There is a paradigm shift in why consumers are taking supplements. Consumers no longer take them just to ensure proper nutrition, but to get a health and performance effect. Many consumers are extremely knowledgeable and sophisticated about nutritional supplements. As the population ages, they look for enhancements—products that make specific health and performance claims, and show concrete results.

People taking vitamin E, folic acid and B-12 no longer do this just to meet their daily RDAs; they expect their cardiovascular health to improve, thus leading to better general health. Other enhancers that have become popular include zinc to minimize the effects and length of colds, and selenium and lycopene to maintain prostate health. Consumers ingest ginseng to increase stamina and ginko biloba to increase their memory performance. They expect to keep an edge on health, and no longer are content just to maintain it.