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    Features

    Vitamins: Filling Nutritional Gaps One Letter At A Time

    Consumers remain loyal to the category as personalized formulas and unique formats will drive growth.

    Vitamins: Filling Nutritional Gaps One Letter At A Time
    Multivitamin supplements account for more than $1 billion in sales within the $3.8 billion vitamins and minerals market.
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    Lisa Olivo, Associate Editor01.05.16
    Convenience and taste often trump nutritional composition in the standard Western diet. As a result, a growing number of consumers are overfed, undernourished, and in many cases, vitamin deficient.

    Data from the Centers for Disease Control and Prevention (CDC) indicated nearly 90 million Americans are vitamin D deficient; about 30 million are deficient in vitamin B6; 18 million lack vitamin B12; and nearly 16 million are vitamin C deficient.

    In September 2015, physician and author Tieraona Low Dog, MD, spoke with congressional staffers at an educational briefing to discuss the CDC’s findings and the critical need for vitamin supplementation among Americans. Her presentation—“Life Fortified: A Physician’s Case for Dietary Supplements”—was hosted by the Congressional Dietary Supplement Caucus (DSC) in cooperation with the American Herbal Products Association (AHPA), the Consumer Healthcare Products Association (CHPA), the Council for Responsible Nutrition (CRN), the Natural Products Association (

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