Vitamin D supplement use increases 50% among US users; herbs slide, finds survey

Vitamin D penetration has jumped 50% in the past two years in the US, according to a new survey of 6000 supplement buyers conducted by product tester and market scrutineer, ConsumerLab.com, that also recorded dwindling herbal interest.

Its 105-page report found vitamin D use had skyrocketed, especially among women who also were more likely to use calcium and probiotics, and that omega-3 fish oil supplements were exerting a “growing dominance”, used by 75.7 percent of respondents as opposed to 74 percent in 2009.

Unlike many of the other 31 supplement types that featured in the survey, fish oil consumption was ubiquitous among all age groups and both genders.

ConsumerLab.com found 56.2 percent of people surveyed were vitamin D supplement users, compared to 47.9 percent in the 2009 survey and 36.9 percent in 2008 – a 52 percent hike.

“In contrast to fish oil, vitamin D use increased with age and by gender – 61 percent of women used vitamin D compared to 51 percent of men,” ConsumerLab.com president, Tod Cooperman told NutraIngredients-USA.com

Multivitamin consumption rates dropped slightly to 70.1 percent from 72 percent in 2009 among those polled – taken from ConsumerLab’s e-newsletter subscription list.

Botanicals took a hit in 2010 with only 37.6 pecent or respondents reporting using them compared with 44 percent in 2009. Glucosamine/chondroitin fell from 38.5 percent to 35.3 percent.

Online outlets were the most popular with 46.5 percent of people using them, compared to 44.1 percent in 2009 and 39.9 percent in 2008. Vitamin stores, mass merchants and direct distributors registered a small drop in patronage.

Other findings included:

• Men were more likely than women to have taken coQ10, herbs and extracts, glucosamine/chondroitin, vitamin E, resveratrol, amino acids, nutrition drinks and powders.
• Younger adults (35-44) were more likely than older adults (75-84) to have used multivitamins, amino acids, nutrition/protein drinks and powders, green tea, nutrition bars and iron.
• Older adults were more likely to have used vitamin D, calcium, CoQ10, vitamin C, vitamin E, resveratrol, vitamin K, and red yeast rice.

Calcium passed CoQ10 to become the fourth most popular supplement with use rising from 51.2 percent in 2009 to 55.3 percent last year. CoQ10 dropped from 55.3 percent to 51.2 percent over the same period.

Ancient food ingredients winning over modern wellness seekers

Americans interested in preventing disease and boosting their wellness are increasingly using ancient foods like omega-3 rich hemp, ayurverdic herbs, fermented herbs and grains, according to a new report.

The Center for Culinary Development (CCD) and market research publisher Packaged Facts said experimental, make-it-up-as-you go consumers were looking back through the ages to locate whole foods and healthy nutrients that could be incorporated into their health-conscious diets.

“Consumers are more engaged than ever trying out new foods and diets in hopes of curing what ails them or preventing ailments to which they are susceptible,” the report states.

“Consumers’ participation in uncovering and treating various conditions with food is part of this era’s DIY-care mentality. Hobbled with healthcare issues and economic woes, while simultaneously emboldened by innumerable Internet pages and a growing understanding and acceptance of alternative medical systems — Traditional Chinese Medicine with its acupuncture, holistic medicine and its tinctures, naturopathy and even yoga — consumers have never had more motivation or ammunition for finding new cures themselves, especially diet-related ones.”

Culinary Trend Mapping

In its latest Culinary Trend Mapping Report, CCD highlights seven wellness ingredient trends it locates at one of five separate stages on their way to mainstream acceptance.

Docosahexaenoic Acid (DHA) is the closest to broad mainstream acceptance (stage 5 – seen on popular grocery store shelves)), whether sourced from a biblical source like fish, or increasingly as a nutrient being utilized by, “CPG manufacturers looking to entice consumers on the lookout for functional foods that benefit the brain.”

Omega-3 gets another mention via Grass-fed meat and dairy which is gaining popularity due to its hormone-free status and omega-3 boosted levels due to the grass feeding. Grass-fed Meat & Dairy (stage 3 – seen in mainstream chain restaurants and smaller grocers), “possess an impressive health halo as well as an improved reputation for taste. It also feeds into consumers’ desires for more authentically good-for-you products, those our ancestors relied on.”

Also at stage three is agave nectar, gaining in popularity as a natural sweetener. “A syrup that can be easily added to products ranging from beverages to baked goods to sauces, agave nectar fits with consumer desires for a more healthful plant-based sweetener; its low glycemic-index is a plus as is its heritage in Mexican cuisine.”

Hemp, fermented foods and sprouted foods are all stage 2 food trends meaning they feature in some specialty stores and magazines. Hemp is touted for its omega-3 and omega-6 levels, while rice, wheat and other grains and nuts are being used, “as a base for wholesome grain goods that offer more nutrition and are more digestible than similar products made without sprouted grains.”

Miso, kasu, tempeh and pu-erh tea are fermented foods CCD observes, “have been trusted in Asia for their healthful properties and may soon follow in the footsteps of successful specialty fermented products like kombucha as consumers seek out foods that are less processed and more nutrient-rich.”

Healing spices like holy basil and turmeric are at stage 1 (appears in upmarket, ethnic and independent restaurants) but are increasingly being incorporated into, “teas, nut butters and energy bars.”


“American consumers are more engaged than ever in managing their health through food in hopes of curing what ails them or preventing ailments to which they are susceptible,” said Kimberly Egan, CEO of CCD. “Many of these curative foods have roots in ancient times, and have been consumed by cult