Multivitamins are the foundation of nutritional supplementation. The latest consumer survey from the Council for Responsible Nutrition found three out of four Americans take supplements, and the most popular supplement—by far—is the multivitamin, with 58% taking them daily (second place is vitamin D at 31%, followed by vitamin C at 28%). Multivitamins are an effective way to fill nutrient gaps because, let’s face it, Americans just do not eat nutrient-dense meals, meal after meal, day after day.
“The dietary supplement industry’s success in bringing to market safe, high-quality dietary supplement products that are an increasingly important part of Americans’ self-care regimens is reflected in our survey results,” said Nancy Weindruch, vice president of communications for CRN. “Our survey demonstrates that supplement users have evolving preferences and needs.”
It is those evolving preferences that highlight the new breed of multivitamins coming to market today. Check these out—not a tablet or capsule to be found!