A growing number of consumers are turning to natural supplements as an alternative or addition to mainstream medicine. Top Health Products Today’s consumers are savvy and understand the benefits of the ingredients found in natural supplements for good health and well-being. While they are apprehensive of nutritional products, they value brands offering manufacturing credibility and prefer products formulated under doctor supervision.

As more consumers place priority on the health, natural supplements are fast learning to be a popular choice.This focus is reflected in the booming growth of the U.S. supplement market, presently estimated to be valued at $24-25 billion. In spite of prevailing doubts concerning the integrity of product manufacturers, the rising cost of raw materials and new regulations, the health supplement industry is projected to rise by 4-6% within the next year. By the entire year 2010 growth in the global nutraceuticals industry is projected to attain $187 billion.

In accordance with NMI’s 2007 Health & Wellness Trends Survey, the most notable health categories for supplements are weight reduction, cardiovascular support, digestion, arthritis or pain relief, seasonal allergy relief, vision and eye health, and diabetes.”Customers have confidence in the industry. A recently available study found that 34% of consumers seeking to shed weight first turn to a supplement as their adjunct in the battle against obesity,” says Douglas S. Kalman, director of nutrition and applied clinical research at Miami Research Associates and chair of the Nutrition in Complementary Care Dietetic Practice Group (NCC-DPG).

According to an annual survey conducted by Ipsos-Public Affairs for the Council for Responsible Nutrition (CRN), Washington, D.C. “Consumers’ usage of dietary supplements remained fairly consistent in 2007, with 68% of American adults saying they take dietary supplements.”Consider these statistics by any office of Dietary Supplements:

* 31.8% of American children use dietary supplements (18 and younger).

* 47% of American men use dietary supplements.

* 57% of American women use health supplements.

The most commonly used health supplements are multivitamins and minerals (18.3%). A recent study conducted by the NCAAM, shows a listing of why people use dietary supplements, the most common reasons are health and wellness, arthritis, memory improvement, to avoid osteoporosis, for energy, recommended by physician, friend, family or through media, for immune health, to avoid colds/influenza, and as sleep aids.Health supplements most commonly purchased are:

* 40% vitamins

* 29% herbals & botanicals (ginkgo, echinacea, St. John’s Wort, ginseng, garlic)

* 10% sports nutrition

* 8% minerals

* 8% specialty supplements (melatonin, fish oil, proteins, etc.)

(www.snac.ucla.edu)

The top supplements used by consumers in 2007, in order of frequency are multivitamins, calcium, vitamin C, fish oil, vitamin e antioxidant, antioxidants, vitamin B/B complex and omega 3s. (NMI survey).Why are NATURAL SUPPLEMENTS Gaining Credibility?

There are more than 20,000 products out there. Many consumers believe that natural supplements can support their health to fight disease or improve health. Exactly why are natural supplements gaining credibility?Among the reasons may be the advances in science and technology. Most credible product manufacturers use strict manufacturing policies coupled with a professional team of researchers who develop products based on evidence based scientific research.

Through clinical studies and systematic reviews scientist measure the health advantages and safety risks of health supplements. It has built consumer confidence.An example of that is omega-3 fatty acid supplementation. There is strong evidence from epidemiologic and clinical trials indicating the consumption of omega-3 fatty acid as being beneficial to people who find themselves at risk of coronary heart disease. The American Heart Association validates this: “Omega-3 fatty acids benefit the center of healthy people, and those at risky of – or who have – cardiovascular disease”Consumer fascination with health supplements is currently reinforced by doctors and healthcare professionals.

A report from CRN’s Healthcare Professionals Impact Study states that “over three-quarters of U.S. physicians (79%) and nurses (82%) recommend dietary supplements to their patients.” As health supplements receive more support from clinical trials, you will have a rise in the number of recommendations of natural supplements by healthcare professionals to their patients.

Another factor which will boost future sales may be the recent finalization of U.S. Good Manufacturing Practices (GMPs) rules and requirements for the manufacture of health supplements and the brand new Adverse Event Reporting (AER) law. “The burden of compliance is really key for consumer confidence,” says Daniel Fabricant, vice president of scientific affairs, Natural Products Association (NPA), Washington, D.C. Natural supplements will be the future in preventive medicine. With DNA diagnostics becoming more common, and the role of nutrition against disease gaining surer footing, the health supplement industry is poised to meet the challenges into the future health industry.