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Probiotics Rise in Popularity as Vitamin C, Melatonin, and Others Dip in Latest ConsumerLab Survey of Supplement Users
White Plains, New York, February 25, 2023 —A recent survey of 8,600 people who regularly use dietary supplements shows that probiotics (+3.04 percentage points), quercetin (+2.3 pts), and vitamin K (+1.96 pts) experienced the greatest absolute growth in popularity over the past year, while the greatest declines were with vitamin C (-4.56 pts), calcium (-3.05 pts), melatonin (-2.66 pts), vitamin D (-2.62 pts), and green tea (-2.21 pts).

Despite a moderate decrease, vitamin D remained the most popular supplement, purchased by 69.95% of respondents. Magnesium (+1.34 pts) remained in place as the second most popular supplement, used by 53.1% of respondents, just ahead of fish oil (+0.69 pt). Multivitamins (+1.28 pts) moved up to 4th place, as CoQ10 (-2.19) moved down to 5th place. Probiotics moved up to 6th place, as vitamin C slid to 7th place, followed by zinc (+0.87 pt). B-complexes (+1.69 pts) moved up two spots to 9th place, followed by curcumin/turmeric (-1.6 pts), which moved down one spot. Among the current top 50 supplements, 21 declined in popularity while 20 showed an increase. The survey assessed the popularity of 209 types of supplements — including supplements for pets — and analyzed popularity by respondent age, gender, and frequency of supplement use.

20 Most Popular Vitamins and Supplements At the End of 2022

(% Survey Respondents Purchasing in Past Year)
Vitamin D (D2 & D3) 69.95%
Magnesium 53.1%
Fish Oil/Krill Oil/Algae Oil/Omega-3 (EPA/DHA) 51.15%
Multivitamin/Multimineral (including Prenatal) 44.59%
CoQ10/Ubiquinol/MitoQ 42.78%
Probiotic (e.g., Acidophilus, Lactobacillus) 41.71%
Vitamin C (including Rose Hips) 37.3%
Zinc 36.02%
B-Complex 34.65%
Curcumin/Turmeric (as Supplement) 34.25%
B-12 (Cobalamin) 32.96%
Vitamin K 27.88%
Calcium 27.84%
Melatonin 26.79%
Collagen 24.68%
Joint Health Formula
(Glucosamine, Chondroitin, MSM, Boswellia)
Green Tea 21.73%
Protein/Nutrition Powders & Drinks
(includes Whey)
Ashwagandha 19.93%
Quercetin 19.32%

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 81.5% 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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