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Vitamin D Supplements Jump to Top Spot in Popularity, Surpassing Fish Oil, as Probiotics Rise to #5 Spot Behind CoQ10 and Multivitamins in ConsumerLab.com Survey 

White Plains, New York, February 25, 2016 — A recent survey of over 11,000 people who use dietary supplements shows the most popular dietary supplement to be vitamin D, followed by fish oil, CoQ10, multivitamins, and probiotics. This represents dramatic jumps in popularity for both vitamin D, which was #4 in popularity last year, and probiotics, which had been #8.  

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 Tod Cooperman, M.D., President of ConsumerLab.com. "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 ConsumerLab.com Survey of Vitamin and Supplement Users, which has been conducted each November since 2007 among readers of ConsumerLab.com's e-newsletter. Respondents are predominantly heavy users of supplements, 75% of whom report taking at least four different supplements daily and actively seek information about these products.

Respondents also identified where they purchased their supplements and rated 963 brands and 399 merchants they used. The supplement brands and merchants receiving the highest ratings on overall consumer satisfaction within their specific market segments are listed on the ConsumerLab.com website.

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

For more information about the survey or to purchase the 114-page survey report, go to http://www.consumerlab.com/reports/CLSurveyBrochure2016.pdf or contact Lisa Sabin, Vice President for Business Development, at lisa.sabin@consumerlab.com. Subscription and access to ConsumerLab.com's test reports of more than 1,000 products, covering more than seventy types of popular supplements, is available online.

Founded in 1999, ConsumerLab.com is a leading provider of consumer information and independent evaluations of products that affect health and nutrition. Membership to ConsumerLab.com is available online and provides immediate access to reviews of more than 1,000 products from over 400 brands. The company is privately held and based in Westchester, New York. It has no ownership from, or interest in, companies that manufacture, distribute, or sell consumer products.