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Latest ConsumerLab Survey Shows Growth in Popularity of Biotin and Several Smaller Supplements
White Plains, New York, February 26, 2025 — A recent survey of more than 8,400 people who regularly use dietary supplements shows that among the 212 most popular supplements, those that experienced the greatest absolute growth in popularity during 2024 were biotin (+9.9 percentage points), potassium (+6.3 pts), prebiotics (+5.9 pts), chia seed (+2.5 pts), protein/nutrition bars (+2.2 pts), and berberine (+2.1 pts). This resulted in biotin and prebiotics, as well as L-lysine, making their debuts in the top 50 supplements. The greatest declines were with PQQ (-4.2 pts), quercetin (-2.2 pts), and vitamin B-12 (-2 pts).
For the tenth year in a row, vitamin D remained the most popular supplement, purchased by 69.9% of respondents, as shown in the list below. Magnesium remained the second most popular supplement, used by 59.5% of respondents, widening its distance from the third most popular supplement, fish oil, used by 48.6% of respondents.
Below are the most popular supplements at the end of 2024, based on those purchased by 20% or more of respondents.
21 Most Popular Supplements and Health Foods at the End of 2024
(% Survey Respondents Purchasing in Past Year)
|
69.9% |
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59.5% |
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48.6% |
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|
42.0% |
|||
|
40.7% |
|||
|
35.8% |
|||
|
35.8% |
|||
|
34.8% |
|||
|
32.8% |
|||
|
32.8% |
|||
|
32.0% |
|||
|
30.3% |
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|
29.9% |
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|
28.8% |
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|
27.1% |
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|
26.0% |
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|
23.7% |
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|
21.0% |
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|
20.9% |
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|
20.4% |
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|
20.3% |
Source: 2025 ConsumerLab Vitamin and Supplement Users Survey
The results are based on responses to the most recent ConsumerLab.com Survey of Vitamin and Supplement Users. The Survey is conducted each year in November/December among readers of ConsumerLab.com's newsletter who utilize ConsumerLab's information when choosing and using supplements and health foods. The ConsumerLab.com Survey was first conducted in 2002. Respondents are active users of supplements, with over 81.8% 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 the types of products to test," said Tod Cooperman, M.D., ConsumerLab's President and Founder. The specific products that ConsumerLab selects for testing in its Product Reviews are determined by additional, frequent surveys of ConsumerLab’s 100,000+ members.
An extensive 150+ page report based on the survey will be available, and includes results for supplement brands, merchants, and analyses by age, gender, and frequency of supplement use. To pre-order the report, contact Lisa Sabin at lisa.sabin@consumerlab.com.
Founded in 1999, ConsumerLab.com is a leading provider of consumer information and independent evaluations of products that affect health and nutrition. Membership to ConsumerLab.com 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.
Copyright 2025 ConsumerLab.com, LLC. All rights reserved. It is unlawful to copy, excerpt, or distribute this content, nor use it for any promotional or commercial purpose, without express prior written permission from ConsumerLab.com, LLC.
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