to work daily for dozens of clients across a variety of Food, Drug, and General Merchandise categories.


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SOURCE TABS Group
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