For over two decades, Americans stayed true to “taking their vitamins.” New research has shown that other types of supplements have taken their place.

Vitamin Deficiency

One of the reasons many Americans began taking vitamin supplements was because they found they were deficient in vitamins, minerals, and other nutrients. During routine exams or blood tests, certain levels of vital nutrients were revealed to be sub par.
The media, medical, and other publications raised red flags in the mid 1990’s suggesting that Americans were depleted of particular vitamins. Supplements in the form of pills became popular and have been used ever since. Studies reporting mineral deficiencies also came into the public eye. So, many folks began taking mineral supplements as well.

Welcome to Wellness

As recent reports from research and trends have shown, Americans are spending less in vitamins and more elsewhere. Big bucks are currently being spent on vitamin D (solo), probiotics, and fish oil supplements.
Echinacea, garlic, and other botanicals have been proven (and continue to be) strong immune boosters. Yet, many Americans have decided not to spend in that area, but rather in omega-3 fatty acids.
Perhaps the public is swayed by what’s most touted in the headlines?

Media Attention

Even expert scientist, Elizabeth Kantor at Memorial Sloan Kettering Cancer Center in New York, agrees that supplements that gain media attention tend to sell better.
Surely, any pills that can curb the risk of heart disease (such as fish oil pills) should be taken under consideration for consumption. And if vitamin D is showing to protect cells from cancer, then why not take a pill daily?
The supplements that have come into the public eye most recently are coenzyme Q10, green tea extracts, and omega-3 fatty acids. These are the bigger sellers. Whether they are worthier than a multivitamin is still under investigation. It would seem to the optimist, that they are both valuable. But if you’re on a budget and you don’t have time to uber-research, sometimes you do as the Romans.

Drop and Cover

What’s been surprising is the drop in multivitamin purchases and use. Consumers are becoming more wary of the value of supplements—at least as far as traditional vitamins are concerned.
Perhaps people are feeling as if they are eating better. Getting nutrients from natural sources is always the better way.
But, maybe, people are taking their vitamins on an empty stomach. There is nothing enabling absorption of the nutrients from the pill. The plus is just peed out. Another concern is that other medications are counterproductive to the absorption of the supplementary nutrients.
It’s an interesting observation of health trends, for sure. But just because less money is spent annually on a particular product doesn’t make its worth less valuable.
The American public has always been fickle with nutrition, health, and diet trends. Best suggestion is to do your own research and then check your gut instincts. Oh, and don’t forget to follow your healthy heart, too.