The popularity of specific vitamins and minerals will increase as scientists and the public better understand their role beyond preventing basic nutritional deficiencies. This is not to say all will be smooth sailing, however.

According to a recent Mintel report, the U.S. vitamin and mineral market increased 10-25% per year in the early and mid-1990s, but recently has slowed, partly due to media attention focusing on studies disproving various health claims made by vitamin and mineral manufacturers. Consumer research by Mintel notes that about half of U.S. consumers say they find the information about vitamins confusing. This dovetails well with a Prevention/ FMI survey taken several years ago which found that 73% of consumers felt there was too much conflicting information about which foods are healthy and which are not.