New York, August 9/PRNewswire – MarketResearch.com, the premiere business intelligence marketplace, announced the release of a new study "The U.S. Market for Vitamins, Supplements and Minerals" by Kalorama Information. According to this study, echinacea, ginkgo biloba, St. John’s wort, garlic, aloe, valerian, kava kava, saw palmetto, black cohosh and cayenne accounted for 43% of herb product sales, demonstrating a growing number of consumers treating common illnesses with natural remedies instead of conventional medicines. Over 30 million consumers use herbal remedies in place of over-the-counter drugs, while 19 million use herbals and OTCs together.

This rise in the use of natural products is attributed to the perfect timing of several factors. With the passage of the Dietary Supplement Health and Education Act (DSHEA), better scientific research, new products and wider distribution, consumers became more aware of the existence of herbal remedies and their health benefits. Key demographic and lifestyle shifts pushed the baby boomers, noted for their interest in "living longer, living well," to the forefront. This group focuses on preventive self-care and complementary and alternative medicine (CAM).

Over 56% of the U.S. adult population use vitamins, supplements or minerals, and more than 20% of these choose a multi-formula combination. Vitamin C, vitamin E and calcium top the list for supplements used by 14.2%, 12.9% and 9.5%, respectively, of all consumers. Calcium has driven mineral sales to a larger-than-usual market gain of 11.2%, as consumers began to appreciate the value of this mineral in preventing osteoporosis. Targeting the aging population has boosted the popularity of products designed to ease the effects of age, such as menopause, joint health, emotional well-being and memory loss.

About Kalorama Information

Kalorama Information, an imprint of MarketResearch.com, supplies the latest in independent market research for the life sciences. For more information, contact Steven Heffner at 212-807-2634 or sheffner@kaloramainformation.com.

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