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Latest ConsumerLab Survey Shows Growth in Popularity of Magnesium and Several Smaller Supplements
White Plains, New York, February 26, 2024 — A recent survey of more than 10,000 people who regularly use dietary supplements shows that supplements that experienced the greatest absolute growth in popularity during 2023 were pregnenolone (+7.5 percentage points), magnesium (+4.8 pts), berberine (+4.3 pts), taurine (+4.2 pts), PQQ (+4.1 pts), collagen (+3.8 pts), protein and nutrition powders and drinks (+3.6 pts), vitamin K (+3.1 pts), and lion’s mane (+3 pts).

The greatest declines were with biotin (-11 pts), joint health supplements (-6.8 pts), potassium (-6.4 pts), probiotics (-6 pts), prebiotics (-4.2 pts), and CBD (-3.4 pts). For the ninth year in a row, vitamin D remained the most popular supplement, purchased by 70% of respondents. Magnesium remained the second most popular supplement, used by 57.9% of respondents, just ahead of fish oil (-0.6 pt).

Among the current top 50 supplements, 15 declined in popularity rank while 25 showed an increase. Nutritional yeast and manuka honey made their debut in the top 50 supplements, as well as bioperine, lion’s mane, and electrolytes. The survey assessed the popularity of 211 types of supplements — including supplements for pets — and analyzed popularity by respondent age, gender, and frequency of supplement use.

20 Most Popular Supplements and Health Foods at the End of 2023

(% Survey Respondents Purchasing in Past Year)
Vitamin D (D2 & D3) 70%
Magnesium 57.9%
Fish Oil/Krill Oil/Algae Oil/Omega-3 (EPA/DHA) 50.5%
CoQ10/Ubiquinol/MitoQ 42.2%
Multivitamin/Multimineral (including Prenatal) 41%
Vitamin C (including Rose Hips) 36.9%
Probiotic (e.g., Acidophilus, Lactobacillus) 35.7%
Zinc 34.3%
B-12 (Cobalamin) 34%
B-Complex 33.9%
Curcumin/Turmeric (as Supplement) 33%
Vitamin K 31%
Calcium 28.7%
Collagen 28.5%
Melatonin 27.6%
Protein/Nutrition Powders & Drinks
(includes Whey)
Green Tea 23.4%
Cocoa and/or Dark Chocolate (food or supplement) 20.8%
Quercetin 20.4%
Apple Cider Vinegar (liquid or supplement) 20.4%

The results are based on responses to the most recent Survey of Vitamin and Supplement Users. The Survey is conducted each year in November/December among readers of's newsletter who utilize ConsumerLab's product reviews and information when choosing and using supplements and health foods. The Survey was first conducted in 2002. Respondents are active users of supplements, with over 76.9% taking at least four different supplements daily.

"The annual survey is a useful indicator of change in the market for dietary supplements and health foods. It guides our selection of products to test," said Tod Cooperman, M.D., ConsumerLab's President and Founder.

An extensive 170+ page report based on the survey will be available. To pre-order the report, contact Lisa Sabin 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 continually updated reviews of nearly every popular type of dietary supplement and health food, answers to reader questions, and product recalls and warnings. ConsumerLab also provides independent product testing through its voluntary Quality Certification Program. 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.

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