Not to be flip, but it's a growing trend, and one reason the vitamin industry is booming among boomers. According to an October 29th article from Slate.com:

"The reasons for the growth are threefold:

  1. Americans are becoming more focused on their health and are adopting healthier lifestyles by cutting back on bad habits, such as smoking, drinking sodas and consuming high-calorie treats. They are increasingly incorporating vitamins and mineral supplements into their diets.
  2. As Americans are losing many of their health insurance benefits they are looking at vitamins and mineral supplements as affordable alternatives or substitutes to costly prescription medications.
  3. Baby Boomers, who have become an undeniable economic force in recent history, are becoming more obsessed with their health and wellness, accounting for a 4.9 percent increase in supplements sales between 2001-2008, and the figures are likely to rise, according to the Nutrition Business Journal."
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