survey: Vitamin D supplements most popular among consumers survey: Vitamin D supplements most popular among consumers

The popularity of vitamin D and probiotics rose dramatically in the past year, according to the most recent survey of more than 11,000 people who use dietary supplements.

The five most popular dietary supplements, in order, are vitamin D, fish oil, CoQ10, multivitamins and probiotics, according a recent survey of more than 11,000 people who use dietary supplements. 

Vitamin D, which was fourth in last year's survey, and probiotics, which was eighth, both showed dramatic jumps in popularity.

The next most popular supplements are B vitamins, magnesium, curcumin/turmeric, vitamin C and calcium, followed by melatonin and protein/nutrition powders and drinks — both of which also rose significantly in popularity.

"The changes in supplement use very much reflect research findings and events that made headlines this past year," said Dr. Tod Cooperman, president of "For example, recent studies show a wide range of benefits when correcting vitamin D deficiency: improved immune function, gut function and reduced anxiety with probiotics; better sleep and sedation with melatonin; and greater gains from resistance training with protein supplementation."

The results are based on responses to the most recent Survey of Vitamin and Supplement Users, which has been conducted among readers of's e-newsletter each November since 2007. Respondents are predominantly heavy users of supplements, with 75 percent reporting they consume at least four different supplements daily and actively seek information about these products.

"We began the annual survey several years ago to direct our product testing toward supplement categories and brands of greatest interest to members," Cooperman said. "It has evolved into an excellent barometer of the nutrition marketplace."

Respondents also identified where they purchased their supplements, and rated 963 brands and 399 merchants they used. The supplement brands receiving the highest ratings on overall consumer satisfaction within their specific market segments include Kirkland (Costco) for discount/warehouse brand; Trader Darwin (Trader Joe's) for grocery store brand; and Vitamin Shoppe for vitamin store brand.

Merchants who received the highest ratings for overall consumer satisfaction include Natural Grocers, Walmart and The Vitamin Shoppe.

A complete list of top-rated brands and merchants can be found on the website.

Click through for more information about the survey or to purchase the 114-page report or contact Lisa Sabin, vice president for business development, at [email protected]

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