Anyone walking into a grocery store can quickly see that dietary supplements are big business. Vitamins and herbal supplements command a significant chunk of floor space.
The pills, capsules, and powders make up 5 percent of all grocery sales in the United States. Their profit margins, however, are about 10 times as high as those of food items.
Supplements, in fact, keep many small natural groceries in business, according to James Johnson, a senior market analyst for the trade publication Nutrition Business Journal.
Most Americans, hoping to improve their health, spend some of their hard-earned cash on these products.
About half of Americans take multivitamins. Many also take individual vitamin supplements. And roughly one in five U.S. adults uses herbal supplements.