There is really no one factor driving sales of supplements today; there are a lot of factors. Consumer awareness and positive perception is on an upward trajectory, thanks in part to a number of published studies establishing the health benefit and need for supplements like vitamin D. The recession also has fostered consumer gravitation toward more self-care solutions.

The article above is part of the DSN Category Review Series. For the complete Supplements Mid-Year Report, including extensive charts, data and more analysis, click here.