Unboxed: 6 multivitamins that keep on innovating

Tablets and capsules are no longer the way forward-thinking multivitamin formulators are rolling out products. Here’s the latest.

Todd Runestad, Content Director, NaturalProductsInsider.com, Sr. Supplements Editor

December 1, 2020

6 Slides

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!

About the Author(s)

Todd Runestad

Content Director, NaturalProductsInsider.com, Sr. Supplements Editor, Natural Products Insider

I've been writing on nutrition science news since 1997. I'm The content director for NaturalProductsInsidercom and digital magazines. Other incarnations: supplements editor for newhope.com, Delicious Living and Natural Foods Merchandiser. Former editor-in-chief of Functional Ingredients magazine and still cover raw material innovations and ingredient science.

Connect with me here https://www.linkedin.com/in/toddrunestad/

My daily vitamin regime includes a morning smoothie with a range of powders including protein, collagen and spirulina; a quality multi, B complex, C with bioflavonoids, >2,000IU vitamin D, E, magnesium, high-selenium yeast, PQQ, choline, alpha-lipoic acid with carnitine, coQ10, fish oil concentrate, probiotics and some adaptogenic herbs. 

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