It was a nasty head cold that sent Kerry Parham to Cinagro’s, a health-food store in suburban Cleveland, for an $8 bottle of herbal supplements.
“If I had a job with health insurance, I probably would have gone to see a doctor by now,” said Ms. Parham, 39, who lost her clerical job at American Greetings a while back. “But instead, I’m here buying echinacea. I hope it works.”
In flusher times, Ms. Parham said, she spent $50 a month on prescriptions for her asthma, allergies and other chronic problems. Now, she pays $6 a month for over-the-counter protein supplements and oregano oil capsules. “That’s an important savings for me,” she said. “It means I can rent a movie or make the kids food that they actually like.”
A lot of consumers seem to be doing the same math. Sales of vitamins and nutritional supplements, which have grown consistently for years, have surged in recent months, rising as the stock market has fallen. People are clearly cutting back on many items, from bread and milk to designer jeans and flat-screen televisions, but they are stocking up on pills that they think can spare them expensive doctor visits.
“When you go to the formal health system, you very quickly lose control over what this costs you,” said Uwe E. Reinhardt, a professor of economics at Princeton whose specialty is health care policy. Instead of turning immediately to a doctor, “people try to initially tough it out,” he said.
Professor Reinhardt sees the growing interest in vitamins and herbs as a logical extension of the concept of “consumer-directed health care” — the idea that people will take more preventative measures if their insurance deductibles are set higher — which has been working its way from conservative policy circles toward the mainstream over the last 20 years. Critics say this approach leads to predicaments like Ms. Parham’s, with people staying sicker longer and avoiding much-needed medical treatment.
At the Vitamin Shoppe, a national chain with 414 stores, customers have been expressing alarm over health care costs and the high unemployment rate, said Tom Tolworthy, the company chairman. “The reduction of benefits associated with prescription drugs is sending people to prevention and alternative health care,” he said.
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