Magnesium, Curcumin, and Apple Cider Vinegar Rise in Popularity, While Probiotics Dip and Calcium Continues to Decline in Latest Survey of Supplement Users

White Plains, New York, February 24, 2018 — A recent survey of 11,446 people who use dietary supplements shows that magnesium and curcumin and turmeric have leapt into the top 5 most popular dietary supplements, just behind vitamin D, fish oil and CoQ10.

The next most popular group of supplements is multivitamins (which fell one spot to 6th position this year and from 2nd position five years ago), followed by probiotics (which had a big drop from 4th position last year), vitamin C, B complexes and B-12 as a single vitamin. 

Calcium continued its decline in popularity and has fallen over the past five years from being the fifth most popular supplement to the eleventh. It is followed this year by apple cider vinegar and coconut oil, both of which have gained considerable popularity in recent years, and then by melatonin and green tea (including brewable, matcha, and supplements). These round out the top 15 most popular supplements out of 138 covered in the survey. The survey also analyzed popularity by respondent age, gender, and frequency of supplement use.

"The results this year show vitamin D firmly entrenched as the most popular supplement and the establishment of magnesium and curcumin in the top five," said Tod Cooperman, M.D., President of which independently reports on supplements and supplement quality. Many people, especially older individuals, don't normally get enough vitamin D, magnesium, and B-12, and supplementing with these, up to a point, can be beneficial. "Increasing interest in curcumin is driven by its anti-inflammatory property —who doesn't have aches and pains? On the other hand, interest in probiotics has dipped as more evidence suggests that one's diet is the most important way to maintain a healthy gut microbiome," he added.

The results are based on responses to the most recent Survey of Vitamin and Supplement Users. The Survey is conducted each November among readers of's semiweekly newsletter. The Survey was first conducted in 2002. Respondents are predominantly heavy users of supplements, over 80% 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 the brands and merchants they used. The supplement brands and merchants receiving the highest ratings on overall consumer satisfaction within their specific market segments are listed here.

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

For more information about the survey or to purchase the full survey report, go to or contact Lisa Sabin, Vice President for Business Development, at  

Founded in 1999, is a leading provider of consumer information and independent evaluations of products that affect health and nutrition. Membership to is available online and provides immediate access to reviews of more than 1,400 products from over 500 brands. The company is privately held and based in New York. It has no ownership from, or interest in, companies that manufacture, distribute, or sell consumer products.