Aren't most of them the kind of people that are generally middle class and above types, with access to better nutrition and healthcare, and the associated mindset for health improvement, that's a prerequisite to consistently buy and consume multivitamins?
That is, the kind of people to not have many vitamin deficiencies to begin with, compared to some working class person who can't afford time to cook, nor had such ideals instilled upon them since childhood, and eats fast food and microwaved stuff 24/7...
I'd like to see how e.g. adding multivitamins to industrial foodstuff consumed by poorer families, in the school lunches of poor districts, and so on, improves or doesn't improve health outcomes...