Last July, IBISWorld market research estimated that specialist supplement and vitamin stores in Australia generated revenue of $471 million, with growth rates of 4.1 per cent forecasted for this year. And this is without the supermarket or chemist chains being taken into account.
Clearly, we have a voracious appetite for supplements and vitamins, with new products continually being introduced to the market. The latest product to hit shelves are wholefood supplements. So what exactly are they?
Wholefood supplements are made from concentrated wholefoods.
In other words, they start as foods and are broken down. One of the main processes used to create these supplements is dehydration, and advocates argue they’re beneficial because they’re made of a combination of natural elements that work together as opposed to one synthetic element operating in isolation.
US naturopathic physician Dr Daniel Chong says many of the single-element supplements such as vitamin C (ascorbic acid) commonly seen on the shelves of our supermarkets, chemists and health-food stores are artificially created in laboratories.
Chong is a fan of wholefood supplements because, he says, their vitamins aren’t isolated.
source: body and soul